India, April 17 -- Last week, the ongoing debate on traditional advertising and brand-building losing out to social media and performance marketing was reignited by Sudhir Sitapati CEO of Godrej Consumer Products Ltd who said traditional TV advertising has lost its creative edge. Digital may be cool but the core of advertising is building brands and entertaining consumers with ads that stay with them, he said at an event in Mumbai. In contrast, Unilever, maker of brands like Surf, Dove and Pond's, said 50% of its advertising budget is shifting to social and influencer marketing. Deviating from its traditional advertising model, Unilever has amped up its influencer network from 10,000 to 300,000 content creators or brand advocates in the l...