In-Depth
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Are brands right to allow machines to handle customer service?
While AI offers efficiency, many still prefer human interaction for complex customer service issues, prompting questions about a balanced approach that combines technology with empathy.
Leo without the Burnett is still brimming with creative ambition
Post a worldwide rebrand, Leo India isn’t just cranking out campaigns—it’s chasing global mandates with business-first creative, and a pitch to lead, not just deliver.
Is there more to adland's talent crisis than we think?
OPINION: What if the industry's persistent talent woes aren't just about scarcity, but also a growing disconnect between the creative promise we sell and the operational reality we deliver?
Not your agency, not yet SaaS: BrandPipal picks a third lane
The new venture incubated by NLB Services bets on Marketing-as-a-Service to cut through bloated retainers, fragmented teams, and creative-tech silos. The model? Modular, measurable, and built for scale.
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Why India’s creator economy is becoming every brand’s business
It will influence over $1 trillion in spend by 2030, with brands set to boost creator marketing budgets 1.5 to 3x in the next three years, according to a BCG report.
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Marketing to machines: When bots become the target audience
As agentic AI retools the customer journey, Netcore’s founder and MD, Rajesh Jain, explains why marketers must now influence not just humans — but also the autonomous algorithms deciding on their behalf.
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WPP eyes India for growth as global revenue faces headwinds
CEO Mark Read outlines AI strategy, India expansion, and four focus areas at WAVES 2025.
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India’s big creative pitch: Now streaming to the world
WAVES 2025 was less summit, more sales deck—India positioned as the next global content factory, so who’s buying the dream?
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India’s creator economy meets Adobe’s global agenda at WAVES 2025
From in-housing to automation, its WAVES push forces marketers and creative shops to rethink their value in an AI-first content economy.
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RCS muscles into India’s messaging game: Agencies can’t sit this out
With Apple poised to back RCS, richer brand conversations are no longer optional. Martech is ready; creativity and strategy must catch up.
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Comic Con India's next act: Scaling pop culture without losing fandom roots
As brands chase fandom gold, the event is crafting a careful expansion playbook—scaling big while protecting the authenticity Gen Z demands.
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IPL ads: High stakes, low recall, and smarter plays
As IPL ad spends soar, marketers face a hard truth—visibility alone doesn’t cut it. It's time to optimise for attention, not airtime.
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Shock marketing and sharbat wars: When brands cross the line
With Patanjali co-founder Baba Ramdev’s jab at Rooh Afza sparking a legal and cultural blowback, the marketing world weighs the true cost and value of provocation in brand marketing.
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How ASICS India is turning footprints into funnel metrics
From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.
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Can BHIM’s emotional pivot win the trust battle in digital payments?
In a bid to regain cultural relevance and user trust, BHIM 3.0 ditches cashback clichés for emotional storytelling—and aims for behavioural change, not just downloads.
The curious case of Gangoogly: How Bare Bones bowled a digital doosra for Google Search
INSIDE THE AD: IPL ad clutter is real—this Google campaign dodges it with snackable trivia, UI smarts, and a behavioural nudge, not nostalgia.
Can sound make you taste spice? 7UP thinks so
INSIDE THE AD: A fizzy experiment in sonic seasoning, 7UP’s Spotify campaign taps science, culture, and Gen Z cravings to reshape FMCG playbooks.
Rewriting the PR playbook: Navigating disruption in a hyperconnected world
This National PR Day, Campaign examines how PR pros are evolving from being media gatekeepers to strategic brand navigators in an age of misinformation and disruption.
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Ad block party: Can Google’s AI shut the gate early?
The tech major’s new AI-led regime is pushing ad vetting upstream, giving agencies cleaner inventory but demanding sharper compliance and smarter creative.
Bats, reels, and buys: The new IPL media mix
From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.
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