Brands

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

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

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

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

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

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.

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.

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.

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.

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

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.

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.

Why brands must stop performing for algorithms and start speaking to humans again

The future of discovery won’t be a search result. It will be a conversation, one where AI decides whose voice to amplify.

As Movember rounds out to a close, let's decode the evolution of modern masculinity through advertising.

Why does Sex and the City still feel so iconic? The answer lies not just in the clothes or the cocktails, but in how the series reoriented the gaze.

When people understand your brand, they trust it more easily. In categories where choices are abundant, clarity becomes the decisive factor.

Soaring cart abandonment rates, undecided consumers and a tendency to mass-serve irrelevant ads are challenges that can spike during this season.

This outage, alongside similar incidents at major cloud providers, signals a rising pattern of vulnerabilities and structural degradation.

Agencies need to rethink their role. Beyond crafting messages, they should act as conscience keepers to ensure that ‘purpose’ isn’t reduced to a positioning strategy.

The future of storytelling, branding, and consumer trust depends not on machines that think faster, but on those that act responsibly.

The more openly he engaged with complex issues, the more audiences perceived coherence between his words and actions, strengthening trust even among sceptics.

The ‘Official Apology Statement’ that went viral among brands recently was more than a trend; it reflects the changing lexicon of connection.

As force majeure situations become more frequent, agencies and brands need to rewrite the ‘crisis’ playbook.

To challenge inequity in women’s sports, brands need to act as cultural allies and reframe the narrative.

Naming a brand needs science, not serendipity; blending a methodical approach, linguistics, semiotics, consumer psychology and strategic foresight.

The industry has moved from a transactional market to one driven by unique shareable experiences that turn consumption into an expression of the consumer’s identity.

Indian brands are rediscovering that the key to enduring festive campaigns isn’t repetition—it’s relevance, consistency, and cultural resonance.

As festive ad clutter peaks, reward-led engagement — with experiential incentives, gamified participation, and frictionless redemption — can help brands cut through noise.

Clicks, conversions, and attention are no longer a given for any brand. They must be earned. And the price of entry is credibility.

Once steeped in curated glamour, India’s festive ads now celebrate authenticity, with brands like Tanishq and Azorte trading polished perfection for raw, relatable emotion.

Luxury is not only about status but also about provenance, as consumers seek products that tell stories, carry heritage, and align with sustainability values.

Clean Creatives has spotlighted fossil fuel marketing, but Paul Mottram says the industry must now channel its influence into regulation, disinformation and systemic reform.

From HUL’s virtual try-ons to Zepto’s AI personas, brands and agencies face new roles as machines reshape leadership and trust.

With algorithms dictating feeds, brands must reclaim personalisation through owned data, AI, and storytelling—beyond the illusion of social ‘community’.

Generative AI offers human-like conversations at scale—but can brands manage the risks without losing their authentic voice?

As India’s festive season pushes marketing spend to peak levels, shifting consumer journeys on the Open Web are redrawing brand playbooks.

Brands and agencies are shifting from reactive to proactive strategies, leveraging AI to anticipate customer needs while navigating ethical and technical challenges.

As cookies crumble, Nimida Digital’s head maintains that data trust and clean tech—not just budgets—will determine performance marketing success.