Ad Tribe — Your Daily Dose of Ad World Buzz

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The Ai Shift

Where Photographers And Illustrators Stand On AI Training Data

A brand does not need to resolve the ethics to have a problem here. It needs to know what it is allowed to publish.

The outline of an unfinished building under construction, one wing complete and lit, the rest still scaffolding

Work Life

Nobody Has Built The Agency Young Talent Actually Wants

Creative Room

How Editors Find the Strongest Story Inside an Ad Film

The Latest

Indian Ad Legends

Abhishek Mathur Promoted To Director Of Digital Buying At Publicis

Parikshit Sharma, regional director for Southeast Asia at Bloomingdale Public Relations

Parikshit Sharma Takes Bloomingdale PR Into Southeast Asia

The new leadership appointments at Creator18

Creator18 Builds Out Its Leadership Under Anurag Iyer

Ankur Mishra, senior lead for media relations at ArcelorMittal Nippon Steel India

Ankur Mishra Leaves ET Now For ArcelorMittal Nippon Steel India

Anurag Chauhan, chief executive officer of Nisum

Nisum Appoints Anurag Chauhan As Chief Executive Officer

Shikha Gupta, chief strategy officer at Coverfox

Coverfox Appoints Shikha Gupta As Chief Strategy Officer

FeatureWork LifeAll →

Work Life

Nobody Has Built The Agency Young Talent Actually Wants

Most agencies are still built for a workforce that no longer exists. What talent is actually asking for now looks less like a perk list and more like a genuine redesign.

Would You Choose Advertising Again?

Ask people in advertising this question honestly and the answer rarely comes fast. The hesitation itself, more than whatever yes or no follows it, turns out to be the interesting part.

What Happens When The Intern Knows The Tool Better Than The Creative Director?

For the first time in advertising's history, the newest person in the room can genuinely outperform the most senior one on a specific tool. That quietly reverses a very old script.

What Makes A Good First Manager In Advertising?

A first manager shapes how someone works for the next decade, more than almost any single campaign will. Advertising rarely trains anyone for the role it depends on the most.

FeatureBrand BuildersAll →

Brand Builders

Nithin Kamath, Who Built India’s Largest Broker Without Advertising

No campaign, no funding, no ambassador. The most valuable brand in Indian broking was built by not buying any of it.

Harsh Mariwala, the Man Who Put Coconut Oil in a Bottle

Ashwath Swaminathan, Growth Marketing Under a Stopwatch

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

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

CampaignsAll →

A frame from the Kissht campaign film, Sachin Tendulkar mid-hiccup holding a glass of water

Campaigns

Kissht Gives Sachin Tendulkar The Hiccups Every Time A Loan Clears

The joke is that someone is thanking him. The claim underneath it is a five-minute approval, and the gag only works if that is true.

Sidharth Malhotra holding an MMTC-PAMP gold bar in the Purest And More campaign visual

Campaigns

MMTC-PAMP Makes Sidharth Malhotra The Face Of Purest And More

A frame from the HDFC Life term insurance film, a father holding his son after returning home

Campaigns

HDFC Life Builds A Term Insurance Film Around The Call You Dread

A frame from the ACKO Health Insurance film, a family standing in front of a fridge of energy drinks

Campaigns

ACKO Health Insurance Sells Discipline Instead Of Fear

Chheda’s Enters Sweets With A Raksha Bandhan Film For Kaju Katli

Sprite Tejas Express Begins A Six-Month Run To Delhi

Senco Makes Harshvardhan Rane The Face Of Ti22 By Aham

The Healthy Binge Builds Its First Brand Film Around The Sound Umm

FeatureSocial-FirstAll →

Social First

How Brands Balance Speed, Approval and Creativity on Social Media

Social First

Why Founder-Led Content Is Becoming a Brand Asset

Social First

How Social-First Brands Build Trust Through Everyday Content

Social First

The New Role of Copywriters in Meme and Creator Campaigns

The copywriter's job changed from writing ads to writing things that do not feel like ads. The new role of copywriters in meme and creator campaigns.

The Risk of Chasing Trends Without a Brand Strategy

How Brands Measure Social-First Campaigns Beyond Likes and Shares

Why Social Search Is Becoming as Important as Google Search

How Regional Creators Are Changing Brand Communication

BrandsAll →

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Brands

No Secrets Enters India With Rannvijay Singha As A Shareholder

Shareholder rather than ambassador. The word is doing deliberate work, and it is the only interesting thing about the announcement.

A halftone paper cutout of a fountain pen and a folded newspaper on a flat coloured background

InCred Capital Launches InCred Black For UHNI Clients

A halftone paper cutout of a dog bowl and a bag of kibble on a flat coloured background

Wipro Consumer Care Enters Pet Food With Snuggles

SFK Industries Rebrands Around Sustainable, Knowledgeable And Futuristic

The Anti-Aging Centre Rebrands As The Longevity Centre And Signs Milind Soman

Magic Moments Aam Panna, the newest variant in Radico Khaitan's Flavours of India vodka range

Magic Moments Adds Aam Panna To Its Flavours Of India Vodka Range

R for Rabbit's BioMimic range of ten skincare, bath, oral care and grooming products for children

R For Rabbit Launches BioMimic, A 10-Product Kids Care Range

Newsletter

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

FeatureIndian Ad LegendsAll →

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

Read the story of Mohammed Khan, the elegant adman who learned his craft in 1960s London and went on to help found Rediffusion, run Contract and build Enterprise, shaping brands from NECC to Lakme.

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

A graphite pencil portrait of Prasoon Pandey, drawn with a film camera and a clapperboard

Indian Ad Legends

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

A graphite pencil portrait of Prahlad Kakkar, drawn with a film camera, clapperboard and diving gear

Indian Ad Legends

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

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 →

EMOMEE Hands Maars Communicates Its India Communications

The Minimalist Deepens Its AFC Furniture Solutions Mandate

Bluesky Triples Its Video Limit To Ten Minutes

Sony Puts Six Former India Players In The Women’s Asia Cup Box

Anarock Launches ARC, An Agency Built Around Its Lead Engine

Air India And Drukair Put Bhutan On One Ticket

Uber Lets Parents Watch A Teenager’s Ride As It Happens

WhatsApp Passes A Billion Passkey Users And Retires The Six-Digit PIN

FeatureCreative RoomAll →

Creative Room

How Production Teams Turn Scripts Into Shootable Films

Creative Room

How Scripts Are Shaped Before an Ad Film Shoot

Creative Room

How AI Tools Are Changing the Creative Process

Creative Room

How Editors Find the Strongest Story Inside an Ad Film

A shoot generates far more footage than will ever air. Finding the story inside it is the editor's invisible craft.

How Advertising Teams Use Research Without Killing Creativity

How Designers, Writers, and Strategists Build One Idea Together

How Brand Tone of Voice Is Decided Inside Creative Rooms

How Meme Culture Enters Brand Campaigns

Ad TechAll →

A halftone paper cutout of a speech bubble and a price tag on a flat coloured background

Ad Tech

OpenAI Opens ChatGPT To Advertising In India

Halftone paper cutout of a television home screen grid and a remote control on a saturated orange background, for the Huella and VIDAA partnership

Ad Tech

Huella Partners VIDAA To Put NEXad On The Smart TV Home Screen

Halftone paper cutout of a television set and a wearable measurement device, for Nielsen’s currency update

Ad Tech

Nielsen Updates Its TV Currency Methodology From 31 August

Halftone paper cutout of a sound waveform and a film clapperboard, for Adobe Firefly audio generation

Ad Tech

Adobe Firefly Adds Music, Speech And Sound Effects Generation

FeatureCampaigns That Built IndiaAll →

Halftone collage of a chilled glass soft-drink bottle beaded with condensation, marking the Thanda Matlab Coca-Cola campaign

Campaigns That Built India

How Thanda Matlab Coca-Cola Annexed a Hindi Word

Coca-Cola did not try to teach rural India what a cola was. It took a Hindi word Indians already used for any cold drink and quietly claimed it. Two decades later, its authorship is still disputed.