Ad Tribe — daily news on India’s advertising industry
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.
When Should You Leave Your First Agency?
How Vicks Put A Legal Argument Inside A Film About A Mother
How A Brand Archive Gets Used In New Work
The Ai ShiftAI And The Long Sales Cycle Of B2B Advertising
Work LifeThe Hidden Class Barriers To Getting Into Advertising
Tribe TicksWhat A Media Agency Actually Does Now
Campaigns That Built IndiaHow Idea Made A Phone Network Argue About India
Social FirstThe Brand's Own Creator Roster
The Ai ShiftPackaging Design Is The Next Thing To Go Generative
BrandsIllusion Aligners Partners With Yami Gautam Film Nayyi Navelli
When Should You Leave Your First Agency?
The common advice is two years. The useful test has nothing to do with the calendar and everything to do with what stopped happening.
The Hidden Class Barriers To Getting Into Advertising
Nobody is turned away at the door. The filtering happens earlier, in who could afford to be standing near it.
Why Titles Sometimes Grow Faster Than Skills
A title is cheaper than a raise and faster than training, which is precisely why so many of them arrive early.
What Happens When Every Brief Is Urgent
Urgency is a useful signal exactly once. Used on everything, it stops carrying information and starts carrying only cost.
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.
Ramoji Rao, Who Built an Audience Before a Market
03
Kiran Mazumdar-Shaw, Whose Customer Was Never the Public
04
Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault
05
Girish Mathrubootham, Who Marketed Software Like a Product
06
P.C. Musthafa, Who Branded Something Nobody Branded
07
T.S. Kalyanaraman, Who Bought Trust With a Face
Illusion Aligners Partners With Yami Gautam Film Nayyi Navelli
A clear aligner brand buying its way out of the dental clinic and into a film.
Mamonde Names Nitanshi Goel As First India Brand Ambassador
03
KORA By NM Names Aditya Roy Kapur As Brand Face
04
SUVI Names Cricketer Suryansh Shedge As Brand Ambassador
05
Reva by PNGS Names Sharvari Its First Brand Ambassador
06
Marzi by Primus Signs Suniel Shetty As Brand Ambassador
07
Global Desi Takes Its Festive Campaign Walking Through Bombay
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Ad world news, campaigns and moves, a few times a week. No noise.
How Vicks Put A Legal Argument Inside A Film About A Mother
A cold rub ran a three-minute film about adoption law. It is the most asked-for thing a brand can do and the hardest to survive doing.
How Idea Made A Phone Network Argue About India
03
How Surf Excel Argued That The Stain Was The Point
04
How Hutch's Pug Explained A Mobile Network To India
05
How Maggi Sold A Category India Did Not Have
06
How Dhara's Runaway Boy Sold Cooking Oil By Never Mentioning It
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How Tata Salt’s Desh Ka Namak Turned A Commodity Into A Claim
R.S. Sodhi, the Man Who Turned Amul's Trust Into Market Share
02Jessica Shoemaker Joins Netflix As Global Director Of Product Marketing
03The Bull That Bowed: Inside Alpha Bull Rum's Open Letter To Old Monk
04The Anatomy of a Great Brand Reply
05Pizza Hut India Joins Forces with MoEngage to Power Customer Engagement
06Amigos Foods Joins Hands with Orion Digital to Power Its Online Growth
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
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
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