In an era of hyper-speed content cycles and algorithm-driven engagement, digital media has become both a mirror and a magnifier of society. For Chandan Sharma, a seasoned digital media strategist who has worked with organizations like EY and Adani, this space isn’t just about clicks and conversions—it’s about conscience. Whether it’s telling inclusive stories, pushing for ethical content, or giving communities control over their narratives, Sharma brings a rare blend of purpose and practicality to his work. In an exclusive interview with us, he discusses ethics, inclusion, storytelling, and the future of digital engagement in India…
1. In a time when digital algorithms reward speed and sensationalism, how do you maintain ethical integrity in your content strategies?
I respect content enough to check facts, understand context, and stay true to the purpose of the message. Running after sensationalism is not bad but doesn’t mean sidelining integrity. Ethical content doesn’t mean ‘boring’ – it’s about being true, respectful, and responsible. I always ask myself: Who does this content serve? Who could it harm? Sometimes that means avoiding clickbait or choosing not to cover a trending topic just for meaningless traffic. Algorithms may prefer noise, but audiences still value trust. And that trust is built over time, not overnight. Respect your audience and their trust in you; this will automatically bring ethical integrity to your work.
2. What does it mean to be a digital media strategist in India today, particularly when working across lines of caste, religion, language, and class?
Being a digital strategist in India means navigating deep diversity and complex conscience. It’s not just about building reach – it’s about building bridges. At my place, it’s not only about optimizing content, but I am setting a narrative for the nation. Many of us who work in the digital ecosystem have this responsibility, which should be taken seriously. Every message should consider religion, language, and class, not just as data points but as a reality for numerous people. We also have to be aware of unconscious bias in content choices. It results in inclusive storytelling, ensuring representation and avoiding stereotypes while still driving engagement. It sometimes becomes overwhelming, but it also gives satisfaction as we create content to connect, not divide, and to inform, not to inflame.
3. How do you approach storytelling that centers marginalized communities without falling into the trap of tokenism or trauma voyeurism?
Storytelling should never treat people as symbols or problems to fix. I start by building relationships and giving control to the community. If someone shares their experience, they must feel respected, not exposed. Instead of focusing only on pain, we highlight resilience, talent, and agency. Marginalised stories should show whole human lives, not just struggle. We must prioritize the stories of resilience, creativity, and everyday joy, not just struggle. Rather than advertising pain for engagement, we restore nuance and balance, elevating life experience over drama.
4. Many believe digital media can amplify unheard voices. But whose voices still remain invisible in our online ecosystems — and why?
It is an interesting question. While digital media has amplified many unheard voices and internet penetration in India has increased drastically, a vast population in India is still not connected to the digital world. People from remote rural areas, low-income backgrounds, Dalit, and Adivasi communities often remain invisible online, mainly because their ‘perceived market value’ is not much.
Digital illiteracy is one thing, but other systematic barriers, like infrastructure access, algorithm bias, and editorial gatekeeping, make their presence even more difficult. Platforms want polished, viral-friendly content, not complex or uncomfortable realities.
To truly amplify unheard voices, perhaps we need to redesign what we consume online – and whom we make space for.
5. How do you navigate the balance between engaging large audiences and fostering meaningful, values-based dialogue in digital spaces?
Big numbers look good, but deep conversations matter more. I create layered content that pulls people in quickly but offers more for those who stay: content that invites reflection, not just reaction.
Moderation, intentional storytelling, and platform-specific strategies help sustain respectful dialogue.
I also believe in setting community norms: respectful dialogue, not abuse. Sometimes we must push back against virality and let quality guide the pace. Audience growth is good, but audience trust is better. That trust is built when your content stays true to its values. The engagement should be inclusive and aligned with the impact we want to leave. So far, this has given me great success.
6. Can you share an example of a digital campaign or initiative you worked on that created real-world impact or shifted public narratives?
I am fortunate to have had the opportunity to work on and lead many such campaigns, especially when I was at EY and now at Adani. Organizations now take community-led campaigns very seriously. Hundreds of projects they are working on have social messaging. The good thing is that people respond positively to such campaigns and programs.
Last year, we co-created a campaign on World Disability Day with members of the community.
We gave them authorship over their own stories. The team we mainly hired came from that community and did terrific work. We reached over 30 million people and sparked real conversation about accessibility in workplaces and schools. It led to policy discussions within the organization and some tangible inclusivity audits.
7. What role do faith-based or justice-centered platforms play in building healthier, more plural digital publics in India?
If used responsibly, faith—and justice-based platforms create a deeper connection and impact. By promoting restorative storytelling and resisting dominant aggressive ideologies, they help build a digital ecosystem grounded in pluralism, social justice, and collective healing.
Faith-based or justice-focused platforms can also reach audiences who feel alienated by mainstream media. When they avoid polarisation and promote listening, they help build pluralism. They bring in voices often left out, especially from grassroots movements, and push conversations beyond trending hashtags to deeper, more meaningful change.
In a diverse and divided online space, such platforms are essential for nurturing democratic and value-driven engagement.
8. As we look to the future, what is one shift you believe the digital communication world urgently needs to make – and what gives you hope?
We urgently need to move from an attention economy to an intention economy. Right now, digital platforms reward what grabs eyes, not what feeds minds. Too much of today’s digital discourse rewards outrage, optics, and metrics over empathy, substance, and accountability. The introduction of AI is fueling such content. In a matter of minutes, anything can be created and placed on everyone’s phone screen, which people see every two minutes.
The shift should be toward communication that informs, heals, and builds. What gives me hope is that young creators—especially from small towns—are using Instagram, YouTube, and even WhatsApp to tell honest, local stories. Grassroots creators, justice-driven platforms, and community-led narratives are reclaiming the space. The coming time will see the dominance of regional content that is more grounded and real.
They don’t follow old media rules. They’re more empathetic, experimental, and unfiltered. That energy could rebuild digital spaces more humanely.