“Brands Need Long-Term Narratives, Not Just Short-Term Moments,” said Senthil Kumar Hariram
Date: 12th January 2026, 10:00 AM
Location: Mumbai
As brands navigate an increasingly crowded digital landscape, many are shifting their focus from reactive moment marketing to more sustained storytelling strategies. In an industry feature, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on this evolving trend.
He highlighted that while moment marketing can deliver immediate visibility and engagement, its impact is often short-lived. Storytelling, on the other hand, helps brands build stronger emotional connections, reinforce their values, and create lasting recall among consumers.
According to Senthil, consumers today interact with brands across multiple touchpoints, making consistency more important than ever. A well-defined narrative enables brands to stay relevant over time rather than relying solely on fleeting cultural moments.
He also pointed out that AI and LLM-driven discovery systems favour brands that maintain clear, consistent, and contextually relevant messaging. This makes long-term storytelling an important component of both brand building and discoverability.
The discussion underscores that while moment marketing still has a role to play, brands that invest in compelling narratives are more likely to build trust, strengthen loyalty, and achieve sustainable growth.
Read the full story here: Link
