Sponsored Content – The Indian Perspective

What encompasses "sponsored content" is still unclear in the Indian context. The phenomenon seems to be not very old, but, instances of the same are being witnessed at a fairly increasing rate. Having said that, the concept is relatively ambiguous, in so far as, one needs to clearly identify whether particular content is indeed sponsored.

Marketing professionals assert that there is continued shrinkage of the time-span for which an audience's attention can be captured, thus, the need for adopting innovative means to grab said attention. Blending of advertisement with editorial content, in the same space as the editorial, seems to be one such innovative way through which advertisers try to catch the attention of the reader. Some people designate the said blending as native advertising.