Videos
ChatGPT goes desi: Aspiration, accents and AI ambition
OpenAI’s first India push makes AI sound local, accessible and aspirational, but creative choices reveal gaps between cultural intent and execution.
Mirror, EMIs and the postponed dream of retirement
Kotak Life’s latest ad reframes retirement as reinvention, using a mirror monologue to tackle India’s chronic tendency to postpone long-term planning.
Spotify Wrapped taps fan banter to fuel its campaign
Emraan Hashmi and Raghav Juyal anchor the annual campaign as India’s data-led, creator-heavy listening habits take centre stage.
The sweet cry that can’t wait
Johnson’s Baby new campaign spotlights India’s neonatal crisis and the power of trained intervention in the first 60 seconds of life.
Apple’s campus film redefines ‘normal’ with style
A vibrant campus musical shows disabled students using Apple tools as just that — tools, not trophies.
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Natural diamonds get a manifestation-themed reboot
De Beers’ ‘Love From Universe’ recasts natural diamonds as intention-driven symbols for a generation leaning into self-expression, slow ambition and personal meaning.
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