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Managing Director, Isobar India
As India’s digital ecosystem evolves, brands are moving away from TV in favor of cheaper over-the-top (OTT) alternatives made accessible by the introduction of cut-rate mobile data plans. Shamsuddin Jasani, managing director of digital agency Isobar India, spoke with eMarketer’s David Green about how original content creators are allowing brands to weave their stories into long-form digital videos.
eMarketer: What is the most important recent change to the digital marketing landscape in India?
Jasani Shamsuddin: [Mobile carrier] Reliance Jio’s entrance has been the biggest change in the Indian market because of the resulting sharp drop in data plan prices. The internet now reaches a much larger audience.