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✦Radhika Ghai And The Long Tail Of Indian Retail✦Ad Fraud And Synthetic Traffic✦Why Great Agencies Can Become Bad Places To Work✦EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy✦Concept PR Picks Up The Communications Mandate For Cityflo✦Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival✦Vikrant Malik Joins Logitech As Marketing Head For India✦Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar✦Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox✦Olyv Appoints Ravi Sharma As Chief Financial Officer✦Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels✦Myntra Is Paying Creators Three Times The Usual Rate This Festive Season✦Radhika Ghai And The Long Tail Of Indian Retail✦Ad Fraud And Synthetic Traffic✦Why Great Agencies Can Become Bad Places To Work✦EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy✦Concept PR Picks Up The Communications Mandate For Cityflo✦Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival✦Vikrant Malik Joins Logitech As Marketing Head For India✦Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar✦Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox✦Olyv Appoints Ravi Sharma As Chief Financial Officer✦Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels✦Myntra Is Paying Creators Three Times The Usual Rate This Festive Season

Ad Tribe — daily news on India’s advertising industry

Watercolour and ink portrait of Radhika Ghai, co-founder of ShopClues and founder of Kindlife
Brand Builders

Radhika Ghai And The Long Tail Of Indian Retail

While everyone else fought over the metros, one marketplace was quietly serving the towns nobody was advertising to.

A flat vector character checking a crowd of identical figures with a magnifying glass
The Ai Shift

Ad Fraud And Synthetic Traffic

A polished trophy-like shape casting a shadow far larger and rougher than itself
Work Life

Why Great Agencies Can Become Bad Places To Work

The Latest
Brands

EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy

News

Concept PR Picks Up The Communications Mandate For Cityflo

Brands

Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival

People

Vikrant Malik Joins Logitech As Marketing Head For India

Campaigns

Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar

Ad Tech

Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox

People

Olyv Appoints Ravi Sharma As Chief Financial Officer

Campaigns

Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels

PeopleAll →
Vikrant Malik, joining Logitech as marketing head for India

Vikrant Malik Joins Logitech As Marketing Head For India

Ravi Sharma, appointed chief financial officer at the digital lending platform Olyv

Olyv Appoints Ravi Sharma As Chief Financial Officer

Krishnan V V, appointed managing director for India and South Asia at Check Point Software

Check Point Appoints Krishnan V V Managing Director For India And South Asia

Saurabh Jain, joining SquadStack as head of finance and legal

SquadStack Names Saurabh Jain Head Of Finance And Legal

Akashdeep Baruah, communications lead at the Startup Policy Forum

Startup Policy Forum Appoints Akashdeep Baruah As Communications Lead

Abhishek Shetty, regional director and head of product marketing at Grab

Abhishek Shetty Joins Grab As Regional Director And Head Of Product Marketing

FeatureWork LifeAll →
A polished trophy-like shape casting a shadow far larger and rougher than itself
Work Life

Why Great Agencies Can Become Bad Places To Work

The awards shelf and the attrition sheet often describe the same eighteen months.

The Lost Art Of Sitting Beside A Senior Creative

Nobody decided to end apprenticeship. The calendar ended it, one meeting at a time.

The Salary Conversation Nobody Has In Creative Agencies

The market rate is public. Inside the building, it is the one subject with no meeting.

From Copywriter To Creator: The New Creative Skill Stack

The writing is still the job. It is now about half of what the job asks for.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Radhika Ghai, co-founder of ShopClues and founder of Kindlife
Brand Builders

Radhika Ghai And The Long Tail Of Indian Retail

While everyone else fought over the metros, one marketplace was quietly serving the towns nobody was advertising to.

02
Watercolour and ink portrait of Arjun Vaidya, founder of Dr Vaidya New Age Ayurveda

Arjun Vaidya, Who Modernised A Family Inheritance

03
Watercolour and ink portrait of Suchita Salwan, founder of Little Black Book

Suchita Salwan, Who Turned A City Into A Product

04
Watercolour and ink portrait of Ananth Narayanan, founder of Mensa Brands

Ananth Narayanan, Who Buys Brands Instead Of Building Them

05
Watercolour and ink portrait of Kaushik Mukherjee, co-founder of SUGAR Cosmetics

Kaushik Mukherjee, The Operator Behind SUGAR

06
Watercolour and ink portrait of Vineeta Singh, co-founder of SUGAR Cosmetics

Vineeta Singh, Who Built For The Indian Commute

07
Watercolour and ink portrait of Bhavish Aggarwal, founder of Ola and Ola Electric

Bhavish Aggarwal, Who Kept Changing The Category

CampaignsAll →
Amitabh Bachchan beside the Kapiva Dia Free Juice bottle in the Kaun Banega Crorepati 18 partnership visual
Campaigns

Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar

Twelve weeks of questions about diabetes, inside the format India already watches for questions.

A Mumbai local train fully wrapped in Goldmedal Electricals branding at a suburban platform
Campaigns

Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels

Biswa Kalyan Rath holding a box of soan papdi in Cashfree's Mithai Joint Family film
Campaigns

Cashfree Uses Soan Papdi To Ask Why Merchants Settle For The Default

A mother greeting her son as he carries home a paper takeaway bag, from Vitalife's Swaad Swaad Mein Sehat film
Campaigns

Vitalife Picks A Fight With Modern Chaos, Not With Another Oil

Jenika Ventures Takes Its Hiring Pitch To Radio

Flipkart Found Its Big Billion Days Media Plan On A Kolkata Bus Route

SPARSH Hospitals Asks Bengaluru To Stop Honking With "Horn Don't Maadi" For World Heart Day

King Koil Signs Janhvi Kapoor And Becomes King Koil Mattress Co. With "Nothing, But King Koil"

FeatureSocial-FirstAll →
A halftone handshake fragmented and reassembled against bold cut-paper geometric blocks, on a saturated forest green ground
Social First

Why B2B Brands Are Finally Getting Social Right

A halftone figure standing on a cut-paper platform that is visibly being pulled out from under them, on a saturated coral ground
Social First

What Happens To A Brand When The Algorithm Changes

A halftone photograph being pulled in two directions by opposing cut-paper arrows, on a saturated cobalt ground
Social First

The Rights Problem Hiding In Every UGC Campaign

A halftone conveyor belt carrying identical small squares off the edge of the frame, on a saturated mustard ground
Social First

The Real Cost Of Always-On Social Content

Nobody decided to post daily. It accumulated, and now the calendar is the strategy.

Why Nano Influencers Outperform Their Follower Count

How Brands Decide Which Language To Post In

Is Social Commerce Actually Working In India?

Why Employees Are Becoming A Brand’s Most Credible Creators

BrandsAll →
The EVERQ and Puresta brand lockup, for the launch of the So Dermatic microdrama series
Brands

EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy

Not a campaign about products. A sitcom set in a dermatology clinic.

02
A Formula 4 car on track in front of Nayara Energy trackside branding at the Indian Racing Festival

Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival

03
Tamannaah Bhatia holding the Joy Honey and Almonds body lotion, in the brand's new campaign visual

Joy Personal Care Signs Tamannaah Bhatia For Its Lotions And Creams

04
The AIFF crest with the IWL and IWL 2 lockups and the Capri Sports logo

Capri Sports Takes The Indian Women's League Commercial Rights For 15 Years

05
The new Himani Best Choice refined soyabean oil pouch and bottle with the refreshed logo

Himani Best Choice Refreshes Its Packs And Sets A ₹15,000 Crore Target

06
The JSW Greentech and AMPSTAR powered by JSW brand lockup

JSW Greentech Launches AMPSTAR, Its Electric Trucks And Buses Brand, Built With Interbrand

07
Aditi Rao Hydari in a black polka-dot tiered gown beside the Vero Moda logo, from the Autumn-Winter 2026 campaign

Vero Moda Makes Aditi Rao Hydari The Face Of Its Autumn-Winter 2026 Campaign

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

Concept PR Picks Up The Communications Mandate For Cityflo

02

Myntra Is Paying Creators Three Times The Usual Rate This Festive Season

03

The Business Case for Entering Awards

04

Nielsen Moves Streaming Content Ratings To Daily Delivery

05

NEC India Will Bring WingArc1st's Data Tools To Indian Enterprises

06

Soaps And Cosmetics Must Now Carry A Veg Or Non-Veg Dot On The Front Of The Pack

07

What Makes a Strong Awards Case Study?

08

Teammate PR Wins The PR Mandate For Groversons Paris Beauty

FeatureCreative RoomAll →
Halftone collage of three viewfinders stacked and overlapping, for how ad film directors are chosen
Creative Room

How Directors Are Chosen For An Ad Film

Halftone collage of a set of weighing scales tipped hard to one side, for how budget shapes creative ideas
Creative Room

How Budget Shapes The Idea Before Anyone Admits It

Halftone collage of a single spotlight beam falling on an empty mark on the floor, for celebrity casting
Creative Room

What Changes When A Celebrity Joins The Campaign

Halftone collage of a trophy repeated in a row, each one smaller than the last, for the follow-up to a hit campaign
Creative Room

What Happens After A Hit Campaign

Nothing is harder to follow than something that worked. The brief writes itself, and it writes the wrong thing.

How One Idea Is Adapted Across Formats And Markets

How Legal Review Changes a Creative Idea

How Storyboards Become Animatics

How Casting Decides What an Idea Feels Like

Ad TechAll →
An envelope and a shopping bag, as halftone cutouts, for Enamor connecting store and online journeys with WebEngage
Ad Tech

Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox

A fingerprint and a magnifying glass, as halftone cutouts, for Taboola's Realize ID identity solution
Ad Tech

Taboola Launches Realize ID To Stitch Together Open Web Identity

A speech bubble and a blank billboard, as halftone cutouts, for Audience Base AI Ads from Digital ShoutOuts Media
Ad Tech

Digital ShoutOuts Media Launches Audience Base AI Ads

A live streamer mid-broadcast with viewer and engagement dashboards, in AnyMind Group's AnyCreator Stream launch visual
Ad Tech

AnyMind Launches AnyCreator Stream In India For Live Streamers

FeatureCampaigns That Built IndiaAll →
Halftone collage of a laundry basket and a wedding ring on charcoal, for Ariel’s Share the Load campaign
Campaigns That Built India

How Ariel’s Share The Load Put A Chore At The Centre Of An Argument

Thirty years after Lalitaji made the housewife the expert on washing, Ariel asked why it was her job at all.

02
Halftone collage of a tanpura and a vintage broadcast microphone on charcoal, for Mile Sur Mera Tumhara

How Mile Sur Mera Tumhara Became The Film India Cannot Agree On

03
Halftone collage of a boxy television set and a pair of horns on charcoal, for the Onida devil campaign

How Onida’s Devil Sold Envy To A Country That Had To Wait

04
Halftone collage of a detergent sachet and a bicycle on charcoal, for the Nirma washing powder story

How Nirma’s Jingle Undercut Surf And Rewrote The Detergent Market

05
Halftone collage of a detergent carton and a shopping basket on charcoal, for the Surf Lalitaji campaign

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

06
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

07
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

FeatureBrand ComebacksAll →
Wooden barrels beside a dark rum bottle in a warm toned collage
Brand Comebacks

Old Monk: The Brand That Stayed Alive Without Advertising

Old Monk stayed culturally alive for decades with almost no advertising. How earned authenticity became a moat the loud new entrants cannot copy.

A collage of a motorcycle, riders in helmets and an open road with arrows
Brand Comebacks

Royal Enfield: From Fading Motorcycle Brand to Global Cult

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

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

Rasna: A Childhood Summer Brand Fights to Stay Relevant

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

Tribe TicksAll →
Halftone collage of a billboard frame pushed hard into one corner of the frame, for how outdoor advertising survived
Tribe Ticks

How Outdoor Advertising Survived The Digital Decade

Halftone collage of a television set repeated at diminishing sizes along a diagonal band, for where TV money went
Tribe Ticks

Where Television’s Advertising Money Actually Went

Halftone collage of three megaphones stacked and overlapping, for brands built without advertising
Tribe Ticks

Why Some Of India’s Biggest Brands Were Built Without Advertising

Halftone collage of a magnifying glass at extreme close crop, for influencer regulation in India
Tribe Ticks

How Influencer Regulation Changed The Advertising Business

Most Read
01

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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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