The Work: The latest from the world of commercial creativity

Himalayan Water pours culture into campaign cups
2 days ago

Himalayan Water pours culture into campaign cups

The Himalayan Day initiative blends clay, craft and community, with limited-edition packs designed by mountain artists.

Jonty Rhodes dives into cashback chase
3 days ago

Jonty Rhodes dives into cashback chase

Super.money’s latest ad swaps cricket balls for cashback, with the South African player shadowing an auto driver to spotlight the lure of instant rewards.

Nike flips the script: From action to intention
4 days ago

Nike flips the script: From action to intention

The brand’s latest campaign questions perfection, urging Gen Z athletes to embrace showing up over winning, in a timely cultural pivot.

From ‘maybe’ to ‘must do’: Sun Pharma’s diabetes pitch
Sep 05, 2025

From ‘maybe’ to ‘must do’: Sun Pharma’s diabetes pitch

A father’s evasive answers becomes the centrepiece of a campaign that highlights how diabetes-linked fatigue chips away at everyday life.

When towels haunt and bedsheets bite
Sep 04, 2025

When towels haunt and bedsheets bite

Welspun’s latest campaign flips ‘Kya Farq Padta Hai; into a punchline—using Vidya Balan’s ghostly alter ego to remind buyers that quality counts.

When Milind Soman gets schooled on bread
Sep 03, 2025

When Milind Soman gets schooled on bread

The Health Factory’s new campaign flips fitness icon Milind Soman into the student, using humour to highlight its zero-maida bread.

Akasa Air puts ground crew in the spotlight
Sep 02, 2025

Akasa Air puts ground crew in the spotlight

In a sector that leans on celebrity charm, the airline company flips the script with a campaign starring its airport teams.

L’Oréal's latest work with Aishwarya Rai Bachchan calls out the like economy
Sep 01, 2025

L’Oréal's latest work with Aishwarya Rai Bachchan calls out the like economy

All while making the global icon look impossibly perfect—proof that rejecting digital validation is easier said than done.

Messy pancakes make a point in Slurrp Farm's ad
Sep 01, 2025

Messy pancakes make a point in Slurrp Farm's ad

The millet brand swaps picture-perfect plating for playful chaos, showing parents that joy beats symmetry at the breakfast table.

Samsung’s ‘Hi-FAI’ tune hits Gen Z, skips others
Aug 28, 2025

Samsung’s ‘Hi-FAI’ tune hits Gen Z, skips others

Cheil India’s musical push for Galaxy F36 5G makes AI sound playful and personal—but leaves older consumers out of the chorus.

AI sticks random objects into Fevikwik’s quirky new pack
Aug 26, 2025

AI sticks random objects into Fevikwik’s quirky new pack

Fevikwik and Ogilvy turn everyday items into absurd AI mashups, reimagining glue as a catalyst for wit, imagination, and digital play.

Breaking silos: The rise of the hybrid agency model
Aug 20, 2025

Breaking silos: The rise of the hybrid agency model

As marketing demands speed and cohesion, hybrid agencies fuse strategy, creativity, and execution to deliver smarter, faster brand outcomes.

Dialling the boss for your insurance questions
Aug 19, 2025

Dialling the boss for your insurance questions

Inka Insurance hands out the CEO’s number, inviting direct, unscripted conversations in a sector better known for automated responses.

Breaking the ice with stories that stick
Aug 18, 2025

Breaking the ice with stories that stick

Pocket FM turns the spotlight on women ice hockey players, blending sport, grit, and narrative in its latest brand film.

AI won't kill SEO, but it will rewrite the rules
Aug 18, 2025

AI won't kill SEO, but it will rewrite the rules

As search diversifies across AI tools and formats, SEO evolves from a singular strategy to one of many discovery pathways.

When the villagers became the voice of the campaign
Aug 13, 2025

When the villagers became the voice of the campaign

The Coca-Cola India Foundation’s video series on reviving Rajasthan’s water systems skips celebrity gloss, letting locals narrate their own transformation stories.

When an address becomes a life upgrade
Aug 12, 2025

When an address becomes a life upgrade

Magicbricks’ latest campaign explores how the right home can reshape lives, futures, and dreams—while positioning itself as more than a property search tool.

From womb to wow: Sebamed gets real
Aug 11, 2025

From womb to wow: Sebamed gets real

A foetus-fronted campaign rewrites baby care storytelling, with Sebamed claiming science can mimic nature—at least at pH 5.5.

When the road’s too much, let DriveU steer
Aug 08, 2025

When the road’s too much, let DriveU steer

DriveU’s new campaign captures the chaos of self-driving life, offering users calm behind the wheel—without ever overselling the service.

Prada unveils cinematic-style film starring Tom Holland searching for 'another way'
Aug 06, 2025

Prada unveils cinematic-style film starring Tom Holland searching for 'another way'

McCann created the campaign, which was directed by Thomas Vinterberg.