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✦OpenAI And Samsung Move From Memory Supply To Building Chips Together✦Burger King Opens Its 600th India Restaurant In The City Where It Started✦Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy✦Nestasia Turns A Guest Checking The Bottom Of A Bowl Into A Compliment✦Dream Theatre Takes The Baahubali Licensing And Brand Partnerships Mandate✦Nike Hands Its India E-Commerce Media Mandate To Madison Hiveminds✦Mayank Kumar Joins IndiGo As Head Of Content And Creative✦Jayadeep Reddy Named National Head Of Digital Platforms And Consumer AI At Bajaj Finserv✦Hema V R Takes Charge Of Zee's Whole Marathi Entertainment Business✦Bibi Hilton Named UK Chair Of Brand Impact At FleishmanHillard✦Abhik Banerjee Joins Wavemaker India To Lead The West Region✦Devanshi Shah Named Head Of Marketing At Beyond Snack✦OpenAI And Samsung Move From Memory Supply To Building Chips Together✦Burger King Opens Its 600th India Restaurant In The City Where It Started✦Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy✦Nestasia Turns A Guest Checking The Bottom Of A Bowl Into A Compliment✦Dream Theatre Takes The Baahubali Licensing And Brand Partnerships Mandate✦Nike Hands Its India E-Commerce Media Mandate To Madison Hiveminds✦Mayank Kumar Joins IndiGo As Head Of Content And Creative✦Jayadeep Reddy Named National Head Of Digital Platforms And Consumer AI At Bajaj Finserv✦Hema V R Takes Charge Of Zee's Whole Marathi Entertainment Business✦Bibi Hilton Named UK Chair Of Brand Impact At FleishmanHillard✦Abhik Banerjee Joins Wavemaker India To Lead The West Region✦Devanshi Shah Named Head Of Marketing At Beyond Snack

Ad Tribe — daily news on India’s advertising industry

Halftone paper cutout of a silicon chip and a memory module, marking the OpenAI and Samsung Electronics collaboration on next-generation AI chips
Ad Tech

OpenAI And Samsung Move From Memory Supply To Building Chips Together

OpenAI already buys Samsung's memory and runs ChatGPT inside its offices. The two are now researching and producing chips together.

Halftone paper cutout of a burger and a map pin, marking Burger King opening its 600th India restaurant in GTB Nagar, Delhi
Brands

Burger King Opens Its 600th India Restaurant In The City Where It Started

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

Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy

The Latest
Campaigns

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

News

Dream Theatre Takes The Baahubali Licensing And Brand Partnerships Mandate

News

Nike Hands Its India E-Commerce Media Mandate To Madison Hiveminds

People

Mayank Kumar Joins IndiGo As Head Of Content And Creative

People

Jayadeep Reddy Named National Head Of Digital Platforms And Consumer AI At Bajaj Finserv

People

Hema V R Takes Charge Of Zee's Whole Marathi Entertainment Business

People

Bibi Hilton Named UK Chair Of Brand Impact At FleishmanHillard

People

Abhik Banerjee Joins Wavemaker India To Lead The West Region

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PeopleAll →
Mayank Kumar, joining IndiGo as head of content and creative after nine years at MakeMyTrip and a year at MobiKwik

Mayank Kumar Joins IndiGo As Head Of Content And Creative

Jayadeep Reddy, appointed national head of digital platforms and consumer AI at Bajaj Finserv after six years in its health business

Jayadeep Reddy Named National Head Of Digital Platforms And Consumer AI At Bajaj Finserv

Hema V R, taking an expanded mandate as chief channel officer across Zee Marathi, Marathi ZEE5, Zee Talkies and Zee Yuva

Hema V R Takes Charge Of Zee's Whole Marathi Entertainment Business

Bibi Hilton, appointed UK chair of brand impact and EMEA managing director of brand at FleishmanHillard

Bibi Hilton Named UK Chair Of Brand Impact At FleishmanHillard

Abhik Banerjee, joining Wavemaker India to lead its West region after serving as chief operating officer at Madison Media

Abhik Banerjee Joins Wavemaker India To Lead The West Region

Devanshi Shah, appointed head of marketing at Beyond Snack after four years building the Epigamia brand

Devanshi Shah Named Head Of Marketing At Beyond Snack

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.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Varun Alagh, co-founder of Mamaearth
Brand Builders

Varun Alagh, Who Turned a Parenting Problem Into Mamaearth

The proposition was an absence: no toxins. Turning what a product does not contain into a brand is harder than it sounds, and riskier.

02
Watercolour and ink portrait of Peyush Bansal, founder of Lenskart

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

03
Watercolour and ink portrait of Sameer Mehta, co-founder of boAt

Sameer Mehta, the Quieter Half of boAt

04
Watercolour and ink portrait of Aman Gupta, co-founder of boAt

Aman Gupta, Who Made the Founder the Advertisement

05
Watercolour and ink portrait of Kunal Shah, founder of CRED

Kunal Shah, Who Made Exclusivity the Product

06
Watercolour and ink portrait of Nikhil Kamath, co-founder of Zerodha

Nikhil Kamath, the Other Half of the Zerodha Argument

07
Watercolour and ink portrait of Nithin Kamath, co-founder of Zerodha

Nithin Kamath, Who Built India’s Largest Broker Without Advertising

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

Complan Makes Vaibhav Sooryavanshi Its India Ka Complan Boy

The Complan Boy was always a character. Zydus Wellness has replaced him with a fifteen-year-old who broke Sachin Tendulkar's record.

A frame from the Nestasia festive film Designs So Good It Makes You Look, in which guests at a dinner turn over the tableware to find the brand name
Campaigns

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

A dental crown and a family portrait frame rendered as halftone paper cutouts, for the Laxmi Dental Illusion Zirconia campaign with Madhuri Dixit
Campaigns

Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit

A laptop showing a completed payment of Rs 80,000 in airpay's first brand film, Invisible, marking the company's 14th year
Campaigns

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

YiPPee Puts 25 Young Players Across The Board From Magnus Carlsen

Hafele India Puts Sachin Tendulkar Back In The Kitchen For Its Second Film

Duolingo Turns Ullu Da Pattha Into A Compliment For Punjabi Learners

SpeakX Signs MS Dhoni To Tell India Muh Khol, English Bol

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FeatureSocial-FirstAll →
A halftone crowd of small figures with one stepping forward carrying an oversized megaphone, on a saturated teal ground
Social First

Why Employees Are Becoming A Brand’s Most Credible Creators

A halftone alarm clock face beside a torn speech bubble, on a saturated red ground
Social First

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

A halftone cut-paper collage of a young person's face sliced into offset bands beside a bold empty speech bubble on a flat coral background
Social First

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

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

Is Social Commerce Actually Working In India?

The projections for this market disagree so violently that the disagreement is the most informative thing about it.

Why Dark Social Is India’s Biggest Measurement Blind Spot

Why Authenticity Is the Hardest Metric in Social-First Advertising

From Creators to Communities: Why Brands Need to Build Offline Connections With Gen Z

How Internet Culture Is Changing Festive Advertising in India

BrandsAll →
Halftone paper cutout of a burger and a map pin, marking Burger King opening its 600th India restaurant in GTB Nagar, Delhi
Brands

Burger King Opens Its 600th India Restaurant In The City Where It Started

Twelve years, six hundred restaurants, and a milestone opening a short drive from the first one.

02
A camera aperture ring and a silicon chip rendered as halftone paper cutouts, for Apple unveiling the iPhone 18 Pro with a variable aperture camera and 2nm A20 Pro chip

Apple Unveils iPhone 18 Pro With Variable Aperture And 2nm A20 Pro Chip

03
A takeaway box and a rising bar chart rendered as halftone paper cutouts, for Swiggy's budget food delivery app Toing reaching 33 million weekly active users

Swiggy's Toing Reaches 33 Million Weekly Users In Its First Year

04
Sheetal Devi in India colours at a Hyundai World Archery Para Series backdrop, in the photograph issued with her Hyundai Motor India brand ambassador announcement

Hyundai Motor India Signs Para Archer Sheetal Devi As Brand Ambassador

05
A bottle of hair oil and a rising bar chart as halftone cutouts, for Bajaj Consumer Care crossing Rs 1,000 crore in revenue in FY2025-26

Bajaj Consumer Care Crosses Rs 1000 Crore On Almond Drops And Wider Reach

06
A tub of popcorn and a paintbrush as halftone cutouts, for Pollinate Labs winning the strategic rebranding mandate for gourmet snacking brand 4700BC

Pollinate Labs Wins The Rebranding Mandate For 4700BC After Marico Deal

07
A smartphone and a slender wand as halftone cutouts, for realme announcing a Harry Potter edition of the realme 16 Pro 5G

realme Announces A Harry Potter Edition Of The realme 16 Pro 5G

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FeatureIndian Ad LegendsAll →
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

Read the story of Diwan Arun Nanda, the IIM Ahmedabad gold medallist who left Hindustan Lever to co-found Rediffusion in 1973 and led it for half a century, behind campaigns from Eveready's Give Me Red to Gold Spot.

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

A graphite pencil portrait of Prasoon Pandey, drawn with a film camera and a clapperboard
Indian Ad Legends

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

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

NewsAll →
01

Dream Theatre Takes The Baahubali Licensing And Brand Partnerships Mandate

02

Nike Hands Its India E-Commerce Media Mandate To Madison Hiveminds

03

Mutant Wins PR Mandate For Singapore's Beyond The Label

04

Dangal TV, Flipkart And Starcom Make Rimjhim Shoppable

05

Shriram General Insurance Will Sell Through SK Finance And Its 700 Branches

06

Ola Electric Revenue Halves In FY26 While Margins And Cash Improve

07

Sleepwell And Kurl-on Hand The Brand Bee Their Integrated MENA Mandate

08

Grapes Worldwide And Alice And Albert Build A Cross-Border Partner Network

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FeatureCreative RoomAll →
Halftone collage of an empty chair under a single spotlight, for how casting shapes a campaign
Creative Room

How Casting Decides What an Idea Feels Like

Halftone collage of a reel-to-reel tape machine at large scale, for how sound and music are chosen
Creative Room

How Sound and Music Are Chosen for an Ad Film

Halftone collage of a rubber stamp pressing onto blank paper, for how campaign names are chosen
Creative Room

How Campaigns Get Their Names

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

How Storyboards Become Animatics

Drawings hide problems. The moment you put them on a timeline with a stopwatch running, the film stops pretending.

How Pressure Shapes Better Campaign Thinking

Where Rejected Ideas Go and Why They Still Matter

How Editors Find the Strongest Story Inside an Ad Film

How Production Teams Turn Scripts Into Shootable Films

Ad TechAll →
Halftone paper cutout of a silicon chip and a memory module, marking the OpenAI and Samsung Electronics collaboration on next-generation AI chips
Ad Tech

OpenAI And Samsung Move From Memory Supply To Building Chips Together

A sound wave and a signed contract rendered as halftone paper cutouts, for Suno launching its v6 AI music models with Warner Music Group and BMG
Ad Tech

Suno Launches v6 Models With Warner Music Group And BMG

A jewellery display stand and a data node diagram rendered as halftone paper cutouts, for the Zithara.AI and Tyaani Jewellery customer engagement partnership
Ad Tech

Zithara.AI Partners Tyaani Jewellery On AI Native CRM

A deodorant spray can and a notification bell rendered as halftone paper cutouts, for the Hamilton Sciences and WebEngage customer engagement partnership
Ad Tech

Hamilton Sciences Picks WebEngage For Denver, ENVY And Vanesa

FeatureCampaigns That Built IndiaAll →
Halftone collage of a detergent carton and a shopping basket on charcoal, for the Surf Lalitaji campaign
Campaigns That Built India

How Surf’s Lalitaji Made Thrift The Smart Woman’s Argument

Surf could not win on price, so it changed what price meant. Lalitaji did not defend the cost. She reframed it as evidence of judgement.

02
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

03
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

04
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

05
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

06
Halftone collage of an empty window seat looking out over clouds, marking MakeMyTrip's Dil Toh Roaming Hai campaign

How MakeMyTrip's Dil Toh Roaming Hai Sold the Wish Before the Ticket

07
Halftone collage of bridal bangles and a child's hand, marking Tanishq's 2013 remarriage wedding film

How Tanishq's Remarriage Film Changed What an Indian Bride Could Look Like

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FeatureBrand ComebacksAll →
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

Indians once distrusted branded gold. How Tanishq turned the category's deepest objection, purity, into its promise and became the trusted default.

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

Maggi: The Ultimate Trust-Rebuild After the 2015 Crisis

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

Rasna: A Childhood Summer Brand Fights to Stay Relevant

A halftone moped beside gears and a lightning bolt on a pale green ground
Brand Comebacks

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

Jawa: How a Legendary Motorcycle Brand Came Back

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

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
Tribe Ticks

The Rise Of The In-House Agency In India

Halftone collage of many small screens scattered across the frame, each a different shape, for vernacular OTT
Tribe Ticks

How Vernacular OTT Built A New Mass Audience

Halftone collage of a hand and a phone at enormous scale running off the frame, for what UPI did to advertising
Tribe Ticks

What UPI Did To Indian Advertising

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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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