ET Shark Awards 2026 shortlist flags AI storytelling, Tier II/III push as CMO priorities
The 8th ET Shark Awards 2026 shortlist, chaired by ex-Britannia CEO Varun Berry with Kantar as knowledge partner, surfaced five jury 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 2026 shortlist, chaired by ex-Britannia CEO Varun Berry with Kantar as knowledge partner. Jury of 120+ CMOs noted trends: AI-led storytelling, outcome-driven marketing, legacy brand reinvention, regionalisation into Tier II/III, and experiential festive campaigns.
Why this matters
The shortlist codifies where India's CMO spend is shifting: AI-led creative, Tier II/III reach and measurable outcomes over awareness-only plays, setting a 2026 benchmark for retail brand marketing.
Retail-brand signals steady at 1993 over the last 90 days.