Advertising industry needs to be nimble, no time to wait and watch

Ad agencies are not pre-empting the changes, nor are they adapting themselves fast enough

Innovations across industry are driving a massive change in customer behaviour, brands need to keep pace, writes K V Sridhar

A walk down the city streets after work-hours these days would depict a very different life being lived by the hardworking labour class from one even barely five years ago. Low-cost smartphones and the telecom revolution has given everyone access to a whole new world of entertainment and information. And that is creating aspiration in a section of society that was never really pulled into (or made a part of) the mainstream economy. 

Smartphones single-handedly have led to a revolution