Creative

There is value in people who know how to make things work in the present.

Campaigns still matter. But in a world of hundreds of touchpoints and millisecond decisions, the brands building durable equity are those with ownable design systems – not just a great creative.

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

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.

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

AI has made it easier than ever to build something that looks innovative at launch. So why, asks Publicis' Maurice Riley, are we still not asking what happens beyond the case film?

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

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.

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

Advertising has been on an apology tour for so long we should start earning air miles.

In an industry obsessed with optimisation, restraint may be the boldest strategy available.

Almost 70% of women don't feel confident by the way marketing portrays them. Brands need to stop looking at women as a neat little segment.

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

How real-time consumer intelligence is transforming brand communication and advertising ROI

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.

India’s favourite satirist unpacks the Union Budget with trademark irreverence, spotlighting the serious, the absurd, and everything in between.

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

From Tuscan villas to virtual vending machines, fantasies are shaping how consumers live, love, and consume.

“It’s soothing for humans to decide what qualifies as brilliant AI,” writes Leo ECD Hilary Badger. What’s less comforting is deciding who gets to judge creativity that is no longer human.

It's random noise to adults but social shorthand for Gen Alpha. Before blaming them, the author argues, look at the culture and the media environment we’ve built for them.

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

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.

The Infectious Advertising CEO pins down the trends shaping creative success in 2026 and the strategies falling out of favour.

In the rush to automate, have we stopped thinking about thinking? And what AI is doing to our minds? Publicis' Laurent Thevenet implores.

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.

John Wren now reigns at the helm of the world’s largest advertising holdco. What if the last king of Madison Avenue made a bid for one of the best creative minds? Rahul daCunha imagines a conversation between the two

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.

For the creative industry, this is no longer a conversation about technology adoption. It’s a conversation about craft.

How short-term sales spikes, such as Black Friday, are rewiring consumer behaviour.

As Movember rounds out to a close, let's decode the evolution of modern masculinity through advertising.

Soaring cart abandonment rates, undecided consumers and a tendency to mass-serve irrelevant ads are challenges that can spike during this season.

Agencies need to rethink their role. Beyond crafting messages, they should act as conscience keepers to ensure that ‘purpose’ isn’t reduced to a positioning strategy.

The future of storytelling, branding, and consumer trust depends not on machines that think faster, but on those that act responsibly.

The ‘Official Apology Statement’ that went viral among brands recently was more than a trend; it reflects the changing lexicon of connection.

Life after the network machine: the highs, the headaches and the surprising truth about creative freedom.

It is time to reframe AI and why the world’s most transformative technology needs a new language.

Indian brands are rediscovering that the key to enduring festive campaigns isn’t repetition—it’s relevance, consistency, and cultural resonance.

Once steeped in curated glamour, India’s festive ads now celebrate authenticity, with brands like Tanishq and Azorte trading polished perfection for raw, relatable emotion.

As reels dominate daily habits, brands face a sharper choice: use short-form for reach, long-form for trust, or master both together.

Luxury is not only about status but also about provenance, as consumers seek products that tell stories, carry heritage, and align with sustainability values.

How the most visible pop star in the world embraces the tactics of an introvert.

As AI hype sweeps industries, brands risk credibility by overstating capabilities. Exaggerated claims may win attention now but undermine long-term trust.

Clean Creatives has spotlighted fossil fuel marketing, but Paul Mottram says the industry must now channel its influence into regulation, disinformation and systemic reform.

From HUL’s virtual try-ons to Zepto’s AI personas, brands and agencies face new roles as machines reshape leadership and trust.

Breakthroughs rarely emerge from cautious committees. For agencies testing AI, alignment, autonomy and acceptance of failure outweigh top-down declarations.

These events prove products aren’t just unveiled but staged—where storytelling, emotion and restraint turn design into culture and memory.

With third-party tracking fading under regulation and tech shifts, marketers are retooling around first-party insights to build direct customer relationships.

With Meta promising near-automatic campaigns, agencies face a reckoning: adapt AI as partner, or risk being sidelined by platforms.