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How Brand Tone of Voice Is Decided Inside Creative Rooms

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Snabbit has appointed Pradeep Yadav head of operations

Sidharth Nandwani, Associate Vice President for Performance Marketing at Performics India

Sidharth Nandwani Promoted To Associate VP At Performics India

Nikhil Alulkar, chief executive officer of Genesys International

Nikhil Alulkar Takes Charge as CEO of Genesys International

Shoubhik Roy, Executive Creative Director at Dentsu Creative

Shoubhik Roy Is Now Executive Creative Director At Dentsu Creative

Srihari Mulgund, Chief Strategy Officer at Hero MotoCorp

Srihari Mulgund Appointed Chief Strategy Officer at Hero MotoCorp

Ashim Chakraborty, Associate Vice President at Signpost India

Ashim Chakraborty Joins Signpost India As Associate Vice President

FeatureWork LifeAll →

Work Life

If Everyone Has The Same AI Tools, What Makes A Creative Valuable?

The same AI tools sit on every creative's desktop now, in theory levelling the playing field entirely. It hasn't worked out that way, and the gap left behind is the interesting part.

Advertising Has Plenty Of Bosses. Does It Have Enough Mentors?

Deloitte's India research found most Gen Z employees value hands-on learning at work but say they receive less guidance from managers than they actually want.

Are Advertising Salaries Keeping Up With Advertising Expectations?

Agencies increasingly ask employees to think like founders and work like consultants. Advertising pay in India has not caught up with that expanded brief.

Young Creatives Are Changing What Advertising Calls An Idea

The 30-second film was advertising's default unit for a big idea. A generation of creatives raised on platforms is quietly replacing it with something looser.

Brand Builders

Rohit Kapoor, the CEO Running Swiggy's Food Delivery Business

How Swiggy's food delivery chief is splitting one app's promise into several, instead of trying to be everything to everyone.

Deepinder Goyal, the Man Who Gave a Delivery App a Personality

Adwaita Nayar, the Discipline Behind Nykaa Fashion

Anchit Nayar, Building the Store Network Behind Nykaa's Beauty Business

Falguni Nayar, Curation as a Trust Machine

Pelki Tshering, Tanishq's CMO on Keeping a Legacy Brand Honest

Ranjani Krishnaswamy, the Marketer Who Made Tanishq Argue for Itself

CampaignsAll →

A still from the Archies #ThreadsThatBind Raksha Bandhan campaign film

Archies Builds A Factory Where Rakhi Gifts Are Assembled From Feelings

#ThreadsThatBind puts an imaginary Archies station in a Gulmohar garden and packs each hamper with laughter and memories instead of stock.

Rocking Star Yash in the Philips Trimmers Ka Baap campaign film

Philips Made Yash Its Grooming Ambassador Because Fans Caught Him Using One

Halftone paper cutout of a traffic signal and a radio dial on a saturated tangerine field

Hyundai And Radio Mirchi Built A Traffic Index For Seven Cities

A brother fleeing as rupee notes fly, from AJIO's Rakhi Recovery Abhiyaan film

AJIO Turns Missed Rakhi Gifts Into A Debt Sisters Can Claim

Mia By Tanishq Tells Brothers To Make Their Sisters Cry This Rakhi

Shubman Gill Turns To Gemini To Find Cricket In Paris On His Pixel 11

ENO Stops Selling Acidity Relief And Starts Selling The Symptoms

Lay's Builds A Flavour Around The South Indian Meal, Not The Snack Break

FeatureSocial-FirstAll →

How Regional Creators Are Changing Brand Communication

The Future of Brand Communities in India

Why Meme Pages Became Powerful Advertising Partners

FeatureIndian Ad LegendsAll →

Why Social Search Is Becoming as Important as Google Search

Young Indians increasingly search Instagram and YouTube, not Google. Why social search is becoming as important as Google search, and what brands must do about it.

How Brands Use Pop Culture Without Looking Desperate

The Anatomy of a Great Brand Reply

Why Social Media Teams Are Becoming Mini Newsrooms

How Influencer Marketing Moved From Awareness to Performance

BrandsAll →

Brands

Amorepacific Brings A Fifth Korean Brand To India, Again Through Nykaa

Mamonde launched on 15 August, exclusive to Nykaa, extending a ten-year arrangement that has put Innisfree, Laneige, Etude and Sulwhasoo on the same shelf.

PV Sindhu Becomes Brand Ambassador For Hero Future Energies

Halftone paper cutout of a turbine blade and a handshake on a saturated cobalt field

Reliance And Rolls-Royce Will Build A Combat Engine In India

A shopping bag, a dining plate and a cinema ticket illustrated in a row

Nexus Select Malls Expands Its District By Zomato Collaboration Beyond Shopping

Foxtale Names Shah Rukh Khan Brand Ambassador, Launches 'Let Your Glow Through'

Indriya Announces Krithi Shetty As Brand Ambassador For Southern Markets

Surya Kumar Yadav Joins Pro Govinda League As Brand Ambassador

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

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

A scrap dealer knocks on a door, and she is wearing the sunglasses, earrings and sandals a young woman threw away when they broke.

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

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

FeatureCreative RoomAll →

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

The Story of Alyque Padamsee, the Brand Father of Indian Advertising

The Story of Piyush Pandey, the Man Who Taught Brands to Speak Like India

NewsAll →

Sports Dunk Takes Over Boxer Harsh Gill's Commercial Deals

Kartik Sharma Named Media Agency Head Of The Year At IAA Leadership Awards

Sony MAX Signs Five Brands For The Mardaani 3 Television Premiere

WPP Wins Waymo's Media Business Across North America And EMEA

Team Pumpkin Bags Social Media Mandate For Lavie Sport

The Practice And On Purpose Unite Under The Practice Group

Dentsu Creative Isobar Wins Integrated Creative Mandate For Blackberrys

TyresNmore Appoints The Minimalist As Its Integrated Digital Agency

How Meme Culture Enters Brand Campaigns

How Social Media Campaigns Are Built for Speed and Relevance

How Festive Campaigns Are Built Under Tight Deadlines

How Brand Tone of Voice Is Decided Inside Creative Rooms

Nobody sees the internal debate that decided a brand should sound witty rather than warm. Here is how it gets made.

Why Some Ideas Look Great in the Room but Fail Outside It

How Advertising Teams Handle Last-Minute Changes

How Client Feedback Changes a Creative Idea

The Difference Between a Creative Idea and a Sellable Idea

Ad TechAll →

YouTube Will Count A View From The First Frame On Every Format

Illustration of an advertising brief being reduced to a web address and a budget

Meta Wants Ad Creation Fully Automated By The End Of This Year

Illustration of two digital advertising platforms crossing in revenue for the first time

Meta Is Set To Pass Google In Digital Ad Revenue For The First Time