The PULSE - August 2025

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This edition is our deep dive into the evolving world of OTT & CTV, where stories no longer just entertain, but connect, commerce, and create culture. A space where content is still king, but technology, data, and marketing have become its crown.
On our cover is the powerhouse of storytelling and strategy, Sonal Kabi, Director & Head of Marketing, Prime Video India.
An innovator. A cultural decoder. The marketer who turned a humble lauki into a national talking point and made campaigns as memorable as the shows themselves. Sonal doesn’t just market content, she humanises it, ensuring stories meet audiences with authenticity, relevance, and resonance.
Inside, you’ll find perspectives that map the rise of Connected TV, explore campaigns that balance emotion with experimentation, and uncover how India is rewriting its streaming story in real time.