In-Depth
Influence, interrupted: How India’s creator economy grew up
From content to commerce, influencer marketing in India is maturing into a data-led, tech-sustained, outcome-driven growth engine.
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.
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Adobe’s APAC CMO: ‘There is a balance between automation and creativity that is really important’
Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.
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Theblurr bets big on AI to redraw agency rules
The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.
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Magna forecasts a 7.7% increase in India’s adex for 2026
With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.
Why Zee5’s language-first bet may be its best yet
As India’s OTT battle intensifies, the streaming platform goes hyperlocal with tech-backed storytelling and tier-2 targeting.
Cannes Lions, AI, and the integrity reckoning
The first ever Cannes Lions Grand Prix withdrawal for AI misuse signals a watershed moment, but is this just the beginning of a much bigger reckoning for marketing in the AI age?
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CloudTV enters India’s CTV ad market with Magnite tie-up as it eyes scaled monetisation
With 12 million screens and Magnite in tow, CloudTV enters the ad arena, eyeing India’s shifting viewer habits and digital ad pie.
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X retires ‘unnecessary’ ads hashtag to help eradicate spam
Ads on X will be processed by AI.
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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.
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
DM9 admits faults in case study for Grand Prix-winning work
'Efficient way to pay' won the Creative Data Grand Prix last week.
Britannia and Parle trade barbs, and biscuits, in a Pride Month brand moment
The two FMCG majors swap sweet jabs over shelf space and social messaging—proving DEI can still spark strategy, not just slogans.
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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.
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.
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.
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.
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Cheques, challenges and change: Why VC still misses the mark
At Cannes Lions, a panel on health equity spotlighted why 2% VC funding for women isn’t just outdated—it’s bad business.
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.
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.
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