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✦Reliance Digital Elevates Nitin Malik To DGM, Marketing✦Greenply | Samet Appoints Saurav Bhattacharjee As CMO✦Porter Elevates Mohit Rathi To CMO, Names Gaurav Jain CFO✦Mondelez India Elevates Yash Desai To Comms Strategy And Media Lead✦FirstClub Enters Beauty And Personal Care, Bans 100+ Ingredients✦Adobe For Startups Offers 12 Months Of Free Firefly, Acrobat Studio And Semrush✦Hypothesis Wins Wipro Consumer Care Social And Influencer Mandate✦London Fog Watches Signs Arjun Kapoor As Face And Co-Creative Director✦The Crayons Network Appoints Zankrut Oza As Branch Director, Mumbai✦Diageo India Names Shruti Haasan Face Of The Singleton Social✦Surya Roshni's Ab Roshni Ke Saath Suraksha Bhi Puts Wire Safety In A Family Story✦Preyal Daru Joins Madison World As VP, Partnerships And Investments✦Reliance Digital Elevates Nitin Malik To DGM, Marketing✦Greenply | Samet Appoints Saurav Bhattacharjee As CMO✦Porter Elevates Mohit Rathi To CMO, Names Gaurav Jain CFO✦Mondelez India Elevates Yash Desai To Comms Strategy And Media Lead✦FirstClub Enters Beauty And Personal Care, Bans 100+ Ingredients✦Adobe For Startups Offers 12 Months Of Free Firefly, Acrobat Studio And Semrush✦Hypothesis Wins Wipro Consumer Care Social And Influencer Mandate✦London Fog Watches Signs Arjun Kapoor As Face And Co-Creative Director✦The Crayons Network Appoints Zankrut Oza As Branch Director, Mumbai✦Diageo India Names Shruti Haasan Face Of The Singleton Social✦Surya Roshni's Ab Roshni Ke Saath Suraksha Bhi Puts Wire Safety In A Family Story✦Preyal Daru Joins Madison World As VP, Partnerships And Investments

Ad Tribe — daily news on India’s advertising industry

Nitin Malik, elevated to deputy general manager, marketing at Reliance Digital
People

Reliance Digital Elevates Nitin Malik To DGM, Marketing

Five years after joining as chief manager, marketing, he takes his second promotion at the electronics retailer.

Saurav Bhattacharjee, joining Greenply Samet as chief marketing officer from Orient Electric
People

Greenply | Samet Appoints Saurav Bhattacharjee As CMO

Mohit Rathi, elevated to chief marketing officer at Porter after more than a decade with the company
People

Porter Elevates Mohit Rathi To CMO, Names Gaurav Jain CFO

The Latest
People

Mondelez India Elevates Yash Desai To Comms Strategy And Media Lead

Brands

FirstClub Enters Beauty And Personal Care, Bans 100+ Ingredients

Ad Tech

Adobe For Startups Offers 12 Months Of Free Firefly, Acrobat Studio And Semrush

News

Hypothesis Wins Wipro Consumer Care Social And Influencer Mandate

Brands

London Fog Watches Signs Arjun Kapoor As Face And Co-Creative Director

People

The Crayons Network Appoints Zankrut Oza As Branch Director, Mumbai

Campaigns

Diageo India Names Shruti Haasan Face Of The Singleton Social

Campaigns

Surya Roshni's Ab Roshni Ke Saath Suraksha Bhi Puts Wire Safety In A Family Story

PeopleAll →
Nitin Malik, elevated to deputy general manager, marketing at Reliance Digital

Reliance Digital Elevates Nitin Malik To DGM, Marketing

Saurav Bhattacharjee, joining Greenply Samet as chief marketing officer from Orient Electric

Greenply | Samet Appoints Saurav Bhattacharjee As CMO

Mohit Rathi, elevated to chief marketing officer at Porter after more than a decade with the company

Porter Elevates Mohit Rathi To CMO, Names Gaurav Jain CFO

Yash Desai, elevated to end-to-end comms strategy and media lead at Mondelez India

Mondelez India Elevates Yash Desai To Comms Strategy And Media Lead

Zankrut Oza, appointed branch director, Mumbai at The Crayons Network

The Crayons Network Appoints Zankrut Oza As Branch Director, Mumbai

Preyal Daru, joining Madison World in Gurugram as vice president, partnerships and investments

Preyal Daru Joins Madison World As VP, Partnerships And Investments

FeatureWork LifeAll →
A senior man working on a small stool in front of a towering olive grid block, a warm ochre circle before him
Work Life

Why Some Senior Talent Chooses Smaller Agencies

They leave the bigger title and the bigger budget, and say they got their job back. The trade is not as simple as it sounds.

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.

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 →
Shruti Haasan opens a Singleton Social x Nicobar gift box beside lilies, from the brand's festive gifting film
Campaigns

Diageo India Names Shruti Haasan Face Of The Singleton Social

Her first film for the platform is a festive gifting spot for the Singleton Social x Nicobar gift boxes.

A grandmother sits up in bed at home, from Surya Roshni's Ab Roshni Ke Saath Suraksha Bhi film for TurboFlex Wires
Campaigns

Surya Roshni's Ab Roshni Ke Saath Suraksha Bhi Puts Wire Safety In A Family Story

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

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

Archies Diwali Campaign Puts An Elephant Parade Sculpture At The Centre

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

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 →
A yellow FirstClub Beauty bag on a podium, from the launch of FirstClub's ingredient-filtered beauty and personal care range
Brands

FirstClub Enters Beauty And Personal Care, Bans 100+ Ingredients

The quality-first quick commerce app brings its ingredient filter from grocery to skincare and haircare, with 80+ brands at launch.

02
Arjun Kapoor raises his wrist to show an orange watch, as London Fog Watches names him its face and co-creative director

London Fog Watches Signs Arjun Kapoor As Face And Co-Creative Director

03
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

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

04
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

05
Yami Gautam Dhar holds up a pregnancy test strip in Thyrocare's campaign visual for its new Pregnancy Kit

Thyrocare Enters Pregnancy Testing, Signs Yami Gautam Dhar

06
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

07
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

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

Hypothesis Wins Wipro Consumer Care Social And Influencer Mandate

02

Starbucks India Appoints TBWA\Lintas As Creative Agency Of Record

03

UnFoldMart Wins Meteoric Cosmeceutiicals AI Visibility Mandate

04

OktoBuzz Wins Social Media Mandate For Tata Crucible Quiz

05

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

06

Reddit Rolls Out For You And Following Feeds Globally

07

Gozoop Creative Wins Jainam's Social Media Mandate

08

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

FeatureCreative RoomAll →
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

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

Tweezers lowering a single coriander leaf onto a steaming bowl of curry, a close look at the patience food styling demands
Creative Room

How Food Styling Works On An Ad Shoot

The plate on screen is the survivor. A dozen stand-ins are waiting just out of frame.

What Happens At The First Cut Review

How A Voiceover Is Cast And Directed

How Colour Grading Changes An Ad

How A Campaign Is Tested Before It Runs

Ad TechAll →
The Adobe logo on white, for Adobe for Startups offering founders free Firefly Pro Plus, Acrobat Studio and Semrush
Ad Tech

Adobe For Startups Offers 12 Months Of Free Firefly, Acrobat Studio And Semrush

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

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 television remote and a plain unlabelled glass bottle as white-bordered halftone cutouts on warm orange, with teal circles
Tribe Ticks

What Product Placement Became In Indian Streaming

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

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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