Ad Tribe — Your Daily Dose of Ad World Buzz

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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.

Campaigns

Sprite Tejas Express Begins A Six-Month Run To Delhi

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

The Latest

Ad Tech

Prashant V Singh Joins HT Media As Editor And Head Of Livemint

Rahul Tiwari, associate director for strategy and transformation at PwC India

Rahul Tiwari Joins PwC India As Associate Director, Strategy And Transformation

Goeff Laurel, vice president director of media investment at Digitas North America

Goeff Laurel Named Vice President Director Of Media Investment At Digitas

Mohit Cherian, category director at Diageo India

Mohit Cherian Elevated To Category Director At Diageo India

Ramesh Krishnan, appointed independent director on the board of Redcliffe Labs

Redcliffe Labs Appoints Ramesh Krishnan As Independent Director

Stuart La Brooy, who is stepping down as chief marketing officer and vice president of marketing at Sephora APAC

Stuart La Brooy Steps Down As Sephora APAC Chief Marketing Officer

FeatureWork LifeAll →

Work Life

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.

Portfolio vs Degree: What Actually Gets A Young Creative Hired?

Creative directors insist they hire off portfolios, not degrees. Recruiters still quietly use the degree line to decide who gets a look in the first place. Both things are true at once.

Why Young Talent Leaves Agencies Before Agencies Understand Them

By the time most agencies figure out what a young hire actually needed, that person has usually already handed in their notice. The exit interview arrives one conversation too late.

When Your Boss Is Younger Than You

Advertising's compressed career ladder has made being managed by someone younger common rather than rare. What actually makes that work has surprisingly little to do with age.

FeatureBrand BuildersAll →

Brand Builders

Ashwath Swaminathan, Growth Marketing Under a Stopwatch

Ashwath Swaminathan, formerly of HUL, was named Swiggy's first Chief Growth and Marketing Officer in February 2024, overseeing food delivery and Instamart, then resigned that September ahead of Swiggy's IPO.

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

Pelki Tshering, Tanishq's CMO on Keeping a Legacy Brand Honest

CampaignsAll →

Campaigns

Sprite Tejas Express Begins A Six-Month Run To Delhi

A train is an odd advertising buy: nobody outside sees it for long, and the people inside cannot leave. Only one of those is the point.

Campaigns

Senco Makes Harshvardhan Rane The Face Of Ti22 By Aham

Campaigns

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

A still from Tera Ghar Mera Ghar, the JK Super Cement micro drama made with JUJU Films

Campaigns

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

Adidas Originals Marks Its Connaught Place Debut With Five Local Institutions

Titan Raga Puts Alia Bhatt In Three Films About Being Judged

Ionic Wealth Asks Investors To Get A Second Opinion

LenDenClub's The Seed Sells Patience Instead Of Returns

FeatureSocial-FirstAll →

Social First

The Risk of Chasing Trends Without a Brand Strategy

Social First

How Brands Measure Social-First Campaigns Beyond Likes and Shares

Social First

Why Social Search Is Becoming as Important as Google Search

Social First

How Social-First Brands Build Trust Through Everyday Content

Trust is not built in the big campaigns but in the days between them. How social-first brands build trust through consistent, everyday content.

How Regional Creators Are Changing Brand Communication

The Future of Brand Communities in India

Why Meme Pages Became Powerful Advertising Partners

How Brands Use Pop Culture Without Looking Desperate

BrandsAll →

Brands

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

Dropping “anti-ageing” from the name is the whole strategy. One word promises to undo something; the other promises to help with it.

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

Fossil Launches Machine X-1 With Varun Dhawan

Zeeba Names Chef Vikas Khanna Its Global Brand Ambassador

Crompton Rebrands Around A New Emblem And A Super-Premium Brand

Newsletter

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Ad world news, campaigns and moves, a few times a week. No noise.

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 →

Urban Company Takes Its Unicommerce Deal To The UAE And Saudi Arabia

Adfactors PR Buys A Majority Stake In Australia's SenateSHJ

Epic Studios And Rusk Media To Make 50 Vertical Drama Series

ShareChat And Moj Launch A Gaming Micro-Drama With Level Infinite

Havas Media Wins The Policybazaar Media Mandate From WPP Media

A Simple Agency Wins Foxtale's OOH Mandate, Starting With Shah Rukh Khan

Humans Of Bombay Becomes The Human Company

Uber Adds Train Ticket Booking In India With ixigo

FeatureCreative RoomAll →

Creative Room

How Advertising Teams Use Research Without Killing Creativity

Creative Room

How Designers, Writers, and Strategists Build One Idea Together

Creative Room

How Brand Tone of Voice Is Decided Inside Creative Rooms

Creative Room

How AI Tools Are Changing the Creative Process

A creative brainstorm today often has AI generating visual references in seconds. How that has changed the room itself.

How Meme Culture Enters Brand Campaigns

How Social Media Campaigns Are Built for Speed and Relevance

How Festive Campaigns Are Built Under Tight Deadlines

Why Some Ideas Look Great in the Room but Fail Outside It

Ad TechAll →

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

Meta AI gains tools for small businesses to analyse content and advertising performance

Ad Tech

Meta AI Adds Content And Ad Performance Tools For Small Businesses

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.