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✦Swapnil Jain And The Engineering Behind Ather✦The New Job Titles: Creative Technologist And AI Producer✦From Agency Employee To Independent Creative✦MESC, the Media & Entertainment Skills Council, has named KlugKlug its official influencer intelligence platform✦Prateek Kumar Joins Marks and Spencer Reliance India As Head Of Retail✦HSBC Mutual Fund Builds A Campaign On A Pun You Cannot Unsee✦CCPA Fines Amazon, Flipkart And JioMart Over An Unregistered Pesticide Listing✦OpenAI Signs Sachin Tendulkar For A Multi-Year Push On ChatGPT In India✦Arvind SmartSpaces Appoints Ankit Dave Head Of Marketing✦Myntra Turns A Found Scrunchie Into A Reason To Shop✦Google Is Testing A Buy Button For Flipkart Inside Gemini✦Google Names Nitin Gajria MD For Southeast Asia And South Asia Frontier Markets✦Swapnil Jain And The Engineering Behind Ather✦The New Job Titles: Creative Technologist And AI Producer✦From Agency Employee To Independent Creative✦MESC, the Media & Entertainment Skills Council, has named KlugKlug its official influencer intelligence platform✦Prateek Kumar Joins Marks and Spencer Reliance India As Head Of Retail✦HSBC Mutual Fund Builds A Campaign On A Pun You Cannot Unsee✦CCPA Fines Amazon, Flipkart And JioMart Over An Unregistered Pesticide Listing✦OpenAI Signs Sachin Tendulkar For A Multi-Year Push On ChatGPT In India✦Arvind SmartSpaces Appoints Ankit Dave Head Of Marketing✦Myntra Turns A Found Scrunchie Into A Reason To Shop✦Google Is Testing A Buy Button For Flipkart Inside Gemini✦Google Names Nitin Gajria MD For Southeast Asia And South Asia Frontier Markets

Ad Tribe — daily news on India’s advertising industry

Watercolour and ink portrait of Swapnil Jain, co-founder of Ather Energy
Brand Builders

Swapnil Jain And The Engineering Behind Ather

Marketing can describe a ride. Only engineering can make the ten thousandth one feel the same as the first.

A flat vector character wearing a badge that is still blank while holding several different tools
The Ai Shift

The New Job Titles: Creative Technologist And AI Producer

A single chair standing alone in open space where a row of identical chairs ends
Work Life

From Agency Employee To Independent Creative

The Latest
News

MESC, the Media & Entertainment Skills Council, has named KlugKlug its official influencer intelligence platform

People

Prateek Kumar Joins Marks and Spencer Reliance India As Head Of Retail

Campaigns

HSBC Mutual Fund Builds A Campaign On A Pun You Cannot Unsee

News

CCPA Fines Amazon, Flipkart And JioMart Over An Unregistered Pesticide Listing

Campaigns

OpenAI Signs Sachin Tendulkar For A Multi-Year Push On ChatGPT In India

People

Arvind SmartSpaces Appoints Ankit Dave Head Of Marketing

Campaigns

Myntra Turns A Found Scrunchie Into A Reason To Shop

Ad Tech

Google Is Testing A Buy Button For Flipkart Inside Gemini

PeopleAll →
Prateek Kumar, joining Marks and Spencer Reliance India as head of retail

Prateek Kumar Joins Marks and Spencer Reliance India As Head Of Retail

Ankit Dave, joining Arvind SmartSpaces as head of marketing

Arvind SmartSpaces Appoints Ankit Dave Head Of Marketing

Nitin Gajria, appointed Google managing director for Southeast Asia and South Asia frontier markets

Google Names Nitin Gajria MD For Southeast Asia And South Asia Frontier Markets

Neha Phale, group head of marketing communications at Inspira Global

Neha Phale Joins Inspira Global As Group Head Of Marketing Communications

Jeet Singh, global head of strategy, transformation and alliances at Comviva

Comviva Names Jeet Singh Global Head Of Strategy, Transformation And Alliances

Vikrant Malik, joining Logitech as marketing head for India

Vikrant Malik Joins Logitech As Marketing Head For India

FeatureWork LifeAll →
A single chair standing alone in open space where a row of identical chairs ends
Work Life

From Agency Employee To Independent Creative

The freedom is real. So is the fortnight in every quarter that is spent chasing an invoice.

Can Talent From Tier 2 And Tier 3 India Change Agency Creativity

The audience has always been national. The hiring has not.

Who Gets Credit When The Idea Starts With AI

Credit is how careers are built in this industry, which is why the question is not academic.

Why Great Creatives Do Not Always Make Great Managers

The skill that got someone promoted is not the skill the new job needs, and nobody teaches the second one.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Swapnil Jain, co-founder of Ather Energy
Brand Builders

Swapnil Jain And The Engineering Behind Ather

Marketing can describe a ride. Only engineering can make the ten thousandth one feel the same as the first.

02
Watercolour and ink portrait of Tarun Mehta, co-founder of Ather Energy

Tarun Mehta, Who Sold The Ride Before The Battery

03
Watercolour and ink portrait of Radhika Ghai, co-founder of ShopClues and founder of Kindlife

Radhika Ghai And The Long Tail Of Indian Retail

04
Watercolour and ink portrait of Arjun Vaidya, founder of Dr Vaidya New Age Ayurveda

Arjun Vaidya, Who Modernised A Family Inheritance

05
Watercolour and ink portrait of Suchita Salwan, founder of Little Black Book

Suchita Salwan, Who Turned A City Into A Product

06
Watercolour and ink portrait of Ananth Narayanan, founder of Mensa Brands

Ananth Narayanan, Who Buys Brands Instead Of Building Them

07
Watercolour and ink portrait of Kaushik Mukherjee, co-founder of SUGAR Cosmetics

Kaushik Mukherjee, The Operator Behind SUGAR

CampaignsAll →
A father figure holding a helmet beside the word DISCIPLINE in HSBC Mutual Fund's StayDiSIPlined film
Campaigns

HSBC Mutual Fund Builds A Campaign On A Pun You Cannot Unsee

You are disciplined about everything else. The SIP is where it falls apart.

Sachin Tendulkar laughing in OpenAI's ChatGPT India teaser film
Campaigns

OpenAI Signs Sachin Tendulkar For A Multi-Year Push On ChatGPT In India

Ranbir Kapoor holding up a scrunchie in Myntra's Big Fashion Festival film
Campaigns

Myntra Turns A Found Scrunchie Into A Reason To Shop

Manoj Pahwa beside a Voltas Beko refrigerator in the Sense Toh Banta Hai film
Campaigns

Voltas Beko Argues That A Product Working Properly Is The Whole Pitch

ixigo Gives Its Holidaymakers Sheep Heads To Sell An AI Travel Assistant

Schneider Electric Builds Bappa's Blessing Out Of Light Switches

Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar

Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels

FeatureSocial-FirstAll →
A halftone conveyor belt carrying identical small squares off the edge of the frame, on a saturated mustard ground
Social First

The Real Cost Of Always-On Social Content

A halftone handshake fragmented and reassembled against bold cut-paper geometric blocks, on a saturated forest green ground
Social First

Why B2B Brands Are Finally Getting Social Right

A halftone figure standing on a cut-paper platform that is visibly being pulled out from under them, on a saturated coral ground
Social First

What Happens To A Brand When The Algorithm Changes

A halftone face fragment cut and offset beside a bold graphic megaphone on a flat orange ground
Social First

What A Brand Owes A Creator After The Campaign Ends

The campaign is over for the brand team. For the creator it is still on their feed, and still being judged by their audience.

The Rights Problem Hiding In Every UGC Campaign

Why Nano Influencers Outperform Their Follower Count

How Brands Decide Which Language To Post In

Is Social Commerce Actually Working In India?

BrandsAll →
A camera body and a detached lens, as halftone cutouts, for Nikon's Z5IIC full-frame mirrorless launch
Brands

Nikon's Z5IIC Drops The Viewfinder To Chase The Creator Who Shoots On A Screen

A full-frame camera built for people who have never held one to their eye.

02
Folded denim jeans and a denim jacket on a hanger, as halftone cutouts, for JACK&JONES's Autumn Winter 2026 campaign

JACK&JONES Signs Vedang Raina For Its Autumn Winter Denim

03
Swimmer Dhinidhi Desinghu at the poolside, after signing with Bajaj Finserv

Bajaj Finserv Backs Dhinidhi Desinghu, Four Years Before Anyone Has To

04
The EVERQ and Puresta brand lockup, for the launch of the So Dermatic microdrama series

EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy

05
A Formula 4 car on track in front of Nayara Energy trackside branding at the Indian Racing Festival

Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival

06
Tamannaah Bhatia holding the Joy Honey and Almonds body lotion, in the brand's new campaign visual

Joy Personal Care Signs Tamannaah Bhatia For Its Lotions And Creams

07
The AIFF crest with the IWL and IWL 2 lockups and the Capri Sports logo

Capri Sports Takes The Indian Women's League Commercial Rights For 15 Years

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

MESC, the Media & Entertainment Skills Council, has named KlugKlug its official influencer intelligence platform

02

CCPA Fines Amazon, Flipkart And JioMart Over An Unregistered Pesticide Listing

03

How to Choose the Right Award Categories

04

Why Brands Should Enter Awards, Not Just Their Agencies

05

Why Agencies Should Enter Agency Awards Too

06

Current Global Wins Paws & Co Ahead Of Its UAE Launch

07

Disney Raises Disney+ And Hulu Prices By 13% On The Ad-Free Tiers

08

FSSAI Proposes A Red Hexagon On The Front Of High Sugar, Fat And Salt Packs

FeatureCreative RoomAll →
Halftone collage of a trophy repeated in a row, each one smaller than the last, for the follow-up to a hit campaign
Creative Room

What Happens After A Hit Campaign

Halftone collage of three viewfinders stacked and overlapping, for how ad film directors are chosen
Creative Room

How Directors Are Chosen For An Ad Film

Halftone collage of a set of weighing scales tipped hard to one side, for how budget shapes creative ideas
Creative Room

How Budget Shapes The Idea Before Anyone Admits It

A bold halftone cutout of a pair of scissors with a thick white border on a black ground with teal and coral shapes
Creative Room

Who Decides The Final Cut

Everyone in the chain has an opinion and only one of them was at the shoot.

What Changes When A Celebrity Joins The Campaign

How One Idea Is Adapted Across Formats And Markets

How Legal Review Changes a Creative Idea

How Storyboards Become Animatics

Ad TechAll →
A plain delivery box and a cursor pointer, as halftone cutouts, for Google testing Flipkart purchases in Gemini
Ad Tech

Google Is Testing A Buy Button For Flipkart Inside Gemini

A blank vinyl record and an empty clapperboard, as halftone cutouts, for PDL's LyricMatic platform
Ad Tech

PDL Launches LyricMatic To Turn Tracks Into Lyric Videos Without An Editor

A blank film slate and a light bulb, as halftone cutouts, for YouTube Studio's new generative AI tools
Ad Tech

YouTube Studio Puts Generative AI Into The Creator's Workflow

An envelope and a shopping bag, as halftone cutouts, for Enamor connecting store and online journeys with WebEngage
Ad Tech

Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox

FeatureCampaigns That Built IndiaAll →
Halftone collage of a salt packet and a pair of scales on charcoal, for Tata Salt’s Desh Ka Namak positioning
Campaigns That Built India

How Tata Salt’s Desh Ka Namak Turned A Commodity Into A Claim

Salt is the hardest thing in a shop to differentiate. Tata stopped trying to and argued about the country instead.

02
Halftone collage of a paper kite and a pair of spectacles on charcoal, for Google’s Reunion film

How Google’s Reunion Made A Search Box Feel Like A Border Crossing

03
Halftone collage of a laundry basket and a wedding ring on charcoal, for Ariel’s Share the Load campaign

How Ariel’s Share The Load Put A Chore At The Centre Of An Argument

04
Halftone collage of a tanpura and a vintage broadcast microphone on charcoal, for Mile Sur Mera Tumhara

How Mile Sur Mera Tumhara Became The Film India Cannot Agree On

05
Halftone collage of a boxy television set and a pair of horns on charcoal, for the Onida devil campaign

How Onida’s Devil Sold Envy To A Country That Had To Wait

06
Halftone collage of a detergent sachet and a bicycle on charcoal, for the Nirma washing powder story

How Nirma’s Jingle Undercut Surf And Rewrote The Detergent Market

07
Halftone collage of a detergent carton and a shopping basket on charcoal, for the Surf Lalitaji campaign

How Surf’s Lalitaji Made Thrift The Smart Woman’s Argument

FeatureBrand ComebacksAll →
Wooden barrels beside a dark rum bottle in a warm toned collage
Brand Comebacks

Old Monk: The Brand That Stayed Alive Without Advertising

Old Monk stayed culturally alive for decades with almost no advertising. How earned authenticity became a moat the loud new entrants cannot copy.

A collage of a motorcycle, riders in helmets and an open road with arrows
Brand Comebacks

Royal Enfield: From Fading Motorcycle Brand to Global Cult

A halftone collage of cut gemstones and gold rings on a magenta ground
Brand Comebacks

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

A halftone bowl of steaming noodles beside a green tick on a red ground
Brand Comebacks

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Rasna: A Childhood Summer Brand Fights to Stay Relevant

Kinetic Luna: From Middle-Class Icon to Electric Comeback

Tata Sierra: The Return of an Iconic SUV Nameplate

BSA: A British-Indian Motorcycle Heritage Returns

Tribe TicksAll →
Halftone collage of a billboard frame pushed hard into one corner of the frame, for how outdoor advertising survived
Tribe Ticks

How Outdoor Advertising Survived The Digital Decade

Halftone collage of a television set repeated at diminishing sizes along a diagonal band, for where TV money went
Tribe Ticks

Where Television’s Advertising Money Actually Went

Halftone collage of three megaphones stacked and overlapping, for brands built without advertising
Tribe Ticks

Why Some Of India’s Biggest Brands Were Built Without Advertising

Halftone collage of a magnifying glass at extreme close crop, for influencer regulation in India
Tribe Ticks

How Influencer Regulation Changed The Advertising Business

Most Read
01

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

02

Jessica Shoemaker Joins Netflix As Global Director Of Product Marketing

03

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

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

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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