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FeatureBrand BuildersAll →

Progressive Techserve Names Sandeep Khanna CEO

Sarita Crasto Joins Raymond Lifestyle To Lead Park Avenue And ColorPlus

Devika Shiivdasani, joining JioStar as senior vice president and head of programming for Star Pravah in Mumbai

Devika Shiivdasani Joins JioStar as Programming Head for Star Pravah

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

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.

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.

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

Ramoji Rao, Who Built an Audience Before a Market

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

Kiran Mazumdar-Shaw, Whose Customer Was Never the Public

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

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

Watercolour and ink portrait of Girish Mathrubootham, founder of Freshworks

Girish Mathrubootham, Who Marketed Software Like a Product

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

P.C. Musthafa, Who Branded Something Nobody Branded

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

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

CampaignsAll →

A heavy chain necklace and a signet ring, as halftone cutouts, for Farah Khan Fine Jewellery's The Miracle Man campaign

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

No models, no characters: an uncle, a nephew and five cousins, aged 15 to over 50.

Vicky Kaushal as Rohit, in an apron at a pottery wheel in the middle of a meeting, from Campus Activewear's Move Your Way film

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

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

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

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

Heer By GIVA Builds Its Diwali Film Around Self-Gifting

Zoya Casts Anoushka Shankar In Her Again High Jewellery Campaign

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

FeatureSocial-FirstAll →

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

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

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

FeatureIndian Ad LegendsAll →

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 →

Brands

Sulwhasoo Signs Karisma Kapoor To Mark 60 Years Of Its Ginseng Cream

A Korean heritage skincare brand picks a star whose own career spans the decades it is selling.

A classroom chair and a leather briefcase, as halftone cutouts, for upGrad rebranding its learning centres as upGrad X

upGrad Rebrands Offline Centres As upGrad X With A Placement Focus

A coil of electrical cable and a small megaphone, as halftone cutouts, for Havells' Q2 FY27 results and its falling ad spend share

Havells Q2 Revenue Up 34.6%, Ad Spend Falls To 2.1% Of Sales

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

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

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

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

Illusion Aligners Partners With Yami Gautam Film Nayyi Navelli

Newsletter

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

A graphite pencil portrait of Prasoon Joshi, the poet who gave brands their voice

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

The Story of Arun Nanda, the Adman Who Built Rediffusion

A graphite pencil portrait of Mohammed Khan, the adman who built Enterprise

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.

FeatureCreative RoomAll →

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 →

Grav8 Sports Brings In Saina Nehwal And Armaan Bhatia As Partners

Airtel Digital TV Adds Tamil Channel Sony Vizha On Channel 778

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

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

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

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

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

Kamdhenu Group Appoints The Brand Bee As Digital Marketing Agency

A heavy padlock and a film camera as halftone cutouts, locked together against a black ground

What A Pre-Production Meeting Actually Decides

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

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

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

AnyMind Group Opens US Operations In Los Angeles

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

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

FeatureCampaigns That Built IndiaAll →

ChatGPT Locked Chats Hides Conversations Behind A Four-Digit PIN

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.

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

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

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

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

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

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

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

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

Nokia India: A Nostalgia-Led Mobile Comeback

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

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

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

Why Sports Beyond Cricket Finally Found Sponsors

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

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