With the rise in online conversation around a newly launched product or service, and a growing Web audience in general, Indian brands are increasingly taking the digital route to air their promos and curtain-raisers before making themselves heard on traditional platforms like television and print.

As per market estimates, Indians currently watch more than five billion videos a month. That’s almost five times the size of our population, says Harikrishnan Pillai, founder of digital agency TheSmallBigIdea. Estimates suggest online video audiences grew 27% in 2014 over the previous year.