The Work: The latest from the world of commercial creativity
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Arjun Kapoor’s meme face becomes ‘Call Me Chunky’s’ ace
The challenger ice cream brand flips a viral stare into its first campaign, making the meme the message and the punchline.
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Breaking the ‘limit mein’ mindset
Niva Bupa’s new campaign flips the sum insured script by dramatising middle-class limits—and promising health cover without ceilings.
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Rain, rappers and a whiskey workaround
Jameson hijacks a ruined listening party with upbeat music, turning it into a stage for cultural storytelling.
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Himalayan Water pours culture into campaign cups
The Himalayan Day initiative blends clay, craft and community, with limited-edition packs designed by mountain artists.
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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.
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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.
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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
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.
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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
In a sector that leans on celebrity charm, the airline company flips the script with a campaign starring its airport teams.
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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.
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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.
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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.
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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.
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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.
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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.
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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
As search diversifies across AI tools and formats, SEO evolves from a singular strategy to one of many discovery pathways.
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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
Magicbricks’ latest campaign explores how the right home can reshape lives, futures, and dreams—while positioning itself as more than a property search tool.
