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✦Trackon Makes Chandra Prakash Chief Executive For A Southern Push✦One Source Takes On Ghadi Detergent's Integrated Mandate✦PC Chandra Jewellers Signs Pratibha Ranta After A Teaser Run✦McCain Foods Buys A Gujarat Potato Plant It Did Not Build✦McDonald's Puts Its Festive Bet On The Week Before The Festival✦Aakriti Kaul Moves From Phone Launches To Streaming Premieres✦BGMI Tells Players To Stop Overthinking And Just Open The App✦Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault✦Why Younger Talent Is Less Impressed By Agency Prestige✦PayU And Malaysia Airlines Sign An MoU On Indian Bookings✦Cog Culture Brings PRP Group In To Carry Its PR Side✦Doctor's Choice Signs Sandipta Sen For A Year Of Festivals✦Trackon Makes Chandra Prakash Chief Executive For A Southern Push✦One Source Takes On Ghadi Detergent's Integrated Mandate✦PC Chandra Jewellers Signs Pratibha Ranta After A Teaser Run✦McCain Foods Buys A Gujarat Potato Plant It Did Not Build✦McDonald's Puts Its Festive Bet On The Week Before The Festival✦Aakriti Kaul Moves From Phone Launches To Streaming Premieres✦BGMI Tells Players To Stop Overthinking And Just Open The App✦Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault✦Why Younger Talent Is Less Impressed By Agency Prestige✦PayU And Malaysia Airlines Sign An MoU On Indian Bookings✦Cog Culture Brings PRP Group In To Carry Its PR Side✦Doctor's Choice Signs Sandipta Sen For A Year Of Festivals

Ad Tribe — daily news on India’s advertising industry

Chandra Prakash, elevated to chief executive of Trackon Couriers to scale its network with a particular focus on South India
People

Trackon Makes Chandra Prakash Chief Executive For A Southern Push

Two decades of building distribution networks, now pointed at the region the company has decided to win.

A detergent packet and a wall clock, for the One Source integrated marketing mandate for RSPL Group's Ghadi Detergent
News

One Source Takes On Ghadi Detergent's Integrated Mandate

Pratibha Ranta wearing gold jewellery as the new brand ambassador for PC Chandra Jewellers, unveiled on 6 October
Brands

PC Chandra Jewellers Signs Pratibha Ranta After A Teaser Run

The Latest
Brands

McCain Foods Buys A Gujarat Potato Plant It Did Not Build

Campaigns

McDonald's Puts Its Festive Bet On The Week Before The Festival

People

Aakriti Kaul Moves From Phone Launches To Streaming Premieres

Campaigns

BGMI Tells Players To Stop Overthinking And Just Open The App

Brand Builders

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

Work Life

Why Younger Talent Is Less Impressed By Agency Prestige

News

PayU And Malaysia Airlines Sign An MoU On Indian Bookings

News

Cog Culture Brings PRP Group In To Carry Its PR Side

PeopleAll →
Chandra Prakash, elevated to chief executive of Trackon Couriers to scale its network with a particular focus on South India

Trackon Makes Chandra Prakash Chief Executive For A Southern Push

Aakriti Kaul, joining Prime Video and Amazon MGM Studios in Mumbai as social media manager after nearly three years at OnePlus

Aakriti Kaul Moves From Phone Launches To Streaming Premieres

Rahul Ahuja, stepping up to vice president, digital at Adfactors PR to lead its Digital Reputation Group

Rahul Ahuja Is Adfactors PR's New Vice President, Digital

Jayesh Veralkar, leaving Dolby after thirteen years to co-found the UAE independent music culture platform Vinyl Souk full time

Jayesh Veralkar Leaves Dolby After Thirteen Years For A Record Label

Ashutosh Saxena, named managing director for India and ASEAN at Turtle Wax after nearly two decades in the automotive industry

Turtle Wax Gives Ashutosh Saxena India And ASEAN

Gbile Adewunmi, becoming managing director of Cummins India from November while continuing to lead Industrial Markets

Cummins India Hands The Managing Director Role To Gbile Adewunmi

FeatureWork LifeAll →
A tall award trophy casting a long shadow across flat terracotta and olive blocks, with a small figure walking past without looking at it
Work Life

Why Younger Talent Is Less Impressed By Agency Prestige

The name on the building used to be most of the offer. A generation that can see the work without the letterhead is pricing it differently.

What Does An Art Director Actually Do Today?

The job used to be defined by what the person could make. It is now mostly defined by what the person decides not to.

When Creators Influence Agencies More Than Agencies Influence Creators

The influence used to run one way. Watch a creative review now and it plainly does not.

Can Reverse Mentoring Actually Work In Agencies?

It works in the pairs where the senior person has something to lose by not learning.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Kochouseph Chittilappilly, founder of V-Guard Industries
Brand Builders

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

The best brands often start as the answer to something that is broken in one place.

02
Watercolour and ink portrait of Girish Mathrubootham, founder of Freshworks

Girish Mathrubootham, Who Marketed Software Like a Product

03
Watercolour and ink portrait of P.C. Musthafa, founder of iD Fresh Food

P.C. Musthafa, Who Branded Something Nobody Branded

04
Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers

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

05
Watercolour and ink portrait of Sridhar Vembu, founder of Zoho Corporation

Sridhar Vembu, Who Made Refusal the Positioning

06
Watercolour and ink portrait of R.G. Chandramogan, chairman of Hatsun Agro Product

R.G. Chandramogan, Who Started With Ice Candy

07
Watercolour and ink portrait of C.K. Ranganathan, founder of CavinKare

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

CampaignsAll →
The two burgers in the McDonald's Spicy Patakha range, launched across West and South India for the festive season
Campaigns

McDonald's Puts Its Festive Bet On The Week Before The Festival

Not the celebration but the shopping trip before it, which is where the campaign thinks the day actually begins.

A young player lit by evening light in the BGMI film about not overthinking whether you are good enough to play
Campaigns

BGMI Tells Players To Stop Overthinking And Just Open The App

A lit clay diya beside a pouring oil vessel, for the Doctor's Choice year-long campaign across Indian festivals
Campaigns

Doctor's Choice Signs Sandipta Sen For A Year Of Festivals

Two friends singing into microphones at a house party in the Eeken by Paragon film about plans made after work
Campaigns

Eeken Argues There Are Two Nine-To-Fives In A Young Life

Tata Tea Gold Asks Bengal Whether Time Beats A Wrapped Gift

Adani Cement Builds A Durga Puja Tribute Out Of 15,000 Cement Bags

Bark Out Loud Builds A Campaign On How Little Effort A Dog Makes

Uniqlo Sends Its Fleece Campaign Out With Two Very Different Days

FeatureSocial-FirstAll →
Torn fragments of two faces flank a clapperboard on a diagonal across a flat teal ground
Social First

Why Short Drama Became A Brand Format

A cluster of comment bubbles crowds the top of a blue frame above one small torn portrait
Social First

Why Brands Are Paying For Comments, Not Just Posts

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

A portrait torn into three misaligned bands beside a cracked speech bubble on a flat red ground
Social First

What A Creator Owes A Brand When A Post Goes Wrong

The contract covers the post being late. It rarely covers the post being wrong.

The Festive Creator Rate Card

What ASCI's AI Labelling Rules Mean For Creator Posts

What A Brand Owes A Creator After The Campaign Ends

The Real Cost Of Always-On Social Content

BrandsAll →
Pratibha Ranta wearing gold jewellery as the new brand ambassador for PC Chandra Jewellers, unveiled on 6 October
Brands

PC Chandra Jewellers Signs Pratibha Ranta After A Teaser Run

A heritage retailer with seventy showrooms reaches for a face that reads younger than its counter does.

02
Frozen potato processing in Gujarat, where McCain Foods is acquiring the Falcon Agrifriz plant to add capacity beside its Mehsana operations

McCain Foods Buys A Gujarat Potato Plant It Did Not Build

03
A cable-stayed bridge lit by a projector beam, as halftone cutouts, for a brand activation on a Mumbai landmark

JLL Puts Its First Big India Statement On The Bandra-Worli Sea Link

04
A folded length of fine cloth and a brass oil lamp, as halftone cutouts, for Vijay Deverakonda fronting Ramraj Cotton's wedding range

Vijay Deverakonda Fronts Ramraj Cotton's Wedding Range

05
A high-top sneaker and a water bottle, as halftone cutouts, for Royal Challenge moving its Choose Bold line into streetwear

Royal Challenge Water Steps Into Sneaker Culture

06
An armchair beneath a striped shopfront awning, as halftone cutouts, for Royaloak taking its compact store format to smaller towns

Royaloak Value Stores Post Early Sales In Smaller Towns

07
Gold Shunya frames resting on red velvet with a sitar behind them, from Lenskart's Indian Accents collection

Lenskart Builds An Eyewear Collection Out Of Indian Music

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

One Source Takes On Ghadi Detergent's Integrated Mandate

02

PayU And Malaysia Airlines Sign An MoU On Indian Bookings

03

Cog Culture Brings PRP Group In To Carry Its PR Side

04

Portfolio Night 2026 Closes Its Fifth Indian Edition With Two Winners

05

Prose Integrated Picks Up The Communications Mandate For EaseMyTrip

06

Star Squared PR Turns Ten, And Wants To Double Everything Again

07

OPEN Strategy And Design Builds A Jewellery Brand For HK Group

08

Press Council Of India Gains 13 Nominated Journalists

FeatureCreative RoomAll →
A lone folding chair sits small in a wide black frame under three strips of torn masking tape
Creative Room

What A Creative Director Does On A Shoot Day

A clipped stack of papers bursts outward in coral rays beneath a small photograph of a full hall
Creative Room

How Agencies Decide What To Enter For Awards

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

A blank poster curls off the wall while torn fragments fall away toward the corner of the frame
Creative Room

How A Campaign Gets Pulled After It Launches

The decision takes twenty minutes. Everything difficult happens in the two days afterwards.

How The Vertical Frame Became The Default

How An Agency Decides Not To Pitch

What A Treatment Looks Like When There Is No Shoot

Who Decides The Final Cut

Ad TechAll →
A clapperboard and a network of connected nodes, for the OnCallsheet platform built to make screen-production credits discoverable
Ad Tech

Umesh Bopche Launches Credits-Based Directory 'OnCallsheet'

A panoramic photographic strip and a fanned stack of square prints, as halftone cutouts, for a carousel editor that spans slides
Ad Tech

Instagram's Edits App Gets A Canvas That Runs Across Slides

An empty picture frame and a blank speech bubble, as halftone cutouts, for advertising arriving inside an AI assistant
Ad Tech

OpenAI Tests A Visual Ad Format Inside ChatGPT

A funnel and a clipboard holding a blank form, as halftone cutouts, for Reddit expanding its lead capture tools
Ad Tech

Reddit Builds Out Lead Generation For Advertisers

FeatureCampaigns That Built IndiaAll →
Halftone collage of a noodle block and a small clock on burnt orange, for Maggi's two-minute claim in India
Campaigns That Built India

How Maggi Sold A Category India Did Not Have

There was no instant noodles market to enter. The advertising had to explain what the thing was before it could argue that you wanted it.

02
Halftone collage of a jalebi and a small suitcase on deep teal, for the Dhara cooking oil film about a boy who comes home

How Dhara's Runaway Boy Sold Cooking Oil By Never Mentioning It

03
Halftone collage of a salt packet and a pair of scales on charcoal, for Tata Salt’s Desh Ka Namak positioning

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

04
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

05
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

06
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

07
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

FeatureBrand ComebacksAll →
A collage of a Nokia candybar handset beside a modern smartphone, with a hand reaching for it
Brand Comebacks

Nokia India: A Nostalgia-Led Mobile Comeback

Nokia once was the phone in India before the smartphone era. How it came back through licensing, nostalgia feature phones and lingering goodwill.

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

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

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

Tribe TicksAll →
A grid of empty picture frames covers a deep pink ground with one of them tilted out of line
Tribe Ticks

What Happened To The Brand Ambassador

Invoices fan out in an overlapping stack pushed hard into one corner of an amber frame
Tribe Ticks

How Indian Agencies Actually Make Money Now

A traffic signal and a bunch of roses as white-bordered halftone cutouts on amber, for a column on selling at the lights
Tribe Ticks

Traffic Signal: The 90-Second Sales Pitch

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

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

Brand Builders, episode 01: Verghese Kurien
Ad Tribe Podcast

Brand Builders

Episode 01  ·  Verghese Kurien13 min

An engineer who did not want the job, did not like milk, and built the most trusted consumer brand in the country by giving it away to the farmers who supplied it.

Read the written version
An independent industry studyTell us what you are actually seeing in the industry right now. Five minutes, confidential unless you choose to be quoted.Take the survey
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