The Work: The latest from the world of commercial creativity

Birla Opus' feel-good animated film paints a new brand message
8 hours ago

Birla Opus' feel-good animated film paints a new brand message

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

Whose idea is it, anyway?
1 day ago

Whose idea is it, anyway?

Jindal Steel campaign that won silver and bronze at the Cannes Lions International Festival of Creativity sparked a row over creative ideation with Wieden+Kennedy

Callebaut's global campaign celebrates Indian chef Vinesh Johny
2 days ago

Callebaut's global campaign celebrates Indian chef Vinesh Johny

As chocolate grows in popularity, Johny, co-founder of Lavonne Academy of Baking Science and Pastry Arts in Bengaluru, India, is meant to epitomise a ‘Born Original’ ethos.

Prime Video launches a fun campaign to celebrate Father's Day
3 days ago

Prime Video launches a fun campaign to celebrate Father's Day

The campaign illustrates the tired fathers who want to spend time with their families by watching Prime Video but find it difficult to keep their eyes open.

From rote to experiential: Classmate integrates AR technology into old ‘brown cover notebooks’
3 days ago

From rote to experiential: Classmate integrates AR technology into old ‘brown cover notebooks’

The campaign has used a 30ft long tunnel aquarium on the Mumbai seafront to highlight a more exciting AR experience in conventional brown covers.

Jindal Stainless' campaign takes on societal issues of child labour and women inequality
4 days ago

Jindal Stainless' campaign takes on societal issues of child labour and women inequality

The series is part of the company’s larger ‘Jindal Saathi 5.0’ project.

Cannes daily global podcast: Awards preview and new humour category
4 days ago

Cannes daily global podcast: Awards preview and new humour category

EPISODE ONE: As Cannes Lions 2024 kicks off on 17 June, Campaign's editors and journalists from around the world are taking part in a daily podcast during the five-day festival.

Dorset’s first campaign in 25 years struggles to connect emotion with construction
Jun 07, 2024

Dorset’s first campaign in 25 years struggles to connect emotion with construction

The door hardware and digital locking solutions’ brand team had a series of engagements with the homeowners and translated the insights derived from those into the campaign.

Bata's 'Try and Fly' campaign promises to take customers' feet on a European adventure
Jun 05, 2024

Bata's 'Try and Fly' campaign promises to take customers' feet on a European adventure

By simply trying on shoes from the brand's new 9 to 9 collection at Bata’s outlets, potential buyers have a chance win a trip to various destinations.

Paragon's campaign salutes the indomitable spirit of Indians
Jun 04, 2024

Paragon's campaign salutes the indomitable spirit of Indians

‘Zid, Chalte Rehne Ki' aims to strike an emotional chord amongst viewers by shining the spotlight on everyday heroes.

ErgoSmart by The Sleep Company encourages smart working with #SitSmart campaign
Jun 04, 2024

ErgoSmart by The Sleep Company encourages smart working with #SitSmart campaign

Conceived by Steve Priya, the ad features actor Jim Sarbh.

Wildcraft targets explorers with its ‘Adventure ready’ campaign
May 31, 2024

Wildcraft targets explorers with its ‘Adventure ready’ campaign

It also launched its ‘Wildcraft Storyboard’ content IP, envisioned as a content series to capture every backpacker's zeitgeist and inner spirit.

Google Pay taps on trust in new campaign
May 29, 2024

Google Pay taps on trust in new campaign

Produced by Lowe Lintas, the campaign features Bollywood actress Kajol, and highlights the ease and security of the digital payment platform.

Mahesh Babu keeps it humble in latest Denver ad
May 27, 2024

Mahesh Babu keeps it humble in latest Denver ad

The celebrated actor has been associated with the deodorant brand since 2019.

Sirona tackles menstrual taboos with #TheBloodyConversation campaign
May 27, 2024

Sirona tackles menstrual taboos with #TheBloodyConversation campaign

The campaign urges open and unfiltered dialogue on menstruation by dismantling the stigma surrounding periods, particularly among men.

Bosch partners with Amnet and Samsung for weather-activated campaign
May 24, 2024

Bosch partners with Amnet and Samsung for weather-activated campaign

The initiative harnesses weather API and CTV to boost awareness of Bosch's new machines, with impressive results in Mumbai.

Whisper unveils new phase of #KeepGirlsInSchool to tackle early menstruation awareness
May 17, 2024

Whisper unveils new phase of #KeepGirlsInSchool to tackle early menstruation awareness

The latest poignant film seeks to normalise periods as healthy changes, empowering young girls to reshape their narratives around puberty.

Samsung's LTE Galaxy Watch6 campaign unlocks connectivity without constraints
May 17, 2024

Samsung's LTE Galaxy Watch6 campaign unlocks connectivity without constraints

The brand's latest film highlights the integration of LTE into consumers' lives, positioning the watch as a reliable digital companion.

Titan Raga's new campaign celebrates the beauty in women
May 16, 2024

Titan Raga's new campaign celebrates the beauty in women

Featuring Alia Bhatt, the brand taps into the notion of women uplifting one another through acts of kindness.