Our partner, Rachna Bakhru was part of the distinguished panel for the Role of Consumers in the Fight Against Counterfeits at the recently held INTA Asia conference in Malaysia, “Brands in Changing Times”. She shared her views on how to engage GenZ in the fight against counterfeit quoting from INTA recent study on GenZ. Taking cue from the success of “Say no to Crackers” campaign in India to fight air pollution, she outlined how students drove the cause and brought about the change. The need for brands to be creative and bold in educating consumers was exemplified by Diesel setting up a counterfeit store to engage and educate consumers.