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ZEE5 Appoints Prince Mishra As Senior Vice President, Creative

Abhishek Pathak, elevated to chief content officer at Tata Play after 15 years with the company

Tata Play Elevates Abhishek Pathak To Chief Content Officer

Himani Angira Sharma, joining WPP Media as VP, engagement lead (West) to lead its connected TV business

Himani Angira Sharma Joins WPP Media To Lead CTV Business

Jasleen Kaur G, elevated to head of marketing at Bata India from head of category marketing and PR

Bata India Elevates Jasleen Kaur G To Head Of Marketing

Nitin Malik, elevated to deputy general manager, marketing at Reliance Digital

Reliance Digital Elevates Nitin Malik To DGM, Marketing

Saurav Bhattacharjee, joining Greenply Samet as chief marketing officer from Orient Electric

Greenply | Samet Appoints Saurav Bhattacharjee As CMO

FeatureWork LifeAll →

Work Life

Why Juniors Need Context, Not Just Corrections

The logo gets bigger, the line gets rewritten, the slide gets cut. Nobody says why, and the junior builds a theory.

Can Advertising Give Gen Z Purpose Without Pretending?

Agencies sell purpose to brands for a living. Their own juniors are the hardest audience for it.

Why Some Senior Talent Chooses Smaller Agencies

They leave the bigger title and the bigger budget, and say they got their job back. The trade is not as simple as it sounds.

How Platform-Native Thinking Is Changing Creative Reviews

The feed now has a seat at the review table. The question is who in the room gets to speak for it.

Watercolour and ink portrait of Dr Prathap C. Reddy, founder chairman of Apollo Hospitals

Brand Builders

Prathap Reddy, Who Made a Hospital Something You Choose

The hardest brand shift is not persuading people to prefer you. It is teaching them that they get to choose.

Watercolour and ink portrait of Ramoji Rao, founder of the Eenadu group

Ramoji Rao, Who Built an Audience Before a Market

Watercolour and ink portrait of Kiran Mazumdar-Shaw, founder of Biocon

Kiran Mazumdar-Shaw, Whose Customer Was Never the Public

Watercolour and ink portrait of Kochouseph Chittilappilly, founder of V-Guard Industries

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

Watercolour and ink portrait of Girish Mathrubootham, founder of Freshworks

Girish Mathrubootham, Who Marketed Software Like a Product

Watercolour and ink portrait of P.C. Musthafa, founder of iD Fresh Food

P.C. Musthafa, Who Branded Something Nobody Branded

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

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

CampaignsAll →

iThrive's Diwali Campaign Asks Families To Add Health To Festive Preparations

A son notices his father tiring easily and arranges a blood test, in the functional medicine company's 'Diwali ki taiyaari mein, ek zaroori taiyaari aur'.

A boy hugs a golden retriever, from Tata Mutual Fund's SIP Se Units Jodo, Badhte Raho investor education film

Tata Mutual Fund Takes SIP Investor Education To 325 Cinema Screens

A young boy peeks over a table laid with festive food, from Godrej Properties' Khushiyon Ki Chaabi Diwali film

Godrej Properties' Khushiyon Ki Chaabi Diwali Film Celebrates Home

A young woman smiles at her phone in a hostel room, from FRND's Ghar Jaisi Diwali film

FRND's Ghar Jaisi Diwali Is For Those Celebrating Away From Home

Skipper Pipes' Skipper On, Seelan Gone Turns Seepage Into A Home Traveller

Hershey's Kisses Takes Giving Kisses Is Hard To Diwali With An AI Film

Diageo India Names Shruti Haasan Face Of The Singleton Social

Surya Roshni's Ab Roshni Ke Saath Suraksha Bhi Puts Wire Safety In A Family Story

FeatureSocial-FirstAll →

A face split in two and slotted through a pair of interlocking rings, illustrating how one collab post lives on two profiles

Why Brands Love The Instagram Collab Post

A young woman's halftone face peeking out from behind a fanned stack of bold orange cards, on saturated cobalt blue

Why The Carousel Post Came Back

A young woman's face in halftone, cut into an offset strip, beside a bold yellow folder shape on saturated violet

What A Creator's Media Kit Leaves Out

FeatureIndian Ad LegendsAll →

What Creator Exclusivity Really Costs A Brand

A brand that buys a creator's silence about its rivals is buying something expensive. Most contracts price it as an afterthought.

Why Brands Are Building WhatsApp Channels

How Creator Campaigns Actually Get Attributed

What A Creator Manager Actually Takes, And For What

When A Brand Runs Ads From A Creator's Handle

BrandsAll →

Shah Rukh Khan lounges in a red cinema recliner, from Cinépolis India's co-branded promo for his film King

Brands

Cinépolis India And Red Chillies Tie Up For Shah Rukh Khan's King

A co-branded promo has the star introducing FOOVIES, the chain's food platform, across 41 cities ahead of the Christmas release.

NICMAR Unveils New Brand Identity By Landor

A yellow FirstClub Beauty bag on a podium, from the launch of FirstClub's ingredient-filtered beauty and personal care range

FirstClub Enters Beauty And Personal Care, Bans 100+ Ingredients

Arjun Kapoor raises his wrist to show an orange watch, as London Fog Watches names him its face and co-creative director

London Fog Watches Signs Arjun Kapoor As Face And Co-Creative Director

Two models in John Jacobs x S&N by Shantnu Nikhil frames, one in clear-lens glasses and one in sunglasses with a red scarf

John Jacobs x S&N By Shantnu Nikhil: Designers' First Eyewear Collection

Fastrack AFTERHOURS Halloween night at Hamilton, Bengaluru, with a DJ under the Never Same. Never Sane. screen and the new Spooky watch

Fastrack AFTERHOURS Turns Halloween Into A Three-World Party, Launches Spooky Watches

Thyrocare Enters Pregnancy Testing, Signs Yami Gautam Dhar

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.

A graphite pencil portrait of Arun Nanda, the adman who built Rediffusion

The Story of Arun Nanda, the Adman Who Built Rediffusion

A graphite pencil portrait of Mohammed Khan, the adman who built Enterprise

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.

FeatureCreative RoomAll →

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 →

Nikon India Appoints 80dB Communications For PR Mandate

HT Media Q2 Results: Returns To Profit At Rs 35.94 Crore, Revenue Up 2.5%

Savills New Zealand Appoints One Plus One Communications As PR Partner

Hypothesis Wins Wipro Consumer Care Social And Influencer Mandate

Starbucks India Appoints TBWA\Lintas As Creative Agency Of Record

UnFoldMart Wins Meteoric Cosmeceutiicals AI Visibility Mandate

OktoBuzz Wins Social Media Mandate For Tata Crucible Quiz

Meta Tests Waddle World And Style Sketch, Two New AI Apps

Tweezers lowering a single coriander leaf onto a steaming bowl of curry, a close look at the patience food styling demands

How Food Styling Works On An Ad Shoot

Paint roller, folding chair and table lamp stacked as white-bordered cutouts on black, the props an art department builds with

What An Art Department Builds For A Shoot

A blank clapperboard and a pocket calculator as cutouts with thick white borders, framed by coral and teal paper strips on black

What A Production House Bid Actually Contains

Rows of identical clothes hangers with one coral kurta standing out among them, for how wardrobe defines a character on screen

How Wardrobe Is Chosen For An Ad Film

Viewers read a character's clothes long before they hear a single line.

How A Key Visual Gets Built

What Happens At The First Cut Review

How A Voiceover Is Cast And Directed

How Colour Grading Changes An Ad

Ad TechAll →

Instagram Launches Edits Desktop App For macOS

The Personal Finance screen in the Claude app, suggesting questions about bills and food spending, as Anthropic launches the feature

Anthropic Launches Personal Finance In Claude

Snap Q3 Results: Revenue Up 14% To $1.72 Billion, Back In Profit

FeatureCampaigns That Built IndiaAll →

Adobe Brings CX Enterprise Coworker To ChatGPT, Claude, Gemini And Copilot

Halftone collage of a fuel cap and a coin on coral, for the Hero Honda claim that made mileage the reason to buy

Campaigns That Built India

How Hero Honda Sold A Motorcycle On Arithmetic

Motorcycle advertising everywhere else sells escape. In India it sold a number, and the number won for twenty years.

Halftone collage of a soap bar and a pair of cupped hands on forest green, for the Lifebuoy positioning built on protection

How Lifebuoy Sold Soap As A Household Duty

Halftone collage of a bottle cap and a megaphone on purple, for the Pepsi line that escaped into ordinary Indian speech

How Pepsi Lost Control Of Its Own Line, And Won

Halftone collage of a folded suit length and a paper boat on crimson, for the Raymond positioning built on a kind of man

How Raymond Sold Cloth By Describing A Kind Of Man

Halftone collage of a school satchel and a small jar on olive green, for the Vicks film about a mother and daughter

How Vicks Put A Legal Argument Inside A Film About A Mother

Halftone collage of a handset and a village loudspeaker on cobalt blue, for the Idea campaign that solved social problems with phones

How Idea Made A Phone Network Argue About India

Halftone collage of a muddy footprint and a folded shirt on mustard, for the Surf Excel argument that stains are worth it

How Surf Excel Argued That The Stain Was The Point

FeatureBrand ComebacksAll →

A vintage halftone collage of a generic glass bottle, lightning forms and retro street fragments on saturated red

Thums Up: The Cola Indians Refused To Give Up

A cola invented to fill a gap left by a departing giant, then sold to that same giant on its return. It survived anyway.

A collage of archival street photographs, bottles and a folded paper boat on turquoise

Paper Boat: Reviving Indian Nostalgia in a Bottle

A collage of a Nokia candybar handset beside a modern smartphone, with a hand reaching for it

Nokia India: A Nostalgia-Led Mobile Comeback

A collage of a vintage wooden television set beside a modern flat screen on a magenta ground

BPL: Reviving a Legacy Electronics Brand in a New Market

Old Monk: The Brand That Stayed Alive Without Advertising

Royal Enfield: From Fading Motorcycle Brand to Global Cult

Tanishq: From Market Skepticism to India's Most Trusted Jeweller

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Tribe TicksAll →

Nine old television sets in a loose grid on terracotta, one of them turned teal, for how broadcasters sell ad time in seconds

How Television Ad Time Is Sold In India

A television remote and a plain unlabelled glass bottle as white-bordered halftone cutouts on warm orange, with teal circles

What Product Placement Became In Indian Streaming

An oversized popcorn tub with a coral arrow pointing at it on golden yellow, for the cinema audience that cannot skip the ads

How Cinema Advertising Works In India

A transistor radio as a white-bordered halftone cutout on warm amber, with teal torn paper and a bold coral arrow