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✦What A Creator Manager Actually Takes, And For What✦What A Credentials Reel Proves Now✦AnyMind Group Opens US Operations In Los Angeles✦UnFoldMart Wins Group-Wide Digital Mandate From Singapore's Valton Nexus✦Shipra Chinchankar Named National Planning Director At Kinnect✦TBWA Backslash Report Finds 62% Aspire To Be Hard To Influence✦Vipul Bandekar Joins Zee Entertainment As Director Of Marketing For Z Sports✦Kenstar Adopts Unicommerce Order And Warehouse Systems For Its E-Commerce Business✦EMW Global Appoints Mann Katkoria And Vinit Shah To Lead Its India Office✦Lxme Becomes Indian Women's League Title Sponsor In Capri Sports Deal✦Bivabasu Kumar Promoted To Head Of Media And Corporate Communication At Adani Navbharat✦Netflix And Hoichoi Will Stream 14 Bengali Series In Hindi, Tamil And Telugu✦What A Creator Manager Actually Takes, And For What✦What A Credentials Reel Proves Now✦AnyMind Group Opens US Operations In Los Angeles✦UnFoldMart Wins Group-Wide Digital Mandate From Singapore's Valton Nexus✦Shipra Chinchankar Named National Planning Director At Kinnect✦TBWA Backslash Report Finds 62% Aspire To Be Hard To Influence✦Vipul Bandekar Joins Zee Entertainment As Director Of Marketing For Z Sports✦Kenstar Adopts Unicommerce Order And Warehouse Systems For Its E-Commerce Business✦EMW Global Appoints Mann Katkoria And Vinit Shah To Lead Its India Office✦Lxme Becomes Indian Women's League Title Sponsor In Capri Sports Deal✦Bivabasu Kumar Promoted To Head Of Media And Corporate Communication At Adani Navbharat✦Netflix And Hoichoi Will Stream 14 Bengali Series In Hindi, Tamil And Telugu

Ad Tribe — daily news on India’s advertising industry

A halftone portrait beside a bold solid circle with one wedge lifted clean out of it, on saturated coral
Social First

What A Creator Manager Actually Takes, And For What

The commission is the easiest number in the deal to see and the least useful one to argue about.

A flat vector character presenting a glossy showreel panel while a plain folder sits unopened beside them
The Ai Shift

What A Credentials Reel Proves Now

AnyMind Group announcement artwork over the Los Angeles skyline, marking the launch of its United States operations
Ad Tech

AnyMind Group Opens US Operations In Los Angeles

The Latest
News

UnFoldMart Wins Group-Wide Digital Mandate From Singapore's Valton Nexus

People

Shipra Chinchankar Named National Planning Director At Kinnect

News

TBWA Backslash Report Finds 62% Aspire To Be Hard To Influence

People

Vipul Bandekar Joins Zee Entertainment As Director Of Marketing For Z Sports

Ad Tech

Kenstar Adopts Unicommerce Order And Warehouse Systems For Its E-Commerce Business

People

EMW Global Appoints Mann Katkoria And Vinit Shah To Lead Its India Office

Brands

Lxme Becomes Indian Women's League Title Sponsor In Capri Sports Deal

People

Bivabasu Kumar Promoted To Head Of Media And Corporate Communication At Adani Navbharat

PeopleAll →
Shipra Chinchankar, appointed national planning director at Kinnect, part of Omnicom Advertising India

Shipra Chinchankar Named National Planning Director At Kinnect

Vipul Bandekar, joining Zee Entertainment as director of marketing for Z Sports, based in Mumbai

Vipul Bandekar Joins Zee Entertainment As Director Of Marketing For Z Sports

Mann Katkoria and Vinit Shah, appointed to jointly lead the newly launched EMW Global India headquarters in Mumbai

EMW Global Appoints Mann Katkoria And Vinit Shah To Lead Its India Office

Bivabasu Kumar, promoted to assistant vice president and head of media and corporate communication at Adani Navbharat Developers

Bivabasu Kumar Promoted To Head Of Media And Corporate Communication At Adani Navbharat

Sharan Mehta, appointed group president and chief strategy officer at Samtel Avionics, photographed at the company premises

Sharan Mehta Named Group President And Chief Strategy Officer At Samtel Avionics

Raghubar Bisht, appointed client lead for Samsung at Cheil India after four years as business director at Lodestar UM

Raghubar Bisht Joins Cheil India As Client Lead For Samsung

FeatureWork LifeAll →
Flat geometric scales in olive and ochre, one side holding many small identical shapes and the other a single larger one
Work Life

The Skills AI Makes More Valuable, Not Less

When the supply of competent output goes up, the things that were always scarce do not get cheaper. They get conspicuous.

When Your Job Stops Being Your Identity

Advertising asks people to be the work. It is a brilliant arrangement until something ends, and then it is only an arrangement.

Does Every Big Idea Need A Campaign?

The campaign was a delivery mechanism built for a world of fixed slots. The idea does not necessarily need the container any more.

What Happens When Nobody Has Time To Teach

Teaching is the first thing a busy department stops doing, and the only thing whose absence takes three years to show up.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Dr Prathap C. Reddy, founder chairman of Apollo Hospitals
Brand Builders

Prathap Reddy, Who Made a Hospital Something You Choose

The hardest brand shift is not persuading people to prefer you. It is teaching them that they get to choose.

02
Watercolour and ink portrait of Ramoji Rao, founder of the Eenadu group

Ramoji Rao, Who Built an Audience Before a Market

03
Watercolour and ink portrait of Kiran Mazumdar-Shaw, founder of Biocon

Kiran Mazumdar-Shaw, Whose Customer Was Never the Public

04
Watercolour and ink portrait of Kochouseph Chittilappilly, founder of V-Guard Industries

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

05
Watercolour and ink portrait of Girish Mathrubootham, founder of Freshworks

Girish Mathrubootham, Who Marketed Software Like a Product

06
Watercolour and ink portrait of P.C. Musthafa, founder of iD Fresh Food

P.C. Musthafa, Who Branded Something Nobody Branded

07
Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers

T.S. Kalyanaraman, Who Bought Trust With a Face

CampaignsAll →
A kitchen scene from the Catch Ginger Garlic Paste squeezy bottle film, the cook handling fresh ginger before the product arrives
Campaigns

Catch Ginger Garlic Paste Launches In A Squeezy Bottle With A VML India Film

A spilled bowl, a counter of unpeeled garlic, and a packaging change sold as a rescue. Squeezy hai, easy hai.

A festive family living room scene from the Heer by GIVA Diwali film Heer Se Shuru Diwali, built around self-gifting
Campaigns

Heer By GIVA Builds Its Diwali Film Around Self-Gifting

Anoushka Shankar in an Indian spice market in the Zoya Her Again high jewellery campaign film
Campaigns

Zoya Casts Anoushka Shankar In Her Again High Jewellery Campaign

Ali Fazal in the Flite festive campaign film for the Buckle Collection, shot inside a footwear store
Campaigns

Flite Brings Back Ali Fazal And Sanya Malhotra For Festive Buckle Campaign

Axis Bank And Visa Launch Festive Campaign With Shahid Kapoor

Flipkart Launches OWN Protein Campaign With Food Pharmer And 22feet

Aikyatha Launches Suswaram With M S Subbulakshmi's Great-Granddaughters

Scapia Launches Travel Unreasonably Campaign With Seven Films

FeatureSocial-FirstAll →
A large halftone portrait sits inside a bold outlined advertising frame that crops part of the face away, on electric blue
Social First

When A Brand Runs Ads From A Creator's Handle

Half a torn portrait stays inside an empty phone outline while the other half drifts away on mustard
Social First

When A Creator Leaves The Platform That Made Them

Eight small torn portraits scattered across a purple ground with a single contract sheet among them
Social First

The Brand's Own Creator Roster

A halftone portrait beside a bold solid circle with one wedge lifted clean out of it, on saturated coral
Social First

What A Creator Manager Actually Takes, And For What

The commission is the easiest number in the deal to see and the least useful one to argue about.

How Brands Vet A Creator's Old Posts

Why Watch Time Is Replacing Reach In Creator Deals

What A Creator Owes A Brand When A Post Goes Wrong

Why Short Drama Became A Brand Format

BrandsAll →
The Capri Sports and Lxme marks together, marking Lxme becoming title sponsor of the Indian Women's League under a multi-year deal
Brands

Lxme Becomes Indian Women's League Title Sponsor In Capri Sports Deal

The first major sponsorship since Capri Sports committed 15 years to Indian women's football, and it comes from a platform built for women's money.

02
Aerial view of the Mumbai seafront and cricket ground marking the Nike and Mumbai Indians multi-year kit partnership

Nike Becomes Mumbai Indians Kit Partner In Multi-Year Deal From 2027

03
The Jenika Ventures Billionaires Property Festival creative setting out its buy one get one free property offer

Jenika Ventures Offers Free Office Space Or Plot With A Property Purchase

04
Yami Gautam in the Nayyi Navelli association film beside the Illusion Aligners case, in the brand campaign creative

Illusion Aligners Partners With Yami Gautam Film Nayyi Navelli

05
Nitanshi Goel with the Mamonde skincare range, named the Korean brand's first brand ambassador in India

Mamonde Names Nitanshi Goel As First India Brand Ambassador

06
A halftone paper cutout of a mandarin-collar kurta on a hanger beside a marigold garland, for the KORA by NM signing

KORA By NM Names Aditya Roy Kapur As Brand Face

07
A halftone paper cutout of a cricket bat and a folded T-shirt, for SUVI naming Suryansh Shedge as brand ambassador

SUVI Names Cricketer Suryansh Shedge As Brand Ambassador

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

UnFoldMart Wins Group-Wide Digital Mandate From Singapore's Valton Nexus

02

TBWA Backslash Report Finds 62% Aspire To Be Hard To Influence

03

Netflix And Hoichoi Will Stream 14 Bengali Series In Hindi, Tamil And Telugu

04

Meta Q3 2026 Revenue Rises 26% To $64.6 Billion On Advertising Growth

05

Eternal Advertising And Promotion Spend Rises 41% To Rs 1,138 Crore

06

Kamdhenu Group Appoints The Brand Bee As Digital Marketing Agency

07

PR Companion Wins PR Mandate For Charger On Wheels

08

Jio-bp And Kia India Integrate Public EV Charging Networks

FeatureCreative RoomAll →
A heavy padlock and a film camera as halftone cutouts, locked together against a black ground
Creative Room

What A Pre-Production Meeting Actually Decides

Photographs spill out of an open filing cabinet drawer and climb diagonally across a black ground
Creative Room

How A Brand Archive Gets Used In New Work

A blank desk nameplate stands squarely in the centre of a black frame edged with teal and coral
Creative Room

How A Campaign Survives A Change Of Marketing Head

A magnifying glass held over a strip of film, both as halftone cutouts, on a black ground
Creative Room

How A Campaign Is Tested Before It Runs

Research is the most resented meeting in advertising and the one most likely to be blamed for a result it did not cause.

How Regional Ad Lines Are Written, Not Translated

How A Campaign Gets Pulled After It Launches

What A Creative Director Does On A Shoot Day

How Agencies Decide What To Enter For Awards

Ad TechAll →
AnyMind Group announcement artwork over the Los Angeles skyline, marking the launch of its United States operations
Ad Tech

AnyMind Group Opens US Operations In Los Angeles

The Kenstar and Unicommerce marks together, marking the home appliance brand adopting the Uniware order and warehouse management platform
Ad Tech

Kenstar Adopts Unicommerce Order And Warehouse Systems For Its E-Commerce Business

Halftone steering wheel and empty browser window illustrating the Maruti Suzuki and Adobe digital customer experience partnership
Ad Tech

Maruti Suzuki Adobe Partnership Rebuilds Its Customer Experience Platforms

Halftone padlock and empty speech bubble illustrating the ChatGPT Locked Chats feature that hides conversations behind a PIN
Ad Tech

ChatGPT Locked Chats Hides Conversations Behind A Four-Digit PIN

FeatureCampaigns That Built IndiaAll →
Halftone collage of a bottle cap and a megaphone on purple, for the Pepsi line that escaped into ordinary Indian speech
Campaigns That Built India

How Pepsi Lost Control Of Its Own Line, And Won

A brand line is working when people repeat it. It has arrived when they use it about something that has nothing to do with the brand.

02
Halftone collage of a folded suit length and a paper boat on crimson, for the Raymond positioning built on a kind of man

How Raymond Sold Cloth By Describing A Kind Of Man

03
Halftone collage of a school satchel and a small jar on olive green, for the Vicks film about a mother and daughter

How Vicks Put A Legal Argument Inside A Film About A Mother

04
Halftone collage of a handset and a village loudspeaker on cobalt blue, for the Idea campaign that solved social problems with phones

How Idea Made A Phone Network Argue About India

05
Halftone collage of a muddy footprint and a folded shirt on mustard, for the Surf Excel argument that stains are worth it

How Surf Excel Argued That The Stain Was The Point

06
Halftone collage of a small dog and a signal mast on magenta, for the Hutch network campaign that became Vodafone's

How Hutch's Pug Explained A Mobile Network To India

07
Halftone collage of a noodle block and a small clock on burnt orange, for Maggi's two-minute claim in India

How Maggi Sold A Category India Did Not Have

FeatureBrand ComebacksAll →
A vintage halftone collage of a generic glass bottle, lightning forms and retro street fragments on saturated red
Brand Comebacks

Thums Up: The Cola Indians Refused To Give Up

A cola invented to fill a gap left by a departing giant, then sold to that same giant on its return. It survived anyway.

A collage of archival street photographs, bottles and a folded paper boat on turquoise
Brand Comebacks

Paper Boat: Reviving Indian Nostalgia in a Bottle

A collage of a Nokia candybar handset beside a modern smartphone, with a hand reaching for it
Brand Comebacks

Nokia India: A Nostalgia-Led Mobile Comeback

A collage of a vintage wooden television set beside a modern flat screen on a magenta ground
Brand Comebacks

BPL: Reviving a Legacy Electronics Brand in a New Market

Old Monk: The Brand That Stayed Alive Without Advertising

Royal Enfield: From Fading Motorcycle Brand to Global Cult

Tanishq: From Market Skepticism to India's Most Trusted Jeweller

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Tribe TicksAll →
A torn band of empty stadium seating cuts diagonally corner to corner across a flat green ground
Tribe Ticks

Why Sports Beyond Cricket Finally Found Sponsors

A panel of switches and dials crops edge to edge with no background showing at all
Tribe Ticks

What A Media Agency Actually Does Now

A stopwatch face cropped by two edges of the frame at close range on a flat olive ground
Tribe Ticks

What Happened To The Thirty Second Film

A grid of empty picture frames covers a deep pink ground with one of them tilted out of line
Tribe Ticks

What Happened To The Brand Ambassador

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

Brand Builders, episode 01: Verghese Kurien
Ad Tribe Podcast

Brand Builders

Episode 01  ·  Verghese Kurien13 min

An engineer who did not want the job, did not like milk, and built the most trusted consumer brand in the country by giving it away to the farmers who supplied it.

Read the written version
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