Your Daily Dose of Ad World Buzz
Latest
✦The Tribe: The Thinking Behind the Ad Tribe Awards Trophy✦How Budget Shapes The Idea Before Anyone Admits It✦How Mile Sur Mera Tumhara Became The Film India Cannot Agree On✦What Happens To The Shoot Day✦Priyan DC: "Trust Cannot Be Created Through Messaging Alone"✦Bhavish Aggarwal, Who Kept Changing The Category✦Vendor Lock-In And Agency Tool Sprawl✦Why Gen Z Asks Why Before How Soon✦ProHance Names Gaurav Bembey Global Head Of Account Management✦Huma Qureshi Launches Freefall, A Handloom Saree Brand, With Dressfolk✦Aye Finance Appoints Nishit Shrivastava Chief Technology Officer✦DoubleVerify Launches Ask Neura, A Conversational Layer Over Its Verification Data✦The Tribe: The Thinking Behind the Ad Tribe Awards Trophy✦How Budget Shapes The Idea Before Anyone Admits It✦How Mile Sur Mera Tumhara Became The Film India Cannot Agree On✦What Happens To The Shoot Day✦Priyan DC: "Trust Cannot Be Created Through Messaging Alone"✦Bhavish Aggarwal, Who Kept Changing The Category✦Vendor Lock-In And Agency Tool Sprawl✦Why Gen Z Asks Why Before How Soon✦ProHance Names Gaurav Bembey Global Head Of Account Management✦Huma Qureshi Launches Freefall, A Handloom Saree Brand, With Dressfolk✦Aye Finance Appoints Nishit Shrivastava Chief Technology Officer✦DoubleVerify Launches Ask Neura, A Conversational Layer Over Its Verification Data

Ad Tribe — daily news on India’s advertising industry

Paper collage of five agency team members reaching up together, beside the Ad Tribe Awards trophy, The Tribe, under a black paper arch
News

The Tribe: The Thinking Behind the Ad Tribe Awards Trophy

Several figures, each shaped differently, holding up a single globe. The Ad Tribe Awards trophy is a portrait of how good work actually gets made.

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 tanpura and a vintage broadcast microphone on charcoal, for Mile Sur Mera Tumhara
Campaigns That Built India

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

The Latest
The Ai Shift

What Happens To The Shoot Day

People

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

Brand Builders

Bhavish Aggarwal, Who Kept Changing The Category

The Ai Shift

Vendor Lock-In And Agency Tool Sprawl

Work Life

Why Gen Z Asks Why Before How Soon

People

ProHance Names Gaurav Bembey Global Head Of Account Management

Brands

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

People

Aye Finance Appoints Nishit Shrivastava Chief Technology Officer

PeopleAll →
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

Dario Vitale, new creative director of Emporio Armani and Giorgio Armani Accessories

Dario Vitale Becomes Creative Director Of Emporio Armani And Giorgio Armani Accessories

Sunitha Simon, joining Corteva Agriscience as communications lead for South Asia

Sunitha Simon Leaves Airtel To Lead Communications For Corteva Agriscience In South Asia

Shashidhar Sharma, co-founder and chief operating officer of AdNexa.ai

Shashidhar Sharma Leaves WPP Media To Co-Found AdNexa.ai

FeatureWork LifeAll →
A tall keyhole-shaped opening cut through a terracotta wall, light pouring through it, one small figure looking on
Work Life

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.

Why Advertising Needs 24-Year-Olds And 54-Year-Olds In The Same Room

Nobody decides to separate the generations. The seating plan, the platforms and the pitch list do it quietly.

What Is The Real Cost Of Chasing Awards?

The entry fee is the cheapest part. What it costs is measured in whose work gets the good brief.

Are Agencies Losing Institutional Memory?

Every agency has a story about the idea that failed in 2014. The trouble starts when nobody left can tell it.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Bhavish Aggarwal, founder of Ola and Ola Electric
Brand Builders

Bhavish Aggarwal, Who Kept Changing The Category

One business was built on removing friction. The next was built on adding desire, which is a different discipline entirely.

02
Watercolour and ink portrait of Ritesh Agarwal, founder of OYO

Ritesh Agarwal, Who Standardised The Room

03
Watercolour and ink portrait of Harshil Mathur, co-founder of Razorpay

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

04
Watercolour and ink portrait of Ghazal Alagh, co-founder of Mamaearth

Ghazal Alagh, Who Built the Product Behind the Promise

05
Watercolour and ink portrait of Varun Alagh, co-founder of Mamaearth

Varun Alagh, Who Turned a Parenting Problem Into Mamaearth

06
Watercolour and ink portrait of Peyush Bansal, founder of Lenskart

Peyush Bansal, Who Rebuilt the Eyewear Business From the Factory Up

07
Watercolour and ink portrait of Sameer Mehta, co-founder of boAt

Sameer Mehta, the Quieter Half of boAt

CampaignsAll →
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

A limited edition phone launches on a Monday, and a bus spends the next month taking the brand to students.

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

A frame from Tata Steel's Recycle of Life film, part of the We Also Make Tomorrow platform
Campaigns

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

A frame from BabyOrgano's first brand film, on a mother returning to work and a father taking over childcare
Campaigns

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

Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy

Nestasia Turns A Guest Checking The Bottom Of A Bowl Into A Compliment

FeatureSocial-FirstAll →
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 mouth in profile with several differently shaped cut-paper speech bubbles emerging, on a saturated amber ground
Social First

How Brands Decide Which Language To Post In

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

An audience built entirely on a platform is not an asset. It is a lease, and the terms can change without notice.

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

Culture Moves at Gen Z Speed, Can Brands Keep Up?

BrandsAll →
Huma Qureshi in a peach handwoven Freefall saree, seated by a train window
Brands

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

An actor's saree label that pointedly leaves weddings out of the pitch.

02
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

03
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

04
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

05
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

06
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

07
The Hero VIDA logo on a flat deep blue background with a thin white rule

Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour

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

The Tribe: The Thinking Behind the Ad Tribe Awards Trophy

02

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

03

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

04

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

05

Adfactors PR Wins The Auraska Ventures Communications Mandate

06

Bridgers Is Official Media Partner For IIT Kanpur E-Cell's UpStart 2026

07

NorthSight Launches As A Data Intelligence And Content Strategy Advisory

08

Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition

FeatureCreative RoomAll →
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 a red pen resting on a heavily marked page, for how legal review changes creative work
Creative Room

How Legal Review Changes a Creative Idea

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

Nobody writes the number on the brief. Everybody in the room already knows roughly what it is, and writes accordingly.

How Storyboards Become Animatics

How Casting Decides What an Idea Feels Like

How Sound and Music Are Chosen for an Ad Film

How Campaigns Get Their Names

Ad TechAll →
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

The AdNexa.ai logo, for the company's OneView media operating model
Ad Tech

AdNexa.ai Builds A Media Operating Model Around One Engine

Flat vector line drawing of a chat bubble sitting between two code brackets with a red-orange accent, on a white background
Ad Tech

Meta Lets AI Agents Set Up WhatsApp Business Messaging

FeatureCampaigns That Built IndiaAll →
Halftone collage of a tanpura and a vintage broadcast microphone on charcoal, for Mile Sur Mera Tumhara
Campaigns That Built India

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

Almost everyone in India can sing it. Almost nobody agrees on who wrote the tune, and the people who would know have said different things.

02
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

03
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

04
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

05
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

06
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

07
Halftone collage of a chilled glass soft-drink bottle beaded with condensation, marking the Thanda Matlab Coca-Cola campaign

How Thanda Matlab Coca-Cola Annexed a Hindi Word

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 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

Halftone collage of an empty pedestal in deep negative space, for why brands stopped making mascots
Tribe Ticks

Why Indian Advertising Stopped Making Mascots

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

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