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✦Should You Accept A Counter Offer In Advertising?✦Why Brands Are Sponsoring Video Podcasts✦AJIO's Ghar Wapsi Deals Arrive With A Mystery Astronaut✦The Monthly Client Report That Writes Itself✦iThrive's Diwali Campaign Asks Families To Add Health To Festive Preparations✦Why Juniors Need Context, Not Just Corrections✦Instagram Launches Edits Desktop App For macOS✦Nikon India Appoints 80dB Communications For PR Mandate✦Anthropic Launches Personal Finance In Claude✦Cinépolis India And Red Chillies Tie Up For Shah Rukh Khan's King✦ZEE5 Appoints Prince Mishra As Senior Vice President, Creative✦Tata Mutual Fund Takes SIP Investor Education To 325 Cinema Screens✦Should You Accept A Counter Offer In Advertising?✦Why Brands Are Sponsoring Video Podcasts✦AJIO's Ghar Wapsi Deals Arrive With A Mystery Astronaut✦The Monthly Client Report That Writes Itself✦iThrive's Diwali Campaign Asks Families To Add Health To Festive Preparations✦Why Juniors Need Context, Not Just Corrections✦Instagram Launches Edits Desktop App For macOS✦Nikon India Appoints 80dB Communications For PR Mandate✦Anthropic Launches Personal Finance In Claude✦Cinépolis India And Red Chillies Tie Up For Shah Rukh Khan's King✦ZEE5 Appoints Prince Mishra As Senior Vice President, Creative✦Tata Mutual Fund Takes SIP Investor Education To 325 Cinema Screens

Ad Tribe — daily news on India’s advertising industry

Balanced on a tilted beam, a young woman stands between a packed blue suitcase and a heavier stack of ochre coins
Work Life

Should You Accept A Counter Offer In Advertising?

The budget that did not exist at appraisal time appears within a day of the resignation letter. That tells you something.

A studio microphone standing in front of a face sliced at the mouth, suggesting why brands now buy time inside video podcasts
Social First

Why Brands Are Sponsoring Video Podcasts

An astronaut floats through space carrying AJIO parcels towards a festive Diwali doorway, in AJIO's Ghar Wapsi Deals key visual
Campaigns

AJIO's Ghar Wapsi Deals Arrive With A Mystery Astronaut

The Latest
The Ai Shift

The Monthly Client Report That Writes Itself

Campaigns

iThrive's Diwali Campaign Asks Families To Add Health To Festive Preparations

Work Life

Why Juniors Need Context, Not Just Corrections

Ad Tech

Instagram Launches Edits Desktop App For macOS

News

Nikon India Appoints 80dB Communications For PR Mandate

Ad Tech

Anthropic Launches Personal Finance In Claude

Brands

Cinépolis India And Red Chillies Tie Up For Shah Rukh Khan's King

People

ZEE5 Appoints Prince Mishra As Senior Vice President, Creative

PeopleAll →
Prince Mishra, joining ZEE5 as senior vice president, creative after eight years at MX Player and Prime Video

ZEE5 Appoints Prince Mishra As Senior Vice President, Creative

Abhishek Pathak, elevated to chief content officer at Tata Play after 15 years with the company

Tata Play Elevates Abhishek Pathak To Chief Content Officer

Himani Angira Sharma, joining WPP Media as VP, engagement lead (West) to lead its connected TV business

Himani Angira Sharma Joins WPP Media To Lead CTV Business

Jasleen Kaur G, elevated to head of marketing at Bata India from head of category marketing and PR

Bata India Elevates Jasleen Kaur G To Head Of Marketing

Nitin Malik, elevated to deputy general manager, marketing at Reliance Digital

Reliance Digital Elevates Nitin Malik To DGM, Marketing

Saurav Bhattacharjee, joining Greenply Samet as chief marketing officer from Orient Electric

Greenply | Samet Appoints Saurav Bhattacharjee As CMO

FeatureWork LifeAll →
Balanced on a tilted beam, a young woman stands between a packed blue suitcase and a heavier stack of ochre coins
Work Life

Should You Accept A Counter Offer In Advertising?

The budget that did not exist at appraisal time appears within a day of the resignation letter. That tells you something.

Why Juniors Need Context, Not Just Corrections

The logo gets bigger, the line gets rewritten, the slide gets cut. Nobody says why, and the junior builds a theory.

Can Advertising Give Gen Z Purpose Without Pretending?

Agencies sell purpose to brands for a living. Their own juniors are the hardest audience for it.

Why Some Senior Talent Chooses Smaller Agencies

They leave the bigger title and the bigger budget, and say they got their job back. The trade is not as simple as it sounds.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Dr Prathap C. Reddy, founder chairman of Apollo Hospitals
Brand Builders

Prathap Reddy, Who Made a Hospital Something You Choose

The hardest brand shift is not persuading people to prefer you. It is teaching them that they get to choose.

02
Watercolour and ink portrait of Ramoji Rao, founder of the Eenadu group

Ramoji Rao, Who Built an Audience Before a Market

03
Watercolour and ink portrait of Kiran Mazumdar-Shaw, founder of Biocon

Kiran Mazumdar-Shaw, Whose Customer Was Never the Public

04
Watercolour and ink portrait of Kochouseph Chittilappilly, founder of V-Guard Industries

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

05
Watercolour and ink portrait of Girish Mathrubootham, founder of Freshworks

Girish Mathrubootham, Who Marketed Software Like a Product

06
Watercolour and ink portrait of P.C. Musthafa, founder of iD Fresh Food

P.C. Musthafa, Who Branded Something Nobody Branded

07
Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers

T.S. Kalyanaraman, Who Bought Trust With a Face

CampaignsAll →
An astronaut floats through space carrying AJIO parcels towards a festive Diwali doorway, in AJIO's Ghar Wapsi Deals key visual
Campaigns

AJIO's Ghar Wapsi Deals Arrive With A Mystery Astronaut

In AJIO's Diwali campaign by 22feet, an Indian astronaut who cannot come home unlocks deals for shoppers as he passes over their cities.

A father in an orange kurta sits with his family at a Diwali table, in iThrive's Diwali ki taiyaari mein campaign visual
Campaigns

iThrive's Diwali Campaign Asks Families To Add Health To Festive Preparations

A boy hugs a golden retriever, from Tata Mutual Fund's SIP Se Units Jodo, Badhte Raho investor education film
Campaigns

Tata Mutual Fund Takes SIP Investor Education To 325 Cinema Screens

A young boy peeks over a table laid with festive food, from Godrej Properties' Khushiyon Ki Chaabi Diwali film
Campaigns

Godrej Properties' Khushiyon Ki Chaabi Diwali Film Celebrates Home

FRND's Ghar Jaisi Diwali Is For Those Celebrating Away From Home

Skipper Pipes' Skipper On, Seelan Gone Turns Seepage Into A Home Traveller

Hershey's Kisses Takes Giving Kisses Is Hard To Diwali With An AI Film

Diageo India Names Shruti Haasan Face Of The Singleton Social

FeatureSocial-FirstAll →
An enormous padlock holding a face cut into two offset halves, a picture of what creator exclusivity asks a creator to give up
Social First

What Creator Exclusivity Really Costs A Brand

A face split in two and slotted through a pair of interlocking rings, illustrating how one collab post lives on two profiles
Social First

Why Brands Love The Instagram Collab Post

A young woman's halftone face peeking out from behind a fanned stack of bold orange cards, on saturated cobalt blue
Social First

Why The Carousel Post Came Back

A studio microphone standing in front of a face sliced at the mouth, suggesting why brands now buy time inside video podcasts
Social First

Why Brands Are Sponsoring Video Podcasts

The long conversation nobody was supposed to have time for became one of the few places an audience actually sits still.

What A Creator's Media Kit Leaves Out

Why Brands Are Building WhatsApp Channels

How Creator Campaigns Actually Get Attributed

What A Creator Manager Actually Takes, And For What

BrandsAll →
Shah Rukh Khan lounges in a red cinema recliner, from Cinépolis India's co-branded promo for his film King
Brands

Cinépolis India And Red Chillies Tie Up For Shah Rukh Khan's King

A co-branded promo has the star introducing FOOVIES, the chain's food platform, across 41 cities ahead of the Christmas release.

02
NICMAR's new logo on white, for the construction and infrastructure institution's Landor-designed brand identity

NICMAR Unveils New Brand Identity By Landor

03
A yellow FirstClub Beauty bag on a podium, from the launch of FirstClub's ingredient-filtered beauty and personal care range

FirstClub Enters Beauty And Personal Care, Bans 100+ Ingredients

04
Arjun Kapoor raises his wrist to show an orange watch, as London Fog Watches names him its face and co-creative director

London Fog Watches Signs Arjun Kapoor As Face And Co-Creative Director

05
Two models in John Jacobs x S&N by Shantnu Nikhil frames, one in clear-lens glasses and one in sunglasses with a red scarf

John Jacobs x S&N By Shantnu Nikhil: Designers' First Eyewear Collection

06
Fastrack AFTERHOURS Halloween night at Hamilton, Bengaluru, with a DJ under the Never Same. Never Sane. screen and the new Spooky watch

Fastrack AFTERHOURS Turns Halloween Into A Three-World Party, Launches Spooky Watches

07
Yami Gautam Dhar holds up a pregnancy test strip in Thyrocare's campaign visual for its new Pregnancy Kit

Thyrocare Enters Pregnancy Testing, Signs Yami Gautam Dhar

Newsletter

The Buzz, in your inbox.

Ad world news, campaigns and moves, a few times a week. No noise.

FeatureIndian Ad LegendsAll →
A graphite pencil portrait of Prasoon Joshi, the poet who gave brands their voice
Indian Ad Legends

The Story of Prasoon Joshi, the Poet Who Gave Brands a Soul

Read the story of Prasoon Joshi, one of Indian advertising's most influential figures, known for McCann, Coca-Cola's Thanda Matlab campaign and a rare career that spans advertising, poetry and film.

A graphite pencil portrait of Arun Nanda, the adman who built Rediffusion
Indian Ad Legends

The Story of Arun Nanda, the Adman Who Built Rediffusion

A graphite pencil portrait of Mohammed Khan, the adman who built Enterprise
Indian Ad Legends

The Story of Mohammed Khan, the Gentleman Who Built Three Iconic Agencies

Graphite pencil portrait of K.V. Sridhar, the Leo Burnett creative chief known across Indian advertising as Pops.
Indian Ad Legends

The Story of K.V. Sridhar, the Artist the Industry Calls Pops

The Story of Prasoon Pandey, the Director Who Filmed India's Most Loved Ads

The Story of Prahlad Kakkar, the Man Who Made Ad Films Fun

The Story of R. Balki, the Adman Who Turned Ideas Into Films

The Story of Swati Bhattacharya, the Voice That Changed How India Talks About Women

NewsAll →
01

Nikon India Appoints 80dB Communications For PR Mandate

02

HT Media Q2 Results: Returns To Profit At Rs 35.94 Crore, Revenue Up 2.5%

03

Savills New Zealand Appoints One Plus One Communications As PR Partner

04

Hypothesis Wins Wipro Consumer Care Social And Influencer Mandate

05

Starbucks India Appoints TBWA\Lintas As Creative Agency Of Record

06

UnFoldMart Wins Meteoric Cosmeceutiicals AI Visibility Mandate

07

OktoBuzz Wins Social Media Mandate For Tata Crucible Quiz

08

Meta Tests Waddle World And Style Sketch, Two New AI Apps

FeatureCreative RoomAll →
Tweezers lowering a single coriander leaf onto a steaming bowl of curry, a close look at the patience food styling demands
Creative Room

How Food Styling Works On An Ad Shoot

Paint roller, folding chair and table lamp stacked as white-bordered cutouts on black, the props an art department builds with
Creative Room

What An Art Department Builds For A Shoot

A blank clapperboard and a pocket calculator as cutouts with thick white borders, framed by coral and teal paper strips on black
Creative Room

What A Production House Bid Actually Contains

Rows of identical clothes hangers with one coral kurta standing out among them, for how wardrobe defines a character on screen
Creative Room

How Wardrobe Is Chosen For An Ad Film

Viewers read a character's clothes long before they hear a single line.

How A Key Visual Gets Built

What Happens At The First Cut Review

How A Voiceover Is Cast And Directed

How Colour Grading Changes An Ad

Ad TechAll →
The Edits app icon and wordmark on a black panel, as Instagram brings its Edits video editor to the desktop on macOS
Ad Tech

Instagram Launches Edits Desktop App For macOS

The Personal Finance screen in the Claude app, suggesting questions about bills and food spending, as Anthropic launches the feature
Ad Tech

Anthropic Launches Personal Finance In Claude

The Snapchat ghost logo on yellow, for Snap's third-quarter results with revenue up 14% and a return to profit
Ad Tech

Snap Q3 Results: Revenue Up 14% To $1.72 Billion, Back In Profit

The Adobe logo on white, for Adobe bringing CX Enterprise Coworker into ChatGPT, Claude, Gemini and Copilot
Ad Tech

Adobe Brings CX Enterprise Coworker To ChatGPT, Claude, Gemini And Copilot

FeatureCampaigns That Built IndiaAll →
Halftone collage of a fuel cap and a coin on coral, for the Hero Honda claim that made mileage the reason to buy
Campaigns That Built India

How Hero Honda Sold A Motorcycle On Arithmetic

Motorcycle advertising everywhere else sells escape. In India it sold a number, and the number won for twenty years.

02
Halftone collage of a soap bar and a pair of cupped hands on forest green, for the Lifebuoy positioning built on protection

How Lifebuoy Sold Soap As A Household Duty

03
Halftone collage of a bottle cap and a megaphone on purple, for the Pepsi line that escaped into ordinary Indian speech

How Pepsi Lost Control Of Its Own Line, And Won

04
Halftone collage of a folded suit length and a paper boat on crimson, for the Raymond positioning built on a kind of man

How Raymond Sold Cloth By Describing A Kind Of Man

05
Halftone collage of a school satchel and a small jar on olive green, for the Vicks film about a mother and daughter

How Vicks Put A Legal Argument Inside A Film About A Mother

06
Halftone collage of a handset and a village loudspeaker on cobalt blue, for the Idea campaign that solved social problems with phones

How Idea Made A Phone Network Argue About India

07
Halftone collage of a muddy footprint and a folded shirt on mustard, for the Surf Excel argument that stains are worth it

How Surf Excel Argued That The Stain Was The Point

FeatureBrand ComebacksAll →
A vintage halftone collage of a generic glass bottle, lightning forms and retro street fragments on saturated red
Brand Comebacks

Thums Up: The Cola Indians Refused To Give Up

A cola invented to fill a gap left by a departing giant, then sold to that same giant on its return. It survived anyway.

A collage of archival street photographs, bottles and a folded paper boat on turquoise
Brand Comebacks

Paper Boat: Reviving Indian Nostalgia in a Bottle

A collage of a Nokia candybar handset beside a modern smartphone, with a hand reaching for it
Brand Comebacks

Nokia India: A Nostalgia-Led Mobile Comeback

A collage of a vintage wooden television set beside a modern flat screen on a magenta ground
Brand Comebacks

BPL: Reviving a Legacy Electronics Brand in a New Market

Old Monk: The Brand That Stayed Alive Without Advertising

Royal Enfield: From Fading Motorcycle Brand to Global Cult

Tanishq: From Market Skepticism to India's Most Trusted Jeweller

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Tribe TicksAll →
Nine old television sets in a loose grid on terracotta, one of them turned teal, for how broadcasters sell ad time in seconds
Tribe Ticks

How Television Ad Time Is Sold In India

A television remote and a plain unlabelled glass bottle as white-bordered halftone cutouts on warm orange, with teal circles
Tribe Ticks

What Product Placement Became In Indian Streaming

An oversized popcorn tub with a coral arrow pointing at it on golden yellow, for the cinema audience that cannot skip the ads
Tribe Ticks

How Cinema Advertising Works In India

A transistor radio as a white-bordered halftone cutout on warm amber, with teal torn paper and a bold coral arrow
Tribe Ticks

What Radio Advertising Still Does In India

Most Read
01

R.S. Sodhi, the Man Who Turned Amul's Trust Into Market Share

02

The Bull That Bowed: Inside Alpha Bull Rum's Open Letter To Old Monk

03

Jessica Shoemaker Joins Netflix As Global Director Of Product Marketing

04

The Anatomy of a Great Brand Reply

05

Pizza Hut India Joins Forces with MoEngage to Power Customer Engagement

06

Amigos Foods Joins Hands with Orion Digital to Power Its Online Growth

Brand Builders, episode 01: Verghese Kurien
Ad Tribe Podcast

Brand Builders

Episode 01  ·  Verghese Kurien13 min

An engineer who did not want the job, did not like milk, and built the most trusted consumer brand in the country by giving it away to the farmers who supplied it.

Read the written version
An independent industry studyTell us what you are actually seeing in the industry right now. Five minutes, confidential unless you choose to be quoted.Take the survey
EventsAll →
Ad Tribe Awards - South
03DEC

Ad Tribe Awards - South

The inaugural edition, for agencies, brands and work led from South India. 12 agency awards, 20 brand awards, 22 work awards, and no category obliged to produce a winner.

Hyderabad, India

The Next 50
03DEC

The Next 50

Fifty individuals under 30 whose work, thinking and contribution are already making India's agency industry better. Agency-led nomination, transparent scoring, no public voting.

Hyderabad, India