Corporates these days seek digital narrative for their brands. Pepsico India recently launched #NaamBanteHainRiskSe for its drink Mountain Dew. Here the real life heroes are honoured when they go beyond the conventional and emerge victorious. A female amputee climbs Mt Everest. It is a short digital film. Consumers participate in this campaign. There are millions of calls for registration. There are several million views and lacs of shares. The company engages the consumers and hand over the reins of the campaign to them. These real heroes rise above fear, and break out of the ordinary. They emerge victorious. In the digital world, the consumer writes the brand story. Just a conventional ad placed in traditional media where the fuzzy logic dictates the future marketing strategy is not enough. We must learn the consumer’s neuroscience. A brand is less about what it tells people it is. A brand is more about what people tell other people it is . The companies will have to be more experimental. Mondelez has designed ‘Play with Orea ‘. The Development Bank of Singapore ( DBS ) serialised a love story Chilli Paneer on YouTube. Each episode was of 4-minutes. It explores the relationship of a Singaporean man and an Indian woman. The bank plays a mediator. The emphasis was on connectivity and building relations with the customers.