Its ‘My Guiding Light’ campaign centres personal agency in diamond buying, positioning value-led choice amid rising competition from lab-grown diamonds.
Interviews
When first-party data fragments, person-based marketing takes centre stage: Lakshmana Gnanapragasam
Epsilon India’s SVP-Analytics explains how person-based marketing confronts duplication, blind spots and false scale, turning identity resolution into a commercial, not technical, decision.
2026 is looking bright for commerce media: WPP Media
Unlike traditional advertising, the agency's officials explain why commerce media offers deterministic shopping data and full-funnel visibility. But measurement remains a challenge.
Zen Diamond’s four-act launch outruns the celebrity curve
A phased rollout amplified brand ambassador Jennifer Lopez’s film organically, clocking 30,41,862 impressions and 85,209 engagements beyond the usual endorsement spike.
Why L’Oréal’s CMO is betting on startups to keep the world’s biggest beauty brand ahead in innovation
To maintain its leadership in the rapidly evolving beauty tech space, L’Oreal is partnering with startups to accelerate innovation, deliver personalised beauty experiences, and pioneer new technologies.
When death becomes the messenger
How Chupps and Into Creative are leaning on sombre storytelling to sell sustainability.
John Wren on how Omnicom ‘will succeed’: more collaboration, new bonuses, big job cuts
CEO speaks about dramatic post-IPG restructure. “I am not foolish enough to work 14 hours a day for a dollar,” he tells Campaign, after giving up salary in favour of stock.
Fast-fashion playbook shifts as Indian Garage Co repositions
Its #FreeStyleIt campaign adopts a cinematic, platform-led strategy to test whether stylised storytelling can convert youth attention into measurable action.
Neeyat 3.0 maps India’s credit decisions to lived reality
Piramal Finance’s marketing campaign reframes lending through ethnographic insight, regional nuance and a distribution engine built for semi-urban India’s next wave of borrowers.
Creators aren't the destination; they're often a launching point: Edelman’s Tristan Roy
As AI scales, Edelman’s president of Integrated Solutions and Delivery believes that the real battle is protecting trust and originality. In 2026, integration is inevitable, but integrity is not optional.
Can Ellerton & Co’s cross-border PR corridor redefine Asia’s communications playbook?
As the agency plants its flag in India, its founder and India head share the strategy behind its ‘Greater Southeast Asia’ ambition
Stress takes centre stage in Duroflex’s marketing reset
Its shift to emotional sleep wellbeing, unveiled alongside its DRHP filing, tests whether stress relief can drive premiumisation in India’s fragmented mattress market.
Bisleri recasts hydration as lifestyle in a fragmented market
Its #DrinkItUp 2.0 campaign leans on the learning that hydration had moved from utility to a part of fitness, self-care and cultural expression amongst Gen Z.
Agencies should be consultants first: Sophie Simpson
In a rapidly evolving media landscape, the Ruder Finn Atteline managing director shares how auditing and staying true to your values is crucial.
Constipation goes public as Dulcoflex tackles the quiet crisis
Its latest campaign tests whether calibrated humour and creator-led candour can shift India’s long-standing silence around everyday digestive discomfort.
‘The future belongs to the discontented’: Inside Coca-Cola’s AI playbook
The beverage giant’s VP and global head of generative AI closed out the second annual AI Deciphered conference.
Monopoly’s digital turn tests a century of play
The App Banking edition pushes the 90-year-old Hasbro franchise into hybrid territory, raising fresh questions for marketers about modernising legacy IP without losing its core appeal.
Can designing emotional interactions shift behaviour? Envelop says, yes
As Indian brands move from spectacle to substance, the agency’s founder Jai Sharma explains how experiential design is becoming measurable strategy and why emotion now defines marketing effectiveness.
Brands spend double to acquire the same customer: Netcore's Rajesh Jain
The founder and MD of the customer engagement platform believes that agentic AI could help solve marketing’s improbable problems.
“AI powers the engine, and humans steer the story in marketing”: Linkedin’s Jessica Jensen
EXCLUSIVE: LinkedIn’s marketing head says while AI sharpens data and precision, it’s human insight, empathy, and creativity that keep marketing truly powerful and effective.
QuickAds’ $1.7 million bet: Can AI fix advertising’s 90% failure rate?
Its pitch to performance-driven D2C brands, agencies, and enterprise teams is straightforward: turn advertising from a guessing game into a measurable science.
Hilton’s 20-year McLaren play turns fandom into loyalty
At Singapore’s Grand Prix, the hospitality major marked two decades with racing company — using activations, drivers and loyalty perks to tie hospitality to fandom.
India becomes PR’s proving ground for Havas
EXCLUSIVE: As global budgets tilt East, Havas Red’s James Wright outlines why India anchors APAC growth, talent mobility and narrative-first brand strategies.
Criteo charts new course with AI, retail media and CTV
As privacy rules tighten and quick commerce surges in India, the global commerce media company is expanding its local playbook with Zepto, AI, and cross-channel bets.
When a reel breaks the internet: Inside Hilton’s 1.9 billion views ad with Deepika Padukone
The record-breaking Instagram reel blends cultural insight, emotional authenticity and India’s hospitality boom to rewrite influencer playbooks.
Leo without the Burnett is still brimming with creative ambition
Post a worldwide rebrand, Leo India isn’t just cranking out campaigns—it’s chasing global mandates with business-first creative, and a pitch to lead, not just deliver.