authenticity

Jul 01, 2025

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?

Jun 18, 2025

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.

Mar 28, 2025

Whose gaze is it anyway?

Advertising must unlearn a lot to see women as complex, independent individuals—free from the conventional, patriarchal lens, says VIRTUE Asia strategy director for India.

Mar 03, 2025

Influencer marketing: From endorsements to authenticity and live experiences

As brands navigate the evolving influencer partnership landscape, Quantum Consumer Solutions' associate urges them to consider fundamental shifts in nature of influence, technology's role, and consumer preferences.

Feb 03, 2025

Campaign roundup: Week of 03 Feb

The latest ad films and campaigns from brands like Neurobion, L’Oréal Paris, ZEE5, Paytm, AMFI, GS Caltex India, McCann Worldgroup, Navbharat Times, India Gate Basmati Rice, Samsung Galaxy, Youva Stellar, Aprilia, Britannia, Anchor Oral Care, Peppy, Maaza, Allana Consumer, Duolingo, Woodland, Muthoot Finance, Danube Properties, Boss One, Kotak Life, Aisle, Deconstruct, and more, in our weekly roundup.

Jan 27, 2025

Campaign roundup: Week of 27 Jan

The latest ad films and campaigns from brands like Colors by Rupa, Catch Spices, BlueStone, India Gate Basmati Rice, Hyundai CRETA Electric, JSW One TMT, DECATHLON, Sunfeast Wowzers, Amazon India, PINQ Polka, Taneira, Tic Tac, Rajdhani Foods, MoRTH, MTV India, Aisle, and more, in our weekly roundup.