Your Daily Dose of Ad World Buzz
Latest
✦Arjun Vaidya, Who Modernised A Family Inheritance✦Vitalife Picks A Fight With Modern Chaos, Not With Another Oil✦What AI Does To Out Of Home✦Digital ShoutOuts Media Launches Audience Base AI Ads✦The Lost Art Of Sitting Beside A Senior Creative✦Jenika Ventures Takes Its Hiring Pitch To Radio✦AnyMind Launches AnyCreator Stream In India For Live Streamers✦Nielsen Moves Streaming Content Ratings To Daily Delivery✦Capri Sports Takes The Indian Women's League Commercial Rights For 15 Years✦Startup Policy Forum Appoints Akashdeep Baruah As Communications Lead✦Adobe Premiere Comes To Android, Free, With 4K Export And Firefly Tools✦Abhishek Shetty Joins Grab As Regional Director And Head Of Product Marketing✦Arjun Vaidya, Who Modernised A Family Inheritance✦Vitalife Picks A Fight With Modern Chaos, Not With Another Oil✦What AI Does To Out Of Home✦Digital ShoutOuts Media Launches Audience Base AI Ads✦The Lost Art Of Sitting Beside A Senior Creative✦Jenika Ventures Takes Its Hiring Pitch To Radio✦AnyMind Launches AnyCreator Stream In India For Live Streamers✦Nielsen Moves Streaming Content Ratings To Daily Delivery✦Capri Sports Takes The Indian Women's League Commercial Rights For 15 Years✦Startup Policy Forum Appoints Akashdeep Baruah As Communications Lead✦Adobe Premiere Comes To Android, Free, With 4K Export And Firefly Tools✦Abhishek Shetty Joins Grab As Regional Director And Head Of Product Marketing

Ad Tribe — daily news on India’s advertising industry

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

Arjun Vaidya, Who Modernised A Family Inheritance

Inheriting a legacy brand is harder than starting one, because everything you change is somebody in the family being told they were wrong.

A mother greeting her son as he carries home a paper takeaway bag, from Vitalife's Swaad Swaad Mein Sehat film
Campaigns

Vitalife Picks A Fight With Modern Chaos, Not With Another Oil

A flat vector character on a ladder changing one panel of a large outdoor board
The Ai Shift

What AI Does To Out Of Home

The Latest
Ad Tech

Digital ShoutOuts Media Launches Audience Base AI Ads

Work Life

The Lost Art Of Sitting Beside A Senior Creative

Campaigns

Jenika Ventures Takes Its Hiring Pitch To Radio

Ad Tech

AnyMind Launches AnyCreator Stream In India For Live Streamers

News

Nielsen Moves Streaming Content Ratings To Daily Delivery

Brands

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

People

Startup Policy Forum Appoints Akashdeep Baruah As Communications Lead

Ad Tech

Adobe Premiere Comes To Android, Free, With 4K Export And Firefly Tools

PeopleAll →
Akashdeep Baruah, communications lead at the Startup Policy Forum

Startup Policy Forum Appoints Akashdeep Baruah As Communications Lead

Abhishek Shetty, regional director and head of product marketing at Grab

Abhishek Shetty Joins Grab As Regional Director And Head Of Product Marketing

Disha Sanghvi, brand and communications lead at Sarvam

Disha Sanghvi Joins Sarvam To Lead Brand And Communications

Prasad Rane, chief business and marketing officer at Trehan IRIS

Trehan IRIS Appoints Prasad Rane As Chief Business And Marketing Officer

Sudhanshu Tripathi, chief marketing officer at Nucleus Software

Nucleus Software Appoints Sudhanshu Tripathi As Chief Marketing Officer

Lalita Tiwari, lead, corporate communications at Motilal Oswal Financial Services

Lalita Tiwari Joins Motilal Oswal Financial Services To Lead Corporate Communications

FeatureWork LifeAll →
Two desks side by side, one with a worn surface and one untouched, a single lamp lighting both
Work Life

The Lost Art Of Sitting Beside A Senior Creative

Nobody decided to end apprenticeship. The calendar ended it, one meeting at a time.

The Salary Conversation Nobody Has In Creative Agencies

The market rate is public. Inside the building, it is the one subject with no meeting.

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.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Arjun Vaidya, founder of Dr Vaidya New Age Ayurveda
Brand Builders

Arjun Vaidya, Who Modernised A Family Inheritance

Inheriting a legacy brand is harder than starting one, because everything you change is somebody in the family being told they were wrong.

02
Watercolour and ink portrait of Suchita Salwan, founder of Little Black Book

Suchita Salwan, Who Turned A City Into A Product

03
Watercolour and ink portrait of Ananth Narayanan, founder of Mensa Brands

Ananth Narayanan, Who Buys Brands Instead Of Building Them

04
Watercolour and ink portrait of Kaushik Mukherjee, co-founder of SUGAR Cosmetics

Kaushik Mukherjee, The Operator Behind SUGAR

05
Watercolour and ink portrait of Vineeta Singh, co-founder of SUGAR Cosmetics

Vineeta Singh, Who Built For The Indian Commute

06
Watercolour and ink portrait of Bhavish Aggarwal, founder of Ola and Ola Electric

Bhavish Aggarwal, Who Kept Changing The Category

07
Watercolour and ink portrait of Ritesh Agarwal, founder of OYO

Ritesh Agarwal, Who Standardised The Room

CampaignsAll →
A mother greeting her son as he carries home a paper takeaway bag, from Vitalife's Swaad Swaad Mein Sehat film
Campaigns

Vitalife Picks A Fight With Modern Chaos, Not With Another Oil

An edible oil brand names its competitor, and it is not the bottle next to it on the shelf.

A Jenika Ventures recruitment creative paired with Hit 95 FM, offering payouts and growth in real estate
Campaigns

Jenika Ventures Takes Its Hiring Pitch To Radio

A blue Kolkata bus at a depot with BBD BAGH 103 JADAVPUR painted on its side
Campaigns

Flipkart Found Its Big Billion Days Media Plan On A Kolkata Bus Route

An illustrated Bengaluru traffic jam with a frustrated auto driver, from the SPARSH Hospitals Horn Don't Maadi film
Campaigns

SPARSH Hospitals Asks Bengaluru To Stop Honking With "Horn Don't Maadi" For World Heart Day

King Koil Signs Janhvi Kapoor And Becomes King Koil Mattress Co. With "Nothing, But King Koil"

Star Health Tells Four Families' Stories Through Sound In "When India Looks Up In Worry"

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

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

FeatureSocial-FirstAll →
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 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 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

Nobody decided to post daily. It accumulated, and now the calendar is the strategy.

Why Nano Influencers Outperform Their Follower Count

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

BrandsAll →
The AIFF crest with the IWL and IWL 2 lockups and the Capri Sports logo
Brands

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

Fifteen years is an unusual length of commitment for any league, let alone this one.

02
The new Himani Best Choice refined soyabean oil pouch and bottle with the refreshed logo

Himani Best Choice Refreshes Its Packs And Sets A ₹15,000 Crore Target

03
The JSW Greentech and AMPSTAR powered by JSW brand lockup

JSW Greentech Launches AMPSTAR, Its Electric Trucks And Buses Brand, Built With Interbrand

04
Aditi Rao Hydari in a black polka-dot tiered gown beside the Vero Moda logo, from the Autumn-Winter 2026 campaign

Vero Moda Makes Aditi Rao Hydari The Face Of Its Autumn-Winter 2026 Campaign

05
Amazon Great Indian Festival 2026 key visual with two painted elephants and a ribbon announcing the 8 October start

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

06
Huma Qureshi in a peach handwoven Freefall saree, seated by a train window

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

07
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

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

Nielsen Moves Streaming Content Ratings To Daily Delivery

02

NEC India Will Bring WingArc1st's Data Tools To Indian Enterprises

03

Soaps And Cosmetics Must Now Carry A Veg Or Non-Veg Dot On The Front Of The Pack

04

What Makes a Strong Awards Case Study?

05

Teammate PR Wins The PR Mandate For Groversons Paris Beauty

06

Apple Lays Off A Handful Of Fitness+ Staff Working On Audio Features, Bloomberg Reports

07

CBC Moves 31 Agencies To Technical Presentations For Its MSME Digital Advertising Panel

08

Quick Commerce Is Now More Than Twice Amazon's Size In Makeup, Says 1DigitalStack

FeatureCreative RoomAll →
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

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 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

Nothing is harder to follow than something that worked. The brief writes itself, and it writes the wrong thing.

How One Idea Is Adapted Across Formats And Markets

How Legal Review Changes a Creative Idea

How Storyboards Become Animatics

How Casting Decides What an Idea Feels Like

Ad TechAll →
A speech bubble and a blank billboard, as halftone cutouts, for Audience Base AI Ads from Digital ShoutOuts Media
Ad Tech

Digital ShoutOuts Media Launches Audience Base AI Ads

A live streamer mid-broadcast with viewer and engagement dashboards, in AnyMind Group's AnyCreator Stream launch visual
Ad Tech

AnyMind Launches AnyCreator Stream In India For Live Streamers

The Adobe logo, for the launch of Adobe Premiere mobile on Android
Ad Tech

Adobe Premiere Comes To Android, Free, With 4K Export And Firefly Tools

The X logo, for the expansion of its Under The Hood transparency report
Ad Tech

X Will Now Tell You If A Government Had Your Post Withheld

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 →
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 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

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