Campaign India

Tracey Barber on the strategic power of saying no

Havas Creative Network’s global chief transformation and growth officer argues that fewer, better-aligned clients drive stronger growth and accountability.

Pepsi’s ‘Stiiiiing’ shows culture beats branding

By letting a raw F1 moment become a meme, PepsiCo signals a future where culture drives campaigns—not logos.

Runwal Realty shifts from floor plans to family legacies amid premiumisation slowdown

The real estate major swings to a generational brand platform, tracking cost per lead, walk-ins and branded search to measure pull over push demand.

Gender bias in ads costs more than just reputation—It hits revenue

Gender inclusivity isn’t optional—it’s essential. Brands that embed equity into their DNA don’t just sell products; they reshape cultural narratives.

Owners at the table: How DEPT’s partner model shapes its strategy

EXCLUSIVE: After pausing acquisitions for 18 months, the Dutch agency leans on its 200-partner ownership model to prioritise client value over headline growth metrics.

India AI Impact Summit shifts talk to margins

As AI moves into media planning, vernacular scale and ROI modelling, agencies confront a tougher question: infrastructure upgrade or strategic edge?

Beyond equity: Measuring gender metrics in ad films

As measurement tools sharpen, agencies confront a tougher task: shifting bias checks upstream, embedding inclusion into briefs before budgets and scripts solidify.

Turning Nazar Battu into a B2B growth lever

INSIDE THE AD: Plum sent 60 founders a hand-painted evil-eye doll and a QR code, recasting business insurance as culture-led consultation rather than fear-led compliance.

AI adoption runs on confidence, not code: Jaspreet Bindra

AI&Beyond’s co-founder outlines how Yuva.ai shifts AI training from certificates to demonstrable work, tied to briefs, metrics and accountability.

Target’s secret weapon? India’s role in its ad empire

With over 5,000 team members in India, Target in India is using deep data insights and AI-powered tools to refine Roundel’s high-return ad strategy.

Leo without the Burnett is still brimming with creative ambition

Post a worldwide rebrand, Leo India isn’t just cranking out campaigns—it’s chasing global mandates with business-first creative, and a pitch to lead, not just deliver.

Franklin Templeton courts change—but will women and young investors commit?

With #ChangeTheSoch and ‘Date A Mutual Fund,’ the brand bets on social shifts and Gen Z’s investment mindset—will it pay off?

Streaming finds its voice, forcing ad metrics rethink

As conversational discovery reshapes OTT, brands must track high-intent prompts, thematic recurrence and downstream behaviour—while building relevance and privacy guardrails.

AI, PR, and the battle for relevance: Archetype’s big bet

With the PR vertical facing budget cuts and a talent crunch, Archetype CEO Helena Maus outlines how AI-driven tools like Delve could reshape media measurement and agency strategy.

Sachin Talwalkar bets on independence with & ignite

After a five-year stint at Havas Life, former chief creative officer bets on independence, amid shifting agency economics.

Open internet growth shifts focus to transparent, privacy-safe performance infrastructure

Mintegral’s senior director of business development, APAC, Khai Le, points to maturing monetisation depth and engagement patterns across Vietnam, India and Indonesia.

India’s digital shift: Open internet emerges as adland’s new frontier

The Trade Desk’s general manager, Tejinder Gill tells Campaign that as the open internet reshapes digital advertising, it’s only a matter of time before ad budgets align with this shift.

AI’s double-click: More speed, less soul?

Adobe’s 2025 India snapshot shows enterprises winning on AI ROI — but creative integrity, data cracks, and trust still demand attention.

Kinder to launch Indian-flavoured treats to entice young adult consumers

Amedeo Aragona, regional marketing head—Indian subcontinent at Kinder Brands tells Campaign that the Italian confectionary brand wants to capture this buyer cohort in what is now its largest market globally.

Razorpay hands over the mic, not the message

The fintech’s marketing strategy skips the spotlight to elevate entrepreneurs—swapping product plugs for startup storytelling across hoardings, IPL, and beyond.

Under Armour's latest campaign with Neeraj Chopra highlights the paybacks of persistence

Tushar Goculdas, managing director of Underdog Athletics, chats to Campaign about what it takes to craft a brand ambassador-centric marketing strategy, the launch of the new 'Zidd' campaign, and why he's keen to build a brand that champions athletes with authenticity.

Cashfree sprints with 'Move Fast' to gain a toe-hold in fintech's crowded lane

EXCLUSIVE: On the eve of its 10-year anniversary, the startup decided to embark on a brand refresh with a campaign that is headlined by actor Rajkummar Rao.

India’s big creative pitch: Now streaming to the world

WAVES 2025 was less summit, more sales deck—India positioned as the next global content factory, so who’s buying the dream?

JioStar helps advertisers to balance reach with performance, optimising every rupee: Ishan Chatterjee

While IPL 2025’s scale is undeniable, JioStar’s focus is on deeper engagement, delivering richer, more immersive experiences for both viewers and advertisers, says its chief business officer.

When kids call the shots, itinerary becomes insight

INSIDE THE AD: Abu Dhabi’s ‘Kids Recommended’ campaign taps data, AI and child-led co-creation to rewrite the family travel playbook for Indian marketers.

Sliding into hearts: How Ludic’s humour balances comfort and style

In a world of fleeting attention spans, the footwear brand’s witty campaign blends nostalgia and relatability to make comfort a standout story.

‘Follow the Sun’ model, AI-driven capabilities to power Edelman Studio's global growth

The PR major’s in-house service production unit amplifies global reach through AI, time-zone synergies, and regional studios, in a bid to position itself as a leader in agile, high-quality content delivery.

The CMO's MO: Avi Kumar bets on GenAI to power FNP's bespoke solutions

Ferns N Petals' chief marketing officer, Avi Kumar, shares how AI-driven personalisation efforts are attracting the company's marketing dollars, helping it augment its customised gifting solutions.

Kotak’s marketing shift: From Solitaire to scalability

Its marketing chief, Kedarswamy Ravangave, explains how products like Solitaire and campaigns like ‘Hausla’ signal BFSI’s pivot from eligibility to access.

Amazon’s Beautyverse blends content, commerce and cart nudges

With creators, AI tools and Prime Day synergy, the ecommerce platform is crafting a conversion-first beauty playbook for India’s digital-first consumers.

Confusion prevails after Supreme Court instructs advertisers, agencies to provide self-declaration certificate

While in the dark about implementing the mandate, industry stakeholders also feel that the two-week buffer period to get acquainted with the process is inadequate.

Banking on sound: Ujjivan's sonic strategy for financial inclusion

INSIDE THE AD: Can the financial institution’s auditory approach yield lasting results?

Marketing to machines: When bots become the target audience

As agentic AI retools the customer journey, Netcore’s founder and MD, Rajesh Jain, explains why marketers must now influence not just humans — but also the autonomous algorithms deciding on their behalf.

Tattooed logos and untouched legacies: Tally’s branding paradox

The software company is balancing legacy loyalty with Gen Z expectations while navigating B2B marketing through incremental brand refreshes.

Dentsu bets on podcasting as India’s audio market matures

Amidst tightening margins worldwide, the global holding company launches a podcast network in India to test audio’s value in branded storytelling.

When your ex gets married, Fastrack has you covered

INSIDE THE AD: Fastrack’s latest campaign ditches provocation for playful humour, proving that a sharp concept—not star power—can make an ad land.

Not your agency, not yet SaaS: BrandPipal picks a third lane

The new venture incubated by NLB Services bets on Marketing-as-a-Service to cut through bloated retainers, fragmented teams, and creative-tech silos. The model? Modular, measurable, and built for scale.

Airtel Payments Bank’s ‘Safe Second Account’ urges digital caution

INSIDE THE AD: In a market obsessed with speed and cashback, Airtel Payments Bank’s latest campaign urges Indians to slow down—and bank smarter.

Can the Founders Circle change the game for India’s independent agencies?

Will The Advertising Club Bangalore’s initiative finally give independent agencies in the region a seat at the table?

Amazon’s Andy Jassy is Cannes Lions’ 2025 Media Person of the Year

Past honourees include erstwhile YouTube CEO Salar Kamangar, Twitter co-founder Jack Dorsey, former Google chairman Eric Schmidt, Meta founder Mark Zuckerberg, and Microsoft CEO Steve Ballmer.

How click-to-chat ads on Whatsapp are transforming marketing campaigns

A closer look at how brands use WhatsApp Click-to-Chat ads with AI bots to boost engagement, streamline campaigns, and drive personalised, data-driven marketing.

MS Dhoni moves to trademark 'Captain Cool' moniker

The cricketer seeks exclusive rights to ‘Captain Cool’, as celebrity trademarks become essential assets in brand-led marketing ecosystems.

The CMO's MO: Godrej Capital’s Nalin Jain on revamping marketing to hit new highs

The chief marketing officer discusses how the financial services company is boosting its brand visibility with a savvy mix of online and offline tactics—making its name the one everyone knows.

The curious case of Gangoogly: How Bare Bones bowled a digital doosra for Google Search

INSIDE THE AD: IPL ad clutter is real—this Google campaign dodges it with snackable trivia, UI smarts, and a behavioural nudge, not nostalgia.

Monsoon rains force brands to rethink festive advertising

As unseasonal downpours disrupt Durga Puja and Ganesh Chaturthi, agencies shift from rain-washed billboards to digital-first storytelling and contingency-led campaign planning.

Can nostalgia-powered marketing make Yas Island India’s go-to getaway?

INSIDE THE AD: Tapping into 'Zindagi Na Milegi Dobara’s' legacy, the entertainment and leisure destination in Abu Dhabi is betting on nostalgia and star power to woo Indian travellers. Will it work?

Madison Media folds HiveMinds fully into its playbook

The agency bets on integrating brand and performance marketing, but must navigate pricing pressure, talent scarcity and commoditisation risks.

Sheth Group's orange dot mystery reveals a fresh rebrand

Revving up for its public listing, the realty company’s mysterious campaign reveals a flashy rebrand and a target of INR 3,000 crore in FY24-25.

Aura is not just another AI tool, it chases deadlines too

Claiming to slash production time, not brand value, ^a t o m Network’s new AI-driven creative engine promises speed and strategic smarts for tired marketers.

DPDP’s parental consent chaos: The latest hurdle for marketers

Navigating the Digital Personal Data Protection (DPDP) Act's draft rules on children’s data poses steep compliance challenges for ad agencies. Campaign finds out what’s at stake.

De Beers and GJEPC partner to promote natural diamonds

The collaboration will roll out customisable marketing assets, AI-driven campaigns, and multi-lingual training modules to improve how retailers engage with buyers.

McVitie’s threads heritage through India’s premium biscuit squeeze

Despite biscuits seeing roughly 55% rural consumption, it prioritises metros as strongholds, using selective distribution and premium positioning over mass expansion.

Growing acceptance for ads on streaming platforms is win-win for all: Magnite’s Gavin Buxton

The sell-side advertising company’s managing director for Asia shares his insights with Campaign on navigating OTT and CTV complexities, leveraging live sports, and the future of ad-supported streaming in India.

How ASICS India is turning footprints into funnel metrics

From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.

The passing of Pritish Nandy: A media stalwart departs

Journalist, poet, politician, and producer—Nandy’s multifaceted legacy shaped and questioned India’s cultural and media narratives.

Kaizzen enters public affairs, makes a play in policy landscape

With India's evolving regulatory landscape, the agency’s expansion into public affairs is aimed at bridging the gap between businesses and policymakers through strategic advocacy.

Reliance Disney merger: A game-changer for ad agencies, not without risks

While the merger could potentially reshape OTT advertising with premium targeting, the reduced ad inventory raises challenges for agencies, limiting their negotiation leverage.

The campaigns that cut through in 2025

Across categories and platforms, the year’s standout campaigns trusted audiences, tapped lived behaviour, and let cultural insight — not clutter — drive impact.

Criteo charts new course with AI, retail media and CTV

As privacy rules tighten and quick commerce surges in India, the global commerce media company is expanding its local playbook with Zepto, AI, and cross-channel bets.

Havas brings Gate One to India as consulting market heats up

With the consulting market set to touch $16 billion by 2030, the holding company’s transformation arm bets on a nimble, outcome-led model to challenge entrenched rivals in India.

Marketers face new test: Many channels, little time

From WhatsApp nudges to email campaigns and push notifications, marketers are juggling multiple communication touchpoints. Yet most admit that their orchestration is fragmented at best.

Microdramas test India’s appetite for stories in 120 seconds

Instagram and homegrown rivals flood the market with bite-sized serials, chasing Gen Z engagement while grappling with uncertain monetisation.

Farming for change: How innovative marketing is reshaping India's agricultural landscape

From fields to social media feeds, creative campaigns, regional influencers and digital storytelling are changing agricultural marketing in India.

Spotify tunes up for programmatic advertising push

With The Trade Desk tie-up and new AI tools, the streaming platform positions premium audio as a measurable, scalable rival to social and video.

Landor’s coolest test: When a garment becomes a brand bet

Saudia’s high-tech Ihram shows how brand promises are being stress-tested—beyond Cannes gimmicks—into $770 million markets with measurable scale.

Can protein coffee move beyond the hype at Starbucks India?

The café chain’s Protein Cold Foam pushes functional coffee into daily rituals, walking a tightrope between habit-building, health fatigue and protein-washing scepticism.

How Perfetti’s marketing formula endures amid India’s changing tastes

Nikhil Sharma explains how grounded fundamentals, humour-led assets and distribution scale continue to anchor Perfetti Van Melle’s playbook in the country’s fragmented, fast-shifting confectionary market.

Logi5 launches in India, taps into location-based advertising opportunities

While its launch advances targeted advertising in India, the adtech platform’s success hinges on delivering value amid competition and regulatory challenges.

Pinterest’s India vision board spotlights Gen Z, intent discovery and festive moments

At its first advertiser summit in Mumbai, the social media platform outlined its India strategy, alongside its global partner, Aleph.

EXCLUSIVE: Hilton eyes India for next travel card revolution

With successful launches in Japan and South Korea, the global hospitality chain plans to merge loyalty and financial convenience in India’s booming UPI ecosystem.

Bar takeovers: Clever buzz or a long-term brand play?

Pop-ups and guest shifts may pack restaurants for a night, but can they drive sustained brand loyalty and revenue? The answer lies in strategy.

Can BHIM’s emotional pivot win the trust battle in digital payments?

In a bid to regain cultural relevance and user trust, BHIM 3.0 ditches cashback clichés for emotional storytelling—and aims for behavioural change, not just downloads.

IPL ads get a data makeover: What it means for brands

JioStar and Nielsen’s audience measurement shake-up brings IPL advertisers closer to real-time insights, reshaping digital ad strategies for 2025.

The CMO’s MO: Puneet Gupta believes employee well-being can be aligned with client expectations

Nuvama Wealth’s senior EVP and business head for digital business shares perspectives on marketing challenges, industry trends, and the company's belief in inclusion and diversity.

How BBDO plans to rewrite the rules of creativity with ‘Do Big Things’

With its first global repositioning in 30 years, the Omnicom Group’s creative agency is shifting from ‘The Work’ to campaigns that drives cultural and business impact.

Daawat's World Biryani Day campaign spices up India's love for the dish

Biryani is not just a dish in India, it is a harbinger of celebrations. Rice brand LT Foods' annual World Biryani Day raises a toast to the fare, and has successfully added a third spike to Google search trends for the meal, which usually occurs around Eid and the festive season.

The CMO’s MO: Rahul Talwar provides insights on AI, sustainability, and brand building

The chief marketing officer at Max Life Insurance shares how artificial intelligence can be leveraged to democratise creative process, craft high-impact campaigns, and improve customer experiences.

Slack’s new hustle: From free chats to paid productivity

With AI agents, structured integrations, and Slack Connect, Salesforce bets on transforming Slack from a chat tool into a marketer’s operating system.

Snapchat’s ad bet finds an ally in IAS as inbox ads redefine engagement

As it deepens its partnership with IAS for third-party verification, the social media platform is redefining chat as a measurable, brand-safe advertising frontier.

GST 2.0 and the festive economy: When policy meets consumer sentiment

For India’s brands, retailers, and households, the reworked GST 2.0 is more than a tax reform—it is the spark for a new cycle of domestic consumption.

Hilton’s 20-year McLaren play turns fandom into loyalty

At Singapore’s Grand Prix, the hospitality major marked two decades with racing company — using activations, drivers and loyalty perks to tie hospitality to fandom.

Brands, bots and the battle for trust: What Linda Yaccarino's exit means for X

As X merges deeper with xAI and CEO Linda Yaccarino steps away, brands are left grappling with a platform that seems less like a media network and more like a volatile AI lab.

LinkedIn’s BrandLink bets on resonance over reach

Video may be B2B’s new darling, but LinkedIn’s BrandLink is selling context, not cheap clicks—marketers and publishers take note.

YouTube moves from scale to structured commerce

CEO Neal Mohan’s 2026 roadmap reframes the platform’s focus on creator infrastructure, tightening links between content, advertising, commerce and measurable outcomes.

Stress takes centre stage in Duroflex’s marketing reset

Its shift to emotional sleep wellbeing, unveiled alongside its DRHP filing, tests whether stress relief can drive premiumisation in India’s fragmented mattress market.

Can sound make you taste spice? 7UP thinks so

INSIDE THE AD: A fizzy experiment in sonic seasoning, 7UP’s Spotify campaign taps science, culture, and Gen Z cravings to reshape FMCG playbooks.

X, Grok and the limits of safe harbour in India

Campaign Explainer: India’s warning over Grok revives advertiser anxieties from 2022, reopening questions of brand safety, platform accountability and Musk-era moderation gaps.

CaratLane’s #WearYourWins celebrates small triumphs with big impact

INSIDE THE AD: By shifting focus from flashy baubles to meaningful storytelling, the jewellery brand’s campaign, crafted by BBH India, aims to empower women by celebrating everyday victories.

Schneider Electric puts its power behind changing perceptions of ‘smart’ spaces

With cricket jerseys, AI-powered campaigns and factory automation, it is betting that India can turn electricals from a utility into a lifestyle — and a growth engine.

India’s consumers redraw the map of aspiration

Hakuhodo’s latest study shows Indians shifting from duty-bound families to friendships, self-indulgence and optimism—reshaping consumption and creativity.

Saransh Goila partners with Ember, choosing equity over endorsement in cookware play

The celebrity chef joins the cookware brand as investor-partner, steering innovation and marketing in a category dominated by rival chef brands and reliant on costly traditional media.

1000 Media: Can Nas Daily’s storytelling magic shake up Indian marketing?

Nuseir Yassin’s latest digital marketing company bets on fast, AI-powered, emotion-driven storytelling to help brands break through digital clutter—starting with India.

Inside Adobe MAX 2025: How agentic AI is redefining the future of creativity and marketing

AI was not positioned as a replacement for human creativity, but as an intelligent collaborator that could reshape the marketing and creative ecosystem.

Comic Con India's next act: Scaling pop culture without losing fandom roots

As brands chase fandom gold, the event is crafting a careful expansion playbook—scaling big while protecting the authenticity Gen Z demands.

Annapurna Studios elevates Indian filmmaking with Dolby-certified facility

The new postproduction hub redefines cinematic standards, offering select advertising collaborations with a focus on high-budget, innovative campaigns.

Whodunit by algorithm: Is AI the new auteur?

INSIDE THE AD: Lenovo’s AI-driven thriller grabs millions of eyeballs—but as machines aid imagination, can advertising keep its human edge intact?

Is Apple’s $95 million settlement a data privacy wake-up call?

A $95 million settlement raises urgent questions about privacy laws, ethical advertising, and the future of consumer trust.

MiQ scouts for a CEO to lead its Indian operations

The incumbent will take charge of programmatic marketing agency's 225-client portfolio, and steer the value versus price debate in one of the company’s most crucial markets.

G-Shock collaborates with Almost Gods to rewrite style narratives in India

INSIDE THE AD: As toughness meets avant garde cred, the company will tap into experiential activations and digital storytelling to captivate culture-conscious Gen Z and Alpha.

Forevermark tests retail playbook in India’s diamond battleground

Its ‘My Guiding Light’ campaign centres personal agency in diamond buying, positioning value-led choice amid rising competition from lab-grown diamonds.

MiQ Sigma wants to make media chaos marketable

In India’s fragmented programmatic landscape, the newly-launched platform from MiQ pitches unified signals, AI personas, and brand-safe guardrails as the new media playbook.

The new currency of culture: Why brands are chasing value in India’s booming concert economy

In the noise of the country’s booming live entertainment market, experiential utility, not visibility, has become the differentiator.

LS Digital unveils DataQuark business unit

EXCLUSIVE: It turns fragmented data into AI-driven insights, helping brands personalise campaigns, optimise media spend, and enhance customer engagement across platforms.

Solitario uses pop culture IP to reframe lab-grown diamonds

By tapping Warner Bros franchises, the lab-grown diamond brand tests whether licensed IP can shift diamonds from heirlooms to culturally relevant, repeatable consumer products.

HDFC Securities and Nitesh Tiwari built a cinematic counter to India’s fraud economy

Its ‘Scam 2025’ campaign leans on entertainment-led storytelling to decode digital fraud, signalling a shift in how brands approach financial literacy.

Bandhan Life banks on 99.66% payout claims to boost trust

Following a rebrand in April this year, the life insurance company is pushing the buttons of empathy-driven marketing to reach out to India’s underinsured population.

Better Nut reinvents pistachios as urban consumer’s grab-and-go snack

The Wonderful Pistachios’ campaign marries nostalgia with modern health, transforming pistachios into a must-have munch for time-starved buyers.

AI voices in advertising: Amplifying creativity or diminishing authenticity?

As AI-generated voices gain ground in media and marketing, ElevenLabs’ Siddharth Srinivasan believes that brands must decide—will AI enhance storytelling, or dilute the human touch in advertising?

AB InBev India moves beyond sponsorships—Betting big on owned festivals

Globally, AB InBev invested $7.2 billion in sales and marketing in FY24, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.

Amazon’s MX Player acquisition marks its strategic play for India’s heartland

The new Amazon MX Player service had over 250 million unique users as of September 2024.

Aquatein’s growth plan mixes wellness with numbers game

With actor Suniel Shetty’s investment and recent rebrand, the functional nutritional startup juggles storytelling, retail expansion, and the discipline of CAC and ROAS, while eying INR 50 crore revenue.

From cookies to clicks: ITC Foods’ multi-speed marketing play

The FMCG major blends premium biscuits, rural strategy, and data-fuelled media to navigate inflation, q-commerce, and shifting consumer behaviour—all without choosing sides.

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

From Doordarshan to digital, he has not just adapted to India’s changing media landscape, but helped shape it. As he turns 60, what makes him adland’s most bankable brand?

GroupM’s TYNY 2025: India’s advertising market to grow 7%, digital dominance continues

The report estimated that the market is set to reach Rs 1,64,137 crore in 2025, adding an incremental Rs 10,730 crore.

Mondelez India gears up to take a big bite out of the premium gifting market

The confectionery brand plans to collaborate with Design Bridge and Partners for creative experimentation, eyeing more artist collaborations and limited-edition collections for Studio Creations.

“AI powers the engine, and humans steer the story in marketing”: Linkedin’s Jessica Jensen

EXCLUSIVE: LinkedIn’s marketing head says while AI sharpens data and precision, it’s human insight, empathy, and creativity that keep marketing truly powerful and effective.

Lollapalooza: A cultural investment for brands, not just a sponsorship

Brands are increasingly viewing live event marketing as an effective way to generate engagement, moving beyond placing their sponsorship logo on a banner.

Neeyat 3.0 maps India’s credit decisions to lived reality

Piramal Finance’s marketing campaign reframes lending through ethnographic insight, regional nuance and a distribution engine built for semi-urban India’s next wave of borrowers.

Free visas or clever data play? Atlys’ honeymoon hook

INSIDE THE AD: The visa processing company’s print ad and its CEO’s free visa offer aim to ease honeymoon travel woes while targeting young, soon-to-be-married couples.

Admattic’s India bet: Profits, people, and IPO prep

Performance marketer formalises India entry, banking on local customisation, AI muscle, and digital ad tailwinds to fuel future growth.

Goafest 2024: Highlights

BLOG: All the latest highlights from the three-day event taking place in Mumbai on May 29-31 for all things creative, AI, disruption, and more.

Creatives, meet your new colleague: AI

It works nights, weekends and doesn’t bill by the hour. Should the creative fraternity be worried much?

McDowell's X series: From mass appeal to premium power

Diageo India’s executives tell Campaign how this brand is set on redefining premiumisation, by blending legacy with modern flair, to capture the next-gen drinkers.

Pixelab and Warehouse 47: Anant Roongta shares his vision for the future of storytelling

Famous Studios’ managing director is attempting to blend tradition with innovation through Warehouse 47 and Pixelab, which promise avante-garde production facilities for brands and content creators.

Perfetti reworks cultural memory, without rewriting it

From reframing ‘Zubaan Pe Rakhe Lagaam’ to ‘Dimaag Pe Rakhe Lagaam’ and launching the India Overthinking Report, the brand stress-tests legacy through cultural insight.

Pipes get a punchline as Ashirvad by Aliaxis rethinks the sell

The company swaps product-heavy plumbing ads for humour and cultural hooks, aiming to stand out in a crowded $7.4 billion market.

LS Digital expands global footprint with US push and strategic acquisitions

Charting an ambitious expansion plan, the integrated digital marketing company launched a joint venture with US-based .fearless.

Mira Kapoor seeks to spark honest conversations for Akind skincare brand

She wants to capture user attention by having authentic chats with buyers rather than bank on her celebrity status.

Turning music catalogues into brands with cultural currency

From Stevie Nicks’ Barbie to Whitney Houston’s MAC line, Primary Wave shows how legacy IP can anchor brands in contemporary culture.

Spotify turns down the noise on AI-generated music

With deepfakes, duplicates and data farms flooding audio platforms, Spotify rolls out tougher rules to protect authenticity, royalties and trust.

GST simplification raises stakes for festive marketers

The overhaul trims rates on essentials and mid-range durables, but brands now face the challenge of turning sentiment into sales.

"AI is not eating your lunch; AI is your lunch"

Henry Cowling and Ketan Desai of .Monks unpack why the ad industry is moving beyond the billable hour — an increasingly outdated metric in the age of AI-driven workflows.

Bombay Shaving Company lathers on sensi-bility into its latest marketing campaign

The grooming company's founder and CEO, Shantanu Deshpande, and CMO, Gauri Malhotra, spill the beans to Campaign on why Deshpande starred in their latest ad, risking a meme frenzy. This move showed his confidence in the product and his coolness at taking a joke on the chin.

India becomes PR’s proving ground for Havas

EXCLUSIVE: As global budgets tilt East, Havas Red’s James Wright outlines why India anchors APAC growth, talent mobility and narrative-first brand strategies.

When a reel breaks the internet: Inside Hilton’s 1.9 billion views ad with Deepika Padukone

The record-breaking Instagram reel blends cultural insight, emotional authenticity and India’s hospitality boom to rewrite influencer playbooks.

Kempegowda International Airport hits the play button on sonic branding

It unveils Rhythm of BLR, a sonic identity adapted from Ricky Kej’s anthem, adding sound to brand strategy in transit hubs.

CSA to fuse freedom of flexibility with localisation to make strong inroads in India

Company officials tell Campaign how they are blending global expertise with indigenous elasticity, letting each market tailor consulting and science with tech solutions to what truly clicks with their clients.

Retail One kiosks put Nestlé’ Professional’s growth recipe to test

From hospitals, colleges to corporate parks, these outlets blur the line between distribution and marketing, testing whether novelty can sustain consumer loyalty.

Standard Chartered picks up the tab for affluent Indians

By blending localised marketing, digital personalisation, and RM-driven engagement, it is fast-tracking its $200 billion Net New Money goal.

Faith meets commerce: Maha Kumbh’s brand opportunity

This once-in-12-years event offers brands unparalleled reach, but navigating its cultural sensitivities requires nuanced and mindful strategies.

Scroll-stopping or scroll-past? The 2.5-second ad dilemma

As Gen Z rewires the attention economy, brands are trading static ads for AR, creators and bite-sized storytelling to stay in the frame.

When devotion is the medium, don’t just sell the message

At Jagannath Yatra 2025, brands swapped slogans for seva—balancing commercial ambition with cultural caution in high-emotion territory.

Canva paints a bigger picture for India

Zach Kitschke, Canva's global CMO tells Campaign how the $26 billion design platform is expanding in the country, its fifth-largest market, to boost the growing creator economy and democratise design for everyone.

AI makes space for risk — if creatives dare take it

Landor’s global chief creative officer Teemu Suviala argues efficiency should fuel experimentation, not sameness, as advertising wrestles with AI, data obsession and risk aversion.

Agencies must get closer to tech platforms, like frenemies: Sir Martin Sorrell

S4 Capital’s executive chairman says hyperscalers’ $600 billion AI capex shift is breaking profit–agency revenue link.

Big ideas, not big algorithms, will win Cannes

At Cannes 2025, Adobe’s Shantanu Narayen and Publicis’ Arthur Sadoun unpacked why AI may power creativity—but humans still pilot it.

From complexity to creativity: How dentsu is tackling global advertising challenges

Talking to Campaign, Takeshi Sano, CEO of dentsu Japan, highlights bespoke solutions and a diverse workforce as the driving forces for its success in India.

Dentsu discloses, CCI investigates: India’s adland faces reckoning over alleged rate-fixing

Despite the attention surrounding the investigation, some remain sceptical about whether it will result in lasting change.

Kaizzen’s AI push reframes PR from productivity to reputation

With the launch of Kaizzen AI Collective, the communications agency expects at least two dozen Indian clients to engage in AI-led communications intelligence by FY2026.

Sizzle beyond the plate: Branding fuels restaurant success

Authenticity, creativity, and consistency turn meals into memorable experiences, proving branding is the secret ingredient for lasting loyalty.

New Zealand trades filters for footfalls in India push

With NZ$13.5 million in its kitty, Tourism New Zealand’s new campaign courts India’s 15 million travel-intent audience with precision marketing.

When death becomes the messenger

How Chupps and Into Creative are leaning on sombre storytelling to sell sustainability.

The CMO’s MO: Pawan Jagnik urges marketers to treat their CEOs as their CMOs

The marketing head for India at pladis Global believes that marketers should not stop at promoting their brands but should also market themselves.

We are swimming in a sea of data and drowning in the lack of intelligence: Adobe’s Richard Whitehead

As AI-driven tools reshape global marketing strategies, Adobe has set its sights on India’s dynamic agency landscape, but will smaller players buy in? The company’s director for product marketing spills the beans to Campaign.

Social Panga launches The Viral Union to ace influencer marketing’s next big test

As brands demand clearer ROI and influencers pushing for fair pay, this new division from the integrated creative and digital marketing agency aims to redefine partnerships in India’s creator economy.

KIT Global pushes ‘minimum viable data’ for smarter marketing

CEO Olga Dulinskaya explains why brands need less data, sharper personalisation, and unified platforms to navigate emerging markets.

The CMO’s MO: Lupin’s Sourabh Agrawal believes that creativity thrives beyond big budgets

The pharma firm’s executive vice president–sales and marketing says Gen AI levels the field, making smart deployment of innovative ideas the key to success.

Ad block party: Can Google’s AI shut the gate early?

The tech major’s new AI-led regime is pushing ad vetting upstream, giving agencies cleaner inventory but demanding sharper compliance and smarter creative.

The CMO’s MO: Sameer Saxena on navigating Legrand’s dynamic, ever-evolving marketplace

From high-tech investments to analysing consumer behaviour, Legrand India's marketing director illustrates the right path to marketing excellence without losing sight of sustainability.

India’s online gaming bill redraws the playing ad-spend playbook

A blanket ban on real-money gaming shifts billions in ad revenues, forcing agencies, broadcasters and brands to rethink strategies overnight.

Rob Reilly at Cannes 2025: Why advertising needs better PR (and even better ideas)

WPP’s Global CCO on zero mentality, AI acceleration, creative reinvention and why the ad industry should finally start marketing itself

How necessity, not hype, birthed Liqvd Asia's AI-led studio model

By embedding AI into its new production model, the agency aims to balance automation with emotion — scaling storytelling without losing its human core.

Paddy’s new bet: Another indie shop in a crowded market

Santosh Padhi’s Into Creative enters an adland shaped by consolidation, digital shifts, and indie resurgence. Will its Big Directional Idea stand out?

We aren't just selling prestige, we are selling values too: Rado CEO Adrian Bosshard

With India driving 47.4% of global searches, Rado reviews US ambassador strategy to balance growth, equity and market diversification.

Diversity is not a checkbox—This PR agency proves why

Mumbai’s Connekting Dots is rewriting PR’s rulebook with an all-women team, tackling industry biases while proving talent—not gender—drives success.

Snap AR ads are not interruptions; they have become invitations: Resh Sidhu

The global director of Arcadia AR Creative Studio says AR is a powerful engagement tool, with four out of five brands on Snap seeing significant results.

Rainbow-washing or real allyship? Brands face a pride reckoning

In the era of scrutiny and cancel culture, Pride campaigns can't rely on rainbow logos and hashtags—authentic allyship demands year-round creative accountability.

Why MMA India’s Moneka Khurana feels it’s time to retire the CMO title

At MMA Smarties Unplugged India, her conversation with Campaign turned from creativity to capability — and why marketing’s traditional role may no longer fit today’s business realities.

Instagram launches Creator Lab in India, expands support for aspiring creators

Building on its ‘Born on Instagram’ programme, this new initiative features around 14 creators sharing their experiences and insights, including valuable lessons from their journeys.

Shark Tank India returns to television, chasing cultural scale

Season five’s TV comeback underscores that reaching its next growth phase will depend on advertisers evolving with audiences, not slicing them into narrow demographics.

Meta's fraud fight goes creator-first

Meta teams up with Safer Internet India to launch a creator-led push against online scams, frauds and fake schemes.

Canva plugs MagicBrief into the creative feedback loop

By acquiring MagicBrief, Canva is blending AI-powered insights with real-time design iteration—turning creative guesswork into scalable, data-backed storytelling for enterprise teams.

WPP eyes India for growth as global revenue faces headwinds

CEO Mark Read outlines AI strategy, India expansion, and four focus areas at WAVES 2025.

Meta links AI video with India’s festive shopping surge

As Meta rolls out Vibes and its Digital Utsav playbook, the company positions AI tools at the heart of India’s festive commerce.

Middlemen, meet martech: Brands sync trade and consumer playbooks

In a market that demands cohesion across channels and stakeholders, B2B2C brands are using martech to unify messaging, boost conversions, and keep both intermediaries and consumers equally engaged.

Reputation moves from narrative to balance sheet

Burson’s global study quantifies reputation as deployable capital, linking credibility gaps, workplace choices and governance to measurable shareholder returns.

India’s brew boom: How coffee brands are winning over young consumers

Crafting a coffee culture, they blend innovation and community, using experiential marketing to engage Gen Z and Gen Alpha audiences.

From cricket to kabaddi, Fuse maps India’s next fan frontier, preps to launch Ignite

With athlete-led content, AI-driven insights, and regional white spaces, Fuse CEO Louise Johnson outlines a playbook for brands eyeing fandom-fuelled growth in India’s $650 billion sports economy.

IPG Mediabrands India bets on dual leadership amid global flux

As Omnicom eyes IPG, India becomes a focal point for futureproofing portfolios, with Sinha and Singh leading a hybrid strategy of digital depth and institutional continuity.

AI in digital ads: Silent partner, not sole pilot

Talking to Campaign, Tejinder Gill shares his insights about the opportunities and challenges ahead for programmatic advertising, offering a glimpse into the future of marketing in a dynamic and data-driven world.

The CMO’s MO: The digital frontier; that's where innovation meets consumer connection—Snehil Gautam

The chief growth and marketing officer at Housing.com, Makaan and PropTiger.com, offers insights into the ever-evolving online world, increasing scope of AI in branding and marketing operations, and the changing consumer preferences.

Pocket FM tunes in SoundCake for crowdsourced creativity

The audio platform will share shortlisted tunes with 200 million listeners globally, inviting votes for its community-driven branding campaign.

Work less, deliver more: Why the 90-hour workweek debate misses the mark

Overwork isn’t a badge of honour—it’s a sign of flawed workplace culture. How should agencies refocus on productivity instead?

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

Monopoly’s digital turn tests a century of play

The App Banking edition pushes the 90-year-old Hasbro franchise into hybrid territory, raising fresh questions for marketers about modernising legacy IP without losing its core appeal.

super.money’s campaign targets UPI frustration with real cash, not coupons

super.money's first ad slams rival UPI rewards, promising real cashback over coupons. In an exclusive chat with Campaign, its founder shares if this bold move can win frustrated users.

India’s quick commerce surge exposes a discipline gap for marketers

Lalatendu Das, CEO, Publicis Media South Asia explains why brand marketers are still figuring out India’s fastest-growing retail channel.

Dentsu Lab in India trades innovation theatre for rapid prototypes

With creative R&D under scrutiny, the newly-launched hubs promise low-risk, high-impact solutions that move beyond quick marketing hacks.

David Droga on disruption: From case studies to Coinbase QR codes

At Cannes Lions 2025, the Droga5 founder unpacked his creative playbook—from sparking industry format shifts to partnering with consulting giants—all in pursuit of impact over applause.

Hiring without the hustle: SuperStuff.ai rewires marketing talent

The startup is tackling adland’s broken hiring pipelines with AI, proof-of-work portfolios, and on-demand creative expertise.

All advertising has to become more accountable: Rahul Vasudev

Scibids’ APAC VP says brands now seek metrics beyond reach, linking video and reach-based ads to lower-funnel impact.

World Gold Council reframes jewellery for everyday identity

INSIDE THE AD: BBDO India’s ‘The Moment is Gold’ campaign shifts the messaging from ceremonial milestones to micro-moments, targeting Gen Z and millennial buyers.

Exclusive: Akanksha Seda joins Good Morning Films as director, strengthens creative team

Formerly with Nineteen Films, she joins the four other directors at the Mumbai production house.

India: 5% revenue, 100% strategic game-changer for Merkle

Its global president, Pete Stein, in a chat with Campaign, highlights India’s pivotal role in driving the company's revenue, talent, and tech innovation.

My11Circle doubles down on data, distraction and the dugout

From AI-fuelled personalisation to nostalgia hits and data-fuelled retargeting, My11Circle’s IPL blitz reveals how fantasy gaming is evolving beyond celebrity ads and into performance-led marketing theatre.

Influencers turn movie launches into always-on distribution engines

From trailers to feeds, creator-led promotions now anchor film launches, reshaping budgets, discovery mechanics and how opening momentum is measured.

Marriott’s winning formula: Merging culture, loyalty, and personalisation in its marketing strategy

Its VP marketing—South Asia, Khushnooma Kapadia, dishes out the brand’s savvy marketing moves and how it taps into diverse audiences across India and beyond.

If you want to be a creative agency, sell creativity: Marcel’s MD, Léoda Esteve

To revitalise its Indian operations, the French agency wants to partner with brands that are genuinely eager to collaborate with it. The reason? Marcel prefers focusing on quality over quantity, prioritising meaningful relationships over numerous office openings.

Himalaya’s Ragini Hariharan suggests how gaps between sustainability goals and execution in organisations can be bridged

Vinita Bhatia