Digital
The power of relatable content in brand advertising
Mumbai: In today’s digital age, where every scroll and click presents an opportunity for brands to connect with consumers, the concept of relatable content has emerged as a game-changer in advertising strategies. This approach focuses on creating content that resonates deeply with the audience, forging a genuine connection that goes beyond mere product promotion. To learn more about this growing trend, we spoke to three renowned couple content creators who have mastered the art of merging authenticity with brand endorsements- Vishakha & Divesh, Khushi & Kushal, and Rashika & Hitesh.
Vishakha & Divesh-
Vishakha and Divesh, known for their heartwarming couple vlogs and lifestyle content, emphasise the importance of authenticity in their collaborations with brands. “Our audience trusts us because they see themselves in our everyday experiences,” explains Divesh. “When we partner with a brand, we ensure that the product seamlessly integrates into our lives,” adds Vishakha. This perfect integration is crucial for maintaining credibility and connecting with their audience. Whether they’re promoting a new beauty regimen or spotlighting travel accessories, their approach is rooted on real everyday experiences. They also bring a humour quotient to their content. Their ability to mix authenticity with humour makes their recommendations feel not just relatable, but also enjoyable and entertaining. “When people see us using a product in our daily routines, they can visualise themselves using it too,” Divesh adds. This visualisation is key in converting viewers into consumers!
Khushi & Kushal-
Khushi and Kushal are celebrated for their dynamic content that ranges from travel diaries to cooking experiments, all infused with their infectious energy and humour. “Emotions drive engagement,” says Kushal. “When we share a personal story or a genuine reaction to a product, our audience responds with enthusiasm,” Khushi adds. This emotional resonance forms the core of their brand collaborations. “Authenticity is non-negotiable,” Kushal emphasises. “Our audience can tell when something isn’t genuine, so we make sure every brand partnership feels natural and adds value to our viewers.”
Rashika & Hitesh-
“Our audience appreciates the blend of tradition and modernity in our lifestyle,” says Rashika. “When we partner with brands, we ensure the product aligns with our values and resonates with our diverse audience,” Hitesh adds. “Each partnership is an opportunity to educate and inspire,” Rashika notes. “When we showcase how a product fits into our multicultural lifestyle, it sparks curiosity and interest among our viewers,” Hitesh explains. This educational aspect not only expands the brand’s reach but also establishes Rashika and Hitesh as cultural ambassadors within their community.
By prioritising authenticity, emotional connection, and cultural relevance, these content creators have redefined how brands engage with consumers in the digital age.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
