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✦John Jacobs x S&N By Shantnu Nikhil: Designers' First Eyewear Collection✦Fastrack AFTERHOURS Turns Halloween Into A Three-World Party, Launches Spooky Watches✦How Platform-Native Thinking Is Changing Creative Reviews✦Kanika Juneja Joins Apollo Tyres As Head Of Marketing✦Cellecor Signs Kriti Sanon For Gali Gali Cellecor Festive Campaign✦Vipul Viswanath Returns To Apparel Group In Dubai✦WPP Media Appoints Aatif Ali As AVP, Client Services✦Qaisar Rafique Joins Skydance As Head Of Partnerships✦P&G Promotes Shalini Saraswat To Business Head, Pantene India✦Why Brands Love The Instagram Collab Post✦When The Brand Writes The Creator Script✦Starbucks India Appoints TBWA\Lintas As Creative Agency Of Record✦John Jacobs x S&N By Shantnu Nikhil: Designers' First Eyewear Collection✦Fastrack AFTERHOURS Turns Halloween Into A Three-World Party, Launches Spooky Watches✦How Platform-Native Thinking Is Changing Creative Reviews✦Kanika Juneja Joins Apollo Tyres As Head Of Marketing✦Cellecor Signs Kriti Sanon For Gali Gali Cellecor Festive Campaign✦Vipul Viswanath Returns To Apparel Group In Dubai✦WPP Media Appoints Aatif Ali As AVP, Client Services✦Qaisar Rafique Joins Skydance As Head Of Partnerships✦P&G Promotes Shalini Saraswat To Business Head, Pantene India✦Why Brands Love The Instagram Collab Post✦When The Brand Writes The Creator Script✦Starbucks India Appoints TBWA\Lintas As Creative Agency Of Record

Ad Tribe — daily news on India’s advertising industry

Two models in John Jacobs x S&N by Shantnu Nikhil frames, one in clear-lens glasses and one in sunglasses with a red scarf
Brands

John Jacobs x S&N By Shantnu Nikhil: Designers' First Eyewear Collection

The 32-piece range, inspired by 'The Shape of India', is the couturiers' first move into eyewear and is sold through Lenskart.

Fastrack AFTERHOURS Halloween night at Hamilton, Bengaluru, with a DJ under the Never Same. Never Sane. screen and the new Spooky watch
Brands

Fastrack AFTERHOURS Turns Halloween Into A Three-World Party, Launches Spooky Watches

A wide terracotta panel crumpling as it is pushed through a tall olive slot while three small seated figures watch
Work Life

How Platform-Native Thinking Is Changing Creative Reviews

The Latest
People

Kanika Juneja Joins Apollo Tyres As Head Of Marketing

Campaigns

Cellecor Signs Kriti Sanon For Gali Gali Cellecor Festive Campaign

People

Vipul Viswanath Returns To Apparel Group In Dubai

People

WPP Media Appoints Aatif Ali As AVP, Client Services

People

Qaisar Rafique Joins Skydance As Head Of Partnerships

People

P&G Promotes Shalini Saraswat To Business Head, Pantene India

Social First

Why Brands Love The Instagram Collab Post

The Ai Shift

When The Brand Writes The Creator Script

PeopleAll →
Kanika Juneja, joining Apollo Tyres as head of marketing for India and South-East Asia after leading Maggi Noodles at Nestle

Kanika Juneja Joins Apollo Tyres As Head Of Marketing

Vipul Viswanath, returning to Apparel Group in Dubai as senior manager, brand marketing

Vipul Viswanath Returns To Apparel Group In Dubai

Aatif Ali, appointed associate vice president, client services at WPP Media for North and East India

WPP Media Appoints Aatif Ali As AVP, Client Services

Qaisar Rafique, joining Skydance as executive vice president, head of partnerships and business development

Qaisar Rafique Joins Skydance As Head Of Partnerships

Shalini Saraswat, promoted to brand director and business head of Pantene India at Procter & Gamble

P&G Promotes Shalini Saraswat To Business Head, Pantene India

Amrita Purkayastha, named chief marketing officer of OZiva and Liquid I.V. at Unilever, after leading TRESemmé in South Asia

Amrita Purkayastha Named CMO Of OZiva And Liquid I.V. At Unilever

FeatureWork LifeAll →
A wide terracotta panel crumpling as it is pushed through a tall olive slot while three small seated figures watch
Work Life

How Platform-Native Thinking Is Changing Creative Reviews

The feed now has a seat at the review table. The question is who in the room gets to speak for it.

Agency Roles Explained: Where Do You Actually Fit?

The right department is rarely the one that looks best on a reel. It is the one whose bad days you can live with.

What A Career Break Does To An Advertising Career

The gap on the CV is rarely the problem. How agencies read it usually is.

Should Agencies Teach Prompting Or Thinking?

The tool changes every six months. The judgement about what to ask it for does not.

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 →
Kriti Sanon in a green cardigan speaks to camera on a sofa, from Cellecor's Gali Gali Cellecor festive film
Campaigns

Cellecor Signs Kriti Sanon For Gali Gali Cellecor Festive Campaign

Two commercials cover the brand's QLED TVs and washing machines, as it pushes further into Tier 2 and Tier 3 markets.

A.R. Rahman, eyes lowered in thought, in Brooke Bond Taj Mahal Tea's Awaken Your Masterpiece campaign film
Campaigns

Taj Mahal Tea Signs A.R. Rahman For Awaken Your Masterpiece

A painted Elephant Parade sculpture stands on a glowing rangoli among festive lights, from Archies' A Gift That Keeps Walking film
Campaigns

Archies Diwali Campaign Puts An Elephant Parade Sculpture At The Centre

Members of five families sit in their own homes in Two Brothers India Farms' Pehle Wali Diwali campaign key visual
Campaigns

Two Brothers India Farms Asks: Have We Lost Pehle Wali Diwali?

Lenovo's Damn The Odds Campaign Turns A Workday Into A Broadway Musical

Zomato's 'Have A WOW Diwali' Campaign Stars Saif Ali Khan

Haldiram's Diwali Gifting Campaign Says Happiness Grows When Shared

Dulcoflex Liquid Signs Pankaj Tripathi To Talk About Constipation

FeatureSocial-FirstAll →
A young woman's halftone face peeking out from behind a fanned stack of bold orange cards, on saturated cobalt blue
Social First

Why The Carousel Post Came Back

A young woman's face in halftone, cut into an offset strip, beside a bold yellow folder shape on saturated violet
Social First

What A Creator's Media Kit Leaves Out

A young man's face in halftone glancing sideways beside a bold oversized speech bubble shape, on saturated emerald green
Social First

Why Brands Are Building WhatsApp Channels

A face split in two and slotted through a pair of interlocking rings, illustrating how one collab post lives on two profiles
Social First

Why Brands Love The Instagram Collab Post

One post, two profiles, one shared pile of likes. The format quietly changed who gets credit for a piece of creator content.

How Creator Campaigns Actually Get Attributed

What A Creator Manager Actually Takes, And For What

When A Brand Runs Ads From A Creator's Handle

When A Creator Leaves The Platform That Made Them

BrandsAll →
Two models in John Jacobs x S&N by Shantnu Nikhil frames, one in clear-lens glasses and one in sunglasses with a red scarf
Brands

John Jacobs x S&N By Shantnu Nikhil: Designers' First Eyewear Collection

The 32-piece range, inspired by 'The Shape of India', is the couturiers' first move into eyewear and is sold through Lenskart.

02
Fastrack AFTERHOURS Halloween night at Hamilton, Bengaluru, with a DJ under the Never Same. Never Sane. screen and the new Spooky watch

Fastrack AFTERHOURS Turns Halloween Into A Three-World Party, Launches Spooky Watches

03
A folded shirt and a half-raised garage shutter as halftone cutouts, for Indian Garage dropping Co from its name

Indian Garage Drops Co, Unveils New Identity With Suryakumar Yadav

04
A glass soft-drink bottle and a stack of crates as halftone cutouts on amber, for Varun Beverages' Q3 results

Varun Beverages Q3 Results: Profit Up 13.5% To Rs 830.6 Crore

05
A striped popcorn tub and a wrapped sweet as halftone cutouts on magenta, for Cinépolis India's House of Candy counters

Cinépolis India Partners House Of Candy For In-Cinema Confectionery

06
A whisky tumbler with ice and a stage spotlight as halftone cutouts on teal, for Diageo India's higher Q2 marketing spend

Diageo India Ad Spend Rises 57% In Q2 To Rs 378 Crore

07
Anushka Sen in a star-studded zip hoodie and a black Bonkers hoodie, from the Bonkers x Anushka Sen collection

Bonkers Corner Names Anushka Sen 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

Starbucks India Appoints TBWA\Lintas As Creative Agency Of Record

02

UnFoldMart Wins Meteoric Cosmeceutiicals AI Visibility Mandate

03

OktoBuzz Wins Social Media Mandate For Tata Crucible Quiz

04

Meta Tests Waddle World And Style Sketch, Two New AI Apps

05

Reddit Rolls Out For You And Following Feeds Globally

06

Gozoop Creative Wins Jainam's Social Media Mandate

07

Paytm Q2 Results: Profit Rises To Rs 225 Crore, Revenue Up 28%

08

John Abraham Joins Indian Superbike League As Strategic Advisor

FeatureCreative RoomAll →
A blank clapperboard and a pocket calculator as cutouts with thick white borders, framed by coral and teal paper strips on black
Creative Room

What A Production House Bid Actually Contains

A camera lens and a stack of cropped photo prints as cutouts with thick white borders, with gold tape strips on black
Creative Room

How A Key Visual Gets Built

A strip of film frames looping around a pair of editing scissors as cutouts, with coral and teal shapes on black
Creative Room

What Happens At The First Cut Review

Paint roller, folding chair and table lamp stacked as white-bordered cutouts on black, the props an art department builds with
Creative Room

What An Art Department Builds For A Shoot

The best set on an ad film is the one nobody notices was built.

How A Voiceover Is Cast And Directed

How Colour Grading Changes An Ad

How A Campaign Is Tested Before It Runs

What A Pre-Production Meeting Actually Decides

Ad TechAll →
A chat speech bubble and an open umbrella as halftone cutouts on forest green, for Axis Max Life Insurance's ChatGPT ads
Ad Tech

Axis Max Life Insurance Runs ChatGPT Ads With HiveMinds

Halftone paper cutout of an upright strip of film frames and a cloud on a flat emerald green background
Ad Tech

KT Studio Genie Launches Genie Shorts Vertical Micro-Drama Channel On Amagi

Halftone paper cutout of a retro television set and a shopping trolley on a flat electric violet background
Ad Tech

JioHotstar Launches StreamToCart Ads With Instamart

Halftone paper cutout of a push pin and two interlocking gears on a flat mustard yellow background
Ad Tech

Pinterest Programmatic Deals Go Live In APAC And The Americas

FeatureCampaigns That Built IndiaAll →
Halftone collage of a fuel cap and a coin on coral, for the Hero Honda claim that made mileage the reason to buy
Campaigns That Built India

How Hero Honda Sold A Motorcycle On Arithmetic

Motorcycle advertising everywhere else sells escape. In India it sold a number, and the number won for twenty years.

02
Halftone collage of a soap bar and a pair of cupped hands on forest green, for the Lifebuoy positioning built on protection

How Lifebuoy Sold Soap As A Household Duty

03
Halftone collage of a bottle cap and a megaphone on purple, for the Pepsi line that escaped into ordinary Indian speech

How Pepsi Lost Control Of Its Own Line, And Won

04
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

05
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

06
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

07
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

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 →
An oversized popcorn tub with a coral arrow pointing at it on golden yellow, for the cinema audience that cannot skip the ads
Tribe Ticks

How Cinema Advertising Works In India

A transistor radio as a white-bordered halftone cutout on warm amber, with teal torn paper and a bold coral arrow
Tribe Ticks

What Radio Advertising Still Does In India

Folded newspapers stacked and overlapping fill the left half of a brick red frame with nothing else
Tribe Ticks

What Print Advertising Is Actually For Now

A studio microphone seen through a torn hole in the paper layer above it on mustard
Tribe Ticks

Why Every Indian Brand Suddenly Has A Podcast

Most Read
01

R.S. Sodhi, the Man Who Turned Amul's Trust Into Market Share

02

The Bull That Bowed: Inside Alpha Bull Rum's Open Letter To Old Monk

03

Jessica Shoemaker Joins Netflix As Global Director Of Product Marketing

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