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A graphite pencil portrait of Prasoon Joshi, the poet who gave brands their voice

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.

Halftone collage of a red pen resting on a heavily marked page, for how legal review changes creative work

Creative Room

How Legal Review Changes a Creative Idea

A flat vector character looking up at a large answer panel with a small amber advertisement card wedged between its lines

The Ai Shift

What Advertising Inside AI Assistants Will Actually Look Like

The Latest

Brand Builders

Mayank Kumar Joins IndiGo As Head Of Content And Creative

Jayadeep Reddy, appointed national head of digital platforms and consumer AI at Bajaj Finserv after six years in its health business

Jayadeep Reddy Named National Head Of Digital Platforms And Consumer AI At Bajaj Finserv

Hema V R, taking an expanded mandate as chief channel officer across Zee Marathi, Marathi ZEE5, Zee Talkies and Zee Yuva

Hema V R Takes Charge Of Zee's Whole Marathi Entertainment Business

Bibi Hilton Named UK Chair Of Brand Impact At FleishmanHillard

Abhik Banerjee, joining Wavemaker India to lead its West region after serving as chief operating officer at Madison Media

Abhik Banerjee Joins Wavemaker India To Lead The West Region

Devanshi Shah Named Head Of Marketing At Beyond Snack

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 →

Brand Builders

Ghazal Alagh, Who Built the Product Behind the Promise

A promise about ingredients is only as good as the formulation behind it. That half of Mamaearth has a different author.

Varun Alagh, Who Turned a Parenting Problem Into Mamaearth

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

Sameer Mehta, the Quieter Half of boAt

Aman Gupta, Who Made the Founder the Advertisement

Kunal Shah, Who Made Exclusivity the Product

Nikhil Kamath, the Other Half of the Zerodha Argument

CampaignsAll →

A frame from the Complan film India Ka Complan Boy featuring cricketer Vaibhav Sooryavanshi, who debuted for India at fifteen

Campaigns

Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy

The Complan Boy was always a character. Zydus Wellness has replaced him with a fifteen-year-old who broke Sachin Tendulkar's record.

Campaigns

Nestasia Turns A Guest Checking The Bottom Of A Bowl Into A Compliment

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

Campaigns

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

YiPPee Puts 25 Young Players Across The Board From Magnus Carlsen

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

FeatureSocial-FirstAll →

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?

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

Social First

How Brands Decide Which Language To Post In

Most brands treat language as a distribution question. It is a positioning question, and translating the English post is the wrong answer.

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

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

BrandsAll →

Halftone paper cutout of a burger and a map pin, marking Burger King opening its 600th India restaurant in GTB Nagar, Delhi

Brands

Burger King Opens Its 600th India Restaurant In The City Where It Started

Twelve years, six hundred restaurants, and a milestone opening a short drive from the first one.

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

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

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

Hyundai Motor India Signs Para Archer Sheetal Devi As Brand Ambassador

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

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

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

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FeatureIndian Ad LegendsAll →

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.