Ads do influence the behaviour and thinking. However, as action comes at the end, they just make us more favourable to the brands. Instead, why not to emphasise the direct action? The maxim should be ‘ acts ‘ rather than  ‘ads ‘. Digital advertising has changed advertising as a whole drastically. There are more changes in the last 5 years than there were in the last 50 years. The main themes of contemporary advertising are : digital is life giving, story is to be shown rather than told on difficult screens, 24×7 media platforms require accelerated marketing, learn to manage risk, and good ideas can be delivered quick and cheap. There are different relationships people have with the four screens. TV screen is friendly. Computer screen is saintly. A tablet shows wizardry. Mobile is an intimate lover. Yes, the mobile screen’s intimacy is to be protected. Brands should not focus on ads but apps. Those brands which do this will be loved.

The emphasis is now not on scale, but scalability. Scalability requires collaborative partnerships which share our view of multi-polar world and culture. Scalability keeps the agency rooted to its vision.