Amid legacy players and influencer brands, its founder Diipa Büller-Khosla reframes competition, moving from product differentiation to philosophy-led storytelling and experiential retail.
LATEST
'Trendslop': when your AI strategy is just averaging the internet
Marketers are getting coherent, well-structured, completely generic thinking from AI. The problem isn't the technology, writes Brainwaves co-founder Ben Crawford.
Creativeland Asia takes charge of Realme’s social game
The move comes as the brand looks to build a more consistent voice across platforms in a highly competitive smartphone market.
Veritas Reputation wins PR mandate for Bandhan Group
The mandate was awarded following a competitive multi-agency pitch involving several leading PR firms in the country.
A brand’s true litmus test is how well it’s connected with consumers: Kunal Sharma
KRBL Limited’s vice president for marketing and organised trade maintains that the biggest challenge for marketers is creating a distinct brand identity in a cluttered FMCG space.
Publicis Groupe acquires 160over90 to “disrupt” sport sector
Campaign speaks to Arthur Sadoun, chief executive of Publicis Groupe, and Suzy Deering, CEO of Publicis Sports, about sports marketing being the network’s “next big bet”.
WPP Media’s global chief strategy officer retires
Damian Blackden leaves ad industry after 37 years in media.
WPP launches AI editor for media clients’ YouTube ads
New tools co-developed with Google as part of WPP’s $400m AI partnership with YouTube.
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