Naman Agarwal
Feb 24, 2025

How creative agencies are humanising brands in the digital age

In a world overflowing with content, the brands that truly connect are the ones that feel like they belong in the conversation, says itch's co-founder and creative head.

Watching Manoj Pahwa carefreely dancing on a Kurlon bed, didn’t need words to tell us how comfortable it was; you could just feel it.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

7 hours ago

‘Posting Zero’ is just the tip of the iceberg

As AI adoption accelerates, there is a new balance emerging between acceleration and deceleration, where people crave both the hyper-real and the handmade.

8 hours ago

Making space for Zeera, one absurd sip at a time

Enormous doubles down on humour for Lahori Zeera’s sequel, turning the everyday drink into a habitual choice through cultural repetition, not reinvention.

8 hours ago

Amagi files INR 1,789-crore IPO, January debut set

INR 667.21 crore from the proceeds are earmarked for AI-led technology and cloud infrastructure, as the SaaS firm sharpens its streaming and ad-tech operating model.

9 hours ago

Azorte’s bid to be Gen Z’s ‘safe space’

Reframing mediocrity as transition, the Reliance Retail fashion brand’s caregiver-led campaigns used reassurance over aspiration to drive footfalls, relevance and measurable retail outcomes.