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✦Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition✦Meta Lets AI Agents Set Up WhatsApp Business Messaging✦Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory✦HP Will Pre-Load Perplexity’s App On Its Windows PCs✦Mahindra Manulife Appoints Ruchika Malhan Varma To A Combined Marketing And Customer Role✦Jio Puts Canva’s Paid Design Tools In Front Of Millions Of Users✦Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour✦Meta One Puts Creator And Business Tools Behind A Subscription✦BharatPe Names Yugal Tiwari Chief Product And Marketing Officer✦UPI MDR Of 0.4% Starts 15 October On Merchant Payments Above Rs 2,000✦The Rights Problem Hiding In Every UGC Campaign✦Royal Enfield: From Fading Motorcycle Brand to Global Cult✦Ad Tribe Awards - South: Entries Are Open For The Inaugural Edition✦Meta Lets AI Agents Set Up WhatsApp Business Messaging✦Delta Exchange Puts A Crypto Brand On India’s On-Ground Cricket Inventory✦HP Will Pre-Load Perplexity’s App On Its Windows PCs✦Mahindra Manulife Appoints Ruchika Malhan Varma To A Combined Marketing And Customer Role✦Jio Puts Canva’s Paid Design Tools In Front Of Millions Of Users✦Hero VIDA Takes Title Sponsorship Of India’s New Zealand Tour✦Meta One Puts Creator And Business Tools Behind A Subscription✦BharatPe Names Yugal Tiwari Chief Product And Marketing Officer✦UPI MDR Of 0.4% Starts 15 October On Merchant Payments Above Rs 2,000✦The Rights Problem Hiding In Every UGC Campaign✦Royal Enfield: From Fading Motorcycle Brand to Global Cult
Feature

Campaigns That Built India

20 stories

The campaigns that changed how India feels, buys and celebrates. A series on the advertising that became culture.

Halftone collage of a boxy television set and a pair of horns on charcoal, for the Onida devil campaign
Campaigns That Built India

How Onida’s Devil Sold Envy To A Country That Had To Wait

Every other television brand was explaining its picture quality. Onida skipped the product and sold what owning one did to the people next door.

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

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

More

How Liril’s Waterfall Changed What Indian Advertising Could Show

How Happydent's Palace Lit a Kingdom With Teeth

How Thanda Matlab Coca-Cola Annexed a Hindi Word

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

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

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

More in Campaigns That Built India
Halftone collage of a cutting-chai glass beside a small alarm clock, marking Tata Tea's Jaago Re campaign

How Tata Tea's Jaago Re Turned a Cup of Chai Into a Civics Lesson

Halftone collage of a ceiling fan mid-spin, marking the Havells Hawa Badlegi campaign

How Havells' Hawa Badlegi Used a Ceiling Fan to Argue With India

Halftone collage of a wristwatch in an open presentation box, marking Titan's Joy of Gifting campaign

How Titan Turned a Watch Into the Joy of Gifting

Halftone collage of a running shoe caught mid-stride, marking Nike's Da Da Ding campaign

How Nike's Da Da Ding Gave Indian Women Athletes a New Beat

Halftone collage of friends sharing a pair of earphones, marking Airtel's Jo Mera Hai Wo Tera Hai campaign

How Airtel's Jo Mera Hai Wo Tera Hai Turned Sharing Into a Friendship Anthem

A halftone knife spreading butter on toast beside a folded newspaper

How Amul's Topical Ads Turned a Butter Brand Into India's Sharpest Cultural Commentator

A halftone egg-shaped character holding a cricket bat, on a crimson ground

How Vodafone's ZooZoos Took Over IPL and Became India's Most Loved Ad Characters

A halftone hand rolling paint across a wall, on a teal ground with cut paper shapes

How Asian Paints' Har Ghar Kuch Kehta Hai Gave Indian Homes a Voice

A halftone family riding a scooter together, on a blue ground with cut paper shapes

How Hamara Bajaj Became the Soundtrack of India's Middle-Class Dream

A halftone hand squeezing a glue tube above a bus, on a mustard ground

How Fevicol's Bus Ad Turned a Glue Brand Into an Indian Cultural Joke

A halftone hand holding a broken bar of chocolate on an electric violet ground

How Cadbury's Kuch Khaas Hai Turned Chocolate Into a Celebration for India

All 20 stories shown