PropertyGuru's The Moving Out Show drew more than 3.3 million organic views as a viral nine-part Gen Z microdrama on TikTok and Instagram. Many viewers only realised at the end that it was a marketing campaign. Was it simply a clever campaign, or does it reflect a bigger shift in how brands earn attention? On Industry Insight, Lynlee Foo speaks with Professor Amitava Chattopadhyay, Professor of Marketing at INSEAD, about why storytelling matters, how consumer behaviour is reshaping marketing, and why the fundamentals of building a strong brand haven't changed.