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Go Zero's exit from paid influencer budgets to fund an in-house creator team has reopened an old industry debate: does ownership now beat outreach in India's creator economy?
Our take on this week’s campaigns and a spotlight on fresh ways to turn familiar cultural cues into brand stories
Aryendra Khan Aug 8, 2026 9:36 AM
As quick commerce platforms squeeze festive shopping into minutes, agencies are redrawing creative, media and production plans for instant buyers
Aryendra Khan Aug 6, 2026 9:34 AM
Industry leaders say the most valuable agency talent of the future will be those who orchestrate AI, data and creativity into distinctive ideas
Aryendra Khan Aug 5, 2026 8:56 AM
As AI rewrites what execution means, Indian creative agencies are looking past the book for talent that is fluent in data, technology and business
Aryendra Khan Aug 3, 2026 9:19 AM
From evil eyes to Spider-Man, jewellery to lip balms; this week's ads prove brands are betting big on nostalgia, celebrity buzz and cultural storytelling
Aryendra Khan Aug 1, 2026 9:21 AM
Directed by Bijoy Shetty of Hanumankind fame, this ad review looks at how STARE swaps jewellery advertising’s bridal script for folk horror, chillies and a woman who stares back
Aryendra Khan Jul 30, 2026 9:25 AM
Networks are consolidating and cutting jobs by the thousand; independents are picking up the awards, the mandates and the marquee names instead
Aryendra Khan Jul 29, 2026 8:28 AM
As Indian households shrink and platforms chase clicks over culture, ad folks are asking if the festive campaign playbook needs a proper creative reset
Aryendra Khan Jul 28, 2026 8:38 AM
From Tota's startup jargon to SRK's Hyundai homecoming, this week's ads prove substance still beats style, even when the style is dazzling
Aryendra Khan Jul 25, 2026 8:50 AM
As agencies stack up AI, commerce and consulting mandates, the industry is asking whether the campaign brief has quietly become a business one
Aryendra Khan Jul 23, 2026 9:20 AM
From CarryMinati to gaming streamers, creators command loyalty that legacy campaigns rarely earn. Industry voices explain what brands still get wrong
Aryendra Khan Jul 21, 2026 9:07 AM
The final whistle sparked a wave of creative social media posts, from emotional storytelling and nostalgic callbacks to playful illustrations and clever brand integrations
Aryendra Khan Jul 20, 2026 7:44 AM
From Kareena's Countryman debut to Messi's next chapter with MLS — here are the campaigns that defined the week in advertising
Aryendra Khan Jul 18, 2026 9:30 AM
From Louis Vuitton’s FIFA trunk to Heinz’s Penalty Packets, FIFA 2026 is now a $10-billion creative arena
Aryendra Khan Jul 18, 2026 8:49 AM
For an industry that has spent years pitching brands on esports sponsorships, tournament co-branding and competitive streamer endorsements, this diversification carries an obvious commercial subtext
Aryendra Khan Jul 17, 2026 9:11 AM
As attention fractures across screens, Indian brands are trading campaigns for participation, betting on moments audiences live in, rather than scroll past
Aryendra Khan Jul 16, 2026 8:58 AM
From Heinz's Penalty Packets to Coca-Cola's collectible cans, brands are using packaging to win fans' attention
Aryendra Khan Jul 11, 2026 9:06 AM
From disappearing faces to a boardroom run by pink wigs, this week's ads bet big on the absurd
Aryendra Khan Jul 11, 2026 8:06 AM
With weekly TV ratings on pause, the industry is forced to confront a bigger question: Has advertising become too dependent on measurement to trust creativity?
Aryendra Khan Jul 9, 2026 7:32 PM
From Messi's redemption arc to Egypt's tournament exit, brands found plenty to work with on social media
Aryendra Khan Jul 8, 2026 2:03 PM
As Sourav Ganguly turns 54 today, we revisit the TVCs that captured his charisma, from Pepsi's emotional comeback story to his cheeky Google Googlies
Aryendra Khan Jul 8, 2026 9:29 AM
At Cannes Lions 2026, AI was no longer the headline act. The focus shifted to how technology can solve real problems, elevate craft and deliver meaningful creative outcomes
Aryendra Khan Jul 8, 2026 9:21 AM
From the ‘Helicopter Shot’ to ‘Bole Jo Koyal’, here are the campaigns that captured Captain Cool's charm, wit and mass appeal over the years
Aryendra Khan Jul 7, 2026 11:25 AM
Sitars to spleens, buffaloes to Barcelona: this week's ads prove brands will chase any story that sticks
Aryendra Khan Jul 4, 2026 8:34 AM
From business-first ideas to creator equity and a growing appetite for AI-era humanity, has Cannes Lions 2026 charted advertising's next chapter?
Aryendra Khan Jul 2, 2026 9:14 AM
On July 1, 1941, a 10-second Bulova ad before a baseball game quietly launched the business of television advertising as we know it
Aryendra Khan Jul 1, 2026 12:28 PM
As Cannes Lions 2026 closes with India's tally at a modest five Lions, the industry is asking a harder question: Has the race for constant content quietly replaced the pursuit of the big idea?
Aryendra Khan Jul 1, 2026 8:57 AM
India closed the 73rd Cannes Lions festival with 2 Silver and 3 Bronze Lions from 24 shortlists, a sobering step back from 2025's 32-Lion haul
Aryendra Khan Jun 27, 2026 9:39 AM
From restaurant bills to AI futures, this week's best ads leaned into humour, nostalgia, and storytelling that had something real to say
Aryendra Khan Jun 27, 2026 9:00 AM
At the 2026 World Cup, FIFA's clean stadium policy erased billions in naming rights overnight. What happened next was a masterclass in brand behaviour
Aryendra Khan Jun 26, 2026 9:14 AM
At the Debussy Theatre, the actor and producer argued that stories built on singular conviction are the ones that cross borders without losing their essential meaning
Aryendra Khan Jun 25, 2026 6:20 PM
Cannes Lions 2026 Day 3 saw winners announced across Direct, Media, PR, Social and Creator, and Creative Data Lions, with no Indian campaign securing a win
Aryendra Khan Jun 25, 2026 8:51 AM
TBWA\Lintas Mumbai’s ‘Don’t Look Up’ for Steadfast, which won a Bronze Lion in Film Craft (Script), is built on a familiar behaviour seen across India’s cash-driven economy
Aryendra Khan Jun 24, 2026 8:54 AM
Leo India, Ogilvy, The Refinery, Brand David Communications, and Humour Me delivered India's first metals of the 73rd edition, while Josy Paul and Sonal Chhajerh took the stage at The Terrace
Aryendra Khan Jun 23, 2026 8:51 AM
The two sportswear giants have turned the 2026 FIFA World Cup into a creative slugfest, featuring star-studded mini-movies, huge budgets & a numbers war that has reignited advertising's oldest rivalry
Aryendra Khan Jun 22, 2026 9:04 AM
While Ogilvy Mumbai leads the agency table with four shortlists, VML India follows with three
Aryendra Khan Jun 22, 2026 8:57 AM
This year's Father's Day campaigns redefined fatherhood with humour, heart, and a little unconventional love
Aryendra Khan Jun 20, 2026 9:00 AM
The man who won the inaugural Glass Lion from a Delhi living room at 2 AM, and built BBDO India from the backseat of a car, returns to the Croisette as a speaker
Aryendra Khan Jun 19, 2026 9:00 AM
As VML India's Executive Creative Director joins Print & Publishing jury at Cannes Lions, Warrior makes a case for a medium he believes the industry has been too quick to eulogise & too slow to push
Aryendra Khan Jun 18, 2026 9:07 AM
As Zee bets big on football and brands like Mahindra, Diageo and Apple line up FIFA campaigns, industry heads say Indian marketers are chasing fans, cultural relevance and a global audience
Aryendra Khan Jun 17, 2026 8:55 AM
'Poora India Watchega', a nationwide campaign for the FIFA World Cup 2026, is developed by agency Talented and mktgstack
Aryendra Khan Jun 16, 2026 5:04 PM
From Shakira's record-breaking anthem to songs the world forgot before the final whistle, here’s the list of FIFA WC anthems, and how much each one resonated with audiences around the world
Aryendra Khan Jun 13, 2026 8:59 AM
As Leo South Asia's CEO takes his seat on the Entertainment Lions for Gaming jury, he has a pointed message for brands that confuse gaming culture with gaming aesthetics
Aryendra Khan Jun 10, 2026 8:53 AM
Fatehi describes the opportunity as ‘almost unreal’, calling it a full-circle moment that brings together cultures, sounds and people from around the world
Aryendra Khan Jun 9, 2026 2:31 PM
As AI becomes a fixture of the creative process, Cannes Lions 2026 is shaping up to be a test of something far harder to engineer: human truth, say industry heads
Aryendra Khan Jun 9, 2026 8:35 AM
From Nike's genre-defying 'RIP the Script' to Coors' one-trick chant, here's how the biggest FIFA World Cup 2026 campaigns stack up
Aryendra Khan Jun 6, 2026 9:43 AM
In 2002, Pepsi and Roberto Carlos staged a World Cup ad so cleverly cultural that it still lives rent-free in advertising memory
Aryendra Khan Jun 5, 2026 8:58 AM
As CEO of OMD India and a Cannes Lions 2026 Media juror, Anisha Iyer believes the strongest media ideas are deceptively simple, and that complexity is often mistaken for craft
Aryendra Khan Jun 4, 2026 9:08 AM
One agency, 19 years, a PR Grand Prix, and now a seat on the Cannes jury. Rakesh Menon of Ulka says the category has never been more rigorous, or more necessary
Aryendra Khan Jun 3, 2026 8:54 AM
As Gurbaksh Singh joins the Digital Craft jury at Cannes Lions 2026, the Dentsu Creative CCO & CIO calls out a category in danger of confusing polish with purpose
Aryendra Khan Jun 2, 2026 8:53 AM
From nostalgia and qawwalis to algorithm-age fashion and Parkinson's empathy: Indian advertising finds its cultural footing this week
Aryendra Khan May 30, 2026 8:48 AM
As a member of this year's Creative Strategy jury, Dheeraj Sinha makes the case for strategic courage and warns the industry against mistaking cultural aesthetics for genuine human insight
Aryendra Khan May 29, 2026 9:10 AM
From toothbrushes to enterprise software, brands are leaning on 'AI' as a visibility lever, but industry voices say the window is closing fast
Aryendra Khan May 25, 2026 8:44 AM
From Bajaj's century of trust to Nike's locker-room laughs, this week's ads prove great creative has no single formula
Aryendra Khan May 23, 2026 9:06 AM
After Modi gifted Meloni a packet of Parle Melody in Rome, brands across categories rushed to turn the viral ‘Melodi’ moment into topical marketing gold
Aryendra Khan May 21, 2026 8:33 AM
As platform logic rewrites the creative brief, industry voices debate whether the scroll has replaced the story and what that means for long-term brand memory
Aryendra Khan May 20, 2026 8:54 AM
From backyard pitches to mothers' smiles, this week’s best ads found meaning in the moments that last
Aryendra Khan May 16, 2026 10:06 AM
As feeds grow noisier and user behaviour becomes more reflexive, advertisers are rethinking what meaningful attention actually looks like
Aryendra Khan May 15, 2026 8:16 AM
Ogilvy's 'The Boy Who Learnt to Smile' for Colgate uses Prateik Smita Patil's real story to craft one of this Mother's Day's most affecting brand films
Aryendra Khan May 14, 2026 9:21 AM
Tutu Babu was much more than an administrator to generations of green-and-maroon faithfuls
Aryendra Khan May 13, 2026 1:09 PM
As curated aesthetics and moodboards shape creative inputs, advertising is shifting from real-world observation toward reference-led expression, which may narrow originality
Aryendra Khan May 13, 2026 9:01 AM
As Mother's Day campaigns grow more emotionally sophisticated, industry voices debate whether brands are honouring mothers or simply monetising the moment
Aryendra Khan May 9, 2026 9:35 AM
From emotional realism to chaos and humour, Indian brands redefined Mother's Day this year, moving well past the tears-and-sacrifice template
Aryendra Khan May 9, 2026 9:29 AM
Long before influencer marketing had a name, Michael Jackson was doing it at scale and rewriting the rules of celebrity endorsement forever
Aryendra Khan May 8, 2026 4:53 PM
As the debate around minors in advertising heats up, industry heads say that the terrain around minors is murky and the grey zone begins when minors are used less as real consumers and more as shields
Aryendra Khan May 8, 2026 9:16 AM
Industry heads opine that brands are treating IPL campaigns like a media buy and not a storytelling opportunity; brands are playing it safe and avoiding bold bets
Aryendra Khan May 6, 2026 9:21 AM
From Fevicol's power-play on the 'kursi' to Budweiser's World Cup fever, this week's ads remind us why great creativity never shouts, it simply sticks
Aryendra Khan May 2, 2026 8:44 AM
As brands chase presence across every platform, the pressure to produce is quietly drowning out the thinking that once made campaigns matter
Aryendra Khan Apr 30, 2026 8:32 AM
From Cannes Lions to One Show, a parallel economy of campaigns built for juries only is quietly corroding creative credibility
Aryendra Khan Apr 29, 2026 9:00 AM
As agencies race to claim the 'AI-first' badge, a harder question is emerging: is the technology actually changing how work gets done, or just how it gets sold?
Aryendra Khan Apr 27, 2026 8:33 AM
From Ranveer Singh's Superstar moment to Sprite's minty cool-down, this week's campaigns blend cultural insight with creative craft
Aryendra Khan Apr 25, 2026 9:00 AM
On his birthday, we celebrate a man who did not just play cricket, he defined its grammar
Aryendra Khan Apr 24, 2026 8:23 AM
From UV-fading walls in Rajasthan to trolls meeting their celebrity targets, this week's ads prove Indian advertising is having a very good moment
Aryendra Khan Apr 18, 2026 8:39 AM
As brands race to cut through clutter with 'zero fees' and 'no conditions', the line between clarity and consumer deception is growing dangerously thin
Aryendra Khan Apr 16, 2026 9:10 AM
The industry talks bold. But between the brief and the billboard, something gets lost, and the people making the work know exactly where
Aryendra Khan Apr 13, 2026 9:16 AM
As always-on content pipelines replace big-bang campaigns, brands are rethinking what creativity, consistency, and long-term equity actually mean
Aryendra Khan Apr 9, 2026 9:43 AM
LEGO's FIFA World Cup 2026 campaign featuring Messi, Ronaldo, Mbappé and Vini Jr. is not just an ad; it is advertising history
Aryendra Khan Apr 7, 2026 8:19 AM
From Salman Khan's cashback minimalism to LEGO's football icons, here's what brands got right (and why) this month
Aryendra Khan Apr 4, 2026 9:01 AM
Industry pundits debate if replacing the ‘convention with nothing’ is an un-ad or half-ad
Aryendra Khan Apr 3, 2026 10:02 AM
Grapes Worldwide Co-founder and Global CEO Shradha Agarwal on building brands that endure in an era of viral chasing, AI hype, and first-party data
Aryendra Khan Apr 2, 2026 9:25 AM
As AI handles the grunt work, Indian agencies wrestle with a harder question: Is efficiency quietly becoming the enemy of great ideas?
Aryendra Khan Mar 31, 2026 9:26 AM
Three films, three everyday anxieties, and one quiet argument for why millions of Indians reach for the Astrotalk app
Aryendra Khan Mar 30, 2026 9:55 AM
The ad film, written by Prasoon Joshi and directed by Amit Sharma, turns a child's scraped knee into an aching portrait of the one person a boy will always limp home to
Aryendra Khan Mar 30, 2026 9:18 AM
As the IPL 2026 season begins, here are a few ads that caught our eye this week
Aryendra Khan Mar 28, 2026 10:00 AM
From the endearing Zoozoos to Dravid losing his cool for Cred, we look at some of the memorable ad spots that have been synonymous with the IPL frenzy
Aryendra Khan Mar 28, 2026 9:56 AM
As franchises morph into content studios and jersey real estate hits peak clutter, brands are rethinking what it actually means to be remembered in cricket's biggest season
Aryendra Khan Mar 27, 2026 9:24 AM
Head of Rusk Ads at Rusk Media, Rahul Arora, on cohort thinking, creator authenticity, and why relevant reach will always beat raw numbers
Aryendra Khan Mar 26, 2026 1:47 PM
With RMG out of the IPL advertising mix, the tournament's ad inventory is up for grabs, and tech giants and quick-commerce players are already at the door
Aryendra Khan Mar 25, 2026 9:41 AM
From witty one-liners on paper bags to seasonal illustrations, India’s quick commerce ecosystem is quietly evolving into a high-frequency advertising medium, built one doorstep at a time
Aryendra Khan Mar 24, 2026 9:04 AM
The Ogilvy-crafted digital film turned a simple gifting anxiety into a warm, universal statement on sweetness and inclusion
Aryendra Khan Mar 21, 2026 10:02 AM
From cultural metaphors to humorous dramatisations, this week's campaigns span categories but share one thread: storytelling that earns attention
Aryendra Khan Mar 21, 2026 8:39 AM
As original compositions give way to nostalgia-fuelled remixes, the Indian advertising industry is caught between the craft of sonic identity and the pull of instant recall
Aryendra Khan Mar 20, 2026 9:26 AM
From McDonald's and Cadbury to Coca-Cola's Rimzim Jeera, brands are discovering that recycling emotion the right way is the sharpest tool in the creative arsenal right now
Aryendra Khan Mar 18, 2026 9:54 AM
As women's cricket surged in viewership and wins, endorsement money is following, but the categories, the depth, and the fees still tell two very different stories
Aryendra Khan Mar 17, 2026 9:17 AM
From McAloo Tikki to Formula 1, this week's best campaigns prove great ideas come in every shape
Aryendra Khan Mar 14, 2026 8:55 AM
As synthetic content increasingly features logos and brand identities without authorisation, brands are being forced to rethink how they safeguard their assets online
Aryendra Khan Mar 12, 2026 8:38 AM
As Sandeep Goyal, MD of Rediffusion, marks four decades in the business today, he speaks to e4m candidly about the gut, the grind, and where he feels Indian advertising lost its way
Aryendra Khan Mar 10, 2026 9:35 AM
As AI dashboards proliferate across agency war rooms, the real question isn't whether machines can track culture, it's whether they can ever truly feel it
Aryendra Khan Mar 5, 2026 9:21 AM
Apple’s ‘Shot on iPhone 17 Pro’ film blends live-action and stop-motion craft to tell a moving Chinese New Year story, and wins top honours at ONE Asia
Aryendra Khan Mar 5, 2026 8:41 AM
How a Holi film about childhood friendship became one of the most discussed ads in recent Indian advertising history
Aryendra Khan Mar 3, 2026 8:04 AM
As advertising agencies adopt AI tools for trend forecasting, the industry faces a key question: algorithms can analyse trends, but can they truly understand cultural sentiment?
Aryendra Khan Mar 2, 2026 8:56 AM
As February closes to an end, here are a few ads that caught our eye this week
Aryendra Khan Feb 28, 2026 8:43 AM
A quiet shift is underway in Indian advertising as brands move from seasonal campaigns to multi-season content properties, but is this a true strategy or just spectacle?
Aryendra Khan Feb 25, 2026 8:47 AM
From tyres that refuse to skid to a masala soda that has never left our hearts, here are a few ads that caught our attention this week
Aryendra Khan Feb 21, 2026 8:42 AM
With large brands investing heavily in internal creative and content capabilities, the industry must confront a critical shift: is the agency model losing relevance as creativity moves in-house?
Aryendra Khan Feb 20, 2026 8:13 AM
With brands prioritising safety and short-term results, opportunities for original thinking are reducing, which may have longer-term effects not yet fully recognised
Aryendra Khan Feb 18, 2026 9:00 AM
As MD of BBH India and President (North & East) for Saatchi & Saatchi and Propagate, Himanshu Saxena is betting on integration over independence, and rewriting the rules of agency leadership
Aryendra Khan Feb 16, 2026 8:23 AM
This is how Indian brands celebrated love in all its modern, messy, beautifully real forms this Valentine's Day
Aryendra Khan Feb 14, 2026 8:50 AM
How a playful moment between two strangers stuck in traffic, a bar of chocolate, and an unforgettable Amit Trivedi jingle created advertising magic that India still can't forget
Aryendra Khan Feb 14, 2026 8:42 AM
There was a time when celebrities were integrated more deeply into brand narratives, inhabiting distinct brand worlds rather than simply appearing as endorsers
Aryendra Khan Feb 13, 2026 8:46 AM
With millions watching and dissecting ads in real time, brands can no longer blend in. Emotional resonance is now a key differentiator in an oversaturated media landscape
Aryendra Khan Feb 10, 2026 9:00 AM
From brands already celebrating Valentines’ Day to the Super Bowl mania, we bring to you ad campaigns that caught our eye this week
Aryendra Khan Feb 7, 2026 9:47 AM
AI has evolved from a backend analytics tool to a core creative partner, automating repetitive tasks while agencies begin exploring autonomous decision-making agents
Aryendra Khan Feb 4, 2026 9:03 AM
Finance Minister Nirmala Sitharaman unveiling India's AI capacity-building roadmap has created a direct downstream impact on how agencies will hire, train, and create in the years ahead
Aryendra Khan Feb 2, 2026 8:38 AM
As we wrap up January 2026, here are some of the ads that caught our eye this week
Aryendra Khan Jan 31, 2026 8:33 AM
On Preity Zinta’s birthday today, 31 January, we revisit the iconic 1996 commercial that reshaped Indian advertising and turned a young woman from Shimla into a household name
Aryendra Khan Jan 31, 2026 7:55 AM
From film auteurs with Gen-Z actors to podcasters with wrestling icons, contrast casting has become advertising's sharpest hook in the scroll economy
Aryendra Khan Jan 30, 2026 9:38 AM
Harikrishnan Pillai, TheSmallBigIdea's CEO & Co-Founder, believes brands must move at the speed of culture without losing their soul, balancing viral moments with long-term value creation
Aryendra Khan Jan 28, 2026 8:26 AM
From elevator moments to anniversary blunders, how Imperial Blue’s ‘Men Will Be Men’ became Indian advertising's most enduring campaign over 25 years
Aryendra Khan Jan 26, 2026 10:00 AM
As India celebrates its 77th Republic Day, we revisit a public service announcement that remains as powerful today as it was 23 years ago
Aryendra Khan Jan 26, 2026 8:27 AM
As we go through this week, here are brands that traded loud claims for sharp insights, cultural cues, and stories that actually feel lived-in
Aryendra Khan Jan 24, 2026 9:41 AM
Nitin Malhotra, CMO at Livpure, explains why connected devices and subscription models are alleviating ownership anxiety in a category that has been functionally confusing for too long
Aryendra Khan Jan 23, 2026 9:35 AM
As AI shifts from a back-end efficiency tool to a creative partner, agencies are re-evaluating authorship, talent structures, and the balance between human craft and machine intelligence
Aryendra Khan Jan 21, 2026 8:50 AM
According to industry leaders, players need to move beyond adrenaline marketing, where the proposition is less about racing the clock and more about becoming an invisible enabler of daily life
Aryendra Khan Jan 20, 2026 8:57 AM
The museum, the sculpture, the favourite blue colour: Deconstructing Cadbury's most memorable campaign
Aryendra Khan Jan 17, 2026 9:22 AM
Blending insight, emotion and relevance to stay truly memorable, here are this week’s ads that caught our eye
Aryendra Khan Jan 17, 2026 9:08 AM
Black Cab, a creative agency co-founded by Siddhartha Singh and Aayush Bansal, on building integrated agencies, investing in people, and why India’s next breakout brands will thrive on community
Aryendra Khan Jan 15, 2026 8:56 AM
From founder diaries to character-driven stories, brands are turning their social feeds into serialised experiences that audiences return to instead of scrolling past
Aryendra Khan Jan 14, 2026 8:52 AM
As we wrap up the second week of 2026, we look back at the brand campaigns that stood out this week
Aryendra Khan Jan 10, 2026 8:06 AM
As brands rethink how they connect with audiences in the digital age, AI-generated virtual personalities are moving beyond experiments to become the faces of modern campaigns
Aryendra Khan Jan 8, 2026 8:37 AM
From its early humorous storytelling in 2015 to commanding attention during the IPL in 2023, Fogg’s iconic ‘chal raha hai’ campaigns transformed a deodorant tagline into a national catchphrase
Aryendra Khan Jan 7, 2026 9:08 AM
In 2026, creativity won’t be about volume or speed, but meaning, consistency, and the courage to say less as audiences grow more selective
Aryendra Khan Jan 6, 2026 9:12 AM
The campaign for the Timothée Chalamet-starrer was not built around a single hero asset but as a layered ecosystem with video, audio, outdoor, events, and social discovery being equal partners
Aryendra Khan Jan 3, 2026 9:16 AM
Spotify India’s sales head explains how India’s lo-fi, calm and spirituality listening habits are reshaping advertisers’ creative and mobile-first strategies
Aryendra Khan Dec 23, 2025 10:00 AM
From YouTubers scripting films to meme pages shaping tone, creator-led ideation is reshaping agency craft and redefining creative hierarchies across India’s advertising scene
Aryendra Khan Dec 20, 2025 9:46 AM
Rising television ad costs are leading brands to use six-second spots, prompting questions about the sustainability of long-term brand building and traditional storytelling approaches
Aryendra Khan Dec 17, 2025 8:28 AM
From Mocha Mousse's warmth to Cloud Dancer's calm, the shift to near-neutrals is rewriting the rules of brand recall
Aryendra Khan Dec 13, 2025 9:20 AM
BirlaNu releases its ‘Every Home is a Castle’ ad film, spotlighting the emotional pride of home-building while marking a bold tech-forward shift for the brand
Aryendra Khan Dec 9, 2025 2:27 PM
The traditional 30-second commercial is now competing for budgets with concert sponsorships, pop-up activations, and fan meet-ups
Aryendra Khan Dec 9, 2025 9:09 AM
The spot blends Hindi comfort, English confidence, and classic Bollywood music nostalgia to portray AI as a relatable companion
Aryendra Khan Dec 8, 2025 3:21 PM
From Dharmendra to Imran Khan, viral death hoaxes expose a disturbing misinformation economy where grief becomes engagement, and engagement becomes revenue for platforms
Aryendra Khan Nov 27, 2025 3:49 PM
Agencies are pitching more than ever but winning less, as brands demand production-ready work upfront and procurement drives decisions. Leaders say the model is unsustainable
Aryendra Khan Nov 27, 2025 9:20 AM
With most social videos watched on mute, Indian agencies are crafting a new visual language where supers and motion replace voiceovers, striving to evoke emotion without viewers ever hitting unmute
Aryendra Khan Nov 21, 2025 7:36 AM
With PROGA, MYAS recognition, global championships and rising investments, 2025 marked a turning point and industry leaders believe 2026 is the year India builds global-ready gaming IP
Aryendra Khan Nov 18, 2025 9:26 AM
While some industry watchers say brand endorsement monies coming for women's cricket won't be as big as it should, the optimists assert these names will evolve into strong personal brands
Aryendra Khan Nov 13, 2025 8:59 AM
As budgets shrink and AI reshapes workflows, Indian agencies are embracing restraint –but is simplicity a creative choice or just clever cost-cutting?
Aryendra Khan Nov 11, 2025 8:41 AM
Industry observers say the shift is more of an outcome of changing reality and an evolution as the middle-class dream has not faded but has just gone digital
Aryendra Khan Nov 8, 2025 9:37 AM
As creative agencies increasingly blur the lines between advertising and cinema, the industry debates whether this is a strategic evolution or a dangerous distraction from brand fundamentals
Aryendra Khan Nov 5, 2025 9:20 AM
With the passing of Piyush Pandey, Indian advertising has lost its most instinctive voice. As dashboards and data take on a growing role, how will agencies continue to blend insight with instinct?
Aryendra Khan Oct 30, 2025 9:21 AM