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In this issue

In this issue, we invite adland’s reactions to the indie culture gaining momentum and what networks can do to navigate the changing landscape. Harpreet Tibb of Kellogg India explains the brand's approach to the growing breakfast cereal market, ‘functional advertising’ and localisation. Contract Advertising’s Ashish Chakravarty reflects on the rise of the agency, drying up of advertising monies, and the 'tectonic shift' that the industry is facing currently. Elsewhere, MobiKwik’s Saurabh Srivastava and Xolo’s Sunil Raina discuss whether flash sales are best suited for launches online. In-depth reportage from IAA Debates tracks arguments for and against by Raghav Bahl, Vikram Sakhuja, Arnab Goswami and Rajiv Lochan on whether mobile will be the primary screen for news and entertainment in India in the next three-four years. Among international features, Chelsea FC’s Adrian New delves into how demands for success makes Asian devotees hard taskmasters. Read on.

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