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The best marketing campaigns craft brand stories that are authentic, relatable, and emotionally resonant, clearly articulating the brand's purpose and values. They simplify complex messages, maintain consistency across all touchpoints, and often feature a problem-solution narrative with a human touch. What many don't realize is their underlying power comes from hijacking our ancient brain's wiring for survival - making us pay attention to conflict and resolution, and to narratives where we see ourselves as the hero finding a guide, because that's how humans are hardwired to learn and remember. This ultimately differentiates the brand by making consumers feel connected rather than just sold to. I think in recent times, especially in India, Braindad.co and Moonshot.fun are doing extremely phenomenonal in terms of ads and storytelling for brands.