gen z
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.
IndiaSpiration: How India inspires luxury brands
Luxury is not only about status but also about provenance, as consumers seek products that tell stories, carry heritage, and align with sustainability values.
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Gen Z’s digital habits put spotlight on the open internet
The Trade Desk research shows that 90% of them turn to the open internet to explore interests, compared with 83% who do so within closed ecosystems.
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Gen Z turns Discord from gaming chatrooms into protest hubs
Once a gamer’s hangout, Discord is now Gen Z’s go-to space for activism, debate, and alternative narratives.
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World Gold Council reframes jewellery for everyday identity
INSIDE THE AD: BBDO India’s ‘The Moment is Gold’ campaign shifts the messaging from ceremonial milestones to micro-moments, targeting Gen Z and millennial buyers.
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Samsung’s ‘Hi-FAI’ tune hits Gen Z, skips others
Cheil India’s musical push for Galaxy F36 5G makes AI sound playful and personal—but leaves older consumers out of the chorus.
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