MAM
Indigo Consulting appoints Prasanna Kulkarni as head of creative
MUMBAI: Indigo Consulting has bolstered its key leadership team with the appointment of Prasanna Kulkarni as head of creative.
Prasanna has 20 years of advertising, brand strategy and digital media experience, and his last stint was with Cheil India as creative head of digital. At Indigo Consulting, he will be based out of Mumbai and will report to Indigo Consulting CEO Rajesh Ghatge.
Speaking about the new key appointment, Rajesh Ghatge says, “We have driven aggressive acquisition of new clients in the last couple of years, winning large digital marketing mandates and complex digital transformation projects in the bargain. We have some of the largest brands across categories engaged with us. To deliver the best-in-class intelligent digital and omni-channel experiences, we have built and groomed an amazing creative community at Indigo Consulting. Prasanna’s mandate is to lead this community from the front across our communication and digital platform design, and build offerings. I look forward to him leveraging his deep expertise in both, brand communication and interaction design, to fuel our momentum further. His endeavour will be to deliver a fantastic creative and innovative product to our clients.”
Prasanna’s advertising career spans over 20 years, where he has worked at ZenithOptimedia Group (a part of Publicis.Media), J Walter Thompson, OgilvyOne and Rediff.com. He has worked on India’s largest brands, some of which are Vodafone, Samsung, Tata Motors, Asian Paints, Pidilite, ICICI Bank, Jet Airways, Godrej, Adidas, Star India, Ceat Tyres, Piaggio India, OLX and Mondelez. He is a highly-celebrated advertising professional, with several industry awards under his belt.
Speaking about his new role, Prasanna mentions, “I am extremely excited to be a part of such a talented, multidisciplinary team at Indigo Consulting. It’s an exceptional opportunity to engage with the unique blend of digital transformation engagements coupled with brand narratives. I am eager to kick-start this new journey and create some great, effective work.”
MAM
GUEST COLUMN: How strategy and creativity drives ROI in digital campaigns
Why engagement, AI, and integrated strategy are redefining ROI in digital campaigns
MUMBAI: As digital marketing matures, the benchmarks of success are undergoing a fundamental shift. Reach and visibility, once the primary indicators of campaign performance, are no longer sufficient in a landscape defined by fleeting attention spans and evolving consumer behaviour. Today, brands are being challenged to move beyond surface-level metrics and focus on meaningful engagement, relevance, and long-term impact. ForAkhil Nair, founder and CEO at BigTrunk Communications, this transition from visibility to value reflects a deeper change in how campaigns are conceived, executed, and measured. In this piece, Nair explores why traditional metrics fall short, how AI and integrated thinking are reshaping campaign effectiveness, and why creativity, context, and agility are essential to driving real return on investment in modern digital campaigns.
The shift from visibility to value
For a long time, digital campaigns were judged by how many people saw them. If lots of people looked at it and the numbers were good, it meant things were going well. Impressions and clicks were what mattered. Over time, that didn’t feel like enough. Just because someone sees something doesn’t mean it makes an impact. People scroll through content quickly and often do not really notice what they have just seen. This has changed how we think about campaigns today.
There has been a shift in how brands look at this. It is not just about reaching people, but also about what happens after that, whether someone stops, engages, or remembers the brand later. That is what matters more. This moves the focus from visibility to value.
Some metrics we have relied on for years do not tell the full story. A campaign can reach a large audience and still fail to create a real connection. On paper, it may look strong, but in reality, it does not do much. That is why engagement and intent have become more important, especially whether people are interacting with the content or simply scrolling past it. Even small actions, like spending a few extra seconds or clicking through, matter more.
AI is helping brands understand how people behave and interact with them. It helps brands make better decisions so they can create campaigns that truly connect with people, not just reach a large audience. AI can also predict what will be popular and help refine campaigns, which makes marketing more effective. This allows marketing teams to focus more on generating ideas. In this way, AI supports both creativity and strategy.
Why integration and context matter
Another important factor is how well everything comes together. Campaigns often fall short when strategy, media, and creative are developed separately, because that lack of alignment is noticeable. When everything is aligned from the start, the campaign feels more natural and the message comes through clearly. It also fits better within the platform where it appears.
This matters because people behave differently across platforms. The way someone watches a video is not the same as how they search or read longer content. These differences may seem minor, but they can significantly impact performance. Paying attention to context helps campaigns feel more relevant and effective.
Creativity, agility and long-term impact
There is a common assumption that performance-driven campaigns leave little room for creativity, but that is not the case. The most effective campaigns often feel simple and real. People tend to ignore anything that feels overly polished or forced. Instead, they connect with content that feels familiar and relatable, something that reflects how they think or speak.
At the same time, campaigns do not always go as planned. Audience behavior, trends, and platform dynamics can shift quickly. What works initially may stop working later. That is why it is important to continuously track performance and make adjustments. Small changes over time can improve outcomes, and campaigns that stay flexible tend to perform better.
While short-term results matter, consistency over time plays a bigger role. When a brand shows up in a relevant and consistent way, it builds familiarity. Over time, that familiarity turns into trust.
Digital marketing has evolved, and expectations have evolved with it. Visibility still matters, but it is no longer enough on its own. What truly drives impact is whether a campaign connects, leaves a lasting impression, and leads to action. Being seen is easy, but being remembered is what really counts.
