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Halftone collage of friends sharing a pair of earphones, marking Airtel's Jo Mera Hai Wo Tera Hai campaign

How Airtel's Jo Mera Hai Wo Tera Hai Turned Sharing Into a Friendship Anthem

In August 2012, Airtel took the most ordinary thing about friendship, the way friends share everything without keeping count, and turned it into a song that sold the internet.

Social First

The Creator Brief: What Brands Get Wrong Before the Content Is Made

Tanu Sinha, Head of Design, India at Unilever

People

Tanu Sinha Joins Unilever As Head Of Design, India

The Latest

People

Tanu Sinha Joins Unilever As Head Of Design, India

Aabha Bakaya, Additional Independent Director at Jindal Steel

Aabha Bakaya Appointed Additional Independent Director at Jindal Steel

Caloy Sambrano, Managing Director for APAC at Greenpark

Caloy Sambrano Named Managing Director, APAC At Greenpark

Milinda Weerasinghe, Chief Marketing Officer at Sampath Bank

Milinda Weerasinghe Joins Sampath Bank As CMO

Vishal Srivastava, Business Head at NDTV International

Vishal Srivastava Named Business Head At NDTV International

Binit Kumar, Head of Marketing, Health Supplements at Dabur India

Dabur India Elevates Binit Kumar As Head Of Marketing, Health Supplements

FeatureBrand BuildersAll →

Brand Builders

Narayana Murthy, the Man Who Built Trust as a Brand

Narayana Murthy built Infosys's brand through transparency and governance rather than advertising. How trust became the product itself.

Bhaskar Bhat, the Man Who Scaled Titan After Its Founder

Xerxes Desai, the Man Who Waited a Decade to Build Titan

Ajoy Chawla, the Man Who Learned Every Brand Titan Owns

Bharat Puri, the Executive Who Built Brands in Three Categories

Madhukar Parekh, the Man Behind Fevicol's Household Name

Rahul daCunha, Keeper of Amul's Sixty-Year Voice

CampaignsAll →

Saranya Ponvannan and Sruthi Hariharan in Licious's Tharam Adhu Nirantharam campaign film

Campaigns

Licious Puts The Spotlight On Fish Quality In New Chennai Campaign

Licious has launched a Chennai-focused campaign featuring actors Saranya Ponvannan and Sruthi Hariharan, built around a homemaker's search for consistently fresh, well-cut fish.

Campaigns

Go Colors Names Shraddha Kapoor As Its First-Ever Brand Ambassador

A family of business owners and their accountant in an everyday home setting, representing the DBS IDEAL business banking campaign

Campaigns

DBS Bank India Turns Business Banking Into Everyday Family Stories

Vaani Kapoor in FatakPay's Financial Super App campaign film, Poore India ko Yahan Milega Loan

Campaigns

FatakPay Signs Vaani Kapoor as It Repositions Into a Financial Super App

Stayfree Launches Zero Tension, Double Protection With Kiara Advani

Roku Turns Its Screensaver Into a Campaign With See You in Roku

mPokket Signs Naveen Polishetty for a Campaign Built on His Own Rejections

Wipro's Giffy Dishwash Gel Launches a Cinematic New TVC

FeatureSocial-FirstAll →

Social First

How Brands Build a Distinct Voice on Instagram, X, LinkedIn and YouTube

Social First

Why Comment Sections Are the New Focus Groups

Social First

The Difference Between Viral Content and Brand-Building Content

Social First

The Creator Brief: What Brands Get Wrong Before the Content Is Made

Most influencer campaigns fail in a document, not the shoot. What brands get wrong in the creator brief, from copy-paste mandates to control down to the wardrobe.

How Social Listening Turns Into Campaign Ideas

Why Gen Z Can Smell Forced Brand Content Instantly

How Brands Choose the Right Influencers Beyond Follower Count

Why Every Brand Wants to Sound Like a Creator Now

BrandsAll →

Brands

TrucksUp Signs Ajay Devgn as Brand Ambassador for Ab Apni Chalao

TrucksUp has signed Ajay Devgn as brand ambassador for its Ab Apni Chalao campaign, aimed at truck owners, drivers, fleet operators and MSMEs across India's logistics corridors.

Nutrazen Signs Milind Soman as Brand Ambassador

Malabar Gold & Diamonds Signs MS Dhoni as Brand Ambassador

Nehlia Developers Names Randeep Hooda as Brand Ambassador

Illustration of a cricket cap, bat and ball marking BKT's extended Big Bash League partnership

BKT Extends Big Bash League Golden Cap Partnership Through 2028-29

Illustration for Mercedes-Benz India's Indian Padel Tour title partnership

Mercedes-Benz India Becomes Title Partner of the Indian Padel Tour

Illustration for Godrej Bloq's launch and the Pink E-Rickshaw initiative

Godrej Consumer Products Launches Bloq, Backs 500 Pink E-Rickshaws for Women Drivers

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

FeatureIndian Ad LegendsAll →

Indian Ad Legends

The Story of Swati Bhattacharya, the Voice That Changed How India Talks About Women

Indian Ad Legends

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

Indian Ad Legends

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

NewsAll →

Story TV Expands Into South India Across Four Languages

Qantas Expands OMD's Media Remit Across Seven Asian Markets

BBDO India Wins the Integrated Creative Mandate for LT Foods' Daawat

NCDEX Unveils New Identity, Launches NCDEX NIDHI Mutual Fund Platform

Primex Media Services Wins Parul University's Digital PR Mandate

Arena Media India Wins Keo Karpin's Integrated Media Mandate

Niva Bupa's Nimish Agrawal on Why Health Insurance Must Stop Selling Fear

Radico Khaitan Lifts Ad Spend to 6.9% of IMFL Sales as EBITDA Jumps 51%

FeatureCreative RoomAll →

Creative Room

The Life of a Campaign Idea: From Rough Thought to Final Presentation

Creative Room

What Happens in the Room Before a Big Brand Pitch

Creative Room

What Makes an Idea Worth Presenting to a Client

Creative Room

How Creative Leaders Review Work Without Breaking the Idea

Giving creative feedback well is a distinct skill. How the best reviewers protect an idea instead of accidentally killing it.

How Creative Teams Decide Between Safe Ideas and Brave Ideas

Why Good Ideas Get Killed Before They Reach the Client

How Art Directors Shape the Visual Language of a Campaign

How Copywriters Find the Line That Holds a Campaign Together

Ad TechAll →

Line-art illustration of a speech bubble and network marking SuperStuff.ai's Marko launch

Ad Tech

SuperStuff.ai Launches Marko, an AI Tool to Match Companies With Agencies

Line-art illustration of a dashboard and magnifying glass marking HubSpot's Agent Hub launch

Ad Tech

HubSpot Launches Agent Hub and Agent Builder in Public Beta

Line-art illustration of a central hub connected to six nodes, marking Netcore's rebrand to Netcore.ai

Ad Tech

Netcore Rebrands to Netcore.ai, Moves to an Agentic Marketing Platform

Line-art illustration of a speech bubble, open padlock and magnifying glass marking the shared-chat indexing issue

Ad Tech

Shared Claude Chats Containing Sensitive Data Briefly Surfaced on Google

FeatureCampaigns That Built IndiaAll →

Campaigns That Built India

How Airtel's Jo Mera Hai Wo Tera Hai Turned Sharing Into a Friendship Anthem

In August 2012, Airtel took the most ordinary thing about friendship, the way friends share everything without keeping count, and turned it into a song that sold the internet.