M. Anil Ramesh is the Director at Siva Sivani Institute of Management, India. He has 30 years of experience working for prestigious organisations in India and abroad, including HCL Technologies, Oman Solar Systems and Bahirdar University, Ethiopia. He is the author of Marketing Common Sense (2011) and co-author of Holistic Approaches to Brand Culture and Communication Across Industries (2017). Priya Grover is an Associate Professor at the Symbiosis Centre for Management Studies, NOIDA, Constituent of Symbiosis International (Deemed University), India. With 15 years of experience working in marketing and consumer behaviour. She has published numerous papers in international journals, and is the co-author of Optimizing Millennial Consumer Engagement with Mood Analysis (2018).   Sabyasachi Dasgupta is an Assistant Professor of Marketing and Management at O. P. Jindal Global University. Alongside his corporate experience, handling brands such as Big Bazaar, Airtel and Tata Indicom, he is also the co-author of Holistic Approaches to Brand Culture and Communication Across Industries (2017) and Optimizing Millennial Consumer Engagement with Mood Analysis (2018).