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Creative Room

How Pressure Shapes Better Campaign Thinking

Many creatives describe their proudest work as the project made under brutal time pressure. Here is why that happens.

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The Ai Shift

The Energy Bill Behind An AI-Generated Campaign

Brand Builders

Kunal Shah, Who Made Exclusivity the Product

The Latest

The Ai Shift

Marc Dicko Takes L'Oréal's Digital And Marketing Brief Across 35 Markets

Rakesh Bhookya, head of growth at Way2News, photographed against a flat mint green background

Rakesh Bhookya Joins Way2News As Head Of Growth

Members of the EHL Group leadership outside the institution's campus in Lausanne

EHL Group Hands Achim Schmitt The Chief Executive Job

Amit Goel, head of operations for Walkway at Metro Brands, photographed against a flat butter yellow background

Amit Goel Joins Metro Brands To Run Walkway Operations

Vikrant Mudaliar, co-founder of Cruise Money, photographed against a flat slate blue background

Vikrant Mudaliar Leaves Dream Sports To Co-Found Cruise Money

Rohan Chincholi, chief client and AI officer at Havas Media Network India

Havas Media Puts AI Next To The Client, Not In A Silo

FeatureWork LifeAll →

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Work Life

Is Becoming A Creative Director Still The Dream?

They still want to be senior. They are much less sure they want to run a department to get there.

The First 100 Days In An Advertising Agency

Nobody hands you the map. The first hundred days are mostly spent working out who actually decides things.

Is Advertising Addicted To Urgency?

Some deadlines come from the client. A surprising number come from the agency, and nobody can quite remember who set them.

Nobody Has Built The Agency Young Talent Actually Wants

Most agencies are still built for a workforce that no longer exists. What talent is actually asking for now looks less like a perk list and more like a genuine redesign.

FeatureBrand BuildersAll →

Brand Builders

Kunal Shah, Who Made Exclusivity the Product

A payments app that turns customers away, marketed with some of the most expensive airtime in the country. Both halves are the strategy.

Nikhil Kamath, the Other Half of the Zerodha Argument

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

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

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

CampaignsAll →

Campaigns

Vi Moves Its Dot And Puts Shah Rukh Khan Behind The Change

The particle is now a sphere and it has moved to the top. The telco is calling that the first line of a much longer sentence.

The lead character holding a jar of Zandu Balm in a neon-lit room, in a frame from the Undo With Zandu film

Campaigns

Zandu Balm Decides That Peeda Is Not Only Physical

MS Dhoni talking to a young rider in a Gulf workshop, in a frame from the Kuch Behad Kar film

Campaigns

Gulf Pride Tells Riders That Ambition Is Not Measured In CC

The MARS x Giani’s branded canter in Delhi, and the MARS car carrying the MARSIE mascot on its roof in Mumbai

Campaigns

MARS Cosmetics Takes Its Mascot Out In A Mumbai Cab

Odonil Makes Seven Films Instead Of Dubbing One

Tata Motors Turns What Everyone Already Says Into A Brand

Kissht Gives Sachin Tendulkar The Hiccups Every Time A Loan Clears

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

FeatureSocial-FirstAll →

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Social First

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

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Social First

How Internet Culture Is Changing Festive Advertising in India

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Social First

The New Role of Copywriters in Meme and Creator Campaigns

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Social First

Why Authenticity Is the Hardest Metric in Social-First Advertising

Authenticity is the quality every brand wants and the one thing nobody can measure. Why it is the hardest metric in social-first advertising, and how to earn it.

How Brands Balance Speed, Approval and Creativity on Social Media

Why Founder-Led Content Is Becoming a Brand Asset

How Social-First Brands Build Trust Through Everyday Content

The Risk of Chasing Trends Without a Brand Strategy

BrandsAll →

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Brands

Quickeee Puts Clothes On A Sixty Minute Clock In Mumbai

Quick commerce has done groceries. Fashion is harder, because the thing being delivered has to fit.

A halftone paper cutout of an ice cream cone and a glass milk bottle, on a flat sky blue background

Reliance Starts An Ice Cream Brand Called Bombay Creamery

Ranveer Singh Becomes The Face Of Pune Developer Jhamtani

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InsuranceDekho And RenewBuy Merge Into One Distribution Platform

Ricky Ponting, ambassador investor at Century Cricket, in a white open-collar shirt

Ricky Ponting Buys Into The Company He Is Fronting

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Eveready Turns Zepto Deliveries Into Battery Collection

A halftone paper cutout of a cricket jersey and a cricket bat on a flat coloured background

KragBuzz Sports Dresses Three UP T20 League Sides

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Ad world news, campaigns and moves, a few times a week. No noise.

FeatureIndian Ad LegendsAll →

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

Read the story of Mohammed Khan, the elegant adman who learned his craft in 1960s London and went on to help found Rediffusion, run Contract and build Enterprise, shaping brands from NECC to Lakme.

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

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

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 →

upGrad Buys Unacademy At Six Per Cent Of Its Peak

JioHotstar Opens In The UK, Canada And Singapore

PR Professionals Takes The Spark Minda Communications Brief

Adfactors PR Buys Into WLDD And Its Creator Machine

Emparraa Picks Up Café Demis As It Leaves Mangaluru

Godrej Consumer Products Hands WPP Media Seven More Markets

Hashtag Orange Wins SafeTree, A Category India Does Not Have Yet

iCubesWire Takes The Global Media Mandate For Wozoyo

FeatureCreative RoomAll →

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Creative Room

Where Rejected Ideas Go and Why They Still Matter

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Creative Room

How Editors Find the Strongest Story Inside an Ad Film

A collage of a vintage film camera and a clapperboard on a slate blue ground

Creative Room

How Production Teams Turn Scripts Into Shootable Films

Creative Room

How Pressure Shapes Better Campaign Thinking

Many creatives describe their proudest work as the project made under brutal time pressure. Here is why that happens.

How Scripts Are Shaped Before an Ad Film Shoot

How AI Tools Are Changing the Creative Process

How Advertising Teams Use Research Without Killing Creativity

How Designers, Writers, and Strategists Build One Idea Together

Ad TechAll →

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Ad Tech

Reddit Will Only Charge When A Video Is Watched For 15 Seconds

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Ad Tech

The FTC Says Amazon Quietly Raised The Floor On Ad Auctions

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Ad Tech

YouTube Puts Amazon Products Into Its Affiliate Programme

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Ad Tech

X Gives Away API Credits To Get Grok Bot Connected

FeatureCampaigns That Built IndiaAll →

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

Campaigns That Built India

How Happydent's Palace Lit a Kingdom With Teeth

The client asked for the international commercial: a girl on a date with a whiter smile. What McCann and Ram Madhvani delivered was a palace lit by human beings with gleaming teeth.