{"id":1039038,"date":"2026-09-28T08:40:50","date_gmt":"2026-09-28T03:10:50","guid":{"rendered":"https:\/\/telecomlive.in\/web\/?p=1039038"},"modified":"2026-09-28T08:47:14","modified_gmt":"2026-09-28T03:17:14","slug":"advertisers-tearing-up-the-old-playbook","status":"publish","type":"post","link":"https:\/\/telecomlive.in\/web\/2026\/09\/28\/advertisers-tearing-up-the-old-playbook\/","title":{"rendered":"Advertisers tearing up the old playbook"},"content":{"rendered":"<p>Zandu Balm is more than 100 years old. Yet its latest campaign, #UndoWithZandu, speaks directly to Gen Z, taking on doomscrolling and \u201ctech neck\u201d. It isn\u2019t alone. Legacy brands from Bajaj Pulsar and Sunsilk to VIP Bags and even Badshah Masala are flexing Gen Z lingo. <\/p>\n<p>Don\u2019t dismiss it as aura farming. The numbers explain the rush. India\u2019s 377 million Gen Zs, born between 1997 and 2012, already account for 43% of the country\u2019s consumption spending, worth about $860 billion, according to a joint report by Boston Consulting Group (BCG) and Snap Inc.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zandu Balm is more than 100 years old. Yet its latest campaign, #UndoWithZandu, speaks directly to Gen Z, taking on doomscrolling and \u201ctech neck\u201d. It isn\u2019t alone. Legacy brands from Bajaj Pulsar and Sunsilk to VIP Bags and even Badshah Masala are flexing Gen Z lingo. Don\u2019t dismiss it as aura farming. The numbers explain the rush. India\u2019s 377 million Gen Zs, born between 1997 and 2012, already account for 43% of the country\u2019s consumption spending, worth about $860 billion, according to a joint report by Boston Consulting Group (BCG) and Snap Inc.<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,4,12],"tags":[],"class_list":["post-1039038","post","type-post","status-publish","format-standard","hentry","category-broadcasting-the-financial-express","category-newspapers","category-the-financial-express"],"acf":[],"_links":{"self":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1039038","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/comments?post=1039038"}],"version-history":[{"count":1,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1039038\/revisions"}],"predecessor-version":[{"id":1039075,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1039038\/revisions\/1039075"}],"wp:attachment":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media?parent=1039038"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/categories?post=1039038"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/tags?post=1039038"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}