fundamental
WhatsApp slows down to show what distance feels like
A near 10-minute film turns everyday voice notes into a rural love story, offering a fresh lens on long-distance relationships in India.
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Airtel Payments Bank’s ‘Safe Second Account’ urges digital caution
INSIDE THE AD: In a market obsessed with speed and cashback, Airtel Payments Bank’s latest campaign urges Indians to slow down—and bank smarter.
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Are awards Fundamental?
Fundamental’s key executives unpack why chasing Lions isn’t their current ambition — spotlighting indie focus, profitability, and purpose-built brand clout.
When privilege meets a pipe wrench
Urban Company’s latest ad gently exposes the quiet classism lurking behind ‘dignity of labour’ talk in India’s service economy.
Clickbait’s worst enemy just got a signal boost
Airtel’s new campaign arms subscribers with scam-proof tech, tackling link-based fraud with AI before panic texts trigger poor decisions.
The LinkedIn pitch frenzy: Meritocracy or marketing stunt?
Brands are crowdsourcing agencies on LinkedIn, turning selection into a pitching ferment. But is this a shortcut to innovation or a race to the bottom?
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