As part of our Inside the Jury Room series, we spoke with Binit Kumar, AGM Marketing at Dabur India Limited, to hear their perspective as a judge for the Festival of Media APAC Awards 2026.
In the interview, Binit shares insights on how the role of media has evolved in shaping consumer behaviour in recent years and what excites them most about this year’s entries at the Festival of Media APAC Awards.
1. What do you see as the biggest opportunity for media in the Asia Pacific region over the next 12 months?
Many brands are heavily investing in performance marketing to meet immediate demands. However, this is a short-term strategy, as only 3–5% of consumers are currently in the market and buying. While performance marketing is important, it alone will not build future demand.
Media companies excel in efficiency but often struggle with effectiveness. They need to educate brands on how to make an impact on consumers and build brands. Research highlights significant media waste: from non-dull to dull campaigns, there is a considerable drop in STAS, active and passive attention ratios. Very few advertisements cross 2.5 active seconds to leave any memory imprint.
2. How has the role of media evolved in shaping consumer behaviour in recent years?
Consumers now have many options to consume content without ad breaks. The power has shifted from the remote control to the swipe of the consumer. Content that genuinely captures attention is more likely to register a brand in long-term memory.
Low CPMs may look attractive in procurement reports, but they often prioritise efficiency over visibility. Formats that hold attention will become increasingly important for advertisers.
3. How are brands leveraging AI in smarter ways to create more impactful campaigns?
The impact of AI on business and creativity is often overrated. While AI can produce engaging creative output and capture attention, it does not necessarily drive engagement that leads to deep memory processing.
AI is also commonly used for data-driven personalisation. However, the notion that “more personalised equals better effectiveness” is a myth. Each additional segment increases message delivery complexity, and the difference between standard and personalised content is often marginal. The key is to personalise enough to feel relevant without excluding potential customers or exhausting the existing audience.
4. Which campaigns or brands do you think have set new benchmarks recently in the APAC media industry?
Mondelez campaigns, including Dairy Milk and 5 Star, stand out as they are rooted in consumer insights, data, and technology. Technology enabled them to reach more consumers and drive meaningful engagement.
Brands challenging the status quo, such as Liquid Death and Dabur Red, are also inspiring. Dabur Red, India’s No. 1 Ayurvedic toothpaste, made waves in the oral care category with its “Switch to Fluoride-Free” campaign.
5. What excites you most about this year’s Festival of Media APAC Awards entries?
I am excited to see how brands are leveraging media and technology to reach and delight consumers. The Festival of Media is a prestigious platform that attracts the best minds in APAC, offering a tremendous learning experience.
6. What advice would you give to entrants of the Festival of Media APAC Awards who want to impress the jury this year?
Advertising is like the McDonald’s of the mind: a billion-dollar chemistry designed to make people crave things that don’t nourish them. Focus on building memory structures around 4–5 relevant category entry points.
As marketers, your task is to prioritise your brand and marketing objectives, executed through creative and media choices. Clearly articulate how your communication addresses trial barriers and consumer tensions, and ensure your strategy is executed with clarity and impact.
