Opinion

Users have little tolerance for fragmented, disjointed experiences.

The HOWL chief executive makes a case for why performance-led creativity is no longer optional.

The question for marketers has moved from ‘Which influencer should we use?’ to ‘How do we architect our ecosystem around creators?’

When brands are investing crores into premium tournaments, visibility cannot remain an assumption. It must become measurable.

Indian luxury brands are crafting unique experiences that resonate with a new generation of discerning consumers.

Sustainable marketing isn’t about being louder; it’s about being the right answer at the right moment in the right context.

Infrastructure, digitisation and regional growth are driving a new era of brand visibility beyond digital screens.

This year, AI is playing matchmaker and finding shoppers the perfect Valentine’s Day deal.

As consumers migrate from SEO to GEO, the playbook is still being written, and that’s precisely where the opportunity lies.

ChatGPT ads will spark a new battle for intent, but dislodging Google’s search dominance will take more than conversational AI.

Globally, the conversation has shifted from panic to adaptation. In India, it continues to sit in a grey zone.

For these brands, it is no longer about signalling status, but about justifying value.

In a world of ‘AI slop’, authentic human stories do not lose value; they become much more expensive.

India’s favourite satirist unpacks the Union Budget with trademark irreverence, spotlighting the serious, the absurd, and everything in between.

Rather, Upasna Dash argues, it marks the moment the world started paying closer attention to the capability story India was already writing.

As CTV surges across India, platforms must innovate without sacrificing the viewing experience.

When visibility no longer comes from being indexed, how does your brand get chosen?

From Tuscan villas to virtual vending machines, fantasies are shaping how consumers live, love, and consume.

“It’s soothing for humans to decide what qualifies as brilliant AI,” writes Leo ECD Hilary Badger. What’s less comforting is deciding who gets to judge creativity that is no longer human.

In AI-led marketing, trust beats targeting, says Resonant principal Ramakrishnan Raja.

It's random noise to adults but social shorthand for Gen Alpha. Before blaming them, the author argues, look at the culture and the media environment we’ve built for them.

It seems as though many of us in adland have forgotten how to make campaigns that last.

Traditional advertising may help a brand create awareness, but it cannot build trust on its own. That’s where PR steps in.

With this year's Fifa World Cup set to be the most-watched sporting event around the globe, brands should be focusing their attention on community fan groups rather than geography.

As stories move faster than briefs, brands are demanding agencies that can hold narratives together and not just execute channels.

Tomorrow’s CMOs won’t just brief agencies on campaigns, they’ll brief product teams on journeys.

The "walled garden" era is giving way to a new ecosystem where consumer attention and trust are highest.

How the governments choose to regulate now will determine what the creator economy looks like next.

Vinod Kunj decodes why vernacular is the real vox populi (voice of the people).

The global tech fest illustrated that the next wave of brand growth will come from those willing to invest in creative tech not as a layer, but as a capability.

The Infectious Advertising CEO pins down the trends shaping creative success in 2026 and the strategies falling out of favour.

In the rush to automate, have we stopped thinking about thinking? And what AI is doing to our minds? Publicis' Laurent Thevenet implores.

If you’re still debating about whether AI marketing belongs at the centre of your strategy, you’re already behind the curve.

With AI-driven discovery pulling from everywhere, a fragile shared reality and constant brand scrutiny, PR needs to become structural, rather than episodic.

Mass appeal is not where most brands are focused anymore. Here are five trends that will shape marketing this year.

Creator-led circles and fandom-driven spaces are subtly but surely overtaking mass feeds as the arena where brands compete for credibility.

This piece is not a farewell to PR, but a farewell to an older mental model of it.

Between comparison charts and keywords searches, the humble product page has begun to lose its shine.

What we call 'media fragmentation' is simply reality catching up with an industry that prefers linear planning templates.

Brands are turning online jokes into campaigns that celebrate authenticity, confidence and agility.

Darren Woolley unwraps his wishes for 2026 — more time, more magic, more safety, and a future where humans shine brighter than ever.

The historic ICC win was the result of decades of persistence away from television cameras and marketing budgets.

While India has massive download volume, only a small percentage are high-value payers.

In an era where outrage escalates in minutes, the airline’s December meltdown is a masterclass in what not to do.

A recent Kantar analysis found that very few festive ads succeed in delivering both cultural warmth and clear brand impact.

The recently notified Digital Personal Data Protection (DPDP) Rules could result in a more robust, transparent, trust-led ecosystem.

John Wren now reigns at the helm of the world’s largest advertising holdco. What if the last king of Madison Avenue made a bid for one of the best creative minds? Rahul daCunha imagines a conversation between the two

Hype on its own is fleeting, but hype built on community and authenticity can shape a brand’s future.

Young consumers expect brands, even iconic legacy ones, to be fresh and inclusive. But before you update for a new generation, here are a few guidelines to keep in mind.

Regional food creators are India’s new culinary tastemakers, shaping what people crave and choose to eat.