The Work: The latest from the world of commercial creativity
From laughs to lessons, dads get their due
Brands celebrate International Father’s Day 2025 with campaigns highlighting care, connection, and changing parenting norms.
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Silence, delivered daily
Milkbasket’s new campaign pokes fun at everyday disruptions, positioning silent 7AM grocery drops as a fix for fractured me-time.
When privilege meets a pipe wrench
Urban Company’s latest ad gently exposes the quiet classism lurking behind ‘dignity of labour’ talk in India’s service economy.
Brands unveil purposeful campaigns promoting green initiatives
From school bags to stainless straws, brands in India commemorate the World Environment Day 2025 with sustainability messaging rooted in action.
Happydent’s shine dims in overstuffed civic spin
A nostalgic nod turns into narrative overload as its latest campaign mixes sparkle, satire, and sanitation—without quite sticking the landing.
When the paperwork hurts more than the pain
Policybazaar’s new six-film campaign takes insurance beyond claims—into the emotional chaos where empathy trumps efficiency.
Clickbait’s worst enemy just got a signal boost
Airtel’s new campaign arms subscribers with scam-proof tech, tackling link-based fraud with AI before panic texts trigger poor decisions.
Campaigns go full throttle as the IPL final closes in
With cricket excitement reaching cloud 9, brand messaging rains boundaries and sixes in the slog overs.
Rust never sleeps, but it can be outsmarted
AM/NS India’s new ad pits steel tech against cartoonish corrosion, turning rust into the most animated villain this side of Hollywood.
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Dabbawallas take on Tom Cruise’s mission: Tiffins, not terrorists
A Mumbai delivery hero dons Ethan Hunt’s soundtrack in a promo that maps local grit to global stunts—sans the pyrotechnics.
When the care stops showing up
Apollo Hospitals’ Nurses Day film imagines a hospital without nurses, blending emotional triggers with a nod to gender inclusivity—for once.
Kohl hard truths: When nostalgia meets no-smudge tech
Renée Cosmetics revives a desi beauty ritual—with a waterproof twist—to remind us that some traditions just won’t budge.
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When hands do the talking, the message hits home
A factory-floor film swaps voiceovers for sign language, as Godrej Consumer Products Ltd uses its employees with disabilities to spotlight silent strength and workplace equity.
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From rote to woke: Intel's AI rewrites study time
By putting understanding before memorising, the ad shows how Intel’s AI PCs make a smart play for the future of education.
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Horlicks puts mischief back on the growth chart
In a world chasing report cards, its new campaign, created by FCB Neo, argues that curiosity—and a little rebellion—are the real success metrics.
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When tea hits the high notes: Brooke Bond’s musical brew
Turning steam into symphony, Taj Mahal Tea brews emotion, art and culture into its latest multi-sensory activation.
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AI, activism and climate change: Jaago Re gets a reboot
Tata Tea’s AI-powered campaign blends climate action with tech, using kids and code to shake adults out of their eco-apathy.
Classmate turns study excuses into game time
Ogilvy India’s new campaign shows how the company’s gamified notebooks aim to make kids want to study—no bribes required.
Baddie on a bike: Travis Head takes the bypass
Uber Moto’s IPL stunt taps cricket's cult-like grip, rolling culture, rivalry, and chaos into a social-first, anti-hero caper.
Love at first credit check?
Infiltrating the matrimonial columns, Paisabazaar flips the script on romance—putting credit scores where horoscopes used to be.
