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.

 

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&nbsp;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.
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Take a step back, refocus, and Reset with Lynlee.

Take a step back, refocus, and Reset with Lynlee.

Every weekday, Lynlee Foo speaks with the people behind the biggest stories in business, technology and society to help you understand not just what's happening—but why it matters and what's coming next.

From AI and consumer behaviour to leadership, geopolitics and the economy, Reset cuts through the headlines with intelligent, engaging conversations that help you make sense of a rapidly changing world.

Featuring Viewpoint, Industry Insight and Suite Talk, each episode offers practical insights, fresh perspectives and meaningful conversations with experts, business leaders and decision-makers.

Take a step back, refocus, and Reset with Lynlee.
Every weekday, Lynlee Foo speaks with the people behind the biggest stories in business, technology and society to help you understand not just what's happening&mdash;but why it matters and what's coming next.
From AI and consumer behaviour to leadership, geopolitics and the economy, Reset cuts through the headlines with intelligent, engaging conversations that help you make sense of a rapidly changing world.
Featuring Viewpoint, Industry Insight and Suite Talk, each episode offers practical insights, fresh perspectives and meaningful conversations with experts, business leaders and decision-makers.

Reset with Lynlee

Take a step back, refocus, and Reset with Lynlee.

Airing weekdays from 1pm to 4pm, the show brings clarity to the stories shaping Singapore and the world — from current affairs and global developments to business trends and industry shifts. Through insightful conversations and fresh perspectives, Lynlee explores what’s driving the headlines and where things are heading next.

Featuring segments like Viewpoint, Industry Insight and Suite Talk, Reset goes beyond the noise to offer thoughtful analysis, real-world context and ideas that help you recalibrate for the rest of your day.

Take a step back, refocus, and Reset with Lynlee.
Airing weekdays from 1pm to 4pm, the show brings clarity to the stories shaping Singapore and the world &mdash; from current affairs and global developments to business trends and industry shifts. Through insightful conversations and fresh perspectives, Lynlee explores what&rsquo;s driving the headlines and where things are heading next.
Featuring segments like Viewpoint, Industry Insight and Suite Talk, Reset goes beyond the noise to offer thoughtful analysis, real-world context and ideas that help you recalibrate for the rest of your day.