WPP’s back-to-office push: Is India’s adland ready for reset?
SOUNDING BOARD: Will the work-from-office mandate foster creativity and team collaboration, or is the advertising risking attrition?
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Hyped but hindered: Marketing moves that failed to deliver in 2024
SOUNDING BOARD: Not all that glitters is gold—Campaign explores the overhyped strategies that missed the mark in 2024 and how marketers can avoid these missteps this year.
The CMO's MO: Insurers must create a culture of care by replacing fear with empathy—Plum's Shreyas Achar
From changing mindsets about preventive care to leveraging gen AI, Plum's CMO shares insights on the challenges, opportunities, and strategies shaping the future of his brand.
Neuromarketing: Game-changer or gimmick for Indian brands?
As Indian marketers flirt with neuromarketing, some brands dive deep while others tread cautiously. Is this the next big frontier or just a fleeting trend?
The CMO’s MO: Sapna Desai urges brands to go digital, but not ditch the human touch
ManipalCigna Health Insurance's CMO describes how the brand is redefining insurance with strategies including AI-powered customer experiences and championing women’s health.
Shock marketing and sharbat wars: When brands cross the line
With Patanjali co-founder Baba Ramdev’s jab at Rooh Afza sparking a legal and cultural blowback, the marketing world weighs the true cost and value of provocation in brand marketing.
Rewriting the PR playbook: Navigating disruption in a hyperconnected world
This National PR Day, Campaign examines how PR pros are evolving from being media gatekeepers to strategic brand navigators in an age of misinformation and disruption.
Clicks, consent, and conscience: Marketing to the young consumers online
With livestream restrictions and content filters rising, marketers are rethinking their strategies about connecting with the youth, while keeping trust and ethics front and center.
Will snooping clause in new IT Bill put WhatsApp on mute?
India’s proposed Income Tax Bill 2025 may force ad agencies to rethink WhatsApp workflows as privacy risks outpace convenience.
Beyond bricks and returns: Earning HNI trust in luxury real estate marketing
With demand for luxury housing on the rise, personalised messaging, exclusivity, and experiential marketing have emerged as essentials for campaign success.
The CMOs MO: Palak Dani Mansotra urges marketers to measure campaign success beyond metrics
A truly successful campaign isn't about numbers alone; it is about fostering emotional connections and building long-term brand equity, says Suraj Estate Developers' CMO.
Micro-influencers, major shifts: India’s new marketing frontier
From beauty to banking, smaller-town creators are proving cost-efficient and culturally fluent, forcing agencies to rethink strategy and scale.
The quiet power of Gen X is loud enough
Ignored by influencer budgets but trusted at the checkout, this cohort is reshaping luxury marketing with discernment, depth, and digital subtlety.
From likes to legality: IIGC’s Code of Standards receives resounding industry support
SOUNDING BOARD: With formal contracts, content guardrails, and a taskforce, India’s influencer space has entered a new phase of accountability.
Should influencers pose as subject matter experts?
SOUNDING BOARD: As the growing trend of influencers dishing out advice online grows—be it across health, finance or food—Campaign asks experts whether this approach is marketing genius or risky territory.
How ad agencies can safeguard their creative spark from being appropriated
By implementing the right processes, and following it to the T, creative agencies can minimise the instances of idea thefts and safeguard their valuable work.
Needed: More LGBTQIA+ leaders who call the shots
Despite their enthusiasm to appear inclusive, many in the advertising industry observe that few agencies still have substantial LGBTQIA+ representation in their C-suite in India.
Social Pill launches AI tool to ease the process of self-declarations for advertisers
The free AI tool claims to cut down the submission process of self-declaration from 10-15 minutes to just 3 minutes or less.
Whose idea is it, anyway?
Jindal Steel campaign that won silver and bronze at the Cannes Lions International Festival of Creativity sparked a row over creative ideation with Wieden+Kennedy
OML’s new CEO eyes global growth by riding on long-form content and AI-driven innovation
In an exclusive conversation with Campaign, Tusharr Kumar explains the importance of a long-tail content strategy, the future of OTT platforms in India, and crafting ideas that caters to varied audiences.
Clothing brand Qua onboards women cricketers for its pre-fall campaign
In an exclusive interview with Campaign, the company's co-founders Divya Agarwal and Rupanshi Agarwal explain why they chose sportswomen to headline the ads.
The CMO’s MO: Wow Skin Science’s Vanda Ferrao prioritises sustainability, creativity, and gen AI inclusivity
As a CMO, she tries to stay ahead by researching and analysing what her audience wants from the brand, and then delivering exactly that.
Are ad agencies prioritising campaign metrics over creativity?
Chasing clicks and conversions is great, but are ad agencies getting blinded by data and performance metrics, sidelining creativity? Campaign explores.
Does X have the 'X-factor' to appeal to Indian influencers and brands?
Elon Musk's ambitions notwithstanding, the social media platform struggles to capture the hearts of Indian influencers and brands. Campaign finds whether X can adapt to India’s unique digital demands and stay relevant.
Zepto’s Jarvis move sparks the in-sourcing vs outsourcing debate
SOUNDING BOARD: Is the quick-commerce’s in-house ad agency move a game-changer—or a creative crisis—for agencies? Campaign finds out.
Can Bluesky disrupt social media marketing in India?
With its user-base growing rapidly, will this decentralised platform shake the dominance of giants like X, while redefining the audience engagement rules for brand advertisers?
AI in ads: Boosting brands or breaking trust?
AI's role in advertising dazzles with personalisation, but it also brings along ethical challenges, forcing brands to balance innovation with responsibility.
Under pressure: Can adland ditch its stressful reputation?
Campaign dives into how the relentless pursuit of creativity and results is pushing creative professionals to the edge, and how companies can redefine success by prioritising employee well-being.
Are advertising agencies inclined towards contractual workers?
Hiring independent contractors and freelancers for specialised projects helps agencies to balance flexibility, cost, and creative expertise.
Meta meltdown: How agencies are coping with social media downtime
SOUNDING BOARD: Campaign explores how the recent Instagram, Facebook, and WhatsApp outage stalled campaigns and has once again sparked debates about over-reliance on these platforms.
Towards total empowerment: The changing role of HR in advertising
As Gen Z and AI influence workplace practices, HR in advertising is changing from administrative to a more balanced, future-ready function.
Omnicom-IPG merger: Innovation driver or competition crusher?
The merger of these giants fuels hopes for innovation but raises monopolisation fears, leaving smaller agencies questioning their future.
Ustad Zakir Hussain: The maestro who transformed advertising with a single campaign
The world of music has lost its rhythm with Ustad Zakir Hussain’s passing. Campaign speaks to industry leaders about his contributions to advertising and the legacy he leaves behind.
The CMO’s MO: Pratik Mazumder talks about leveraging gen AI for Mahindra Holidays & Resorts India’s content
Mahindra Holidays and Resorts India’s CMO places equal importance on making the company eco-friendlier while using gen AI and digital marketing tools to create brand awareness and salience.
Adland gives Union Budget 24-25 a thumbs-up
Its focus on economic growth and digital infrastructure is likely to boost consumer spending, creating fresh opportunities for targeted advertising, especially in rural India.
The CMO’s MO: Insecurity drives Vishal Sharma's urge to succeed
The PSIPL CMO’s fear of being replaced keeps him on his toes and continually drives him to deliver his best.
Quick buzz or backlash: Are negative marketing stunts fruitful?
SOUNDING BOARD: Do attention-grabbing gimmicks prioritise instant media coverage over ethics? Campaign asks experts if publicity at all costs is indeed a viable strategy.
Beyond clicks: Why print ads are thriving in the age of digital
SOUNDING BOARD: Amid digital dominance, print advertising has been making a steady comeback. Campaign speaks to industry experts to examine the reasons behind this shift and its future.
Why Gen Z prefers influencers over A-list celebs
Prioritising authenticity over glamour, many within younger cohorts are spurning celebrities in commercials in favour of narratives built on genuine and relatable storytelling.
In a Blinkit: A viral tweet turned marketing magic
When a passionate customer tweeted at e-commerce platform Blinkit for a free bunch of coriander at the checkout, the viral moment not only generated a buzz of new followers, but a masterclass in moment marketing.
The changing face of political ad campaigns in India
From the era of booming TV ads to flooding social media in 2024, digital has completely reshaped the way in which political parties are approaching elections in India. Campaign speaks to industry experts to find out how and why.
MDH and Everest continue to face brand scrutiny as new Australian ban looms
Following concerns in Hong Kong and Singapore, Australia and the US are now also investigating MDH and Everest Spices for suspected pesticide residues in their products, potentially leading to recalls.
Truth be told: How India's Gen Z is handling the fake news epidemic
A recent survey by The 23 Watt reveals concerning trends: Fake news is widespread, and 91% of Gen Z in the capital region believe it can influence voting decisions.
Moment marketing: Get it wrong, and the moment is gone
SOUNDING BOARD: When it comes to jumping on viral trends, cultural moments, and tapping the zeitgeist, how should brands choose their moment? And what happens if you pick the wrong one? Campaign asks industry experts.
Breaking down the latest developments from Patanjali Ayurved's continued scrutiny over misleading ads
Patanjali Ayurved continues to faces rigorous scrutiny from the Supreme Court over misleading advertisements, with the case underscoring the vital need for strict regulatory oversight in health-related advertising in India.
Meta's WhatsApp ad policy fuels industry debate over alcohol and gambling
SOUNDING BOARD: Recent reports that Meta could allow alcohol and real-money gaming ads in India have fuelled widespread speculation in the advertising industry. Campaign turns to experts to explore the potential repercussions of such a decision.
Union budget 2024: Ad industry experts share their expectations
SOUNDING BOARD: With the Union budget 2024 approaching, Campaign speaks to industry experts about their hopes for increased government support to drive growth and innovation in the advertising and marketing sector.
Ban, brand, or bust? When the house calls game over
SOUNDING BOARD: Will the Promotion and Regulation of Online Gaming Bill, 2025 choke one of India’s most lucrative digital sectors, or set the stage for a cleaner, more balanced future?
Brands queue up to tap regional influencers for authentic and localised content
Marketers are partnering with content creators in smaller cities due to the freshness of their content and relatively lower cost of collaboration.