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The New Role of Copywriters in Meme and Creator Campaigns

The copywriter's job changed from writing ads to writing things that do not feel like ads. The new role of copywriters in meme and creator campaigns.

A flat vector character holding a mask of their own face at arm’s length

The Ai Shift

Synthetic Actors And Likeness Rights In Indian Advertising

Abhishek Mathur, director of digital buying at Publicis Groupe

People

Abhishek Mathur Promoted To Director Of Digital Buying At Publicis

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People

Abhishek Mathur Promoted To Director Of Digital Buying At Publicis

Parikshit Sharma, regional director for Southeast Asia at Bloomingdale Public Relations

Parikshit Sharma Takes Bloomingdale PR Into Southeast Asia

The new leadership appointments at Creator18

Creator18 Builds Out Its Leadership Under Anurag Iyer

Ankur Mishra, senior lead for media relations at ArcelorMittal Nippon Steel India

Ankur Mishra Leaves ET Now For ArcelorMittal Nippon Steel India

Anurag Chauhan, chief executive officer of Nisum

Nisum Appoints Anurag Chauhan As Chief Executive Officer

Shikha Gupta, chief strategy officer at Coverfox

Coverfox Appoints Shikha Gupta As Chief Strategy Officer

FeatureWork LifeAll →

A young figure on a stool explaining something on a laptop to a senior figure sitting back and listening

Work Life

What Happens When The Intern Knows The Tool Better Than The Creative Director?

For the first time in advertising's history, the newest person in the room can genuinely outperform the most senior one on a specific tool. That quietly reverses a very old script.

What Makes A Good First Manager In Advertising?

A first manager shapes how someone works for the next decade, more than almost any single campaign will. Advertising rarely trains anyone for the role it depends on the most.

Why Some Advertising People Stop Wanting The Corner Office

Not everyone who's good enough to run an agency actually wants to. That choice used to read as a lack of ambition. Increasingly, it reads as a different kind of clarity about what the job costs.

Is The 30-Second Film Still The Ultimate Creative Prize?

For decades, landing the TV film was the unmistakable mark of a creative who had arrived. That hierarchy is quietly breaking down, and not everyone in the industry has noticed yet.

FeatureBrand BuildersAll →

Brand Builders

Harsh Mariwala, the Man Who Put Coconut Oil in a Bottle

Every Indian marketing course teaches the plastic bottle. Almost none of them mention that he had to prove it to shopkeepers using live rats.

Ashwath Swaminathan, Growth Marketing Under a Stopwatch

Rohit Kapoor, the CEO Running Swiggy's Food Delivery Business

Deepinder Goyal, the Man Who Gave a Delivery App a Personality

Adwaita Nayar, the Discipline Behind Nykaa Fashion

Anchit Nayar, Building the Store Network Behind Nykaa's Beauty Business

Falguni Nayar, Curation as a Trust Machine

CampaignsAll →

A frame from the Kissht campaign film, Sachin Tendulkar mid-hiccup holding a glass of water

Campaigns

Kissht Gives Sachin Tendulkar The Hiccups Every Time A Loan Clears

The joke is that someone is thanking him. The claim underneath it is a five-minute approval, and the gag only works if that is true.

Sidharth Malhotra holding an MMTC-PAMP gold bar in the Purest And More campaign visual

Campaigns

MMTC-PAMP Makes Sidharth Malhotra The Face Of Purest And More

A frame from the HDFC Life term insurance film, a father holding his son after returning home

Campaigns

HDFC Life Builds A Term Insurance Film Around The Call You Dread

A frame from the ACKO Health Insurance film, a family standing in front of a fridge of energy drinks

Campaigns

ACKO Health Insurance Sells Discipline Instead Of Fear

Chheda’s Enters Sweets With A Raksha Bandhan Film For Kaju Katli

Sprite Tejas Express Begins A Six-Month Run To Delhi

Senco Makes Harshvardhan Rane The Face Of Ti22 By Aham

The Healthy Binge Builds Its First Brand Film Around The Sound Umm

FeatureSocial-FirstAll →

Social First

How Brands Balance Speed, Approval and Creativity on Social Media

Social First

Why Founder-Led Content Is Becoming a Brand Asset

Social First

How Social-First Brands Build Trust Through Everyday Content

Social First

The New Role of Copywriters in Meme and Creator Campaigns

The copywriter's job changed from writing ads to writing things that do not feel like ads. The new role of copywriters in meme and creator campaigns.

The Risk of Chasing Trends Without a Brand Strategy

How Brands Measure Social-First Campaigns Beyond Likes and Shares

Why Social Search Is Becoming as Important as Google Search

How Regional Creators Are Changing Brand Communication

BrandsAll →

A halftone paper cutout of a sports water bottle and a cut lime on a flat coloured background

Brands

No Secrets Enters India With Rannvijay Singha As A Shareholder

Shareholder rather than ambassador. The word is doing deliberate work, and it is the only interesting thing about the announcement.

A halftone paper cutout of a fountain pen and a folded newspaper on a flat coloured background

InCred Capital Launches InCred Black For UHNI Clients

A halftone paper cutout of a dog bowl and a bag of kibble on a flat coloured background

Wipro Consumer Care Enters Pet Food With Snuggles

SFK Industries Rebrands Around Sustainable, Knowledgeable And Futuristic

The Anti-Aging Centre Rebrands As The Longevity Centre And Signs Milind Soman

Magic Moments Aam Panna, the newest variant in Radico Khaitan's Flavours of India vodka range

Magic Moments Adds Aam Panna To Its Flavours Of India Vodka Range

R for Rabbit's BioMimic range of ten skincare, bath, oral care and grooming products for children

R For Rabbit Launches BioMimic, A 10-Product Kids Care Range

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FeatureIndian Ad LegendsAll →

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

Read the story of K.V. Sridhar, known across the industry as Pops, the Leo Burnett creative chief who won more than twenty Cannes Lions and turned a painter's eye into some of India's most loved advertising.

A graphite pencil portrait of Prasoon Pandey, drawn with a film camera and a clapperboard

Indian Ad Legends

The Story of Prasoon Pandey, the Director Who Filmed India's Most Loved Ads

A graphite pencil portrait of Prahlad Kakkar, drawn with a film camera, clapperboard and diving gear

Indian Ad Legends

The Story of Prahlad Kakkar, the Man Who Made Ad Films Fun

A graphite pencil portrait of R. Balki, the adman who turned his ideas into feature films

Indian Ad Legends

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

The Story of Alyque Padamsee, the Brand Father of Indian Advertising

The Story of Piyush Pandey, the Man Who Taught Brands to Speak Like India

NewsAll →

EMOMEE Hands Maars Communicates Its India Communications

The Minimalist Deepens Its AFC Furniture Solutions Mandate

Bluesky Triples Its Video Limit To Ten Minutes

Sony Puts Six Former India Players In The Women’s Asia Cup Box

Anarock Launches ARC, An Agency Built Around Its Lead Engine

Air India And Drukair Put Bhutan On One Ticket

Uber Lets Parents Watch A Teenager’s Ride As It Happens

WhatsApp Passes A Billion Passkey Users And Retires The Six-Digit PIN

FeatureCreative RoomAll →

Creative Room

How Scripts Are Shaped Before an Ad Film Shoot

Creative Room

How AI Tools Are Changing the Creative Process

Creative Room

How Advertising Teams Use Research Without Killing Creativity

Creative Room

How Production Teams Turn Scripts Into Shootable Films

A script is words on a page. Turning it into a film involves decisions most people who approve advertising never see.

How Designers, Writers, and Strategists Build One Idea Together

How Brand Tone of Voice Is Decided Inside Creative Rooms

How Meme Culture Enters Brand Campaigns

How Social Media Campaigns Are Built for Speed and Relevance

Ad TechAll →

A halftone paper cutout of a speech bubble and a price tag on a flat coloured background

Ad Tech

OpenAI Opens ChatGPT To Advertising In India

Halftone paper cutout of a television home screen grid and a remote control on a saturated orange background, for the Huella and VIDAA partnership

Ad Tech

Huella Partners VIDAA To Put NEXad On The Smart TV Home Screen

Halftone paper cutout of a television set and a wearable measurement device, for Nielsen’s currency update

Ad Tech

Nielsen Updates Its TV Currency Methodology From 31 August

Halftone paper cutout of a sound waveform and a film clapperboard, for Adobe Firefly audio generation

Ad Tech

Adobe Firefly Adds Music, Speech And Sound Effects Generation

FeatureCampaigns That Built IndiaAll →

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

Campaigns That Built India

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

Life insurance in India was sold on fear of what happens when you are gone. In September 2018, SBI Life rebuilt the pitch around a quieter moment: when a person stops saying I and starts saying we.