Brands

Most media rebrands in India don't fail because of bad design. They fail because the organisation mistakes the packaging for the product.

Ferrari has built its brand on a very specific set of sensory cues. Could a deviation from those cues prove to be its smartest bet yet?

Not only were businesses the most trusted institution in the 2024 Edelman Trust Barometer, 81% of respondents believe businesses should play a role in addressing societal challenges.

Audemars Piguet is betting that proximity to the dream will recruit the next generation of dreamers rather than retiring them at an affordable price point. Will that bet rewrite the luxury brand playbook?

Global riots and store closures fuelled by a $400 pocket watch reveal the high cost of a brand strategy that prioritises spectacle over safety.

In a marketplace drowning in AI-generated content, the most radical thing a brand can do is to be undeniably, imperfectly human.

Attention may start the conversation, but trust is what closes it, particularly in high consideration categories, says Saurabh Jain, CMO, The House of Abhinandan Lodha.

In the rush to look ‘fresh’, ‘premium’, or ‘Gen Z‑first’, some brands are editing the very foundations that made them strong.

As consumers and employees become one audience, organisations must deliver authenticity and cultural alignment across every touchpoint.

Why ‘method branding’ and fan service defined the festival’s most-searched year yet.

In a world defined by craftsmanship and heritage, attention is shifting to the brands with the greatest culture equity.

When a law redraws the boundaries of who “counts,” it doesn't stay in Parliament. It seeps into who gets to be seen - in offices, in campaigns, on screen, in culture.

A successful brand leans into change at the right time.

India has always maintained a sharp distinction between private desire and public persona. Digital commerce is changing that.

While almost 80% of consumers globally say they care about sustainability, research shows that less than 8% pay a premium for sustainable options.

Experiential marketing, as it currently operates, is not built to prevent failure. In many ways, it is built to absorb it.

The brand's consistency around how people think, feel and decide has allowed it to sustain its success.

Today, founders are under pressure to move fast. Launch early. Scale quickly. But speed without clarity creates confused traction.

Brands must embrace counter-culture, RGA APAC's Ben Miles opines. As AI takes over the predictable, the creative industry's greatest asset is its humanity.

In India, digital patience is earned, not assumed. Consumers will grant a brand their time when the journey feels clear, in their control, and supported by a human when it matters.

Sport’s unique power lies in its ability to create belonging, but that can become a fragile thing to hold in an age where fans ask for receipts.

Today’s discerning buyers value transparency, trust, and authenticity over spectacle, transforming the rules of high-end marketing.

As products double as identity markers, the colourful laptops underscore how design and self-expression increasingly influence purchase decisions, especially among younger consumers.

In a world of infinite content, visibility is no longer the endgame but the starting line. Here's how brands can win both the feed and the consumer.

How marketers can seize fleeting opportunities, craft immersive experiences, and build lasting impact in the fast-paced world of T20 cricket.

For brands chasing real cultural gravity, the question isn't which event to sponsor. It's whether you understand where the energy actually lives.

Indian auto advertising once moved cars off lots purely through storytelling. Is it forgetting its legacy?

The HOWL chief executive makes a case for why performance-led creativity is no longer optional.

Indian luxury brands are crafting unique experiences that resonate with a new generation of discerning consumers.

For these brands, it is no longer about signalling status, but about justifying value.

Rather, Upasna Dash argues, it marks the moment the world started paying closer attention to the capability story India was already writing.

It seems as though many of us in adland have forgotten how to make campaigns that last.

With this year's Fifa World Cup set to be the most-watched sporting event around the globe, brands should be focusing their attention on community fan groups rather than geography.

Tomorrow’s CMOs won’t just brief agencies on campaigns, they’ll brief product teams on journeys.

The "walled garden" era is giving way to a new ecosystem where consumer attention and trust are highest.

The global tech fest illustrated that the next wave of brand growth will come from those willing to invest in creative tech not as a layer, but as a capability.

Vinod Kunj decodes why vernacular is the real vox populi (voice of the people).

Mass appeal is not where most brands are focused anymore. Here are five trends that will shape marketing this year.

Creator-led circles and fandom-driven spaces are subtly but surely overtaking mass feeds as the arena where brands compete for credibility.

This piece is not a farewell to PR, but a farewell to an older mental model of it.

Between comparison charts and keywords searches, the humble product page has begun to lose its shine.

What we call 'media fragmentation' is simply reality catching up with an industry that prefers linear planning templates.

Brands are turning online jokes into campaigns that celebrate authenticity, confidence and agility.

The historic ICC win was the result of decades of persistence away from television cameras and marketing budgets.

In an era where outrage escalates in minutes, the airline’s December meltdown is a masterclass in what not to do.

A recent Kantar analysis found that very few festive ads succeed in delivering both cultural warmth and clear brand impact.

The recently notified Digital Personal Data Protection (DPDP) Rules could result in a more robust, transparent, trust-led ecosystem.

Hype on its own is fleeting, but hype built on community and authenticity can shape a brand’s future.

Young consumers expect brands, even iconic legacy ones, to be fresh and inclusive. But before you update for a new generation, here are a few guidelines to keep in mind.

Regional food creators are India’s new culinary tastemakers, shaping what people crave and choose to eat.