Ad Tribe — Your Daily Dose of Ad World Buzz

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Portfolio vs Degree: What Actually Gets A Young Creative Hired?

Creative directors insist they hire off portfolios, not degrees. Recruiters still quietly use the degree line to decide who gets a look in the first place. Both things are true at once.

Social First

How Social-First Brands Build Trust Through Everyday Content

Goeff Laurel, vice president director of media investment at Digitas North America

People

Goeff Laurel Named Vice President Director Of Media Investment At Digitas

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People

Goeff Laurel Named Vice President Director Of Media Investment At Digitas

Mohit Cherian, category director at Diageo India

Mohit Cherian Elevated To Category Director At Diageo India

Ramesh Krishnan, appointed independent director on the board of Redcliffe Labs

Redcliffe Labs Appoints Ramesh Krishnan As Independent Director

Stuart La Brooy, who is stepping down as chief marketing officer and vice president of marketing at Sephora APAC

Stuart La Brooy Steps Down As Sephora APAC Chief Marketing Officer

Rakesh Thakur, chief financial officer at Campus Activewear

Campus Activewear Appoints Rakesh Thakur As Chief Financial Officer

Asad Khan Joins Dentsu As Head Of Experience

FeatureWork LifeAll →

Work Life

Portfolio vs Degree: What Actually Gets A Young Creative Hired?

Creative directors insist they hire off portfolios, not degrees. Recruiters still quietly use the degree line to decide who gets a look in the first place. Both things are true at once.

Why Young Talent Leaves Agencies Before Agencies Understand Them

By the time most agencies figure out what a young hire actually needed, that person has usually already handed in their notice. The exit interview arrives one conversation too late.

When Your Boss Is Younger Than You

Advertising's compressed career ladder has made being managed by someone younger common rather than rare. What actually makes that work has surprisingly little to do with age.

Is Advertising Still A Big-City Career?

Hybrid work has loosened advertising's grip on a handful of Indian metros. Whether real creative opportunity followed talent out of them is a separate question.

FeatureBrand BuildersAll →

Brand Builders

Ashwath Swaminathan, Growth Marketing Under a Stopwatch

Ashwath Swaminathan, formerly of HUL, was named Swiggy's first Chief Growth and Marketing Officer in February 2024, overseeing food delivery and Instamart, then resigned that September ahead of Swiggy's IPO.

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

Falguni Nayar, Curation as a Trust Machine

Pelki Tshering, Tanishq's CMO on Keeping a Legacy Brand Honest

CampaignsAll →

Campaigns

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

A snack brand with an explanation problem picks the one response that needs no explaining, and stretches it across a whole film.

A still from Tera Ghar Mera Ghar, the JK Super Cement micro drama made with JUJU Films

Campaigns

JK Super Cement Backs A 53-Episode Micro Drama About Building A House

Adidas Originals activations with long-standing Connaught Place establishments ahead of its new store opening

Campaigns

Adidas Originals Marks Its Connaught Place Debut With Five Local Institutions

A still from Titan Raga's Your Way Is Beautiful campaign featuring Alia Bhatt

Campaigns

Titan Raga Puts Alia Bhatt In Three Films About Being Judged

Ionic Wealth Asks Investors To Get A Second Opinion

LenDenClub's The Seed Sells Patience Instead Of Returns

Sweet Karam Coffee Puts Its Mumbai Campaign In The Dabbawalas' Hands

Ziggy Signs Shahid Kapoor For Its Donut Cake Campaign

FeatureSocial-FirstAll →

Social First

The Risk of Chasing Trends Without a Brand Strategy

Social First

How Brands Measure Social-First Campaigns Beyond Likes and Shares

Social First

Why Social Search Is Becoming as Important as Google Search

Social First

How Social-First Brands Build Trust Through Everyday Content

Trust is not built in the big campaigns but in the days between them. How social-first brands build trust through consistent, everyday content.

How Regional Creators Are Changing Brand Communication

The Future of Brand Communities in India

Why Meme Pages Became Powerful Advertising Partners

How Brands Use Pop Culture Without Looking Desperate

BrandsAll →

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

Brands

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

Flavoured vodka is now more than three-quarters of the brand's volume, which makes a summer drink from a roadside stall a fairly serious commercial decision.

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

Acer Signs Akshay Kumar As Brand Ambassador For House Of Acer

Fossil Launches Machine X-1 With Varun Dhawan

Zeeba Names Chef Vikas Khanna Its Global Brand Ambassador

Crompton Rebrands Around A New Emblem And A Super-Premium Brand

Wipro Consumer Care Buys 60% Of Skincare Brand DermaTouch

Newsletter

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

FeatureIndian Ad LegendsAll →

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

Read the story of K.V. Sridhar, known across the industry as Pops, the Leo Burnett creative chief who won more than twenty Cannes Lions and turned a painter's eye into some of India's most loved advertising.

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

A graphite pencil portrait of R. Balki, the adman who turned his ideas into feature films

Indian Ad Legends

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 →

Urban Company Takes Its Unicommerce Deal To The UAE And Saudi Arabia

Adfactors PR Buys A Majority Stake In Australia's SenateSHJ

Epic Studios And Rusk Media To Make 50 Vertical Drama Series

ShareChat And Moj Launch A Gaming Micro-Drama With Level Infinite

Havas Media Wins The Policybazaar Media Mandate From WPP Media

A Simple Agency Wins Foxtale's OOH Mandate, Starting With Shah Rukh Khan

Humans Of Bombay Becomes The Human Company

Uber Adds Train Ticket Booking In India With ixigo

FeatureCreative RoomAll →

Creative Room

How Designers, Writers, and Strategists Build One Idea Together

Creative Room

How Brand Tone of Voice Is Decided Inside Creative Rooms

Creative Room

How Meme Culture Enters Brand Campaigns

Creative Room

How Advertising Teams Use Research Without Killing Creativity

Research is often treated as the thing that arrives late to kill a bold idea. The teams that use it well avoid that dynamic.

How Social Media Campaigns Are Built for Speed and Relevance

How Festive Campaigns Are Built Under Tight Deadlines

Why Some Ideas Look Great in the Room but Fail Outside It

How Advertising Teams Handle Last-Minute Changes

Ad TechAll →

VDO.AI expands its partnership with NDTV, rolling out native video and ticker advertising formats

Ad Tech

VDO.AI Expands Its NDTV Deal With Two Native Video Formats

Meta AI gains tools for small businesses to analyse content and advertising performance

Ad Tech

Meta AI Adds Content And Ad Performance Tools For Small Businesses

Rodic Consultants and Nasscom launch the InfraAI Innovation Challenge for AI startups

Ad Tech

Rodic And Nasscom Open An AI Challenge On Live Infrastructure Projects

AskSila and Red FM sign an AI digital twin partnership for the network's RJs

Ad Tech

Red FM Will Clone Its RJs As AI Digital Twins With AskSila

FeatureCampaigns That Built IndiaAll →

Halftone collage of an empty window seat looking out over clouds, marking MakeMyTrip's Dil Toh Roaming Hai campaign

Campaigns That Built India

How MakeMyTrip's Dil Toh Roaming Hai Sold the Wish Before the Ticket

In April 2015, MakeMyTrip stopped selling convenience and started selling restlessness. It changed tagline, logo and agency at the same time, and not everyone in the industry was convinced.