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Harsh Mariwala, the Man Who Put Coconut Oil in a Bottle

Every Indian marketing course teaches the plastic bottle. Almost none of them mention that he had to prove it to shopkeepers using live rats.

The Ai Shift

What Does AI Brand Safety Mean Now?

A single hand steadying a smaller hand on a pencil, rendered as a bold flat silhouette against warm colour

Work Life

What Makes A Good First Manager In Advertising?

The Latest

People

Ankur Mishra Leaves ET Now For ArcelorMittal Nippon Steel India

Anurag Chauhan, chief executive officer of Nisum

Nisum Appoints Anurag Chauhan As Chief Executive Officer

Shikha Gupta, chief strategy officer at Coverfox

Coverfox Appoints Shikha Gupta As Chief Strategy Officer

Frederica Constable, chief growth officer at Omnicom Media UK

Frederica Constable Named Chief Growth Officer At Omnicom Media UK

Rahul Padghan, AVP, corporate communications at InCred Financial Services

Rahul Padghan Joins InCred As AVP, Corporate Communications

Kketan Chopra, senior vice president, commerce at WPP Media

WPP Media Promotes Kketan Chopra To SVP, Commerce

FeatureWork LifeAll →

Work Life

What Makes A Good First Manager In Advertising?

A first manager shapes how someone works for the next decade, more than almost any single campaign will. Advertising rarely trains anyone for the role it depends on the most.

Why Some Advertising People Stop Wanting The Corner Office

Not everyone who's good enough to run an agency actually wants to. That choice used to read as a lack of ambition. Increasingly, it reads as a different kind of clarity about what the job costs.

Is The 30-Second Film Still The Ultimate Creative Prize?

For decades, landing the TV film was the unmistakable mark of a creative who had arrived. That hierarchy is quietly breaking down, and not everyone in the industry has noticed yet.

What A Healthy Creative Culture Actually Looks Like

Every agency claims a great culture on its careers page. The actual signal is smaller and far less photogenic than the ones agencies tend to put on a wall.

FeatureBrand BuildersAll →

Brand Builders

Harsh Mariwala, the Man Who Put Coconut Oil in a Bottle

Every Indian marketing course teaches the plastic bottle. Almost none of them mention that he had to prove it to shopkeepers using live rats.

Ashwath Swaminathan, Growth Marketing Under a Stopwatch

Rohit Kapoor, the CEO Running Swiggy's Food Delivery Business

Deepinder Goyal, the Man Who Gave a Delivery App a Personality

Adwaita Nayar, the Discipline Behind Nykaa Fashion

Anchit Nayar, Building the Store Network Behind Nykaa's Beauty Business

Falguni Nayar, Curation as a Trust Machine

CampaignsAll →

A frame from the HDFC Life term insurance film, a father holding his son after returning home

Campaigns

HDFC Life Builds A Term Insurance Film Around The Call You Dread

Category convention says show the family after the worst has happened. This film stops a moment short of that, and the whole argument sits in the gap.

A frame from the ACKO Health Insurance film, a family standing in front of a fridge of energy drinks

Campaigns

ACKO Health Insurance Sells Discipline Instead Of Fear

A frame from the Chheda’s Kaju Katli Raksha Bandhan film, a brother arriving at his sister’s home with a box of sweets

Campaigns

Chheda’s Enters Sweets With A Raksha Bandhan Film For Kaju Katli

Campaigns

Sprite Tejas Express Begins A Six-Month Run To Delhi

Senco Makes Harshvardhan Rane The Face Of Ti22 By Aham

The Healthy Binge Builds Its First Brand Film Around The Sound Umm

JK Super Cement Backs A 53-Episode Micro Drama About Building A House

Adidas Originals Marks Its Connaught Place Debut With Five Local Institutions

FeatureSocial-FirstAll →

Social First

Why Founder-Led Content Is Becoming a Brand Asset

Social First

How Social-First Brands Build Trust Through Everyday Content

Social First

The Risk of Chasing Trends Without a Brand Strategy

Social First

How Brands Balance Speed, Approval and Creativity on Social Media

Fast, safe, creative - the three demands conflict constantly. How brands balance speed, approval and creativity, and why the answer is to think earlier.

How Brands Measure Social-First Campaigns Beyond Likes and Shares

Why Social Search Is Becoming as Important as Google Search

How Regional Creators Are Changing Brand Communication

The Future of Brand Communities in India

BrandsAll →

A halftone paper cutout of a fountain pen and a folded newspaper on a flat coloured background

Brands

InCred Capital Launches InCred Black For UHNI Clients

Three people who built a rival’s wealth business over fifteen years have arrived together. That is the launch, more than the brand name is.

A halftone paper cutout of a dog bowl and a bag of kibble on a flat coloured background

Wipro Consumer Care Enters Pet Food With Snuggles

SFK Industries Rebrands Around Sustainable, Knowledgeable And Futuristic

The Anti-Aging Centre Rebrands As The Longevity Centre And Signs Milind Soman

Magic Moments Aam Panna, the newest variant in Radico Khaitan's Flavours of India vodka range

Magic Moments Adds Aam Panna To Its Flavours Of India Vodka Range

R for Rabbit's BioMimic range of ten skincare, bath, oral care and grooming products for children

R For Rabbit Launches BioMimic, A 10-Product Kids Care Range

Acer Signs Akshay Kumar As Brand Ambassador For House Of Acer

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FeatureIndian Ad LegendsAll →

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

Read the story of K.V. Sridhar, known across the industry as Pops, the Leo Burnett creative chief who won more than twenty Cannes Lions and turned a painter's eye into some of India's most loved advertising.

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

A graphite pencil portrait of Prahlad Kakkar, drawn with a film camera, clapperboard and diving gear

Indian Ad Legends

The Story of Prahlad Kakkar, the Man Who Made Ad Films Fun

A graphite pencil portrait of R. Balki, the adman who turned his ideas into feature films

Indian Ad Legends

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

The Story of Piyush Pandey, the Man Who Taught Brands to Speak Like India

NewsAll →

Air India And Drukair Put Bhutan On One Ticket

Uber Lets Parents Watch A Teenager’s Ride As It Happens

WhatsApp Passes A Billion Passkey Users And Retires The Six-Digit PIN

Instagram’s First Draft Cuts The Boring Part Of Reels Editing

YouTube Adds A Feedback Tool For Shorts Before They Go Live

Gaana Partners FENIX360 To Build An Artist-Fan Economy In-App

Uflex Hands CreativeMud Its Creative And Digital Mandate

Meta Opens A 45-Day Edits Film Festival For Indian Creators

FeatureCreative RoomAll →

Creative Room

How AI Tools Are Changing the Creative Process

Creative Room

How Advertising Teams Use Research Without Killing Creativity

Creative Room

How Designers, Writers, and Strategists Build One Idea Together

Creative Room

How Scripts Are Shaped Before an Ad Film Shoot

The script a director eventually shoots is rarely the version a copywriter first typed. Here is what happens in between.

How Brand Tone of Voice Is Decided Inside Creative Rooms

How Meme Culture Enters Brand Campaigns

How Social Media Campaigns Are Built for Speed and Relevance

How Festive Campaigns Are Built Under Tight Deadlines

Ad TechAll →

Halftone paper cutout of a television home screen grid and a remote control on a saturated orange background, for the Huella and VIDAA partnership

Ad Tech

Huella Partners VIDAA To Put NEXad On The Smart TV Home Screen

Halftone paper cutout of a television set and a wearable measurement device, for Nielsen’s currency update

Ad Tech

Nielsen Updates Its TV Currency Methodology From 31 August

Halftone paper cutout of a sound waveform and a film clapperboard, for Adobe Firefly audio generation

Ad Tech

Adobe Firefly Adds Music, Speech And Sound Effects Generation

VDO.AI expands its partnership with NDTV, rolling out native video and ticker advertising formats

Ad Tech

VDO.AI Expands Its NDTV Deal With Two Native Video Formats

FeatureCampaigns That Built IndiaAll →

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

Campaigns That Built India

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

Life insurance in India was sold on fear of what happens when you are gone. In September 2018, SBI Life rebuilt the pitch around a quieter moment: when a person stops saying I and starts saying we.