In a world where content is becoming second nature to brands, how can brands actually be meaningful and authentic to consumers? And how does a brand do this consistently? Answering this question is Heli Shah. Heli is someone who started her career when digital media was finding its feet, and she is amongst a handful of professionals today who have seen the evolution of digital media and content. Heli has worked across brands and categories and is currently the Director for Growth & Monetization at Condé Nast India. We go in depth into brands and content - we discuss how brands make content decisions, of how you shouldn't try winning on social media everyday and why brands should build content IP's with a longevity lens. Tune in!