Opinion
The AI train has left the station. Are Indian agencies on it?
(No em dashes were harmed in this article. It rambles on too much to be AI-perfect.)
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Brands need to go beyond the boundary
To challenge inequity in women’s sports, brands need to act as cultural allies and reframe the narrative.
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.
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.
The great escape? What they don’t tell you about going independent
Life after the network machine: the highs, the headaches and the surprising truth about creative freedom.
Brands must back women’s sport’s future, not just fame
The next era of Indian sports marketing will be shaped not by post-victory endorsements, but by brands investing early—before medals, fame and full stadiums arrive.
How a bad brand name can kill future growth
Naming a brand needs science, not serendipity; blending a methodical approach, linguistics, semiotics, consumer psychology and strategic foresight.
When interesting AI work often gets lost in translation
It is time to reframe AI and why the world’s most transformative technology needs a new language.
Quick-commerce: The rise of a new consumer infrastructure
The age of instant commerce has arrived. The question is: are you architected to win?
Agencies must prove ROI, not just impressions
The new client demand curve runs along the lines of turning moments into momentum.
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Not just a pour: The currency fuelling India’s alcobev boom
The industry has moved from a transactional market to one driven by unique shareable experiences that turn consumption into an expression of the consumer’s identity.
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Why Dentsu’s next buyer can’t look like Havas or the industry it’s leaving behind
Selling the international arm won’t be simple, opines Humphrey Ho. The buyer can’t look like the ad holding groups of old, because that model is exactly what Dentsu is trying to leave behind.
Duplication blindness: Why India urgently needs unified media measurement
The rise of digital technology has splintered media consumption across multiple platforms and devices. The problem is no longer a lack of data, but a lack of interoperable data.
What I learnt about leadership from Piyush Pandey’s ‘Zinda Dil’ spirit
Working alongside him was nothing short of a masterclass in humanity and advertising.
When AI turns to humans to feel human
Anthropic and OpenAI recently turned to human-led creative shops to tell their story. They didn't market AI's efficiency or speed, but empathy.
When festive ads become habit, not heritage
Indian brands are rediscovering that the key to enduring festive campaigns isn’t repetition—it’s relevance, consistency, and cultural resonance.
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Five rules for crafting a high-impact festive campaign
As festive ad clutter peaks, reward-led engagement — with experiential incentives, gamified participation, and frictionless redemption — can help brands cut through noise.
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Trust is the new creative brief
Clicks, conversions, and attention are no longer a given for any brand. They must be earned. And the price of entry is credibility.
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Knocking down new doors to creativity
Brands struggle to be heard in the din of headlines, viral trends and user-generated content. Entertainment and collaboration could help cut through the noise.
Marketing’s new reality: Always on, always human
The next edge in marketing isn’t louder storytelling; it’s better listening.
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