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✦Lenskart Opens evolv, Its First Concept Flagship Store, In Worli✦Why Every Indian Brand Suddenly Has A Podcast✦How A Voiceover Is Cast And Directed✦Version Control Is Now A Creative Problem✦Why Feedback May Matter More Than Perks To Young Creatives✦How Hero Honda Sold A Motorcycle On Arithmetic✦How Creator Campaigns Actually Get Attributed✦The Freelance Market After The Tools Got Good✦Flipkart Minutes Brings Ramsay Brothers Horror To The Delivery Wait✦ROYCE' Launches Not Quite Ordinary, A Surreal Diwali Campaign✦Hybrid Work Changed Agencies. Did It Change Creativity?✦How Lifebuoy Sold Soap As A Household Duty✦Lenskart Opens evolv, Its First Concept Flagship Store, In Worli✦Why Every Indian Brand Suddenly Has A Podcast✦How A Voiceover Is Cast And Directed✦Version Control Is Now A Creative Problem✦Why Feedback May Matter More Than Perks To Young Creatives✦How Hero Honda Sold A Motorcycle On Arithmetic✦How Creator Campaigns Actually Get Attributed✦The Freelance Market After The Tools Got Good✦Flipkart Minutes Brings Ramsay Brothers Horror To The Delivery Wait✦ROYCE' Launches Not Quite Ordinary, A Surreal Diwali Campaign✦Hybrid Work Changed Agencies. Did It Change Creativity?✦How Lifebuoy Sold Soap As A Household Duty

Ad Tribe — daily news on India’s advertising industry

The Lenskart evolv storefront in Worli, Mumbai, with gold bilingual signage, a mirrored entrance and a sunglasses campaign window
Brands

Lenskart Opens evolv, Its First Concept Flagship Store, In Worli

A chrome-finished store in Worli where the eye test is AI-assisted and the shop itself is the pitch.

A studio microphone seen through a torn hole in the paper layer above it on mustard
Tribe Ticks

Why Every Indian Brand Suddenly Has A Podcast

A vintage studio microphone and a pair of headphones as bold cutouts, with teal and gold tape strips scattered on black
Creative Room

How A Voiceover Is Cast And Directed

The Latest
The Ai Shift

Version Control Is Now A Creative Problem

Work Life

Why Feedback May Matter More Than Perks To Young Creatives

Campaigns That Built India

How Hero Honda Sold A Motorcycle On Arithmetic

Social First

How Creator Campaigns Actually Get Attributed

The Ai Shift

The Freelance Market After The Tools Got Good

Campaigns

Flipkart Minutes Brings Ramsay Brothers Horror To The Delivery Wait

Campaigns

ROYCE' Launches Not Quite Ordinary, A Surreal Diwali Campaign

Work Life

Hybrid Work Changed Agencies. Did It Change Creativity?

PeopleAll →
Khushboo Parekh, joining Vayona Energy as assistant general manager for corporate communications after Akasa Air

Khushboo Parekh Joins Vayona Energy As AGM, Corporate Communications

Scott Hagedorn and Sam Levine Archer, appointed CEO and chief strategy officer of Publicis Groupe's agentic AI platform Marcel

Publicis Names Scott Hagedorn CEO And Sam Levine Archer CSO Of Marcel

Prachi Narayan, joining WPP Media as head of partnerships at Media Futures Group, its dedicated agency unit for Google

Prachi Narayan Joins WPP Media as Partnerships Head at Media Futures Group

Sandeep Khanna, elevated from chief operating officer to chief executive officer of Progressive Techserve in Noida

Progressive Techserve Names Sandeep Khanna CEO

Sarita Crasto, joining Raymond Lifestyle to lead brand marketing for its Park Avenue and ColorPlus menswear labels

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

FeatureWork LifeAll →
A flat ochre speech-bubble shape outweighing a pile of small bright objects on the other end of a simple balance
Work Life

Why Feedback May Matter More Than Perks To Young Creatives

The table tennis table is not the problem. It is just answering a question nobody asked.

Hybrid Work Changed Agencies. Did It Change Creativity?

Four years in, the argument is still conducted entirely through anecdote, which suits whichever side is making it.

Experience Versus Cultural Fluency Is A False Choice

Agencies keep running the hire as a choice between someone who knows how things work and someone who knows what is happening. It is a false one.

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.

FeatureBrand BuildersAll →
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.

02
Watercolour and ink portrait of Ramoji Rao, founder of the Eenadu group

Ramoji Rao, Who Built an Audience Before a Market

03
Watercolour and ink portrait of Kiran Mazumdar-Shaw, founder of Biocon

Kiran Mazumdar-Shaw, Whose Customer Was Never the Public

04
Watercolour and ink portrait of Kochouseph Chittilappilly, founder of V-Guard Industries

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

05
Watercolour and ink portrait of Girish Mathrubootham, founder of Freshworks

Girish Mathrubootham, Who Marketed Software Like a Product

06
Watercolour and ink portrait of P.C. Musthafa, founder of iD Fresh Food

P.C. Musthafa, Who Branded Something Nobody Branded

07
Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers

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

CampaignsAll →
A Flipkart Minutes delivery rider on a scooter at night with a chudail riding pillion, from the brand's Ramsay Brothers teaser
Campaigns

Flipkart Minutes Brings Ramsay Brothers Horror To The Delivery Wait

A three-part horror series cut to exactly ten minutes, the time it takes for the order to arrive.

A boy in a blue cap eating chocolate at a dessert table beside stacked festive gift boxes, in ROYCE' Chocolate's Not Quite Ordinary campaign
Campaigns

ROYCE' Launches Not Quite Ordinary, A Surreal Diwali Campaign

A built-in wall oven and a steel tiffin carrier, as halftone cutouts, for Bosch's Kitchen Up campaign with Vikrant Massey
Campaigns

Bosch Kitchen Up Campaign Stars Vikrant Massey In A Film By Ting

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

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

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

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

Heer By GIVA Builds Its Diwali Film Around Self-Gifting

Zoya Casts Anoushka Shankar In Her Again High Jewellery Campaign

FeatureSocial-FirstAll →
A halftone portrait beside a bold solid circle with one wedge lifted clean out of it, on saturated coral
Social First

What A Creator Manager Actually Takes, And For What

A large halftone portrait sits inside a bold outlined advertising frame that crops part of the face away, on electric blue
Social First

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
Social First

When A Creator Leaves The Platform That Made Them

A halftone portrait on the left with a bold dotted trail running from it to a solid filled square, on deep saturated green
Social First

How Creator Campaigns Actually Get Attributed

The spend is approved on a number everyone knows is wrong, and defended with one that is merely incomplete.

The Brand's Own Creator Roster

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

BrandsAll →
The Lenskart evolv storefront in Worli, Mumbai, with gold bilingual signage, a mirrored entrance and a sunglasses campaign window
Brands

Lenskart Opens evolv, Its First Concept Flagship Store, In Worli

A chrome-finished store in Worli where the eye test is AI-assisted and the shop itself is the pitch.

02
A cut-crystal whisky tumbler and an ornamented gift box, as halftone cutouts, for Black Dog's festive pack with Manish Malhotra

Black Dog Triple Gold Reserve Gets A Manish Malhotra Festive Pack

03
A paint roller and a football, as halftone cutouts, for Nippon Paint becoming Official Paint Partner of the MG Indian Super League

Nippon Paint To Be Official Paint Partner Of MG Indian Super League

04
A lidded cream jar and a ginseng root, as halftone cutouts, for Sulwhasoo's 60-year campaign with Karisma Kapoor

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

05
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

06
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

07
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

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

Omnicom Q3 Organic Revenue Grows 7.2% As IPG Integration Nears End

02

Grav8 Sports Brings In Saina Nehwal And Armaan Bhatia As Partners

03

Airtel Digital TV Adds Tamil Channel Sony Vizha On Channel 778

04

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

05

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

06

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

07

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

08

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

FeatureCreative RoomAll →
A fanned deck of paper colour swatches sweeping diagonally past a single film frame, as halftone cutouts on black
Creative Room

How Colour Grading Changes An Ad

A magnifying glass held over a strip of film, both as halftone cutouts, on a black ground
Creative Room

How A Campaign Is Tested Before It Runs

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

What A Pre-Production Meeting Actually Decides

A vintage studio microphone and a pair of headphones as bold cutouts, with teal and gold tape strips scattered on black
Creative Room

How A Voiceover Is Cast And Directed

The voice is chosen late, recorded in an hour, and heard more than any other part of the film.

How A Brand Archive Gets Used In New Work

How A Campaign Survives A Change Of Marketing Head

How Regional Ad Lines Are Written, Not Translated

How A Campaign Gets Pulled After It Launches

Ad TechAll →
A paintbrush and a picture frame filling with simple shapes, as halftone cutouts, for Canva launching its Craft image model
Ad Tech

Canva Launches Craft, Its First In-House Image Generation Model

AnyMind Group announcement artwork over the Los Angeles skyline, marking the launch of its United States operations
Ad Tech

AnyMind Group Opens US Operations In Los Angeles

The Kenstar and Unicommerce marks together, marking the home appliance brand adopting the Uniware order and warehouse management platform
Ad Tech

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
Ad Tech

Maruti Suzuki Adobe Partnership Rebuilds Its Customer Experience Platforms

FeatureCampaigns That Built IndiaAll →
Halftone collage of a fuel cap and a coin on coral, for the Hero Honda claim that made mileage the reason to buy
Campaigns That Built India

How Hero Honda Sold A Motorcycle On Arithmetic

Motorcycle advertising everywhere else sells escape. In India it sold a number, and the number won for twenty years.

02
Halftone collage of a soap bar and a pair of cupped hands on forest green, for the Lifebuoy positioning built on protection

How Lifebuoy Sold Soap As A Household Duty

03
Halftone collage of a bottle cap and a megaphone on purple, for the Pepsi line that escaped into ordinary Indian speech

How Pepsi Lost Control Of Its Own Line, And Won

04
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

05
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

06
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

07
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

FeatureBrand ComebacksAll →
A vintage halftone collage of a generic glass bottle, lightning forms and retro street fragments on saturated red
Brand Comebacks

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
Brand Comebacks

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
Brand Comebacks

Nokia India: A Nostalgia-Led Mobile Comeback

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

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 studio microphone seen through a torn hole in the paper layer above it on mustard
Tribe Ticks

Why Every Indian Brand Suddenly Has A Podcast

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

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
Tribe Ticks

Why Sports Beyond Cricket Finally Found Sponsors

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

What A Media Agency Actually Does Now

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01

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

02

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

03

Jessica Shoemaker Joins Netflix As Global Director Of Product Marketing

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