There is a confluence of digital content and commerce. What used to be a search for a product, has converted into a discovery in the shopping behaviour. And a large part of shopping (say almost 40 per cent) happens serendipitously. There is no pre-thinking involved. There is no advertising influence.

Digital content is the main diet of cell phone users. The two main sites visited are YouTube and Facebook. Glance has more users than Instagram. As users spend more time on screens, there has to be brand engagement. These are the days of live and interactive commerce and influencer marketing. There has to be community engagement.

The consumers would like to complete their shopping on the video and through regional language content.