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✦Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition✦Meta Lets AI Agents Set Up WhatsApp Business Messaging✦Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory✦HP Will Pre-Load Perplexity’s App On Its Windows PCs✦Mahindra Manulife Appoints Ruchika Malhan Varma To A Combined Marketing And Customer Role✦Jio Puts Canva’s Paid Design Tools In Front Of Millions Of Users✦Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour✦Meta One Puts Creator And Business Tools Behind A Subscription✦BharatPe Names Yugal Tiwari Chief Product And Marketing Officer✦UPI MDR Of 0.4% Starts 15 October On Merchant Payments Above Rs 2,000✦The Rights Problem Hiding In Every UGC Campaign✦Royal Enfield: From Fading Motorcycle Brand to Global Cult✦Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition✦Meta Lets AI Agents Set Up WhatsApp Business Messaging✦Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory✦HP Will Pre-Load Perplexity’s App On Its Windows PCs✦Mahindra Manulife Appoints Ruchika Malhan Varma To A Combined Marketing And Customer Role✦Jio Puts Canva’s Paid Design Tools In Front Of Millions Of Users✦Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour✦Meta One Puts Creator And Business Tools Behind A Subscription✦BharatPe Names Yugal Tiwari Chief Product And Marketing Officer✦UPI MDR Of 0.4% Starts 15 October On Merchant Payments Above Rs 2,000✦The Rights Problem Hiding In Every UGC Campaign✦Royal Enfield: From Fading Motorcycle Brand to Global Cult

Ad Tribe — daily news on India’s advertising industry

Three Ad Tribe Awards trophies in gold, silver and bronze on black marble bases, lit against a dark stage backdrop
News

Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition

Fifty-four categories for agencies, brands and work across the South, judged by practitioners, with the awards night in Hyderabad on 3 December 2026.

Flat vector line drawing of a chat bubble sitting between two code brackets with a red-orange accent, on a white background
Ad Tech

Meta Lets AI Agents Set Up WhatsApp Business Messaging

The Delta Exchange logo on a flat charcoal background with a thin white rule
Brands

Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory

The Latest
Ad Tech

HP Will Pre-Load Perplexity’s App On Its Windows PCs

People

Mahindra Manulife Appoints Ruchika Malhan Varma To A Combined Marketing And Customer Role

News

Jio Puts Canva’s Paid Design Tools In Front Of Millions Of Users

Brands

Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour

Ad Tech

Meta One Puts Creator And Business Tools Behind A Subscription

People

BharatPe Names Yugal Tiwari Chief Product And Marketing Officer

News

UPI MDR Of 0.4% Starts 15 October On Merchant Payments Above Rs 2,000

Social First

The Rights Problem Hiding In Every UGC Campaign

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PeopleAll →
Black and white halftone cutout portrait of Ruchika Malhan Varma, chief marketing and customer officer at Mahindra Manulife, on a flat burnt orange background

Mahindra Manulife Appoints Ruchika Malhan Varma To A Combined Marketing And Customer Role

Black and white halftone cutout portrait of Yugal Tiwari, BharatPe chief product and marketing officer, on a flat teal background

BharatPe Names Yugal Tiwari Chief Product And Marketing Officer

Gurbaksh Singh Virdi, joining NODWIN Gaming as vice president to lead its new NODWIN Sports division

Gurbaksh Singh Virdi To Lead NODWIN Gaming's New Sports Division

Sapna Chadha, elevated to vice president for Google's Asia Pacific Ads go-to-market strategy and operations

Sapna Chadha Takes Charge Of Google's APAC Ads Go-To-Market

Sandhya Biswas, joining Orient Electric as chief marketing and customer experience officer

Orient Electric Names Sandhya Biswas Chief Marketing and Customer Experience Officer

Mayank Kumar, joining IndiGo as head of content and creative after nine years at MakeMyTrip and a year at MobiKwik

Mayank Kumar Joins IndiGo As Head Of Content And Creative

FeatureWork LifeAll →
A trophy silhouette on a plinth casting a shadow far longer and heavier than the trophy itself
Work Life

What Is The Real Cost Of Chasing Awards?

The entry fee is the cheapest part. What it costs is measured in whose work gets the good brief.

Are Agencies Losing Institutional Memory?

Every agency has a story about the idea that failed in 2014. The trouble starts when nobody left can tell it.

Will AI Make It Harder To Get Your First Agency Job?

The tasks juniors used to learn on are the tasks the tools do first. Nobody has said what juniors learn on now.

Why Agency Culture Breaks During Pitches

Everything an agency says about how it treats people is written for ordinary weeks. Pitches are not ordinary weeks.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Harshil Mathur, co-founder of Razorpay
Brand Builders

Harshil Mathur, Who Built a Brand for People Who Read Documentation

In B2B payments the person who chooses you is usually the one who has to make it work. Razorpay marketed to them directly.

02
Watercolour and ink portrait of Ghazal Alagh, co-founder of Mamaearth

Ghazal Alagh, Who Built the Product Behind the Promise

03
Watercolour and ink portrait of Varun Alagh, co-founder of Mamaearth

Varun Alagh, Who Turned a Parenting Problem Into Mamaearth

04
Watercolour and ink portrait of Peyush Bansal, founder of Lenskart

Peyush Bansal, Who Rebuilt the Eyewear Business From the Factory Up

05
Watercolour and ink portrait of Sameer Mehta, co-founder of boAt

Sameer Mehta, the Quieter Half of boAt

06
Watercolour and ink portrait of Aman Gupta, co-founder of boAt

Aman Gupta, Who Made the Founder the Advertisement

07
Watercolour and ink portrait of Kunal Shah, founder of CRED

Kunal Shah, Who Made Exclusivity the Product

CampaignsAll →
A woman's hands pressing soil around a sapling, from Greenpanel's Hum Hain Greenpanel anthem film
Campaigns

Greenpanel has released Hum Hain Greenpanel, a brand anthem

Saplings, a timber tractor, a test lab and dealers in flower garlands. A panel maker has put its whole supply chain to music.

A man stands in a glass house at sunset as devices float around him, from Hyundai's BAYON name reveal film
Campaigns

Hyundai Motor India has named its upcoming SUV the Hyundai BAYON

A frame from the Complan film India Ka Complan Boy featuring cricketer Vaibhav Sooryavanshi, who debuted for India at fifteen
Campaigns

Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy

A frame from the Nestasia festive film Designs So Good It Makes You Look, in which guests at a dinner turn over the tableware to find the brand name
Campaigns

Nestasia Turns A Guest Checking The Bottom Of A Bowl Into A Compliment

Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit

airpay Marks 14 Years With A First Brand Film Built On Being Forgotten

YiPPee Puts 25 Young Players Across The Board From Magnus Carlsen

Hafele India Puts Sachin Tendulkar Back In The Kitchen For Its Second Film

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FeatureSocial-FirstAll →
A halftone hand holding one small photograph while much larger empty frames hang behind it, on a saturated hot pink ground
Social First

Why Nano Influencers Outperform Their Follower Count

A halftone mouth in profile with several differently shaped cut-paper speech bubbles emerging, on a saturated amber ground
Social First

How Brands Decide Which Language To Post In

A halftone shopping basket balanced on a wobbling stack of cut-paper charts, on a saturated lime ground
Social First

Is Social Commerce Actually Working In India?

A halftone photograph being pulled in two directions by opposing cut-paper arrows, on a saturated cobalt ground
Social First

The Rights Problem Hiding In Every UGC Campaign

A hashtag is not a licence. Most brands running user-generated campaigns do not own a single frame of what comes back.

Why Employees Are Becoming A Brand’s Most Credible Creators

What Brands Should Do In The First Hour Of A Social Crisis

Culture Moves at Gen Z Speed, Can Brands Keep Up?

Why Dark Social Is India’s Biggest Measurement Blind Spot

BrandsAll →
The Delta Exchange logo on a flat charcoal background with a thin white rule
Brands

Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory

A crypto exchange buys cricket in a market where the category still has to carry a disclaimer into every frame.

02
The Hero VIDA logo on a flat deep blue background with a thin white rule

Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour

03
A white elephant sculpture painted with rainbow hearts, standing in red flowers, in Elephant Parade's launch image

Archies Brings Elephant Parade Sculptures To India

04
Hands lifting a box off a Bourbon Chocolate Modak on a magenta set, in Britannia Bourbon and Bombay Sweet Shop's key visual

Britannia And Bombay Sweet Shop Bring Back The Bourbon Chocolate Modak

05
A Delhi Metro station sign reading Ai+ Nova Smartphone Rajouri Garden, in Ai+ Smartphone station branding

Ai+ Nova Smartphone Puts Its Name On Rajouri Garden Metro Station

06
Halftone paper cutout of a burger and a map pin, marking Burger King opening its 600th India restaurant in GTB Nagar, Delhi

Burger King Opens Its 600th India Restaurant In The City Where It Started

07
A camera aperture ring and a silicon chip rendered as halftone paper cutouts, for Apple unveiling the iPhone 18 Pro with a variable aperture camera and 2nm A20 Pro chip

Apple Unveils iPhone 18 Pro With Variable Aperture And 2nm A20 Pro Chip

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

Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition

02

Jio Puts Canva’s Paid Design Tools In Front Of Millions Of Users

03

UPI MDR Of 0.4% Starts 15 October On Merchant Payments Above Rs 2,000

04

Prime Video Adds On-Demand News Clips To Its Free News Hub

05

Arena Media India Wins The Ashiana Housing Media Mandate

06

TRAI Ends Weekly Ad-Duration Reporting For TV Channels

07

The Next 50: Honouring The People Behind India's Best Agency Work

08

Dream Theatre Takes The Baahubali Licensing And Brand Partnerships Mandate

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FeatureCreative RoomAll →
Halftone collage of a red pen resting on a heavily marked page, for how legal review changes creative work
Creative Room

How Legal Review Changes a Creative Idea

Halftone collage of a stack of storyboard frames fanned out at an angle, for how animatics are built
Creative Room

How Storyboards Become Animatics

Halftone collage of an empty chair under a single spotlight, for how casting shapes a campaign
Creative Room

How Casting Decides What an Idea Feels Like

Halftone collage of a single shape repeated at many different sizes and crops, for how ideas are adapted
Creative Room

How One Idea Is Adapted Across Formats And Markets

The idea was bought as a thirty-second film. It will be seen as a six-second cutdown, in a language nobody in the room speaks.

How Sound and Music Are Chosen for an Ad Film

How Campaigns Get Their Names

How Pressure Shapes Better Campaign Thinking

Where Rejected Ideas Go and Why They Still Matter

Ad TechAll →
Flat vector line drawing of a chat bubble sitting between two code brackets with a red-orange accent, on a white background
Ad Tech

Meta Lets AI Agents Set Up WhatsApp Business Messaging

Flat vector line drawing of an open laptop with a red-orange dot pinned on its taskbar, on a white background
Ad Tech

HP Will Pre-Load Perplexity’s App On Its Windows PCs

Flat vector line drawing of a stacked subscription card with a red-orange tick, on a white background
Ad Tech

Meta One Puts Creator And Business Tools Behind A Subscription

Halftone paper cutout of a silicon chip and a memory module, marking the OpenAI and Samsung Electronics collaboration on next-generation AI chips
Ad Tech

OpenAI And Samsung Move From Memory Supply To Building Chips Together

FeatureCampaigns That Built IndiaAll →
Halftone collage of a boxy television set and a pair of horns on charcoal, for the Onida devil campaign
Campaigns That Built India

How Onida’s Devil Sold Envy To A Country That Had To Wait

Every other television brand was explaining its picture quality. Onida skipped the product and sold what owning one did to the people next door.

02
Halftone collage of a detergent sachet and a bicycle on charcoal, for the Nirma washing powder story

How Nirma’s Jingle Undercut Surf And Rewrote The Detergent Market

03
Halftone collage of a detergent carton and a shopping basket on charcoal, for the Surf Lalitaji campaign

How Surf’s Lalitaji Made Thrift The Smart Woman’s Argument

04
Halftone collage of a bar of soap and a falling stream of water on charcoal, for the Liril waterfall campaign

How Liril’s Waterfall Changed What Indian Advertising Could Show

05
Halftone collage of an ornate chandelier of bare bulbs glowing in darkness, marking the Happydent Palace commercial

How Happydent's Palace Lit a Kingdom With Teeth

06
Halftone collage of a chilled glass soft-drink bottle beaded with condensation, marking the Thanda Matlab Coca-Cola campaign

How Thanda Matlab Coca-Cola Annexed a Hindi Word

07
Halftone collage of two pairs of hands overlapping on a shared umbrella handle, marking SBI Life's Main Se Hum campaign

How SBI Life's Main Se Hum Made Insurance Sound Like Growing Up

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FeatureBrand ComebacksAll →
A collage of a motorcycle, riders in helmets and an open road with arrows
Brand Comebacks

Royal Enfield: From Fading Motorcycle Brand to Global Cult

Royal Enfield was a fading heritage brand. How it became a global lifestyle cult by selling feeling and belonging instead of mileage and price.

A halftone collage of cut gemstones and gold rings on a magenta ground
Brand Comebacks

Tanishq: From Market Skepticism to India's Most Trusted Jeweller

A halftone bowl of steaming noodles beside a green tick on a red ground
Brand Comebacks

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Children drinking orange squash beside a jug, glasses and orange slices under a sunburst
Brand Comebacks

Rasna: A Childhood Summer Brand Fights to Stay Relevant

Kinetic Luna: From Middle-Class Icon to Electric Comeback

Tata Sierra: The Return of an Iconic SUV Nameplate

BSA: A British-Indian Motorcycle Heritage Returns

Yezdi: The Nostalgia-Led Motorcycle Revival

Tribe TicksAll →
Halftone collage of a magnifying glass at extreme close crop, for influencer regulation in India
Tribe Ticks

How Influencer Regulation Changed The Advertising Business

Halftone collage of a ribbon and scissors on a torn horizon band, for how D2C changed brand launches
Tribe Ticks

How D2C Changed What A Brand Launch Looks Like

Halftone collage of an empty pedestal in deep negative space, for why brands stopped making mascots
Tribe Ticks

Why Indian Advertising Stopped Making Mascots

Halftone collage of a building seen through a torn hole in paper, for the rise of in-house agencies
Tribe Ticks

The Rise Of The In-House Agency In India

Most Read
01

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

02

Jessica Shoemaker Joins Netflix As Global Director Of Product Marketing

03

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

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

An independent industry studyTell us what you are actually seeing in the industry right now. 25 questions, 5–7 minutes, confidential unless you choose to be quoted.Take the survey
EventsAll →
The Next 50
02DEC

The Next 50

Ad Tribe's honour for 50 people under 30 who are already making India's agency industry better. One national class, recognised on 3 December 2026.

Hyderabad, India