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✦OPEN Strategy And Design Builds A Jewellery Brand For HK Group✦Puneet Sharma Named Managing Director Of NielsenIQ India✦Vijay Deverakonda Fronts Ramraj Cotton's Wedding Range✦Karthik Anantha Subramanian Takes Charge Of Fiction At Sun NXT✦OpenAI Tests A Visual Ad Format Inside ChatGPT✦Indriya Puts A Couple At The Centre Of Its Diwali Film✦Treina Campos Moves To AB InBev India As Communications Head✦Reddit Builds Out Lead Generation For Advertisers✦JSW Dulux Sells Velvet Touch Eterna On The Whole Room✦Dibyendu Sen Joins Flipkart Minutes To Build Its Ad Business✦X Lift Turns A Website Address Into A Finished Campaign✦California Almonds Widens The Diwali Gifting List✦OPEN Strategy And Design Builds A Jewellery Brand For HK Group✦Puneet Sharma Named Managing Director Of NielsenIQ India✦Vijay Deverakonda Fronts Ramraj Cotton's Wedding Range✦Karthik Anantha Subramanian Takes Charge Of Fiction At Sun NXT✦OpenAI Tests A Visual Ad Format Inside ChatGPT✦Indriya Puts A Couple At The Centre Of Its Diwali Film✦Treina Campos Moves To AB InBev India As Communications Head✦Reddit Builds Out Lead Generation For Advertisers✦JSW Dulux Sells Velvet Touch Eterna On The Whole Room✦Dibyendu Sen Joins Flipkart Minutes To Build Its Ad Business✦X Lift Turns A Website Address Into A Finished Campaign✦California Almonds Widens The Diwali Gifting List

Ad Tribe — daily news on India’s advertising industry

A faceted gemstone and an open drafting compass, as halftone cutouts, for the brand OPEN Strategy and Design built for HK Group
News

OPEN Strategy And Design Builds A Jewellery Brand For HK Group

The hard part was never the design. It was deciding that a lab-grown diamond is a category rather than a cheaper version of something else.

Puneet Sharma, appointed managing director for India at the measurement company NielsenIQ
People

Puneet Sharma Named Managing Director Of NielsenIQ India

A folded length of fine cloth and a brass oil lamp, as halftone cutouts, for Vijay Deverakonda fronting Ramraj Cotton's wedding range
Brands

Vijay Deverakonda Fronts Ramraj Cotton's Wedding Range

The Latest
People

Karthik Anantha Subramanian Takes Charge Of Fiction At Sun NXT

Ad Tech

OpenAI Tests A Visual Ad Format Inside ChatGPT

Campaigns

Indriya Puts A Couple At The Centre Of Its Diwali Film

People

Treina Campos Moves To AB InBev India As Communications Head

Ad Tech

Reddit Builds Out Lead Generation For Advertisers

Campaigns

JSW Dulux Sells Velvet Touch Eterna On The Whole Room

People

Dibyendu Sen Joins Flipkart Minutes To Build Its Ad Business

Ad Tech

X Lift Turns A Website Address Into A Finished Campaign

PeopleAll →
Puneet Sharma, appointed managing director for India at the measurement company NielsenIQ

Puneet Sharma Named Managing Director Of NielsenIQ India

Karthik Anantha Subramanian, taking charge of fiction for the south at the streaming service Sun NXT

Karthik Anantha Subramanian Takes Charge Of Fiction At Sun NXT

Treina Campos, joining AB InBev India as head of communications after more than twelve years at MSL India

Treina Campos Moves To AB InBev India As Communications Head

Dibyendu Sen, joining Flipkart Minutes as associate director of brand partnerships and monetisation

Dibyendu Sen Joins Flipkart Minutes To Build Its Ad Business

A luggage trolley and a blank lanyard badge, as halftone cutouts, for Kumar Gaurav Singh taking charge of HR at Black Rock

Kumar Gaurav Singh Is Black Rock's Corporate HR Head

A chocolate bar and a rising line on a card, as halftone cutouts, for Anjali Madan moving to a Southeast Asia role

Anjali Madan Takes A Southeast Asia Role At Mondelez

FeatureWork LifeAll →
A career staircase whose top steps have been cut away, in warm sand and terracotta
Work Life

Is Advertising Still Designed Around A Young Workforce?

The hours, the pay curve and the ladder all assume you are 26. Most of the industry is not.

Is Freelance Becoming A Career Choice, Not A Backup Plan?

It used to be what you said when you were between jobs. Increasingly it is the plan.

The Small Behaviours That Decide Whether People Stay Or Leave

Exit interviews record the salary. They almost never record the actual reason.

What Does Success In Advertising Actually Look Like?

Almost everyone wants the title. Almost nobody wants it as the point of the career.

FeatureBrand BuildersAll →
Watercolour and ink portrait of P.C. Musthafa, founder of iD Fresh Food
Brand Builders

P.C. Musthafa, Who Branded Something Nobody Branded

Nobody was waiting for branded batter. The category had to be argued into existence one kitchen at a time.

02
Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers

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

03
Watercolour and ink portrait of Sridhar Vembu, founder of Zoho Corporation

Sridhar Vembu, Who Made Refusal the Positioning

04
Watercolour and ink portrait of R.G. Chandramogan, chairman of Hatsun Agro Product

R.G. Chandramogan, Who Started With Ice Candy

05
Watercolour and ink portrait of C.K. Ranganathan, founder of CavinKare

C.K. Ranganathan, Who Scaled an Idea He Did Not Invent

06
Watercolour and ink portrait of Swapnil Jain, co-founder of Ather Energy

Swapnil Jain And The Engineering Behind Ather

07
Watercolour and ink portrait of Tarun Mehta, co-founder of Ather Energy

Tarun Mehta, Who Sold The Ride Before The Battery

CampaignsAll →
Aditi Rao Hydari in gold jewellery beside Siddharth, from the Indriya Festival of Love Diwali film
Campaigns

Indriya Puts A Couple At The Centre Of Its Diwali Film

Most festive jewellery films are crowd scenes. This one empties the room until only two people are left in it, and lets the party happen off camera.

A warm terracotta living room with a grand piano and musicians, from the JSW Dulux Velvet Touch Eterna campaign film
Campaigns

JSW Dulux Sells Velvet Touch Eterna On The Whole Room

A tray of almonds lit by diyas being handed over, from the California Almonds Badam for EveryBuddy festive film
Campaigns

California Almonds Widens The Diwali Gifting List

Virat Kohli mid-conversation with Rohit Sharma in profile beside him, from JioStar's World Cup 2027 promotional film
Campaigns

JioStar Starts Its World Cup 2027 Build-Up With Rohit And Virat

Fastrack Perfumes Makes Fragrance Look Good Enough To Eat

MTR Builds A Festive Campaign Around A Book Of Sweet Talk

Flipkart Opens A Retirement Home For Old Appliances

Asian Paints Beautiful Homes Sets Its Campaign Inside A Wedding

FeatureSocial-FirstAll →
A play button lands across the corner of a torn halftone portrait on a flat magenta ground
Social First

Live Shopping Is Finally Working, Quietly

Three price tags descend in a line towards a torn halftone portrait of a man on a coral ground
Social First

The Festive Creator Rate Card

A large blank disclosure tag beside a torn halftone portrait of a woman on a flat yellow ground
Social First

What ASCI's AI Labelling Rules Mean For Creator Posts

A cluster of comment bubbles crowds the top of a blue frame above one small torn portrait
Social First

Why Brands Are Paying For Comments, Not Just Posts

The post is the advertisement. The comments are the review, and reviews are now being bought.

What A Brand Owes A Creator After The Campaign Ends

The Real Cost Of Always-On Social Content

Why B2B Brands Are Finally Getting Social Right

What Happens To A Brand When The Algorithm Changes

BrandsAll →
A folded length of fine cloth and a brass oil lamp, as halftone cutouts, for Vijay Deverakonda fronting Ramraj Cotton's wedding range
Brands

Vijay Deverakonda Fronts Ramraj Cotton's Wedding Range

A brand built on the everyday dhoti is going after the one occasion where the same garment carries a very different price. The ambassador is the bridge.

02
A high-top sneaker and a water bottle, as halftone cutouts, for Royal Challenge moving its Choose Bold line into streetwear

Royal Challenge Water Steps Into Sneaker Culture

03
An armchair beneath a striped shopfront awning, as halftone cutouts, for Royaloak taking its compact store format to smaller towns

Royaloak Value Stores Post Early Sales In Smaller Towns

04
Gold Shunya frames resting on red velvet with a sitar behind them, from Lenskart's Indian Accents collection

Lenskart Builds An Eyewear Collection Out Of Indian Music

05
A boarding pass and a desk calendar, as halftone cutouts, for ixigo for work bringing corporate fares into the main booking flow

ixigo for work Puts Corporate Fares Inside The Main App

06
A smartphone and a string of festive lights, as halftone cutouts, for Sreeleela becoming the Vibe Face of HMD in India

HMD Names Sreeleela The Vibe Face Of Its Smartphones

07
An instant camera and a printed photograph, as halftone cutouts, for Rashmika Mandanna joining Fujifilm India as its imaging ambassador

Rashmika Mandanna Is Fujifilm India's Imaging Brand Ambassador

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

OPEN Strategy And Design Builds A Jewellery Brand For HK Group

02

Press Council Of India Gains 13 Nominated Journalists

03

Macis Newsi Unveils Its Logo Ahead Of A Five-Channel Launch

04

JioStar Opens Its Regional-Language Cricket Feeds To Advertisers

05

91.6% of consumers to maintain or increase festive spending, reports BigCity Promotions.

06

CBC Gives 90 Channels Until 21 October To File Papers

07

Musk Will Rename SpaceXAI To SpaceXSI

08

Apple Removes Bitchat From The India App Store

FeatureCreative RoomAll →
A ring light cropped by the corner of the frame with torn teal and coral fragments drifting away
Creative Room

How Teams Work With Creators They Did Not Cast

A tall blank phone and a wide letterbox landscape card set at right angles on a black ground
Creative Room

How The Vertical Frame Became The Default

A tilted photograph of an empty boardroom beside one small sealed envelope on a black ground
Creative Room

How An Agency Decides Not To Pitch

A clipped stack of papers bursts outward in coral rays beneath a small photograph of a full hall
Creative Room

How Agencies Decide What To Enter For Awards

The work that wins is rarely the work that earned the most. Deciding between them is the whole exercise.

What A Treatment Looks Like When There Is No Shoot

Who Decides The Final Cut

What Happens After A Hit Campaign

How Directors Are Chosen For An Ad Film

Ad TechAll →
An empty picture frame and a blank speech bubble, as halftone cutouts, for advertising arriving inside an AI assistant
Ad Tech

OpenAI Tests A Visual Ad Format Inside ChatGPT

A funnel and a clipboard holding a blank form, as halftone cutouts, for Reddit expanding its lead capture tools
Ad Tech

Reddit Builds Out Lead Generation For Advertisers

An address bar and a fanned stack of blank cards, as halftone cutouts, for a tool that builds ads from a web address
Ad Tech

X Lift Turns A Website Address Into A Finished Campaign

An empty browser window and a wire shopping basket, as halftone cutouts, for an assistant that completes tasks inside Chrome
Ad Tech

Gemini In Chrome Reaches Android Users In India

FeatureCampaigns That Built IndiaAll →
Halftone collage of a salt packet and a pair of scales on charcoal, for Tata Salt’s Desh Ka Namak positioning
Campaigns That Built India

How Tata Salt’s Desh Ka Namak Turned A Commodity Into A Claim

Salt is the hardest thing in a shop to differentiate. Tata stopped trying to and argued about the country instead.

02
Halftone collage of a paper kite and a pair of spectacles on charcoal, for Google’s Reunion film

How Google’s Reunion Made A Search Box Feel Like A Border Crossing

03
Halftone collage of a laundry basket and a wedding ring on charcoal, for Ariel’s Share the Load campaign

How Ariel’s Share The Load Put A Chore At The Centre Of An Argument

04
Halftone collage of a tanpura and a vintage broadcast microphone on charcoal, for Mile Sur Mera Tumhara

How Mile Sur Mera Tumhara Became The Film India Cannot Agree On

05
Halftone collage of a boxy television set and a pair of horns on charcoal, for the Onida devil campaign

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

06
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

07
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

FeatureBrand ComebacksAll →
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

Nokia once was the phone in India before the smartphone era. How it came back through licensing, nostalgia feature phones and lingering goodwill.

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

Wooden barrels beside a dark rum bottle in a warm toned collage
Brand Comebacks

Old Monk: The Brand That Stayed Alive Without Advertising

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

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

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Rasna: A Childhood Summer Brand Fights to Stay Relevant

Kinetic Luna: From Middle-Class Icon to Electric Comeback

Tribe TicksAll →
Invoices fan out in an overlapping stack pushed hard into one corner of an amber frame
Tribe Ticks

How Indian Agencies Actually Make Money Now

A traffic signal and a bunch of roses as white-bordered halftone cutouts on amber, for a column on selling at the lights
Tribe Ticks

Traffic Signal: The 90-Second Sales Pitch

A supermarket shelf edge runs the full width of a teal frame like a horizon with empty space above
Tribe Ticks

What Retail Media Did To The Indian Media Plan

A resistance band coiled beside a delivery bag as halftone cutouts on a flat warm orange ground
Tribe Ticks

Ten-Minute Delivery Changed What Fitness Brands Can Sell

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

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