Date: 12th March 2015

“We are seeing a fragmentation of attention, not of the media. We need to be proactive—and that means taking risks,” said Venkatesh Kini, President, India & South West Asia, Coca-Cola.

Speaking at the IAA Retrospect & Prospects event in Gurgaon, presented by Colors, Mr. Kini highlighted what he believes is the most significant shift facing the industry: the fragmentation of consumer attention.

He explained that audience behavior has changed dramatically—moving from many people watching one screen to one person engaging with many screens.

The event brought together a cross-section of professionals from marketing, advertising, and media, all keen to reflect on the year gone by and explore what lies ahead.