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✦Flutrr Stops Choosing Between Dating And Matrimony✦T.S. Kalyanaraman, Who Bought Trust With a Face✦Kranti Cookbook Asks Whether Indian Food Was Ever Freed✦Godawan Spends Eight Months And 5,200 Ceramics On One Bird✦AJIO Signs Ahaan Panday For A Festival That Will Not End✦The Small Behaviours That Decide Whether People Stay Or Leave✦Paul John Repacks The Whisky And Leaves It Alone✦DoubleVerify Starts Measuring What ChatGPT Ads Do✦NOICE Doubles Its Makers And Adds A Credit Line✦Skyscanner Buys The Title On JioStar’s Prediction Game✦Snabbit Hands Ramesh Srinivasan Growth And Revenue✦ixigo Hands Subhadeep Chakraborty All Of Growth✦Flutrr Stops Choosing Between Dating And Matrimony✦T.S. Kalyanaraman, Who Bought Trust With a Face✦Kranti Cookbook Asks Whether Indian Food Was Ever Freed✦Godawan Spends Eight Months And 5,200 Ceramics On One Bird✦AJIO Signs Ahaan Panday For A Festival That Will Not End✦The Small Behaviours That Decide Whether People Stay Or Leave✦Paul John Repacks The Whisky And Leaves It Alone✦DoubleVerify Starts Measuring What ChatGPT Ads Do✦NOICE Doubles Its Makers And Adds A Credit Line✦Skyscanner Buys The Title On JioStar’s Prediction Game✦Snabbit Hands Ramesh Srinivasan Growth And Revenue✦ixigo Hands Subhadeep Chakraborty All Of Growth

Ad Tribe — daily news on India’s advertising industry

A blank smartphone beside a marigold garland, as halftone cutouts, for flutrr repositioning as The Love Marriage App
Brands

Flutrr Stops Choosing Between Dating And Matrimony

One category assumes nothing. The other assumes a wedding. This is the gap between them.

Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers
Brand Builders

T.S. Kalyanaraman, Who Bought Trust With a Face

The Kranti Cookbook title card on a deep green ground, from the Two Brothers India Farms campaign film
Campaigns

Kranti Cookbook Asks Whether Indian Food Was Ever Freed

The Latest
Campaigns

Godawan Spends Eight Months And 5,200 Ceramics On One Bird

Campaigns

AJIO Signs Ahaan Panday For A Festival That Will Not End

Work Life

The Small Behaviours That Decide Whether People Stay Or Leave

Brands

Paul John Repacks The Whisky And Leaves It Alone

Ad Tech

DoubleVerify Starts Measuring What ChatGPT Ads Do

Brands

NOICE Doubles Its Makers And Adds A Credit Line

Brands

Skyscanner Buys The Title On JioStar’s Prediction Game

People

Snabbit Hands Ramesh Srinivasan Growth And Revenue

PeopleAll →
Ramesh Srinivasan, appointed head of growth and revenue at the home services platform Snabbit

Snabbit Hands Ramesh Srinivasan Growth And Revenue

Subhadeep Chakraborty, promoted to head of growth across acquisition and engagement at the travel platform ixigo

ixigo Hands Subhadeep Chakraborty All Of Growth

Mohit Cherian, elevated to vice president of customer marketing at Diageo India after leading its White Spirits portfolio

Diageo India Puts Mohit Cherian Over Customer Marketing

Vinay Kumar, appointed senior manager for PR and communications at Steelbird Hi-Tech India

Steelbird Brings Its PR In House With Vinay Kumar

Aditya Sunilkumar, joining Meta as a creative director in Mumbai from Havas India

Aditya Sunilkumar Moves From Havas India To Meta

Karan Arora, appointed director of marketing and PR at Volvo Auto India after six years at Audi India

Karan Arora Takes Volvo Auto India’s Marketing And PR

FeatureWork LifeAll →
A silhouette walking away while small cut-paper squares fall behind it in olive and ochre
Work Life

The Small Behaviours That Decide Whether People Stay Or Leave

Exit interviews record the salary. They almost never record the actual reason.

What Does Success In Advertising Actually Look Like?

Almost everyone wants the title. Almost nobody wants it as the point of the career.

Is AI Removing The Apprenticeship Layer Of Creative Work?

The tasks nobody wanted to do were the ones that taught you the job.

Why Good People Leave Advertising

They do not leave because it got hard. They leave because it stopped being the job they joined.

FeatureBrand BuildersAll →
Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers
Brand Builders

T.S. Kalyanaraman, Who Bought Trust With a Face

In jewellery the purchase is rare, expensive and anxious. A familiar face is not vanity. It is collateral.

02
Watercolour and ink portrait of Sridhar Vembu, founder of Zoho Corporation

Sridhar Vembu, Who Made Refusal the Positioning

03
Watercolour and ink portrait of R.G. Chandramogan, chairman of Hatsun Agro Product

R.G. Chandramogan, Who Started With Ice Candy

04
Watercolour and ink portrait of C.K. Ranganathan, founder of CavinKare

C.K. Ranganathan, Who Scaled an Idea He Did Not Invent

05
Watercolour and ink portrait of Swapnil Jain, co-founder of Ather Energy

Swapnil Jain And The Engineering Behind Ather

06
Watercolour and ink portrait of Tarun Mehta, co-founder of Ather Energy

Tarun Mehta, Who Sold The Ride Before The Battery

07
Watercolour and ink portrait of Radhika Ghai, co-founder of ShopClues and founder of Kindlife

Radhika Ghai And The Long Tail Of Indian Retail

CampaignsAll →
The Kranti Cookbook title card on a deep green ground, from the Two Brothers India Farms campaign film
Campaigns

Kranti Cookbook Asks Whether Indian Food Was Ever Freed

India got its freedom. The campaign asks a harder question about the kitchen.

A ceramic bird in Jaipur Blue Pottery being shaped by two hands, a frame from The Godawan stop motion film
Campaigns

Godawan Spends Eight Months And 5,200 Ceramics On One Bird

Ahaan Panday, named the new brand face of AJIO and fronting its Festival Is Festivalling campaign
Campaigns

AJIO Signs Ahaan Panday For A Festival That Will Not End

A phone held up to a festive skyline with an Instagram feed open on it, the scroll device from the Crocs Feel It All film
Campaigns

Crocs Puts KL Rahul Inside His Own Feed

Amazon Puts The ‘Great’ Back In The Great Khali

mCaffeine Sends An FIR Interrogation To Goa

Schneider Electric Makes A Festive Campaign About A Switch

Interio Makes The Case For Steel By Filling The Kitchen

FeatureSocial-FirstAll →
Three price tags descend in a line towards a torn halftone portrait of a man on a coral ground
Social First

The Festive Creator Rate Card

A large blank disclosure tag beside a torn halftone portrait of a woman on a flat yellow ground
Social First

What ASCI's AI Labelling Rules Mean For Creator Posts

A halftone face fragment cut and offset beside a bold graphic megaphone on a flat orange ground
Social First

What A Brand Owes A Creator After The Campaign Ends

A play button lands across the corner of a torn halftone portrait on a flat magenta ground
Social First

Live Shopping Is Finally Working, Quietly

It did not arrive the way anybody predicted, which is why most brands missed that it arrived.

The Real Cost Of Always-On Social Content

Why B2B Brands Are Finally Getting Social Right

What Happens To A Brand When The Algorithm Changes

The Rights Problem Hiding In Every UGC Campaign

BrandsAll →
A blank smartphone beside a marigold garland, as halftone cutouts, for flutrr repositioning as The Love Marriage App
Brands

Flutrr Stops Choosing Between Dating And Matrimony

One category assumes nothing. The other assumes a wedding. This is the gap between them.

02
A whisky bottle and a carved elephant figure, as halftone cutouts, for the Paul John brand identity refresh

Paul John Repacks The Whisky And Leaves It Alone

03
A sealed jar and a stack of coins, as halftone cutouts, for NOICE doubling its food entrepreneur partner base

NOICE Doubles Its Makers And Adds A Credit Line

04
A boarding pass and a cricket ball, as halftone cutouts, for Skyscanner sponsoring JioStar’s Jeeto Dhan Dhana Dhan

Skyscanner Buys The Title On JioStar’s Prediction Game

05
A wristwatch and a clapperboard, as halftone cutouts, for Emporio Armani naming Farhan Akhtar its watches ambassador

Emporio Armani Watches Signs Farhan Akhtar For India

06
A takeaway coffee cup beside a faceted gemstone, as halftone cutouts, for the Third Wave Coffee and CaratLane collaboration

Third Wave Coffee And CaratLane Agree On A Colour

07
An umbrella and a simple calendar page, as halftone cutouts, for the ICICI Life Insurance rebrand

ICICI Life Insurance Drops Prudential And Picks A Tagline

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

91.6% of consumers to maintain or increase festive spending, reports BigCity Promotions.

02

CBC Gives 90 Channels Until 21 October To File Papers

03

Musk Will Rename SpaceXAI To SpaceXSI

04

Apple Removes Bitchat From The India App Store

05

Maars Communicates Keeps The Animeta PR Mandate

06

ADFEST Unveils A New Logo, Designed By Santosh Padhi

07

Apple Pay Launches In India With Axis Bank Cards

08

Clarity Communication And Virtual Pebbles Tie Up On PR And Digital

FeatureCreative RoomAll →
A tall blank phone and a wide letterbox landscape card set at right angles on a black ground
Creative Room

How The Vertical Frame Became The Default

A tilted photograph of an empty boardroom beside one small sealed envelope on a black ground
Creative Room

How An Agency Decides Not To Pitch

A single rolled document stands the full height of the frame with torn tape radiating behind it
Creative Room

What A Treatment Looks Like When There Is No Shoot

A ring light cropped by the corner of the frame with torn teal and coral fragments drifting away
Creative Room

How Teams Work With Creators They Did Not Cast

The campaign was written for a film. The list it has to run on was bought separately.

Who Decides The Final Cut

What Happens After A Hit Campaign

How Directors Are Chosen For An Ad Film

How Budget Shapes The Idea Before Anyone Admits It

Ad TechAll →
A measuring tape and a speech bubble, as halftone cutouts, for DoubleVerify bringing ChatGPT Ads into attribution
Ad Tech

DoubleVerify Starts Measuring What ChatGPT Ads Do

A bundle of cables feeding one socket, as halftone cutouts, for the Airtel IQ Gateway launch
Ad Tech

Airtel Business Puts Every Message Channel In One Gate

A strip of film cut into short pieces beside a play triangle, as halftone cutouts, for ZEE5 Clips
Ad Tech

ZEE5 Turns Its Back Catalogue Into A Swipe Feed

A server rack and a stamped compliance seal, as halftone cutouts, for Claude running inference inside India
Ad Tech

Claude Starts Running Inference Inside India

FeatureCampaigns That Built IndiaAll →
Halftone collage of a salt packet and a pair of scales on charcoal, for Tata Salt’s Desh Ka Namak positioning
Campaigns That Built India

How Tata Salt’s Desh Ka Namak Turned A Commodity Into A Claim

Salt is the hardest thing in a shop to differentiate. Tata stopped trying to and argued about the country instead.

02
Halftone collage of a paper kite and a pair of spectacles on charcoal, for Google’s Reunion film

How Google’s Reunion Made A Search Box Feel Like A Border Crossing

03
Halftone collage of a laundry basket and a wedding ring on charcoal, for Ariel’s Share the Load campaign

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

04
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

05
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

06
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

07
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

FeatureBrand ComebacksAll →
A collage of a vintage wooden television set beside a modern flat screen on a magenta ground
Brand Comebacks

BPL: Reviving a Legacy Electronics Brand in a New Market

BPL was a 1990s electronics champion before global brands took over. Why reviving a legacy tech name is one of the hardest comebacks of all.

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

Old Monk: The Brand That Stayed Alive Without Advertising

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

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

Tribe TicksAll →
A supermarket shelf edge runs the full width of a teal frame like a horizon with empty space above
Tribe Ticks

What Retail Media Did To The Indian Media Plan

A resistance band coiled beside a delivery bag as halftone cutouts on a flat warm orange ground
Tribe Ticks

Ten-Minute Delivery Changed What Fitness Brands Can Sell

A string of festival lights swags across the top of a coral frame above open empty space
Tribe Ticks

How Festive Advertising Budgets Actually Get Spent

A halftone photographic cutout of a stadium floodlight with a thick white sticker border on an amber ground
Tribe Ticks

Why Indian Brands Still Buy Cricket

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