storytelling
When AI turns to humans to feel human
Anthropic and OpenAI recently turned to human-led creative shops to tell their story. They didn't market AI's efficiency or speed, but empathy.
McDonald’s India walks the line between value and novelty
Arvind RP, CMO of McDonald’s India (West & South) outlines how the QSR is adapting to India’s value-conscious yet upgrade-seeking consumers in a fragmented market.
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AI-Washing: The new risk in brand storytelling
As AI hype sweeps industries, brands risk credibility by overstating capabilities. Exaggerated claims may win attention now but undermine long-term trust.
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India becomes PR’s proving ground for Havas
EXCLUSIVE: As global budgets tilt East, Havas Red’s James Wright outlines why India anchors APAC growth, talent mobility and narrative-first brand strategies.
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The performative male: When masculinity becomes a stage and brands enter the script
Finance gurus, sneaker collectors, and wellness evangelists reveal how masculinity is now packaged as consumable cultural capital.
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Apple’s launch playbook: Design as spectacle, story and strategy
These events prove products aren’t just unveiled but staged—where storytelling, emotion and restraint turn design into culture and memory.
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