Content creators such as Star, Yash Raj films, Facebook and Google are being roped in by Lever to create content where their brands could tell a story that consumers can relate to. As media is changing, this skill will have to be evolved. There is no question of replacing the advertisement. They would like to ride on the content that is designed to entertain, engage and connect. It is a differentiated communication platform. The consumer here does not remain passive, but is an active participant in the brand’s story telling journey. HUL’s move will break the clutter.