Clash of the generations
In Two Minds: With three generations in one office, agency leaders are challenged to design spaces where ambition isn’t one-size-fits-all, but one-size-fits-now.
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Sister act: Raksha Bandhan ads drop the thali trope
New age campaigns are sidestepping ritualised gender roles to depict quieter, mutual sibling intimacy.
Opacity breeds distrust; transparency leads to brand credibility
India's evolving consumer market demands higher brand trust, as traditional credibility measures fade and discerning customers set new standards, notes Jigsaw Brand Consultant's founder.
Devotion and display: The paradox at the heart of Indian festivity
In Two Minds: Navratri campaigns in India demand nuance, as brands must decide whether they’re merely borrowing the spotlight or authentically tapping into the nation’s rhythms of devotion.
The scroll effect: How Instagram marketing is shaping new-age consumer behaviour in India
In a post-scroll world, brands must do more than advertise; they need to embed themselves into the rhythm of everyday digital life, says Jigsaw Brand Consultants founder.