NDTV Profit has launched a new show titled ‘The Hook’, a digital-first property focused on advertising, marketing, brands, creators, technology and the evolving business of influence in the attention economy.

According to a press release, the show was unveiled at Goafest during a special session titled “All About Ads: The Hook Between Attention, Emotion and Recall”. The discussion featured Rahul Kanwal, CEO and Editor-in-Chief of NDTV, along with Alex Mathew, Associate Executive Editor, NDTV Profit, and industry leaders including Darshana Shah, Rana Barua, Rohit Kapoor and Sam Balsara.

Anchored by Alex Mathew and Aayush Ailawadi, ‘The Hook aims to decode the ideas, campaigns and brand strategies that stand out in a rapidly changing media and consumer landscape. The show will focus on how brands are navigating platforms driven by reels, creators, AI, algorithms and changing audience behaviour.

NDTV said the show also marks a modern-day return to a space it once shaped with “All About Ads”, a television property that had become closely associated with conversations around advertising and marketing in India. With “The Hook”, the network plans to take those conversations forward for a new generation shaped by digital content, influencer culture and performance-driven marketing.

Rahul Kanwal said the world of advertising today extends far beyond campaigns and visibility and is now deeply connected with culture, technology, trust and influence. He added that NDTV Profit would bring credibility and sharper analysis to conversations around why certain ideas travel further and why some campaigns become part of popular culture.

Aayush Ailawadi said the show would focus on the “hook” behind every successful campaign — the emotional or cultural insight that makes audiences stop, engage and remember. Alex Mathew added that the show would look at advertising not just as creativity, but as a mix of business strategy, consumer behaviour, media and data.

Unlike conventional studio-led discussions, ‘The Hook’ will feature conversations from agency spaces, brand offices, creator environments, campaign shoots and live activations. The show will bring together CMOs, marketers, creators, digital strategists, platform leaders and advertising professionals to discuss how modern marketing is evolving.

NDTV Profit said ‘The Hook’ will stream soon as a fortnightly digital-first show, with television episodes on the business news channel alongside amplified content across NDTV’s social and digital platforms.