authenticity
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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.
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How Zohran Mamdani rode the authenticity wave to victory
The more openly he engaged with complex issues, the more audiences perceived coherence between his words and actions, strengthening trust even among sceptics.
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Trust is the new creative brief
Clicks, conversions, and attention are no longer a given for any brand. They must be earned. And the price of entry is credibility.
Festive ads trade perfection for presence
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.
Emotion sells, but at what cost?
From teary posts to trending causes, marketers now trade in emotion. But in the attention economy, Interbrand India and South Asia’s CEO wonders where's the line between impact and exploitation?
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Ad to arc: What Cannes 2025 tells us about branded entertainment
When brand stories resonate with culture rather than at it, they become things people keep, says McCann Worldgroup India's CEO and CCO, and Cannes Lions 2025 juror.
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