As digital media dominates the landscape, hugely accelerated by the COVID-19 pandemic; and technology becomes pivotal to marketing, what is the role of good old-fashioned ‘creativity’ especially as it was understood in the context of advertising?

In a world upended by COVID-19, what avatar must be advertising agencies assume? CNBC-TV18's Anuradha SenGupta finds out from Arun Iyer, founder, and Creative Partner at Spring Marketing Capital, and Abhijit Avasthi, co-founder of Sideways.

(Edited by : Jomy Pullokaran)