fundamental

Jun 09, 2025

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.

Jun 06, 2025

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.

Jun 02, 2025

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.

Mar 11, 2025

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?

Sep 12, 2024

WeWork’s new ads show how flexibility meets function for businesses ready to break the mould

Its latest campaign pokes fun at office woes, spotlighting flexibility and personalised spaces for enterprises, big or small.