Article 
Today Branded Content plays a significant role in building an emotional connect with consumers. Social media these days is all about content. Local brands are using the same to come closer to their consumers. Global brands are using it to showcase their understanding of local emotions and their efforts to be part of Indian culture and consumption flavors.
To me, content plays a very big role in understanding a brand’s perspective towards its consumers, to society at large, and how it makes me feel connected to itself. For example, I really love the content that the digital platform Blush (Culture Machine) provides. The platform is very bold and picks up topics that are relevant and mostly woman-centric. I love its ideology, which says: if Blush were a woman, she’d be described as Bold, Unapologetic, Beautiful & Brave. Blush is a lifestyle digital platform that presents content for the modern, cosmopolitan, forward-thinking, and decision-making woman.
Now that connects me to the platform and its content pegs. A lot of brands have partnered with this platform to create content that is relevant and builds connect. One of Havas India’s esteemed clients, Swarovski, has used the platform to create a beautiful content story around the Indian festival Diwali and a young, unmarried woman who adopts a daughter. The video garnered tremendous praise and helped the brand pick a local celebration and weave a beautiful brand story around it.
As they say, CONTENT is king!
