SCOOP & MUNCHIES
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Dentsu’s Narayan Devanathan On Attention As The New Currency; Fujifilm’s Arun Babu On Marketing Built For Memory; Diageo’s Varun Koorichh On Lollapalooza Beyond Short-Term Metrics

Dentsu’s Narayan Devanathan On Attention As The New Currency; Fujifilm’s Arun Babu On Marketing Built For Memory; Diageo’s Varun Koorichh On Lollapalooza Beyond Short-Term Metrics

Marketing Mind
February 03, 2026

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No need to scroll endlessly - we’ve done the legwork to bring you the juiciest brand moves and marketing mind-benders, all wrapped up in this edition of Scoop.

From the future of attention in an AI-driven world to the art of memory-making in a hyper-digital age, this week’s dispatch brings you fresh perspectives from across the marketing landscape. In Mumbai, dentsu’s Narayan Devanathan challenged the industry’s fixation on clicks, arguing that attention, not metrics, will define impact as AI reshapes human behaviour and decision-making. Elsewhere, Fujifilm instax is rewriting cultural marketing by marrying nostalgia with Gen Z’s craving for real, tactile moments, proving that imperfect memories can be better than polished perfection. And as festival platforms evolve, Diageo’s approach to Lollapalooza signals a shift toward evaluating marketing beyond short-term benchmarks, ushering in a longer-term, impact-driven playbook.

Here’s your Scoop- fresh, flavourful, and packed with plenty more to discover!