Creative

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.

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.

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.

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.

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.

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

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.

For the creative industry, this is no longer a conversation about technology adoption. It’s a conversation about craft.

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

How short-term sales spikes, such as Black Friday, are rewiring consumer behaviour.

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

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

Life after the network machine: the highs, the headaches and the surprising truth about creative freedom.

It is time to reframe AI and why the world’s most transformative technology needs a new language.

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

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.

As reels dominate daily habits, brands face a sharper choice: use short-form for reach, long-form for trust, or master both together.

How the most visible pop star in the world embraces the tactics of an introvert.

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

As AI hype sweeps industries, brands risk credibility by overstating capabilities. Exaggerated claims may win attention now but undermine long-term trust.

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.

Breakthroughs rarely emerge from cautious committees. For agencies testing AI, alignment, autonomy and acceptance of failure outweigh top-down declarations.

These events prove products aren’t just unveiled but staged—where storytelling, emotion and restraint turn design into culture and memory.

With third-party tracking fading under regulation and tech shifts, marketers are retooling around first-party insights to build direct customer relationships.

With Meta promising near-automatic campaigns, agencies face a reckoning: adapt AI as partner, or risk being sidelined by platforms.

As AI reshapes industries, agencies must pivot from selling time to building proprietary assets—before disruption makes their model obsolete.

Asia has the creative firepower, the campaigns, the awards. What’s missing, David Guerrero writes, is seeing, decoding, and defending each other across markets.

India’s $10.34 billion subscription economy is redefining access, convenience, and consumer behaviour—spanning essentials, indulgences, and ownership-free living.

As startup founders want business outcomes, not media impressions, PR Ways’ founder explains why this is forcing PR agencies to rethink value, pricing, and performance models.

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

In a market of noisy sales floors, Landor’s senior strategist–experience unpacks how Tesla’s stark Mumbai space flips the script — selling brand attitude, not cars.

When feedback becomes a bottleneck instead of a booster, creative teams face chaos, dilution and burnout. ButtonShift’s co-founder and CEO explains why it matters.

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

India’s ad game is shifting—celebs grab attention, but it’s creators who spark conversations, conversions and cultural relevance, notes Dot Media’s head of business strategy.

Despite talent and tenacity, Women Inspiring Network’s founder rues that Indian women remain underrepresented on global stages like Cannes and Davos. Networks, not just skills, are the missing link.

As emotion-sensing tech rewires adland’s playbook, Findability Sciences’ CMO explains how marketers are swapping gut instinct for micro-expressions, heart rates and heatmaps.

Glassbox Ventures’ founder and CEO instead equates it to a delay dressed as design.

To be successful, policy advocacy must be a part of a broad brand narrative, working in collaboration with PR, content, design, and stakeholder teams, argue Jajabor Brand Consultancy's executives.

From solo creators and AI-born brands to code-fuelled B2B marketing, Social Panga co-founder believes the next 12 months will test just how ‘creative’ artificial intelligence can really get.