Advertising Marketing Research and Rankings
Campaign India Team
7 hours ago

Safe is passé, risk-taking is in

A global paper from Havas Red shows how audiences are tuning out brand experiences that feel overly familiar or formulaic and what works instead.

People are no longer paying for products or perks; they’re willing to exchange money, time and attention for moments that feel rare, high-quality and unforgettable.

Please sign in or register

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

Existing users sign in here

Or
Register Now
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

Most Read

Why Shah Rukh Khan still rules India’s brand universe at 60

1 Why Shah Rukh Khan still rules India’s brand universe at 60

ICC World Cup: Where does women’s cricket stand after historic win?

2 ICC World Cup: Where does women’s cricket stand after historic win?

Piyush Pandey dies at 70; the industry mourns a legend

3 Piyush Pandey dies at 70; the industry mourns a legend

QuickAds’ $1.7 million bet: Can AI fix advertising’s 90% failure rate?

4 QuickAds’ $1.7 million bet: Can AI fix advertising’s 90% failure rate?

Agencies must prove ROI, not just impressions

5 Agencies must prove ROI, not just impressions

Bingo! turns ‘Big No’ into its boldest punchline yet

6 Bingo! turns ‘Big No’ into its boldest punchline yet

Blog: How stigmatising Harmanpreet Kaur is hurting Brand India

7 Blog: How stigmatising Harmanpreet Kaur is hurting Brand India

Smriti Mandhana and Mithali Raj are the most liked female cricketers: Hansa Research report

8 Smriti Mandhana and Mithali Raj are the most liked female cricketers: Hansa Research report

NDTV appoints Sucherita Kukreti as Senior Executive Editor and Prime Time Anchor

9 NDTV appoints Sucherita Kukreti as Senior Executive Editor and Prime Time Anchor

Dentsu warns staff of data breach after Merkle hit by cyber 'security incident'

10 Dentsu warns staff of data breach after Merkle hit by cyber 'security incident'

Related Articles

Duolingo rolls out its new ad platform
Media
Oct 09, 2025
Staff Reporters

Duolingo rolls out its new ad platform

Duo, Jackie Shroff and a streaming twist—Duolingo gets quirky
Advertising
Feb 12, 2025
Campaign India Team

Duo, Jackie Shroff and a streaming twist—Duolingo ...

Experiential marketing cuts through ad fatigue to captivate consumers
Opinion
Nov 15, 2024
Amisha Gulati

Experiential marketing cuts through ad fatigue to ...

India becomes PR’s proving ground for Havas
PR
Sep 29, 2025
Vinita Bhatia

India becomes PR’s proving ground for Havas

Just Published

New eyewear ‘B by Lenskart’ brand launch - Everything you need to know about IPO-bound eyewear company's smart glasses' foray
Digital
2 hours ago
Content Labs

New eyewear ‘B by Lenskart’ brand launch - ...

IPO-bound Lenskart has launched a new brand christened ‘B by Lenskart Smartglasses’

Why is Nazara Technologies rebranding itself and what is new?
Digital
2 hours ago
Content Labs

Why is Nazara Technologies rebranding itself and ...

Gaming company Nazara Technologies has launched a refreshed new brand identity.

The future belongs to the curious
Advertising
9 hours ago
Dheeraj Sinha

The future belongs to the curious

In an AI-driven industry, FCB's Dheeraj Sinha sees vulnerability in middle-layer jobs, but says the real dividing line is not between juniors and seniors, but between those who evolve and those who don’t.

Inside PHD’s playbook: Why in-housing and empathy drive its growth
Advertising
10 hours ago
Vinita Bhatia

Inside PHD’s playbook: Why in-housing and empathy ...

By treating in-housing as collaboration, not competition, PHD is reframing agency relationships through trust, empathy, and tech-enabled adaptability amid industry consolidation.