Gone are the days when brands were only concerned about making their products visible to the consumers for them to make a choice either to buy or skip them. Now, they are trying to be part of the larger narrative of our lives. Brands are tapping into our culture, societal norms, beliefs and insecurities to come up with newer and innovative campaigns. But how are they planning to do it in a world that is getting over the aftershocks of a global pandemic and how brand narratives are changing rapidly?