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✦Ananth Narayanan, Who Buys Brands Instead Of Building Them✦The Creator Tool Stack✦From Copywriter To Creator: The New Creative Skill Stack✦Gmail Adds A Copy Code Button To Two-Factor Emails On Android And iOS✦Story Digital Wins Wozoyo's Creative Digital Mandate For India✦Telum Media Launches Pitch Distribution To Verified Journalists Inside Its Platform✦Ankit Dhameja Joins WPP Media As SVP, Strategy, Leading Google India✦Liberty Shoes Turns Its Autumn-Winter Range Into A Game Of Chess With Chalo Apni Chaal✦Volvo Cars Names Skoda Chief Klaus Zellmer As Its Next President And CEO✦Amazon Great Indian Festival 2026 Starts 8 October, With 160,000 Seasonal Jobs Behind It✦Karan Yadav Becomes The First CEO Of The Indian Super League Under Its Club-Led Model✦Macaw Paints Turns Kartik Aaryan Into A Genie For Its Festive Home Makeover Film✦Ananth Narayanan, Who Buys Brands Instead Of Building Them✦The Creator Tool Stack✦From Copywriter To Creator: The New Creative Skill Stack✦Gmail Adds A Copy Code Button To Two-Factor Emails On Android And iOS✦Story Digital Wins Wozoyo's Creative Digital Mandate For India✦Telum Media Launches Pitch Distribution To Verified Journalists Inside Its Platform✦Ankit Dhameja Joins WPP Media As SVP, Strategy, Leading Google India✦Liberty Shoes Turns Its Autumn-Winter Range Into A Game Of Chess With Chalo Apni Chaal✦Volvo Cars Names Skoda Chief Klaus Zellmer As Its Next President And CEO✦Amazon Great Indian Festival 2026 Starts 8 October, With 160,000 Seasonal Jobs Behind It✦Karan Yadav Becomes The First CEO Of The Indian Super League Under Its Club-Led Model✦Macaw Paints Turns Kartik Aaryan Into A Genie For Its Festive Home Makeover Film

Ad Tribe — daily news on India’s advertising industry

Watercolour and ink portrait of Ananth Narayanan, founder of Mensa Brands
Brand Builders

Ananth Narayanan, Who Buys Brands Instead Of Building Them

Most founders back an idea. This one backs a hundred small brands that have already proved they have customers.

A flat vector character with a phone on a tripod surrounded by small tools orbiting them
The Ai Shift

The Creator Tool Stack

A set of stacked blocks of different colours where the bottom block is much older and worn than the ones above it
Work Life

From Copywriter To Creator: The New Creative Skill Stack

The Latest
Ad Tech

Gmail Adds A Copy Code Button To Two-Factor Emails On Android And iOS

News

Story Digital Wins Wozoyo's Creative Digital Mandate For India

Ad Tech

Telum Media Launches Pitch Distribution To Verified Journalists Inside Its Platform

People

Ankit Dhameja Joins WPP Media As SVP, Strategy, Leading Google India

Campaigns

Liberty Shoes Turns Its Autumn-Winter Range Into A Game Of Chess With Chalo Apni Chaal

People

Volvo Cars Names Skoda Chief Klaus Zellmer As Its Next President And CEO

Brands

Amazon Great Indian Festival 2026 Starts 8 October, With 160,000 Seasonal Jobs Behind It

People

Karan Yadav Becomes The First CEO Of The Indian Super League Under Its Club-Led Model

PeopleAll →
Ankit Dhameja, senior vice president of strategy at WPP Media for Google India

Ankit Dhameja Joins WPP Media As SVP, Strategy, Leading Google India

Klaus Zellmer, incoming president and chief executive of Volvo Cars

Volvo Cars Names Skoda Chief Klaus Zellmer As Its Next President And CEO

Karan Yadav, the new chief executive of the Indian Super League

Karan Yadav Becomes The First CEO Of The Indian Super League Under Its Club-Led Model

Priyan DC, founder and CEO of Star Squared PR, in front of a grid of communication icons, for an Ad Tribe interview

Priyan DC: "Trust Cannot Be Created Through Messaging Alone"

The ProHance logo, for the appointment of Gaurav Bembey as global head of account management

ProHance Names Gaurav Bembey Global Head Of Account Management

Nishit Shrivastava, appointed chief technology officer of Aye Finance

Aye Finance Appoints Nishit Shrivastava Chief Technology Officer

FeatureWork LifeAll →
A set of stacked blocks of different colours where the bottom block is much older and worn than the ones above it
Work Life

From Copywriter To Creator: The New Creative Skill Stack

The writing is still the job. It is now about half of what the job asks for.

The Unpaid Cost Of One Last Change

It takes ten seconds to ask for and an evening to absorb, and no line on any estimate records it.

What Nobody Tells You Before Your First Advertising Job

The work you were hired for is about a third of the job. Nobody mentions the other two thirds at the interview.

Why Gen Z Asks Why Before How Soon

The question is not a challenge to authority. It is usually a request for the information the brief left out.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Ananth Narayanan, founder of Mensa Brands
Brand Builders

Ananth Narayanan, Who Buys Brands Instead Of Building Them

Most founders back an idea. This one backs a hundred small brands that have already proved they have customers.

02
Watercolour and ink portrait of Kaushik Mukherjee, co-founder of SUGAR Cosmetics

Kaushik Mukherjee, The Operator Behind SUGAR

03
Watercolour and ink portrait of Vineeta Singh, co-founder of SUGAR Cosmetics

Vineeta Singh, Who Built For The Indian Commute

04
Watercolour and ink portrait of Bhavish Aggarwal, founder of Ola and Ola Electric

Bhavish Aggarwal, Who Kept Changing The Category

05
Watercolour and ink portrait of Ritesh Agarwal, founder of OYO

Ritesh Agarwal, Who Standardised The Room

06
Watercolour and ink portrait of Harshil Mathur, co-founder of Razorpay

Harshil Mathur, Who Built a Brand for People Who Read Documentation

07
Watercolour and ink portrait of Ghazal Alagh, co-founder of Mamaearth

Ghazal Alagh, Who Built the Product Behind the Promise

CampaignsAll →
A man in an olive shirt walks between giant chess pieces on a green and white board, from the Liberty Shoes Chalo Apni Chaal film
Campaigns

Liberty Shoes Turns Its Autumn-Winter Range Into A Game Of Chess With Chalo Apni Chaal

A giant chessboard, a man walking between the pieces, and a line that asks the buyer to make their own move.

Kartik Aaryan as the Macaw Genie in a navy suit, in a freshly painted yellow living room, from the Macaw Paints festive film
Campaigns

Macaw Paints Turns Kartik Aaryan Into A Genie For Its Festive Home Makeover Film

A glass Harry Potter-themed bus in front of a palace, in realme's Welcome to Hogwarts campaign visual for the realme 16 Pro 5G Harry Potter Edition
Campaigns

realme Sends A Harry Potter Bus To Campuses In Five Cities

The pink Insight Cosmetics #MakeupOnWheels vanity van, with a Ganesha illustration holding a makeup brush
Campaigns

Insight Cosmetics Drives A Pink Makeup Van Through Mumbai's Ganpati Celebrations

Tata Steel Returns To We Also Make Tomorrow With Recycle Of Life

BabyOrgano's First Brand Film Puts The Mental Load On Screen

Greenpanel has released Hum Hain Greenpanel, a brand anthem

Hyundai Motor India has named its upcoming SUV the Hyundai BAYON

FeatureSocial-FirstAll →
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 photograph being pulled in two directions by opposing cut-paper arrows, on a saturated cobalt ground
Social First

The Rights Problem Hiding In Every UGC Campaign

A halftone hand holding one small photograph while much larger empty frames hang behind it, on a saturated hot pink ground
Social First

Why Nano Influencers Outperform Their Follower Count

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

The buyer was always scrolling. It just took a decade for B2B marketing to stop posting like a company noticeboard.

How Brands Decide Which Language To Post In

Is Social Commerce Actually Working In India?

Why Employees Are Becoming A Brand’s Most Credible Creators

What Brands Should Do In The First Hour Of A Social Crisis

BrandsAll →
Amazon Great Indian Festival 2026 key visual with two painted elephants and a ribbon announcing the 8 October start
Brands

Amazon Great Indian Festival 2026 Starts 8 October, With 160,000 Seasonal Jobs Behind It

The date is the headline. The warehouses, the delivery stations and the quick-commerce cities are the real story.

02
Huma Qureshi in a peach handwoven Freefall saree, seated by a train window

Huma Qureshi Launches Freefall, A Handloom Saree Brand, With Dressfolk

03
Sonu Sood beside the Unlimitr logo in the campaign key visual, with the line Personal coaching that makes room for happiness

Unlimitr Signs Sonu Sood As Health Partner For Its Healthy Banega Bharat Mission

04
MS Dhoni on Asian Footwears branding over Platform 16 at New Delhi Railway Station

Asian Footwears Takes Naming Rights To Three New Delhi Railway Station Platforms

05
The Generali logo on a flat forest green background, for a story on the Generali Davis Cup presenting partnership

Generali Becomes Presenting Partner Of The Davis Cup

06
The BGMI Krafton logo on a flat deep indigo background, for a story on the BGMI 4.6 update

Krafton Rolls Out BGMI Update 4.6 With Midnight Hunters On Erangel

07
The Delta Exchange logo on a flat charcoal background with a thin white rule

Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory

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

Story Digital Wins Wozoyo's Creative Digital Mandate For India

02

What Makes Award-Winning Work in 2026?

03

Who Are Advertising's Next 50?

04

The Tribe: The Thinking Behind the Ad Tribe Awards Trophy

05

Practo Names Jagnoor Singh CEO As Founder Shashank ND Singh Becomes Executive Chairman

06

IIGC Seats 20 CMOs And CEOs At The Influence Table, With Rajiv Makhni

07

GianChand Single Malt Hands Its Digital And Social Mandate To INNOCEAN India

08

Adfactors PR Wins The Auraska Ventures Communications Mandate

FeatureCreative RoomAll →
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

Halftone collage of a single spotlight beam falling on an empty mark on the floor, for celebrity casting
Creative Room

What Changes When A Celebrity Joins The Campaign

Halftone collage of a single shape repeated at many different sizes and crops, for how ideas are adapted
Creative Room

How One Idea Is Adapted Across Formats And Markets

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

You are not hiring someone to shoot your script. You are choosing which version of your script gets made.

How Legal Review Changes a Creative Idea

How Storyboards Become Animatics

How Casting Decides What an Idea Feels Like

How Sound and Music Are Chosen for an Ad Film

Ad TechAll →
The Gmail logo, for a story on Gmail's new Copy code button for two-factor emails
Ad Tech

Gmail Adds A Copy Code Button To Two-Factor Emails On Android And iOS

Telum Media illustration of a PR professional at a desk connected to a network of journalist profiles, for its distribution launch
Ad Tech

Telum Media Launches Pitch Distribution To Verified Journalists Inside Its Platform

The DoubleVerify DV logo, for the launch of Ask Neura
Ad Tech

DoubleVerify Launches Ask Neura, A Conversational Layer Over Its Verification Data

SPECS Intelligence surfacing a meeting briefing and a travel itinerary across a Mac, an iPhone and SPECS glasses
Ad Tech

Snap Launches SPECS Intelligence, An AI That Acts Before It Is Asked

FeatureCampaigns That Built IndiaAll →
Halftone collage of a laundry basket and a wedding ring on charcoal, for Ariel’s Share the Load campaign
Campaigns That Built India

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

Thirty years after Lalitaji made the housewife the expert on washing, Ariel asked why it was her job at all.

02
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

03
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

04
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

05
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

06
Halftone collage of a bar of soap and a falling stream of water on charcoal, for the Liril waterfall campaign

How Liril’s Waterfall Changed What Indian Advertising Could Show

07
Halftone collage of an ornate chandelier of bare bulbs glowing in darkness, marking the Happydent Palace commercial

How Happydent's Palace Lit a Kingdom With Teeth

FeatureBrand ComebacksAll →
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

Royal Enfield was a fading heritage brand. How it became a global lifestyle cult by selling feeling and belonging instead of mileage and price.

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

Children drinking orange squash beside a jug, glasses and orange slices under a sunburst
Brand Comebacks

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

Yezdi: The Nostalgia-Led Motorcycle Revival

Tribe TicksAll →
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

Halftone collage of a ribbon and scissors on a torn horizon band, for how D2C changed brand launches
Tribe Ticks

How D2C Changed What A Brand Launch Looks Like

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