The paradigms of marketing are continually changing. And more so now than ever. The mantle of creation doesn't just rest with companies anymore. Consumers are becoming active participants in the creation journey. The gears of consumerism are shifting more and more as creativity, engagement, and involvement take on a new meaning in today's hyper-connected world. Join Rutu Mody Kamdar in this engaging conversation with Prof Anand Narsimha, Professor of Brand Marketing at the Jagdish Sheth School of Marketing.