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✦Axis Max Life Insurance Runs ChatGPT Ads With HiveMinds✦Diageo India Ad Spend Rises 57% In Q2 To Rs 378 Crore✦Nippon Paint India Elevates Hari Hara Sudhan Sridhar To Lead Brand And Marcomm✦Shruti Nishchal Leaves Netflix For OpenAI As APAC HR Business Partner✦What Print Advertising Is Actually For Now✦What A Creator's Media Kit Leaves Out✦In-Store Material Is Where Generation Scales Quietly✦Nexus Select Malls Diwali Film Celebrates The Build-Up To The Festival✦Bonkers Corner Names Anushka Sen Brand Ambassador✦Indus Appstore Rebrands As PhonePe Appstore, Adds Gift Cards And Top-Ups✦Aarti Yadav Joins Sodexo India As Communications Lead✦Robin Girdhar Joins Publicis Groupe As Director, Media Planning And Buying✦Axis Max Life Insurance Runs ChatGPT Ads With HiveMinds✦Diageo India Ad Spend Rises 57% In Q2 To Rs 378 Crore✦Nippon Paint India Elevates Hari Hara Sudhan Sridhar To Lead Brand And Marcomm✦Shruti Nishchal Leaves Netflix For OpenAI As APAC HR Business Partner✦What Print Advertising Is Actually For Now✦What A Creator's Media Kit Leaves Out✦In-Store Material Is Where Generation Scales Quietly✦Nexus Select Malls Diwali Film Celebrates The Build-Up To The Festival✦Bonkers Corner Names Anushka Sen Brand Ambassador✦Indus Appstore Rebrands As PhonePe Appstore, Adds Gift Cards And Top-Ups✦Aarti Yadav Joins Sodexo India As Communications Lead✦Robin Girdhar Joins Publicis Groupe As Director, Media Planning And Buying

Ad Tribe — daily news on India’s advertising industry

A chat speech bubble and an open umbrella as halftone cutouts on forest green, for Axis Max Life Insurance's ChatGPT ads
Ad Tech

Axis Max Life Insurance Runs ChatGPT Ads With HiveMinds

The insurer is buying sponsored placements beside ChatGPT answers to reach people researching cover, premiums and claims.

A whisky tumbler with ice and a stage spotlight as halftone cutouts on teal, for Diageo India's higher Q2 marketing spend
Brands

Diageo India Ad Spend Rises 57% In Q2 To Rs 378 Crore

Hari Hara Sudhan Sridhar, Nippon Paint India's group lead for brand and marcomm, holding a microphone on a mint backdrop
People

Nippon Paint India Elevates Hari Hara Sudhan Sridhar To Lead Brand And Marcomm

The Latest
People

Shruti Nishchal Leaves Netflix For OpenAI As APAC HR Business Partner

Tribe Ticks

What Print Advertising Is Actually For Now

Social First

What A Creator's Media Kit Leaves Out

The Ai Shift

In-Store Material Is Where Generation Scales Quietly

Campaigns

Nexus Select Malls Diwali Film Celebrates The Build-Up To The Festival

Brands

Bonkers Corner Names Anushka Sen Brand Ambassador

Brands

Indus Appstore Rebrands As PhonePe Appstore, Adds Gift Cards And Top-Ups

People

Aarti Yadav Joins Sodexo India As Communications Lead

PeopleAll →
Hari Hara Sudhan Sridhar, Nippon Paint India's group lead for brand and marcomm, holding a microphone on a mint backdrop

Nippon Paint India Elevates Hari Hara Sudhan Sridhar To Lead Brand And Marcomm

Shruti Nishchal, joining OpenAI as HR business partner for Asia-Pacific in Singapore, smiling on a pastel coral backdrop

Shruti Nishchal Leaves Netflix For OpenAI As APAC HR Business Partner

A folded newspaper and a dinner plate with cutlery, for Aarti Yadav's move from consumer brand PR to Sodexo India

Aarti Yadav Joins Sodexo India As Communications Lead

Robin Girdhar, new director of media planning and buying at Publicis Groupe, in a dark suit and tie on sage green

Robin Girdhar Joins Publicis Groupe As Director, Media Planning And Buying

Shashank Kumar, promoted to director of monetisation at Swiggy, in a dark suit and lilac shirt on a teal backdrop

Swiggy Promotes Shashank Kumar To Director Of Monetisation

Santosh Kumar, IBM's head of growth marketing for India South Asia, in a navy suit and blue tie on an amber backdrop

IBM Names Santosh Kumar Head Of Growth Marketing, India South Asia

FeatureWork LifeAll →
A young man's hands arranging torn paper rectangles into a portfolio grid beside a flat olive mortarboard shape set slightly apart
Work Life

Do You Need Advertising School To Work In Advertising?

Agencies hire the book, not the certificate. The question is whether school is the fastest way to build the book.

What Would Make A 23-Year-Old Choose Agency Life?

The agency is no longer the obvious first job for a creative graduate. It has to make a case.

What Senior Creatives Can Learn From Social-Native Talent

The junior who has never known advertising without a feed reads platforms the way a veteran reads a broadsheet.

Why Feedback May Matter More Than Perks To Young Creatives

The table tennis table is not the problem. It is just answering a question nobody asked.

FeatureBrand BuildersAll →
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.

02
Watercolour and ink portrait of Ramoji Rao, founder of the Eenadu group

Ramoji Rao, Who Built an Audience Before a Market

03
Watercolour and ink portrait of Kiran Mazumdar-Shaw, founder of Biocon

Kiran Mazumdar-Shaw, Whose Customer Was Never the Public

04
Watercolour and ink portrait of Kochouseph Chittilappilly, founder of V-Guard Industries

Kochouseph Chittilappilly, Who Sold a Fix for a Local Fault

05
Watercolour and ink portrait of Girish Mathrubootham, founder of Freshworks

Girish Mathrubootham, Who Marketed Software Like a Product

06
Watercolour and ink portrait of P.C. Musthafa, founder of iD Fresh Food

P.C. Musthafa, Who Branded Something Nobody Branded

07
Watercolour and ink portrait of T.S. Kalyanaraman, founder of Kalyan Jewellers

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

CampaignsAll →
A man holds up a sequinned purple kurta on a diya-lit balcony as two women watch, from Nexus Select Malls' Diwali film
Campaigns

Nexus Select Malls Diwali Film Celebrates The Build-Up To The Festival

'Asli Happyness Wali Diwali' moves through the balconies of one building, where families get ready for the festival in their own ways.

Shweta Tripathi opens a red jewellery box in a fairy-lit living room, from GIVA's Pataka for Every Pataka Diwali film
Campaigns

GIVA Diwali Campaign Turns Firecrackers Into Jewellery

A curly-haired boy in glasses gestures at the dining table over a plate of rice in the Daawat Rozana film
Campaigns

Daawat Rozana Campaign With Ranveer Brar Compares Rice To Exam Scores

A family of five takes a selfie inside a coffeehouse strung with fairy lights in the Tata Starbucks Diwali film
Campaigns

Tata Starbucks Diwali Campaign Makes The Coffeehouse The Special Place

Rajkummar Rao And Patralekha Front Kenstar's Water Heater Campaign

Flipkart Minutes Brings Ramsay Brothers Horror To The Delivery Wait

ROYCE' Launches Not Quite Ordinary, A Surreal Diwali Campaign

Bosch Kitchen Up Campaign Stars Vikrant Massey In A Film By Ting

FeatureSocial-FirstAll →
A young man's face in halftone glancing sideways beside a bold oversized speech bubble shape, on saturated emerald green
Social First

Why Brands Are Building WhatsApp Channels

A halftone portrait on the left with a bold dotted trail running from it to a solid filled square, on deep saturated green
Social First

How Creator Campaigns Actually Get Attributed

A halftone portrait beside a bold solid circle with one wedge lifted clean out of it, on saturated coral
Social First

What A Creator Manager Actually Takes, And For What

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

What A Creator's Media Kit Leaves Out

The kit shows the follower count and the logos. The things a brand most needs to know are usually not on it.

When A Brand Runs Ads From A Creator's Handle

When A Creator Leaves The Platform That Made Them

The Brand's Own Creator Roster

How Brands Vet A Creator's Old Posts

BrandsAll →
A whisky tumbler with ice and a stage spotlight as halftone cutouts on teal, for Diageo India's higher Q2 marketing spend
Brands

Diageo India Ad Spend Rises 57% In Q2 To Rs 378 Crore

United Spirits lifted marketing to 11.6% of net sales ahead of the festive season, and the extra spend pulled EBITDA down 4.3%.

02
Anushka Sen in a star-studded zip hoodie and a black Bonkers hoodie, from the Bonkers x Anushka Sen collection

Bonkers Corner Names Anushka Sen Brand Ambassador

03
A smartphone and a wrapped gift box as halftone cutouts on purple, for the PhonePe Appstore digital goods marketplace

Indus Appstore Rebrands As PhonePe Appstore, Adds Gift Cards And Top-Ups

04
A woman carries a folded Origami yoga mat between two shots of Quickshift adjustable dumbbells, from Stoga by FITPASS

Stoga By FITPASS Targets Rs 50 Crore After A Year With No Ads

05
A shampoo bottle and a pair of open scissors as halftone cutouts on crimson, for HUL's lower advertising spend in Q2

HUL Ad Spend Falls 9.3% In Q2 To Rs 1,481 Crore

06
Ranveer Singh holds a CP PLUS dome security camera beside a man in a black polo holding a pan-tilt camera

CP PLUS Signs Ranveer Singh As Brand Ambassador

07
Halftone paper cutout of a smartphone and two overlapping speech bubbles on a flat hot pink background

Motorola Launches Motorollers Community App For All Android Users

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

Gozoop Creative Wins Jainam's Social Media Mandate

02

Paytm Q2 Results: Profit Rises To Rs 225 Crore, Revenue Up 28%

03

John Abraham Joins Indian Superbike League As Strategic Advisor

04

Chhattisgarh Creator Campaign Crosses 12 Million Views

05

JioStar Wins Indian Subcontinent Rights To Abu Dhabi T10

06

Omnicom Q3 Organic Revenue Grows 7.2% As IPG Integration Nears End

07

Grav8 Sports Brings In Saina Nehwal And Armaan Bhatia As Partners

08

Airtel Digital TV Adds Tamil Channel Sony Vizha On Channel 778

FeatureCreative RoomAll →
A vintage studio microphone and a pair of headphones as bold cutouts, with teal and gold tape strips scattered on black
Creative Room

How A Voiceover Is Cast And Directed

A fanned deck of paper colour swatches sweeping diagonally past a single film frame, as halftone cutouts on black
Creative Room

How Colour Grading Changes An Ad

A magnifying glass held over a strip of film, both as halftone cutouts, on a black ground
Creative Room

How A Campaign Is Tested Before It Runs

A strip of film frames looping around a pair of editing scissors as cutouts, with coral and teal shapes on black
Creative Room

What Happens At The First Cut Review

The first cut is the most vulnerable version of a film, and the one shown to the most opinionated room.

What A Pre-Production Meeting Actually Decides

How A Brand Archive Gets Used In New Work

How A Campaign Survives A Change Of Marketing Head

How Regional Ad Lines Are Written, Not Translated

Ad TechAll →
A chat speech bubble and an open umbrella as halftone cutouts on forest green, for Axis Max Life Insurance's ChatGPT ads
Ad Tech

Axis Max Life Insurance Runs ChatGPT Ads With HiveMinds

Halftone paper cutout of an upright strip of film frames and a cloud on a flat emerald green background
Ad Tech

KT Studio Genie Launches Genie Shorts Vertical Micro-Drama Channel On Amagi

Halftone paper cutout of a retro television set and a shopping trolley on a flat electric violet background
Ad Tech

JioHotstar Launches StreamToCart Ads With Instamart

Halftone paper cutout of a push pin and two interlocking gears on a flat mustard yellow background
Ad Tech

Pinterest Programmatic Deals Go Live In APAC And The Americas

FeatureCampaigns That Built IndiaAll →
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.

02
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

03
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

04
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

05
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

06
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

07
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
Brand Comebacks

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
Brand Comebacks

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
Brand Comebacks

Nokia India: A Nostalgia-Led Mobile Comeback

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

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 →
Folded newspapers stacked and overlapping fill the left half of a brick red frame with nothing else
Tribe Ticks

What Print Advertising Is Actually For Now

A studio microphone seen through a torn hole in the paper layer above it on mustard
Tribe Ticks

Why Every Indian Brand Suddenly Has A Podcast

A single game controller sits small and alone in the middle of a wide empty purple frame
Tribe Ticks

How Gaming Became A Media Buy In India

A torn band of empty stadium seating cuts diagonally corner to corner across a flat green ground
Tribe Ticks

Why Sports Beyond Cricket Finally Found Sponsors

Most Read
01

R.S. Sodhi, the Man Who Turned Amul's Trust Into Market Share

02

The Bull That Bowed: Inside Alpha Bull Rum's Open Letter To Old Monk

03

Jessica Shoemaker Joins Netflix As Global Director Of Product Marketing

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