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✦Apple Unveils iPhone 18 Pro With Variable Aperture And 2nm A20 Pro Chip✦Suno Launches v6 Models With Warner Music Group And BMG✦Swiggy's Toing Reaches 33 Million Weekly Users In Its First Year✦Zithara.AI Partners Tyaani Jewellery On AI Native CRM✦Hamilton Sciences Picks WebEngage For Denver, ENVY And Vanesa✦Mutant Wins PR Mandate For Singapore's Beyond The Label✦Hyundai Motor India Signs Para Archer Sheetal Devi As Brand Ambassador✦Dangal TV, Flipkart And Starcom Make Rimjhim Shoppable✦Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit✦Mivi Appoints Nitin Yadav As Head Of Public Relations✦Zee Elevates Mahalakshmi Nellissery To Senior Vice President, Influencer Management✦Nabeel A Khan Steps Down As Renault India Communications Director✦Apple Unveils iPhone 18 Pro With Variable Aperture And 2nm A20 Pro Chip✦Suno Launches v6 Models With Warner Music Group And BMG✦Swiggy's Toing Reaches 33 Million Weekly Users In Its First Year✦Zithara.AI Partners Tyaani Jewellery On AI Native CRM✦Hamilton Sciences Picks WebEngage For Denver, ENVY And Vanesa✦Mutant Wins PR Mandate For Singapore's Beyond The Label✦Hyundai Motor India Signs Para Archer Sheetal Devi As Brand Ambassador✦Dangal TV, Flipkart And Starcom Make Rimjhim Shoppable✦Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit✦Mivi Appoints Nitin Yadav As Head Of Public Relations✦Zee Elevates Mahalakshmi Nellissery To Senior Vice President, Influencer Management✦Nabeel A Khan Steps Down As Renault India Communications Director

Ad Tribe — daily news on India’s advertising industry

A camera aperture ring and a silicon chip rendered as halftone paper cutouts, for Apple unveiling the iPhone 18 Pro with a variable aperture camera and 2nm A20 Pro chip
Brands

Apple Unveils iPhone 18 Pro With Variable Aperture And 2nm A20 Pro Chip

Six laser cut blades that physically change the aperture, and a signed digital negative meant to prove a photograph was not made by AI.

A sound wave and a signed contract rendered as halftone paper cutouts, for Suno launching its v6 AI music models with Warner Music Group and BMG
Ad Tech

Suno Launches v6 Models With Warner Music Group And BMG

A takeaway box and a rising bar chart rendered as halftone paper cutouts, for Swiggy's budget food delivery app Toing reaching 33 million weekly active users
Brands

Swiggy's Toing Reaches 33 Million Weekly Users In Its First Year

The Latest
Ad Tech

Zithara.AI Partners Tyaani Jewellery On AI Native CRM

Ad Tech

Hamilton Sciences Picks WebEngage For Denver, ENVY And Vanesa

News

Mutant Wins PR Mandate For Singapore's Beyond The Label

Brands

Hyundai Motor India Signs Para Archer Sheetal Devi As Brand Ambassador

News

Dangal TV, Flipkart And Starcom Make Rimjhim Shoppable

Campaigns

Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit

People

Mivi Appoints Nitin Yadav As Head Of Public Relations

People

Zee Elevates Mahalakshmi Nellissery To Senior Vice President, Influencer Management

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PeopleAll →
Nitin Yadav, appointed head of public relations at Mivi as the audio brand prepares to enter the smartphone segment

Mivi Appoints Nitin Yadav As Head Of Public Relations

Mahalakshmi Nellissery, elevated to senior vice president of influencer management at Zee after nearly three decades across the group

Zee Elevates Mahalakshmi Nellissery To Senior Vice President, Influencer Management

Nabeel A Khan, stepping down as director of PR, communications and public affairs at Renault India after several years in the role

Nabeel A Khan Steps Down As Renault India Communications Director

Emma Chalwin, appointed chief marketing officer at Accenture from October 2026, joining from Workday where she was CMO

Accenture Appoints Emma Chalwin As Chief Marketing Officer

Rajiv Rajaram, appointed head of content at Sun NXT after two and a half years leading Tamil content for Sony LIV

Rajiv Rajaram Named Head Of Content At Sun NXT

Srushti Parekh, joining Warner Music Group as manager of partner relations and acquisitions after two years at Sony Pictures Networks India

Srushti Parekh Joins Warner Music Group As Manager, Partner Relations

FeatureWork LifeAll →
A trophy silhouette on a plinth casting a shadow far longer and heavier than the trophy itself
Work Life

What Is The Real Cost Of Chasing Awards?

The entry fee is the cheapest part. What it costs is measured in whose work gets the good brief.

Are Agencies Losing Institutional Memory?

Every agency has a story about the idea that failed in 2014. The trouble starts when nobody left can tell it.

Will AI Make It Harder To Get Your First Agency Job?

The tasks juniors used to learn on are the tasks the tools do first. Nobody has said what juniors learn on now.

Why Agency Culture Breaks During Pitches

Everything an agency says about how it treats people is written for ordinary weeks. Pitches are not ordinary weeks.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Peyush Bansal, founder of Lenskart
Brand Builders

Peyush Bansal, Who Rebuilt the Eyewear Business From the Factory Up

An internet company that decided the only way to fix eyewear was to make the lenses itself and open two thousand shops.

02
Watercolour and ink portrait of Sameer Mehta, co-founder of boAt

Sameer Mehta, the Quieter Half of boAt

03
Watercolour and ink portrait of Aman Gupta, co-founder of boAt

Aman Gupta, Who Made the Founder the Advertisement

04
Watercolour and ink portrait of Kunal Shah, founder of CRED

Kunal Shah, Who Made Exclusivity the Product

05
Watercolour and ink portrait of Nikhil Kamath, co-founder of Zerodha

Nikhil Kamath, the Other Half of the Zerodha Argument

06
Watercolour and ink portrait of Nithin Kamath, co-founder of Zerodha

Nithin Kamath, Who Built India’s Largest Broker Without Advertising

07
Watercolour and ink portrait of Harsh Mariwala, founder of Marico

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

CampaignsAll →
A dental crown and a family portrait frame rendered as halftone paper cutouts, for the Laxmi Dental Illusion Zirconia campaign with Madhuri Dixit
Campaigns

Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit

Two films built on one word. A grown child says 'whatever' when asked which crown their parent should get, and the campaign holds still there.

A laptop showing a completed payment of Rs 80,000 in airpay's first brand film, Invisible, marking the company's 14th year
Campaigns

airpay Marks 14 Years With A First Brand Film Built On Being Forgotten

A chess knight and a bowl of noodles as halftone cutouts, for the YiPPee Checkmate Challenge featuring Magnus Carlsen in Bengaluru
Campaigns

YiPPee Puts 25 Young Players Across The Board From Magnus Carlsen

Sachin Tendulkar choosing a cabinet finish in Hafele India's second campaign film, shot at the brand's Mahalaxmi design centre in Mumbai
Campaigns

Hafele India Puts Sachin Tendulkar Back In The Kitchen For Its Second Film

Duolingo Turns Ullu Da Pattha Into A Compliment For Punjabi Learners

SpeakX Signs MS Dhoni To Tell India Muh Khol, English Bol

Greenply Turns TermiVax Into A Termite News Bulletin

Smith & Jones Puts Pasta Masala In The School Tiffin

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FeatureSocial-FirstAll →
A halftone crowd of small figures with one stepping forward carrying an oversized megaphone, on a saturated teal ground
Social First

Why Employees Are Becoming A Brand’s Most Credible Creators

A halftone alarm clock face beside a torn speech bubble, on a saturated red ground
Social First

What Brands Should Do In The First Hour Of A Social Crisis

A halftone cut-paper collage of a young person's face sliced into offset bands beside a bold empty speech bubble on a flat coral background
Social First

Culture Moves at Gen Z Speed, Can Brands Keep Up?

A halftone shopping basket balanced on a wobbling stack of cut-paper charts, on a saturated lime ground
Social First

Is Social Commerce Actually Working In India?

The projections for this market disagree so violently that the disagreement is the most informative thing about it.

Why Dark Social Is India’s Biggest Measurement Blind Spot

Why Authenticity Is the Hardest Metric in Social-First Advertising

From Creators to Communities: Why Brands Need to Build Offline Connections With Gen Z

How Internet Culture Is Changing Festive Advertising in India

BrandsAll →
A camera aperture ring and a silicon chip rendered as halftone paper cutouts, for Apple unveiling the iPhone 18 Pro with a variable aperture camera and 2nm A20 Pro chip
Brands

Apple Unveils iPhone 18 Pro With Variable Aperture And 2nm A20 Pro Chip

Six laser cut blades that physically change the aperture, and a signed digital negative meant to prove a photograph was not made by AI.

02
A takeaway box and a rising bar chart rendered as halftone paper cutouts, for Swiggy's budget food delivery app Toing reaching 33 million weekly active users

Swiggy's Toing Reaches 33 Million Weekly Users In Its First Year

03
Sheetal Devi in India colours at a Hyundai World Archery Para Series backdrop, in the photograph issued with her Hyundai Motor India brand ambassador announcement

Hyundai Motor India Signs Para Archer Sheetal Devi As Brand Ambassador

04
A bottle of hair oil and a rising bar chart as halftone cutouts, for Bajaj Consumer Care crossing Rs 1,000 crore in revenue in FY2025-26

Bajaj Consumer Care Crosses Rs 1000 Crore On Almond Drops And Wider Reach

05
A tub of popcorn and a paintbrush as halftone cutouts, for Pollinate Labs winning the strategic rebranding mandate for gourmet snacking brand 4700BC

Pollinate Labs Wins The Rebranding Mandate For 4700BC After Marico Deal

06
A smartphone and a slender wand as halftone cutouts, for realme announcing a Harry Potter edition of the realme 16 Pro 5G

realme Announces A Harry Potter Edition Of The realme 16 Pro 5G

07
A segmented chocolate bar and a whole hazelnut as halftone cutouts, for Ferrero Rocher entering India's premium bar segment at Rs 499

Ferrero Rocher Enters The Premium Bar Segment In India At Rs 499

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FeatureIndian Ad LegendsAll →
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

Read the story of Diwan Arun Nanda, the IIM Ahmedabad gold medallist who left Hindustan Lever to co-found Rediffusion in 1973 and led it for half a century, behind campaigns from Eveready's Give Me Red to Gold Spot.

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

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

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

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

NewsAll →
01

Mutant Wins PR Mandate For Singapore's Beyond The Label

02

Dangal TV, Flipkart And Starcom Make Rimjhim Shoppable

03

Shriram General Insurance Will Sell Through SK Finance And Its 700 Branches

04

Ola Electric Revenue Halves In FY26 While Margins And Cash Improve

05

Sleepwell And Kurl-on Hand The Brand Bee Their Integrated MENA Mandate

06

Grapes Worldwide And Alice And Albert Build A Cross-Border Partner Network

07

Havas India And Shortcut Launch Shortcut Shobiz India For Luxury Experiences

08

Sebamed Buys Into ChatGPT Advertising With WPP Media

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FeatureCreative RoomAll →
Halftone collage of a reel-to-reel tape machine at large scale, for how sound and music are chosen
Creative Room

How Sound and Music Are Chosen for an Ad Film

Halftone collage of a rubber stamp pressing onto blank paper, for how campaign names are chosen
Creative Room

How Campaigns Get Their Names

A lump of coal beside a cut diamond, in halftone on a black ground
Creative Room

How Pressure Shapes Better Campaign Thinking

Halftone collage of an empty chair under a single spotlight, for how casting shapes a campaign
Creative Room

How Casting Decides What an Idea Feels Like

The script is approved and the idea is still undecided, because nobody has chosen the face yet.

Where Rejected Ideas Go and Why They Still Matter

How Editors Find the Strongest Story Inside an Ad Film

How Production Teams Turn Scripts Into Shootable Films

How Scripts Are Shaped Before an Ad Film Shoot

Ad TechAll →
A sound wave and a signed contract rendered as halftone paper cutouts, for Suno launching its v6 AI music models with Warner Music Group and BMG
Ad Tech

Suno Launches v6 Models With Warner Music Group And BMG

A jewellery display stand and a data node diagram rendered as halftone paper cutouts, for the Zithara.AI and Tyaani Jewellery customer engagement partnership
Ad Tech

Zithara.AI Partners Tyaani Jewellery On AI Native CRM

A deodorant spray can and a notification bell rendered as halftone paper cutouts, for the Hamilton Sciences and WebEngage customer engagement partnership
Ad Tech

Hamilton Sciences Picks WebEngage For Denver, ENVY And Vanesa

A robot head and a megaphone, as halftone cutouts, for Wondrlab's WondrAgents influencer marketing system
Ad Tech

Wondrlab Puts Seven AI Agents Behind Influencer Campaigns In WondrAgents

FeatureCampaigns That Built IndiaAll →
Halftone collage of a detergent carton and a shopping basket on charcoal, for the Surf Lalitaji campaign
Campaigns That Built India

How Surf’s Lalitaji Made Thrift The Smart Woman’s Argument

Surf could not win on price, so it changed what price meant. Lalitaji did not defend the cost. She reframed it as evidence of judgement.

02
Halftone collage of a bar of soap and a falling stream of water on charcoal, for the Liril waterfall campaign

How Liril’s Waterfall Changed What Indian Advertising Could Show

03
Halftone collage of an ornate chandelier of bare bulbs glowing in darkness, marking the Happydent Palace commercial

How Happydent's Palace Lit a Kingdom With Teeth

04
Halftone collage of a chilled glass soft-drink bottle beaded with condensation, marking the Thanda Matlab Coca-Cola campaign

How Thanda Matlab Coca-Cola Annexed a Hindi Word

05
Halftone collage of two pairs of hands overlapping on a shared umbrella handle, marking SBI Life's Main Se Hum campaign

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

06
Halftone collage of an empty window seat looking out over clouds, marking MakeMyTrip's Dil Toh Roaming Hai campaign

How MakeMyTrip's Dil Toh Roaming Hai Sold the Wish Before the Ticket

07
Halftone collage of bridal bangles and a child's hand, marking Tanishq's 2013 remarriage wedding film

How Tanishq's Remarriage Film Changed What an Indian Bride Could Look Like

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FeatureBrand ComebacksAll →
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

Indians once distrusted branded gold. How Tanishq turned the category's deepest objection, purity, into its promise and became the trusted default.

A halftone bowl of steaming noodles beside a green tick on a red ground
Brand Comebacks

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Children drinking orange squash beside a jug, glasses and orange slices under a sunburst
Brand Comebacks

Rasna: A Childhood Summer Brand Fights to Stay Relevant

A halftone moped beside gears and a lightning bolt on a pale green ground
Brand Comebacks

Kinetic Luna: From Middle-Class Icon to Electric Comeback

Tata Sierra: The Return of an Iconic SUV Nameplate

BSA: A British-Indian Motorcycle Heritage Returns

Yezdi: The Nostalgia-Led Motorcycle Revival

Jawa: How a Legendary Motorcycle Brand Came Back

Tribe TicksAll →
Halftone collage of an empty pedestal in deep negative space, for why brands stopped making mascots
Tribe Ticks

Why Indian Advertising Stopped Making Mascots

Halftone collage of a building seen through a torn hole in paper, for the rise of in-house agencies
Tribe Ticks

The Rise Of The In-House Agency In India

Halftone collage of many small screens scattered across the frame, each a different shape, for vernacular OTT
Tribe Ticks

How Vernacular OTT Built A New Mass Audience

Halftone collage of a hand and a phone at enormous scale running off the frame, for what UPI did to advertising
Tribe Ticks

What UPI Did To Indian Advertising

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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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