DIGITAL DISRUPTION: HOW FMCG BRANDS ARE ENGAGING CONSUMERS IN THE AGE OF INTERACTIVE ADVERTISING (KEY IJP************388)

• Aishwarya Sharma

Abstract

The rise of digital technologies has disrupted traditional advertising, transforming the way Fast-Moving Consumer Goods (FMCG) brands interact with consumers. In the era of interactive advertising, brands are no longer limited to one-way communication. Instead, they leverage digital platforms, social media, and personalized content to create two-way, immersive experiences. Augmented reality (AR), influencer collaborations, and data-driven strategies enable FMCG companies to capture consumer attention and foster engagement. This shift empowers consumers to be active participants, driving brand loyalty through real-time feedback and deeper emotional connections. Digital disruption has thus redefined consumer engagement, making advertising more dynamic, personalized, and interactive.Keyword: Digital, FMCG, Advertising, Augmented Reality, Interactive.