Marketing trends shift toward AI video tools and brand IP

Marketing teams are increasingly adopting AI image-to-video tools to overcome content bottlenecks. By utilizing existing product or lifestyle photography, small teams can generate short motion clips through simple text descriptions, allowing them to produce video content for social media platforms without the high costs of traditional video production or dedicated editors.

In a different approach to brand building, the HealthTech company Onsurity is investing over Rs. 1 crore to launch ‘Office Drama’. This initiative focuses on long-term brand intellectual property through live theatre performances that explore modern workplace culture. The strategy aims to create an owned cultural property and support India’s independent theatre community by providing sustained creative opportunities and digital content production.