Cover story: Fake Ooh for Real Likes

Abstract

The surge of CGI-led campaigns in India signals more than a passing fad—it’s a new way for brands to blend fantasy and realism in stories that feel believable yet impossible in the physical world. According to Arvind Kumar, GM - Marketing, Confectionery, DS Group, hyper-realistic visuals are often impractical to execute or may require a hefty budget, but with CGI in the picture, not anymore. [...]the creative liberty to exaggerate, the life-size mannequin is much bigger than the Taj Mahal itself. Subjective factors that benefit each brand, and precise control over imagery have led to the emergence of CGI Marketing outlasting the short-lived period of trends.