Gone are the days when branding meant getting the company and its products seen across the mass media (with print media dominating) and with physical presence through hoardings. Celebrity endorsements were the guaranteed formula for success in the marketplace. It was followed by the significant inroads made by the electronic media-both radio and television captured the imagination of the people and marketers capitalized on it.

However, the marketing landscape of the past decade had witnessed a sea change with the growth of internet, social media, influencers, event promotions, inbound marketing, digital marketing and virtual reality. Suddenly, brand promotion is all about experiencing or feeling the product or experience not passively through mass media or hoardings alone.