Mobile technologies are deeply embedded not just in everyday communications but also in human behaviour and cultural practices (Sağkaya Güngör & Ozansoy Çadırcı, 2022). The smartphone penetration, coupled with internet proliferation, has boosted social media usage, resulting in a need to revamp the ways of brand storytelling, engaging consumers and cultivating loyalty (Xiao Fei et al., 2025). Furthermore, the integration of advanced technologies such as artificial intelligence (AI), augmented reality (AR) and virtual reality (VR) in mobile tech made it mandatory for businesses to move away from traditional practices of creative communications and branding (Xu et al., 2025). Thus, branding and creative communication strategies must evolve to keep pace with novel and emerging mobile technologies.