Post by Kantar

In a world where consumers scroll faster, skip quicker, and content is created at unprecedented scale, one question matters more than ever: What actually works? Yesterday, at the Kantar Creative Effectiveness Awards India 2026, we celebrated the campaigns that answered that question best. This year's theme, R.O.O.T.E.D. in India, highlighted a simple but powerful truth: the most effective advertising isn't just creative, it is deeply connected to culture, context and consumer realities. From inspiring conversations on brand building and creative excellence to recognising India's most effective campaigns, the event brought together some of the industry's leading marketers, creators and brand builders to explore what drives meaningful impact in today's evolving media landscape. A key focus was the growing role of creators in advertising. As creator content continues to shape consumer decisions, brands need greater confidence in what will resonate before campaigns go live. That's why we were excited to unveil Creator on LINK AI and showcase a live demonstration of LINK AI Content Optimiser- helping marketers predict, test and optimise both creative and creator content before it reaches consumers. Because great creativity shouldn't rely on guesswork. Congratulations to all our winners whose work demonstrated that the strongest ideas are built on consumer understanding, cultural relevance and effective brand integration. A special thank you to our distinguished speakers Anupam Katheriya, Ashwin Moorthy, Ketki Sitapati and Arvind Sainath and to everyone who joined us in person and virtually. Here's to creating work that doesn't just capture attention but creates impact. Deepender Rana Soumya Mohanty E Prasanna Kumar Khushbu Agarwal Amanjit Singh Sakshi Hiran