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✦Measuring Creative When The Variants Are Infinite✦What Does Success In Advertising Actually Look Like?✦Amazon Puts The ‘Great’ Back In The Great Khali✦Yogesh Mulgaonkar Takes HUL’s Beauty And Wellbeing Finance✦Conrad D’Souza Joins Capital Small Finance Bank’s Board✦Foodstrong has signed actor Sara Ali Khan as its brand ambassador✦ZEE5 Turns Its Back Catalogue Into A Swipe Feed✦FSSAI Orders A Recall Of One Everest Cumin Batch✦mCaffeine Sends An FIR Interrogation To Goa✦Claude Starts Running Inference Inside India✦Apple Removes Bitchat From The India App Store✦What Retail Media Did To The Indian Media Plan✦Measuring Creative When The Variants Are Infinite✦What Does Success In Advertising Actually Look Like?✦Amazon Puts The ‘Great’ Back In The Great Khali✦Yogesh Mulgaonkar Takes HUL’s Beauty And Wellbeing Finance✦Conrad D’Souza Joins Capital Small Finance Bank’s Board✦Foodstrong has signed actor Sara Ali Khan as its brand ambassador✦ZEE5 Turns Its Back Catalogue Into A Swipe Feed✦FSSAI Orders A Recall Of One Everest Cumin Batch✦mCaffeine Sends An FIR Interrogation To Goa✦Claude Starts Running Inference Inside India✦Apple Removes Bitchat From The India App Store✦What Retail Media Did To The Indian Media Plan

Ad Tribe — daily news on India’s advertising industry

A flat vector character holding a magnifying glass over a grid of nearly identical shapes
The Ai Shift

Measuring Creative When The Variants Are Infinite

With four options, a test tells you something. With four hundred, it mostly tells you about the test.

A podium shape in muted ochre with the top step drawn as a dotted outline
Work Life

What Does Success In Advertising Actually Look Like?

The Great Khali raising a championship belt among a cheering family and a delivery partner, in Amazon’s Great Indian Festival key visual
Campaigns

Amazon Puts The ‘Great’ Back In The Great Khali

The Latest
People

Yogesh Mulgaonkar Takes HUL’s Beauty And Wellbeing Finance

People

Conrad D’Souza Joins Capital Small Finance Bank’s Board

Brands

Foodstrong has signed actor Sara Ali Khan as its brand ambassador

Ad Tech

ZEE5 Turns Its Back Catalogue Into A Swipe Feed

Brands

FSSAI Orders A Recall Of One Everest Cumin Batch

Campaigns

mCaffeine Sends An FIR Interrogation To Goa

Ad Tech

Claude Starts Running Inference Inside India

News

Apple Removes Bitchat From The India App Store

PeopleAll →
Yogesh Mulgaonkar, appointed CFO of beauty and wellbeing at Hindustan Unilever while continuing to head investor relations

Yogesh Mulgaonkar Takes HUL’s Beauty And Wellbeing Finance

Conrad D’Souza, appointed an independent director on the board of Capital Small Finance Bank

Conrad D’Souza Joins Capital Small Finance Bank’s Board

Abhigale Barretto, appointed manager of corporate communications at Alkem Laboratories

Abhigale Barretto Moves To Alkem From The Agency Side

Shakthi Nagappan, appointed chairman and managing director of PreferCo

PreferCo Appoints Shakthi Nagappan Chairman And MD

Guntas Randhawa, appointed regional marketing director for health in South Asia at Reckitt

Guntas Randhawa Joins Reckitt After 17 Years At Unilever

Dhruv Vohra, appointed managing director of Meta’s Global Business Group for Southeast Asia

Meta Puts Dhruv Vohra In Charge Of Southeast Asia

FeatureWork LifeAll →
A podium shape in muted ochre with the top step drawn as a dotted outline
Work Life

What Does Success In Advertising Actually Look Like?

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

Is AI Removing The Apprenticeship Layer Of Creative Work?

The tasks nobody wanted to do were the ones that taught you the job.

Why Good People Leave Advertising

They do not leave because it got hard. They leave because it stopped being the job they joined.

What Gen Z Actually Means By Work-Life Balance

Read as a demand for less work. It is closer to a demand for a reason.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Sridhar Vembu, founder of Zoho Corporation
Brand Builders

Sridhar Vembu, Who Made Refusal the Positioning

Most companies say what they stand for. This one is located where it stands, which is harder to imitate.

02
Watercolour and ink portrait of R.G. Chandramogan, chairman of Hatsun Agro Product

R.G. Chandramogan, Who Started With Ice Candy

03
Watercolour and ink portrait of C.K. Ranganathan, founder of CavinKare

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

04
Watercolour and ink portrait of Swapnil Jain, co-founder of Ather Energy

Swapnil Jain And The Engineering Behind Ather

05
Watercolour and ink portrait of Tarun Mehta, co-founder of Ather Energy

Tarun Mehta, Who Sold The Ride Before The Battery

06
Watercolour and ink portrait of Radhika Ghai, co-founder of ShopClues and founder of Kindlife

Radhika Ghai And The Long Tail Of Indian Retail

07
Watercolour and ink portrait of Arjun Vaidya, founder of Dr Vaidya New Age Ayurveda

Arjun Vaidya, Who Modernised A Family Inheritance

CampaignsAll →
The Great Khali raising a championship belt among a cheering family and a delivery partner, in Amazon’s Great Indian Festival key visual
Campaigns

Amazon Puts The ‘Great’ Back In The Great Khali

A wrestling name that is an adjective, and a brief in which the adjective stops being true.

A police officer relocated to a Goa beach in a deck chair beside the lotion bottle, from mCaffeine’s By The Blues film
Campaigns

mCaffeine Sends An FIR Interrogation To Goa

A child looking up at a wall switch, a frame from the Schneider Electric festive film
Campaigns

Schneider Electric Makes A Festive Campaign About A Switch

A woman smiling in a red steel kitchen, a frame from the Interio by Godrej campaign film
Campaigns

Interio Makes The Case For Steel By Filling The Kitchen

Ghadi Puts Its New Formulation Through A Test On Camera

Hinge Builds Its India Campaign On The Quiet Signs

Ranbir Kapoor Plays Five Of Himself To Launch A Shower Gel

SKINN Argues That Perfume Should Not Be Saved For The Occasion

FeatureSocial-FirstAll →
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 halftone face fragment cut and offset beside a bold graphic megaphone on a flat orange ground
Social First

What A Brand Owes A Creator After The Campaign Ends

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

It did not arrive the way anybody predicted, which is why most brands missed that it arrived.

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

The Rights Problem Hiding In Every UGC Campaign

BrandsAll →
A protein scoop and a running shoe, as halftone cutouts, for Foodstrong naming Sara Ali Khan its brand ambassador
Brands

Foodstrong has signed actor Sara Ali Khan as its brand ambassador

The category was built for men who lift. The growth is somewhere else entirely.

02
A sealed spice pouch and a laboratory flask, as halftone cutouts, for the FSSAI recall of an Everest cumin powder batch

FSSAI Orders A Recall Of One Everest Cumin Batch

03
Sharvari in a beauty portrait, named the first brand ambassador for H&M Beauty in India

H&M Beauty India Signs Sharvari As Its First Ambassador

04
A smartphone beside a cinema ticket as halftone cutouts on a flat forest green ground, for the OPPO and Drishyam partnership

OPPO Ties The F35 To Drishyam The Conclusion

05
A running shoe beside a clapperboard as halftone cutouts on a flat crimson ground, for the RANNR ambassador announcement

RANNR Names Rajkummar Rao As Its Brand Ambassador

06
A solar panel beside a small house as halftone cutouts on a flat sky blue ground, for the Freyr Energy ambassador announcement

Freyr Energy Signs Rohit Sharma As Its First Brand Ambassador

07
Fastrack and Lollapalooza India key visual announcing the 2027 festival partnership

Fastrack Joins Lollapalooza India 2027 As Co-Presenting Partner

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

Apple Removes Bitchat From The India App Store

02

Maars Communicates Keeps The Animeta PR Mandate

03

ADFEST Unveils A New Logo, Designed By Santosh Padhi

04

Apple Pay Launches In India With Axis Bank Cards

05

Clarity Communication And Virtual Pebbles Tie Up On PR And Digital

06

Tempest Advertising Wins Mahyco International’s Philippines Mandate

07

Sandpiper Adds Public Affairs Directors In Dubai And Singapore

08

Famous Studios, 80 Years Old, Repositions As A Full Content Business

FeatureCreative RoomAll →
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 single rolled document stands the full height of the frame with torn tape radiating behind it
Creative Room

What A Treatment Looks Like When There Is No Shoot

A bold halftone cutout of a pair of scissors with a thick white border on a black ground with teal and coral shapes
Creative Room

Who Decides The Final Cut

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

For a decade vertical was the crop. It is now the original, and everything else is the adaptation.

What Happens After A Hit Campaign

How Directors Are Chosen For An Ad Film

How Budget Shapes The Idea Before Anyone Admits It

What Changes When A Celebrity Joins The Campaign

Ad TechAll →
A strip of film cut into short pieces beside a play triangle, as halftone cutouts, for ZEE5 Clips
Ad Tech

ZEE5 Turns Its Back Catalogue Into A Swipe Feed

A server rack and a stamped compliance seal, as halftone cutouts, for Claude running inference inside India
Ad Tech

Claude Starts Running Inference Inside India

An answer bubble and a globe, as halftone cutouts, for OptimizeGEO passing 100 global brand clients
Ad Tech

OptimizeGEO Crosses 100 Brands As Michael Kassan Invests

A bar chart beside a film strip as halftone cutouts on a flat magenta ground, for the Instagram Edits AI assistant
Ad Tech

Instagram Puts An AI Analyst Inside Its Editing App

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 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

BPL was a 1990s electronics champion before global brands took over. Why reviving a legacy tech name is one of the hardest comebacks of all.

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

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

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

Tata Sierra: The Return of an Iconic SUV Nameplate

Tribe TicksAll →
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

A string of festival lights swags across the top of a coral frame above open empty space
Tribe Ticks

How Festive Advertising Budgets Actually Get Spent

A halftone photographic cutout of a stadium floodlight with a thick white sticker border on an amber ground
Tribe Ticks

Why Indian Brands Still Buy Cricket

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

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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