Just like a free-flowing river, the digital arena in India continues to traverse through a constant journey characterized by a level of uncertainty when it comes to the direction it may take next. Within this larger umbrella rests Martech , whose nature continues to be redefined with the changing dynamics of personal data. No wonder, brand managers and digital marketers in India have to be diligent and prompt enough to tweak their marketing strategies whenever a global or regional regulation gets introduced in the realm of personal data. Earlier in August this year, the Digital Data Protection Bill (DPDP) 2023 was passed with the aim to safeguard the privacy rights of individuals thereby regulating the processing of digital personal data in the country. The reformative measures also include a penalty of up to INR 250 crores on companies or entities either misusing or failing to protect personal data.

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