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FeatureBrand BuildersAll →

BabyOrgano's First Brand Film Puts The Mental Load On Screen

The Latest

Brands

Mahindra Group Appoints Shveta Arya Group Chief Strategy Officer

Black and white halftone cutout portrait of Ruchika Malhan Varma, chief marketing and customer officer at Mahindra Manulife, on a flat burnt orange background

Mahindra Manulife Appoints Ruchika Malhan Varma To A Combined Marketing And Customer Role

Black and white halftone cutout portrait of Yugal Tiwari, BharatPe chief product and marketing officer, on a flat teal background

BharatPe Names Yugal Tiwari Chief Product And Marketing Officer

Gurbaksh Singh Virdi, joining NODWIN Gaming as vice president to lead its new NODWIN Sports division

Gurbaksh Singh Virdi To Lead NODWIN Gaming's New Sports Division

Sapna Chadha, elevated to vice president for Google's Asia Pacific Ads go-to-market strategy and operations

Sapna Chadha Takes Charge Of Google's APAC Ads Go-To-Market

Sandhya Biswas, joining Orient Electric as chief marketing and customer experience officer

Orient Electric Names Sandhya Biswas Chief Marketing and Customer Experience Officer

FeatureWork LifeAll →

A trophy silhouette on a plinth casting a shadow far longer and heavier than the trophy itself

Work Life

What Is The Real Cost Of Chasing Awards?

The entry fee is the cheapest part. What it costs is measured in whose work gets the good brief.

Are Agencies Losing Institutional Memory?

Every agency has a story about the idea that failed in 2014. The trouble starts when nobody left can tell it.

Will AI Make It Harder To Get Your First Agency Job?

The tasks juniors used to learn on are the tasks the tools do first. Nobody has said what juniors learn on now.

Why Agency Culture Breaks During Pitches

Everything an agency says about how it treats people is written for ordinary weeks. Pitches are not ordinary weeks.

Brand Builders

Harshil Mathur, Who Built a Brand for People Who Read Documentation

In B2B payments the person who chooses you is usually the one who has to make it work. Razorpay marketed to them directly.

Ghazal Alagh, Who Built the Product Behind the Promise

Varun Alagh, Who Turned a Parenting Problem Into Mamaearth

Peyush Bansal, Who Rebuilt the Eyewear Business From the Factory Up

Sameer Mehta, the Quieter Half of boAt

Aman Gupta, Who Made the Founder the Advertisement

Kunal Shah, Who Made Exclusivity the Product

CampaignsAll →

BabyOrgano's First Brand Film Puts The Mental Load On Screen

A mother goes back to work, a father takes over the day, and an Ayurvedic baby-care brand stops explaining its ingredients.

Greenpanel has released Hum Hain Greenpanel, a brand anthem

A man stands in a glass house at sunset as devices float around him, from Hyundai's BAYON name reveal film

Hyundai Motor India has named its upcoming SUV the Hyundai BAYON

A frame from the Complan film India Ka Complan Boy featuring cricketer Vaibhav Sooryavanshi, who debuted for India at fifteen

Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy

Nestasia Turns A Guest Checking The Bottom Of A Bowl Into A Compliment

Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit

airpay Marks 14 Years With A First Brand Film Built On Being Forgotten

YiPPee Puts 25 Young Players Across The Board From Magnus Carlsen

FeatureSocial-FirstAll →

A halftone hand holding one small photograph while much larger empty frames hang behind it, on a saturated hot pink ground

Why Nano Influencers Outperform Their Follower Count

How Brands Decide Which Language To Post In

A halftone shopping basket balanced on a wobbling stack of cut-paper charts, on a saturated lime ground

Is Social Commerce Actually Working In India?

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

FeatureIndian Ad LegendsAll →

The Rights Problem Hiding In Every UGC Campaign

A hashtag is not a licence. Most brands running user-generated campaigns do not own a single frame of what comes back.

Why Employees Are Becoming A Brand’s Most Credible Creators

What Brands Should Do In The First Hour Of A Social Crisis

Culture Moves at Gen Z Speed, Can Brands Keep Up?

Why Dark Social Is India’s Biggest Measurement Blind Spot

BrandsAll →

Brands

Generali Becomes Presenting Partner Of The Davis Cup

A sponsorship slot empty since 2022 is filled, and the oldest team competition in tennis takes a company name again.

Krafton Rolls Out BGMI Update 4.6 With Midnight Hunters On Erangel

Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory

Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour

A white elephant sculpture painted with rainbow hearts, standing in red flowers, in Elephant Parade's launch image

Archies Brings Elephant Parade Sculptures To India

Hands lifting a box off a Bourbon Chocolate Modak on a magenta set, in Britannia Bourbon and Bombay Sweet Shop's key visual

Britannia And Bombay Sweet Shop Bring Back The Bourbon Chocolate Modak

A Delhi Metro station sign reading Ai+ Nova Smartphone Rajouri Garden, in Ai+ Smartphone station branding

Ai+ Nova Smartphone Puts Its Name On Rajouri Garden Metro Station

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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 →

Adfactors PR Wins The Auraska Ventures Communications Mandate

Bridgers Is Official Media Partner For IIT Kanpur E-Cell's UpStart 2026

NorthSight Launches As A Data Intelligence And Content Strategy Advisory

Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition

Jio Puts Canva’s Paid Design Tools In Front Of Millions Of Users

UPI MDR Of 0.4% Starts 15 October On Merchant Payments Above Rs 2,000

Prime Video Adds On-Demand News Clips To Its Free News Hub

Arena Media India Wins The Ashiana Housing Media Mandate

Halftone collage of a single shape repeated at many different sizes and crops, for how ideas are adapted

How One Idea Is Adapted Across Formats And Markets

Halftone collage of a red pen resting on a heavily marked page, for how legal review changes creative work

How Legal Review Changes a Creative Idea

Halftone collage of a stack of storyboard frames fanned out at an angle, for how animatics are built

How Storyboards Become Animatics

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

What Changes When A Celebrity Joins The Campaign

You did not add a famous person to your idea. You replaced your idea with a famous person, and the brief did not say so.

How Casting Decides What an Idea Feels Like

How Sound and Music Are Chosen for an Ad Film

How Campaigns Get Their Names

How Pressure Shapes Better Campaign Thinking

Ad TechAll →

AdNexa.ai Builds A Media Operating Model Around One Engine

Flat vector line drawing of a chat bubble sitting between two code brackets with a red-orange accent, on a white background

Meta Lets AI Agents Set Up WhatsApp Business Messaging

Flat vector line drawing of an open laptop with a red-orange dot pinned on its taskbar, on a white background

HP Will Pre-Load Perplexity’s App On Its Windows PCs

Flat vector line drawing of a stacked subscription card with a red-orange tick, on a white background

FeatureCampaigns That Built IndiaAll →

Meta One Puts Creator And Business Tools Behind A Subscription

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

Campaigns That Built India

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

Every other television brand was explaining its picture quality. Onida skipped the product and sold what owning one did to the people next door.

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

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

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

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

Halftone collage of a chilled glass soft-drink bottle beaded with condensation, marking the Thanda Matlab Coca-Cola campaign

How Thanda Matlab Coca-Cola Annexed a Hindi Word

Halftone collage of two pairs of hands overlapping on a shared umbrella handle, marking SBI Life's Main Se Hum campaign

How SBI Life's Main Se Hum Made Insurance Sound Like Growing Up

FeatureBrand ComebacksAll →

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

Royal Enfield: From Fading Motorcycle Brand to Global Cult

Royal Enfield was a fading heritage brand. How it became a global lifestyle cult by selling feeling and belonging instead of mileage and price.

A halftone collage of cut gemstones and gold rings on a magenta ground

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

A halftone bowl of steaming noodles beside a green tick on a red ground

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

Children drinking orange squash beside a jug, glasses and orange slices under a sunburst

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

Yezdi: The Nostalgia-Led Motorcycle Revival

Tribe TicksAll →

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

How Influencer Regulation Changed The Advertising Business

How D2C Changed What A Brand Launch Looks Like

Halftone collage of an empty pedestal in deep negative space, for why brands stopped making mascots

Why Indian Advertising Stopped Making Mascots

Halftone collage of a building seen through a torn hole in paper, for the rise of in-house agencies