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✦What Happens At The First Cut Review✦The Press Release Is Being Written For Machines Now✦KT Studio Genie Launches Genie Shorts Vertical Micro-Drama Channel On Amagi✦Daawat Rozana Campaign With Ranveer Brar Compares Rice To Exam Scores✦CP PLUS Signs Ranveer Singh As Brand Ambassador✦JioHotstar Launches StreamToCart Ads With Instamart✦Pinterest Programmatic Deals Go Live In APAC And The Americas✦Gozoop Creative Wins Jainam's Social Media Mandate✦Motorola Launches Motorollers Community App For All Android Users✦Aparajita Saxena Named Strategic Alliances Lead At Google Marketing✦What Would Make A 23-Year-Old Choose Agency Life?✦Coursera Hires New York Times CMO Amy Weisenbach As Chief Marketing Officer✦What Happens At The First Cut Review✦The Press Release Is Being Written For Machines Now✦KT Studio Genie Launches Genie Shorts Vertical Micro-Drama Channel On Amagi✦Daawat Rozana Campaign With Ranveer Brar Compares Rice To Exam Scores✦CP PLUS Signs Ranveer Singh As Brand Ambassador✦JioHotstar Launches StreamToCart Ads With Instamart✦Pinterest Programmatic Deals Go Live In APAC And The Americas✦Gozoop Creative Wins Jainam's Social Media Mandate✦Motorola Launches Motorollers Community App For All Android Users✦Aparajita Saxena Named Strategic Alliances Lead At Google Marketing✦What Would Make A 23-Year-Old Choose Agency Life?✦Coursera Hires New York Times CMO Amy Weisenbach As Chief Marketing Officer

Ad Tribe — daily news on India’s advertising industry

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

The first cut is the most vulnerable version of a film, and the one shown to the most opinionated room.

A character feeding a long paper scroll into a coral reading machine that returns one small card, illustrating announcements read by AI
The Ai Shift

The Press Release Is Being Written For Machines Now

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

The Latest
Campaigns

Daawat Rozana Campaign With Ranveer Brar Compares Rice To Exam Scores

Brands

CP PLUS Signs Ranveer Singh As Brand Ambassador

Ad Tech

JioHotstar Launches StreamToCart Ads With Instamart

Ad Tech

Pinterest Programmatic Deals Go Live In APAC And The Americas

News

Gozoop Creative Wins Jainam's Social Media Mandate

Brands

Motorola Launches Motorollers Community App For All Android Users

People

Aparajita Saxena Named Strategic Alliances Lead At Google Marketing

Work Life

What Would Make A 23-Year-Old Choose Agency Life?

PeopleAll →
Aparajita Saxena, strategic alliances lead at Google Marketing in Gurugram, smiling on a dusty rose backdrop

Aparajita Saxena Named Strategic Alliances Lead At Google Marketing

Amy Weisenbach, the new chief marketing officer of Coursera, smiling in a camel jacket on a slate blue backdrop

Coursera Hires New York Times CMO Amy Weisenbach As Chief Marketing Officer

Rajat Vij, associate director of growth and new business at Havas Media Network India, in a dark suit on a mint backdrop

Rajat Vij Joins Havas Media Network India To Drive New Business

Isha Kapoor, senior vice president at Propagate India, smiling in a red top on a sunlit Mumbai street

Propagate India Promotes Isha Kapoor To Senior Vice President

Riddhi Goradia Vyas, vice president of marketing and communications at RMZ, in a yellow top on a lilac backdrop

RMZ Hires Riddhi Goradia Vyas As VP, Marketing And Communications

Sugata Roy, UNICEF communications specialist for media in South Asia, in glasses and a navy jacket on a warm sand backdrop

Sugata Roy Takes UNICEF South Asia Media Communications Role

FeatureWork LifeAll →
A young woman seen from behind at a fork of three cut-paper paths in olive, dusty blue and terracotta on warm off-white
Work Life

What Would Make A 23-Year-Old Choose Agency Life?

The agency is no longer the obvious first job for a creative graduate. It has to make a case.

What Senior Creatives Can Learn From Social-Native Talent

The junior who has never known advertising without a feed reads platforms the way a veteran reads a broadsheet.

Why Feedback May Matter More Than Perks To Young Creatives

The table tennis table is not the problem. It is just answering a question nobody asked.

Hybrid Work Changed Agencies. Did It Change Creativity?

Four years in, the argument is still conducted entirely through anecdote, which suits whichever side is making it.

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 curly-haired boy in glasses gestures at the dining table over a plate of rice in the Daawat Rozana film
Campaigns

Daawat Rozana Campaign With Ranveer Brar Compares Rice To Exam Scores

BBDO India's 'Har Din Baney Perfect' film for LT Foods has a boy argue that his marks are as inconsistent as the rice at home.

A family of five takes a selfie inside a coffeehouse strung with fairy lights in the Tata Starbucks Diwali film
Campaigns

Tata Starbucks Diwali Campaign Makes The Coffeehouse The Special Place

Rajkummar Rao with a towel over his shoulder at a bathroom door, from Kenstar's water heater film
Campaigns

Rajkummar Rao And Patralekha Front Kenstar's Water Heater Campaign

A Flipkart Minutes delivery rider on a scooter at night with a chudail riding pillion, from the brand's Ramsay Brothers teaser
Campaigns

Flipkart Minutes Brings Ramsay Brothers Horror To The Delivery Wait

ROYCE' Launches Not Quite Ordinary, A Surreal Diwali Campaign

Bosch Kitchen Up Campaign Stars Vikrant Massey In A Film By Ting

Farah Khan Fine Jewellery Casts A Real Family In The Miracle Man

Campus Casts Vicky Kaushal As An Employee Who Brings Sunday To Work

FeatureSocial-FirstAll →
A halftone portrait on the left with a bold dotted trail running from it to a solid filled square, on deep saturated green
Social First

How Creator Campaigns Actually Get Attributed

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

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

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

The channel is easy to open. Giving people a reason not to mute it is the hard part.

When A Creator Leaves The Platform That Made Them

The Brand's Own Creator Roster

How Brands Vet A Creator's Old Posts

Why Watch Time Is Replacing Reach In Creator Deals

BrandsAll →
Ranveer Singh holds a CP PLUS dome security camera beside a man in a black polo holding a pan-tilt camera
Brands

CP PLUS Signs Ranveer Singh As Brand Ambassador

The security and surveillance brand wants the actor to take its Made in India smart security message to homes, businesses and public spaces.

02
Halftone paper cutout of a smartphone and two overlapping speech bubbles on a flat hot pink background

Motorola Launches Motorollers Community App For All Android Users

03
Halftone paper cutout of a three-blade ceiling fan and a megaphone on a flat tangerine orange background

Orient Electric Ad Spend Rises Over 10% As Q2 Revenue Grows 25%

04
An ornate temple-style necklace and a film reel, as halftone cutouts, for Challani Group signing Jason Sanjay as brand ambassador

Challani Group Signs Filmmaker Jason Sanjay As Brand Ambassador

05
The Lenskart evolv storefront in Worli, Mumbai, with gold bilingual signage, a mirrored entrance and a sunglasses campaign window

Lenskart Opens evolv, Its First Concept Flagship Store, In Worli

06
A cut-crystal whisky tumbler and an ornamented gift box, as halftone cutouts, for Black Dog's festive pack with Manish Malhotra

Black Dog Triple Gold Reserve Gets A Manish Malhotra Festive Pack

07
A paint roller and a football, as halftone cutouts, for Nippon Paint becoming Official Paint Partner of the MG Indian Super League

Nippon Paint To Be Official Paint Partner Of MG Indian Super League

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

Gozoop Creative Wins Jainam's Social Media Mandate

02

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

03

John Abraham Joins Indian Superbike League As Strategic Advisor

04

Chhattisgarh Creator Campaign Crosses 12 Million Views

05

JioStar Wins Indian Subcontinent Rights To Abu Dhabi T10

06

Omnicom Q3 Organic Revenue Grows 7.2% As IPG Integration Nears End

07

Grav8 Sports Brings In Saina Nehwal And Armaan Bhatia As Partners

08

Airtel Digital TV Adds Tamil Channel Sony Vizha On Channel 778

FeatureCreative RoomAll →
A vintage studio microphone and a pair of headphones as bold cutouts, with teal and gold tape strips scattered on black
Creative Room

How A Voiceover Is Cast And Directed

A fanned deck of paper colour swatches sweeping diagonally past a single film frame, as halftone cutouts on black
Creative Room

How Colour Grading Changes An Ad

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

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

The first cut is the most vulnerable version of a film, and the one shown to the most opinionated room.

What A Pre-Production Meeting Actually Decides

How A Brand Archive Gets Used In New Work

How A Campaign Survives A Change Of Marketing Head

How Regional Ad Lines Are Written, Not Translated

Ad TechAll →
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

A smartphone and a paper shopping bag, as halftone cutouts, for L Catterton's strategic investment in Glance
Ad Tech

L Catterton Invests In Glance To Push Its Shopping AI Into The US

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 →
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

A single game controller sits small and alone in the middle of a wide empty purple frame
Tribe Ticks

How Gaming Became A Media Buy In India

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

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