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✦Contextual Targetings Quiet Return✦Why Great Creatives Do Not Always Make Great Managers✦Current Global Wins Paws & Co Ahead Of Its UAE Launch✦Nikon's Z5IIC Drops The Viewfinder To Chase The Creator Who Shoots On A Screen✦Disney Raises Disney+ And Hulu Prices By 13% On The Ad-Free Tiers✦JACK&JONES Signs Vedang Raina For Its Autumn Winter Denim✦PDL Launches LyricMatic To Turn Tracks Into Lyric Videos Without An Editor✦Neha Phale Joins Inspira Global As Group Head Of Marketing Communications✦FSSAI Proposes A Red Hexagon On The Front Of High Sugar, Fat And Salt Packs✦Bajaj Finserv Backs Dhinidhi Desinghu, Four Years Before Anyone Has To✦ixigo Gives Its Holidaymakers Sheep Heads To Sell An AI Travel Assistant✦IRDAI Wants To Stop Insurers Charging You A Phone Number For A Quote✦Contextual Targetings Quiet Return✦Why Great Creatives Do Not Always Make Great Managers✦Current Global Wins Paws & Co Ahead Of Its UAE Launch✦Nikon's Z5IIC Drops The Viewfinder To Chase The Creator Who Shoots On A Screen✦Disney Raises Disney+ And Hulu Prices By 13% On The Ad-Free Tiers✦JACK&JONES Signs Vedang Raina For Its Autumn Winter Denim✦PDL Launches LyricMatic To Turn Tracks Into Lyric Videos Without An Editor✦Neha Phale Joins Inspira Global As Group Head Of Marketing Communications✦FSSAI Proposes A Red Hexagon On The Front Of High Sugar, Fat And Salt Packs✦Bajaj Finserv Backs Dhinidhi Desinghu, Four Years Before Anyone Has To✦ixigo Gives Its Holidaymakers Sheep Heads To Sell An AI Travel Assistant✦IRDAI Wants To Stop Insurers Charging You A Phone Number For A Quote

Ad Tribe — daily news on India’s advertising industry

A flat vector character placing a small poster beside a matching shape on a wall
The Ai Shift

Contextual Targetings Quiet Return

Advertising next to the right thing is a hundred-year-old idea that briefly went out of fashion.

A single tool lying beside a doorway it clearly does not fit through
Work Life

Why Great Creatives Do Not Always Make Great Managers

A dog's paw print and a stethoscope, as halftone cutouts, for Current Global winning the Paws & Co account
News

Current Global Wins Paws & Co Ahead Of Its UAE Launch

The Latest
Brands

Nikon's Z5IIC Drops The Viewfinder To Chase The Creator Who Shoots On A Screen

News

Disney Raises Disney+ And Hulu Prices By 13% On The Ad-Free Tiers

Brands

JACK&JONES Signs Vedang Raina For Its Autumn Winter Denim

Ad Tech

PDL Launches LyricMatic To Turn Tracks Into Lyric Videos Without An Editor

People

Neha Phale Joins Inspira Global As Group Head Of Marketing Communications

News

FSSAI Proposes A Red Hexagon On The Front Of High Sugar, Fat And Salt Packs

Brands

Bajaj Finserv Backs Dhinidhi Desinghu, Four Years Before Anyone Has To

Campaigns

ixigo Gives Its Holidaymakers Sheep Heads To Sell An AI Travel Assistant

PeopleAll →
Neha Phale, group head of marketing communications at Inspira Global

Neha Phale Joins Inspira Global As Group Head Of Marketing Communications

Jeet Singh, global head of strategy, transformation and alliances at Comviva

Comviva Names Jeet Singh Global Head Of Strategy, Transformation And Alliances

Vikrant Malik, joining Logitech as marketing head for India

Vikrant Malik Joins Logitech As Marketing Head For India

Ravi Sharma, appointed chief financial officer at the digital lending platform Olyv

Olyv Appoints Ravi Sharma As Chief Financial Officer

Krishnan V V, appointed managing director for India and South Asia at Check Point Software

Check Point Appoints Krishnan V V Managing Director For India And South Asia

Saurabh Jain, joining SquadStack as head of finance and legal

SquadStack Names Saurabh Jain Head Of Finance And Legal

FeatureWork LifeAll →
A single tool lying beside a doorway it clearly does not fit through
Work Life

Why Great Creatives Do Not Always Make Great Managers

The skill that got someone promoted is not the skill the new job needs, and nobody teaches the second one.

Why Great Agencies Can Become Bad Places To Work

The awards shelf and the attrition sheet often describe the same eighteen months.

The Lost Art Of Sitting Beside A Senior Creative

Nobody decided to end apprenticeship. The calendar ended it, one meeting at a time.

The Salary Conversation Nobody Has In Creative Agencies

The market rate is public. Inside the building, it is the one subject with no meeting.

FeatureBrand BuildersAll →
Watercolour and ink portrait of Radhika Ghai, co-founder of ShopClues and founder of Kindlife
Brand Builders

Radhika Ghai And The Long Tail Of Indian Retail

While everyone else fought over the metros, one marketplace was quietly serving the towns nobody was advertising to.

02
Watercolour and ink portrait of Arjun Vaidya, founder of Dr Vaidya New Age Ayurveda

Arjun Vaidya, Who Modernised A Family Inheritance

03
Watercolour and ink portrait of Suchita Salwan, founder of Little Black Book

Suchita Salwan, Who Turned A City Into A Product

04
Watercolour and ink portrait of Ananth Narayanan, founder of Mensa Brands

Ananth Narayanan, Who Buys Brands Instead Of Building Them

05
Watercolour and ink portrait of Kaushik Mukherjee, co-founder of SUGAR Cosmetics

Kaushik Mukherjee, The Operator Behind SUGAR

06
Watercolour and ink portrait of Vineeta Singh, co-founder of SUGAR Cosmetics

Vineeta Singh, Who Built For The Indian Commute

07
Watercolour and ink portrait of Bhavish Aggarwal, founder of Ola and Ola Electric

Bhavish Aggarwal, Who Kept Changing The Category

CampaignsAll →
A holidaymaker with a sheep's head on a crowded beach, from ixigo's Don't Follow the Herd film
Campaigns

ixigo Gives Its Holidaymakers Sheep Heads To Sell An AI Travel Assistant

You picked that destination because everyone else did. The film makes the point literal.

A lit Schneider Electric hoarding in Pune showing a Ganpati blessing hand built from light switches
Campaigns

Schneider Electric Builds Bappa's Blessing Out Of Light Switches

Amitabh Bachchan beside the Kapiva Dia Free Juice bottle in the Kaun Banega Crorepati 18 partnership visual
Campaigns

Kapiva Buys A Weekly Segment On Kaun Banega Crorepati To Talk About Blood Sugar

A Mumbai local train fully wrapped in Goldmedal Electricals branding at a suburban platform
Campaigns

Goldmedal Electricals Wraps Mumbai's Trains, Metro Doors And Airport Carousels

Cashfree Uses Soan Papdi To Ask Why Merchants Settle For The Default

Vitalife Picks A Fight With Modern Chaos, Not With Another Oil

Jenika Ventures Takes Its Hiring Pitch To Radio

Flipkart Found Its Big Billion Days Media Plan On A Kolkata Bus Route

FeatureSocial-FirstAll →
A halftone conveyor belt carrying identical small squares off the edge of the frame, on a saturated mustard ground
Social First

The Real Cost Of Always-On Social Content

A halftone handshake fragmented and reassembled against bold cut-paper geometric blocks, on a saturated forest green ground
Social First

Why B2B Brands Are Finally Getting Social Right

A halftone figure standing on a cut-paper platform that is visibly being pulled out from under them, on a saturated coral ground
Social First

What Happens To A Brand When The Algorithm Changes

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

The campaign is over for the brand team. For the creator it is still on their feed, and still being judged by their audience.

The Rights Problem Hiding In Every UGC Campaign

Why Nano Influencers Outperform Their Follower Count

How Brands Decide Which Language To Post In

Is Social Commerce Actually Working In India?

BrandsAll →
A camera body and a detached lens, as halftone cutouts, for Nikon's Z5IIC full-frame mirrorless launch
Brands

Nikon's Z5IIC Drops The Viewfinder To Chase The Creator Who Shoots On A Screen

A full-frame camera built for people who have never held one to their eye.

02
Folded denim jeans and a denim jacket on a hanger, as halftone cutouts, for JACK&JONES's Autumn Winter 2026 campaign

JACK&JONES Signs Vedang Raina For Its Autumn Winter Denim

03
Swimmer Dhinidhi Desinghu at the poolside, after signing with Bajaj Finserv

Bajaj Finserv Backs Dhinidhi Desinghu, Four Years Before Anyone Has To

04
The EVERQ and Puresta brand lockup, for the launch of the So Dermatic microdrama series

EVERQ Turns Skincare Anxiety Into A Twelve-Episode Comedy

05
A Formula 4 car on track in front of Nayara Energy trackside branding at the Indian Racing Festival

Nayara Energy Stays On As Fuel Partner To The Indian Racing Festival

06
Tamannaah Bhatia holding the Joy Honey and Almonds body lotion, in the brand's new campaign visual

Joy Personal Care Signs Tamannaah Bhatia For Its Lotions And Creams

07
The AIFF crest with the IWL and IWL 2 lockups and the Capri Sports logo

Capri Sports Takes The Indian Women's League Commercial Rights For 15 Years

Newsletter

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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

Current Global Wins Paws & Co Ahead Of Its UAE Launch

02

Disney Raises Disney+ And Hulu Prices By 13% On The Ad-Free Tiers

03

FSSAI Proposes A Red Hexagon On The Front Of High Sugar, Fat And Salt Packs

04

IRDAI Wants To Stop Insurers Charging You A Phone Number For A Quote

05

Why Recognition Early in a Career Matters

06

Concept PR Picks Up The Communications Mandate For Cityflo

07

Myntra Is Paying Creators Three Times The Usual Rate This Festive Season

08

The Business Case for Entering Awards

FeatureCreative RoomAll →
Halftone collage of three viewfinders stacked and overlapping, for how ad film directors are chosen
Creative Room

How Directors Are Chosen For An Ad Film

Halftone collage of a set of weighing scales tipped hard to one side, for how budget shapes creative ideas
Creative Room

How Budget Shapes The Idea Before Anyone Admits It

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

What Changes When A Celebrity Joins The Campaign

Halftone collage of a trophy repeated in a row, each one smaller than the last, for the follow-up to a hit campaign
Creative Room

What Happens After A Hit Campaign

Nothing is harder to follow than something that worked. The brief writes itself, and it writes the wrong thing.

How One Idea Is Adapted Across Formats And Markets

How Legal Review Changes a Creative Idea

How Storyboards Become Animatics

How Casting Decides What an Idea Feels Like

Ad TechAll →
A blank vinyl record and an empty clapperboard, as halftone cutouts, for PDL's LyricMatic platform
Ad Tech

PDL Launches LyricMatic To Turn Tracks Into Lyric Videos Without An Editor

A blank film slate and a light bulb, as halftone cutouts, for YouTube Studio's new generative AI tools
Ad Tech

YouTube Studio Puts Generative AI Into The Creator's Workflow

An envelope and a shopping bag, as halftone cutouts, for Enamor connecting store and online journeys with WebEngage
Ad Tech

Enamor Is Using WebEngage To Join Its Shop Floor To Its Inbox

A fingerprint and a magnifying glass, as halftone cutouts, for Taboola's Realize ID identity solution
Ad Tech

Taboola Launches Realize ID To Stitch Together Open Web Identity

FeatureCampaigns That Built IndiaAll →
Halftone collage of a laundry basket and a wedding ring on charcoal, for Ariel’s Share the Load campaign
Campaigns That Built India

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

Thirty years after Lalitaji made the housewife the expert on washing, Ariel asked why it was her job at all.

02
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

03
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

04
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

05
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

06
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

07
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

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

Old Monk: The Brand That Stayed Alive Without Advertising

Old Monk stayed culturally alive for decades with almost no advertising. How earned authenticity became a moat the loud new entrants cannot copy.

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

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

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

Tribe TicksAll →
Halftone collage of a billboard frame pushed hard into one corner of the frame, for how outdoor advertising survived
Tribe Ticks

How Outdoor Advertising Survived The Digital Decade

Halftone collage of a television set repeated at diminishing sizes along a diagonal band, for where TV money went
Tribe Ticks

Where Television’s Advertising Money Actually Went

Halftone collage of three megaphones stacked and overlapping, for brands built without advertising
Tribe Ticks

Why Some Of India’s Biggest Brands Were Built Without Advertising

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

How Influencer Regulation Changed The Advertising Business

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