MAM
Instoried launches Content360, that acts as a chief content officer for brands
Mumbai: Instoried, an intuitive web platform designed to craft empathetic and effective written content, has launched Content360, a full-fledged services and consulting arm offering end-to-end content services to companies. The aim is to create content at scale using empathy and focusing on the desired long-term outcome and not just the short-term output. Content360 addresses the limitations of traditional content agencies, digital-first brands, and freelancers who churn out multiple forms of content per month, focusing on just the output. Users include startups, SMEs, MNCs, e-commerce sites, D2C websites, content creators, mid-size digital marketing agencies, content agencies, freelance marketers, bloggers, and more.
Instoried CEO & co-founder Sharmin Ali said, “While you focus on your core businesses of marketing, manufacturing, or any other, our Content360 services will work on building content that resonates with your target audience and business goals to eventually grow your business. On a lighter note, this service will be ‘Robot with a Heart,’ managing all content generation needs with empathy. Acting as an outsourced content generator, this would save significant costs for startups/SMEs/enterprises/brands.”
Using Content360, companies can generate various forms of content based on the strategy chosen: written advertisement copies, social media captions, emails, blog posts, product descriptions, website content, SEO landing pages, and more, with over 50+ templates in just a few seconds.
The process starts with understanding the business goals and objectives of the company, its current content strategy, output, and outcome, and then improving on those goals. As a use case, the business goal of an e-commerce firm is to generate more revenue from their website channel. After understanding various parameters like current clickthrough and conversion rates, the best converting landing pages, tone, emotion, and impact of content, Instoried will advise on the best way to create website content with the best emotion, tone, and words that would result in higher conversions. Similarly, goals like increasing readers for a company’s blog or generating more leads from outbound emails can be easily achieved.
Instoried’s Content360 services act as a chief content officer and benefit companies by helping them reach their optimal content strategy. Instoried enables these services with: a dedicated account manager to maintain daily liaison; Provide an expert content team that has in-depth knowledge of the services and the industry and is well versed in English; Provide Instoried’s proprietary tool that adds AI for scale and speed in content generation and periodic reviews to check content performance, create a content calendar, and tweak content strategy based on results.
Instoried already has a content analysis tool that enables users to analyse the tone, emotion, spelling, grammar, plagiarism, and overall impact of the content. Soon to be launched is Instoried ART, an AI-based image generation tool. Instoried will be the first Indian startup in the content creation space to use state-of-the-art technology to generate AI images based on text prompts.
Instoried claims that it is used by over five million users and 500+ businesses across the globe. As per a report by Future Market Insights, the content creation market is expected to be valued at $ 13.4 billion in 2022 and is likely to reach $47.2 billion by 2032.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
