ET Shark Awards 2026 shortlist flags AI storytelling, Tier II/III push as FMCG playbook
The 8th ET Shark Awards, chaired by ex-Britannia CEO Varun Berry with Kantar as knowledge partner, surfaces five themes from 120 CMOs: AI-led storytelling, outcome-driven marketing, legacy-brand reinvention, regionalisation into Tier II/III, and experiential festive campaigns.
ETBrandEquity unveiled the 8th ET Shark Awards shortlist, chaired by ex-Britannia CEO Varun Berry with Kantar as knowledge partner. Key themes: AI-led storytelling, outcome-driven marketing, legacy-brand reinvention, regionalisation into Tier II/III, and experiential festive campaigns across Indian FMCG and retail.
Why this matters
ET Shark Awards' 8th edition codifies how FMCG CMOs are reallocating spend: AI in creative, measurable outcomes, and deeper Tier II/III reach over metro-led brand building.
Retail-brand signals steady at 1,993 in the last 90 days, indicating sustained brand-strategy activity.