Latest
Asian Paints Turns Diwali Preparations Into A Musical Celebration With New Campaign
Diwali celebrations often begin long before the festival itself, with homes getting a fresh coat...
The Future Will Belong to Brands That Combine Provenance With Storytelling: De Beers’ Toranj Mehta
For years, diamond marketing had a fairly predictable calendar: weddings, engagements, anniversaries and festive gifting....
Khushi Kapoor Joins Nailinit As Co-Founder, Enters Beauty Business
Actor Khushi Kapoor has ventured into the beauty business, joining Indian nail care brand Nailinit...
Marketing
Why Unfinished Things Keep Pulling Us Back: The Psychology Of The Zeigarnik Effect
Ever started watching a series, only for an episode to end at the exact moment...
Swiggy Changes Its Instagram Name To ‘Sweety’. What’s Behind the Unexpected Makeover
Swiggy has given its social media identity an unexpected makeover, changing the display name of...
Myntra & Underneat Bring Festive Fashion To The Fore With ‘ZYADA Baddies & Bling’
Myntra and women’s innerwear and shapewear brand Underneat have joined hands for a festive fashion...
Business
Khushi Kapoor Joins Nailinit As Co-Founder, Enters Beauty Business
Actor Khushi Kapoor has ventured into the beauty business, joining Indian nail care brand Nailinit...
GIVA Raises Over $100 Million In Funding Round Led By Multiples, Eyes 1,000 Stores
Bengaluru-based jewellery brand GIVA has raised over $100 million (approximately Rs 975 crore) in a...
Canva Announces 1,271 Job Cuts Amid Major Business Restructuring
Monica Gonzalez Castro, an Operations Business Partner at Canva, shared an emotional LinkedIn post reflecting...
Buzz
Brand Salience: Why Some Brands Come To Mind Before You Even Start Shopping
Imagine someone asks you to name a soft drink. Or a brand you associate with...
Explained: How Instagram Is Challenging YouTube’s Hold On Long-Form Content
For years, Instagram has become a go-to platform for discovering videos, but when viewers want...
12 Brands That Turned Up The Creative Heat This Dussehra
Dussehra is that time of the year when good triumphs over evil, Ravana gets his...
Adworks
Asian Paints Turns Diwali Preparations Into A Musical Celebration With New Campaign
Diwali celebrations often begin long before the festival itself, with homes getting a fresh coat...
Kriti Sanon Fronts Cellecor’s Festive Campaign For TVs & Washing Machines
Cellecor Gadgets has partnered with actor Kriti Sanon for its latest festive campaign, featuring the...
Instamart’s Diwali Ad Puts A Man In A Chandelier To Promote Festive Home Décor Range
Instamart has released a new Diwali campaign that takes an unusual route to showcase its...
Creator Economy
redBus Unveils ‘redStar’ Contest To Find Emerging Creators For Microdrama
redBus has launched ‘redStar’, a nationwide creator-discovery contest aimed at finding emerging storytellers who could...
India’s Creator Economy Sees 15–25% Of Brand Marketing Budgets Shift Towards Creators: IIGC Report
India’s creator economy is seeing a shift in how brands allocate marketing budgets, with 15–25%...
6 Instagram Creators To Follow For Navratri Outfit Inspiration
Navratri is as much about dressing up for nine nights of celebrations as it is...
PR & Comms
Chaitanya Mallapur Joins JM Financial As Assistant Vice President – Corporate Communications
Chaitanya Mallapur has joined JM Financial Limited as Assistant Vice President – Corporate Communications, marking...
Anuradha Chawla Takes On New Role As Group Business Director At Avian We. Communications
Anuradha Chawla has taken on a new role as Group Business Director at Avian We....
Himalee Shah Joins Banijay Asia and Endemol Shine India as Head of PR and Communications
Himalee Shah has joined Banijay Asia and Endemol Shine India as Head of Public Relations...
Case Studies
Red Bull Didn’t Just Give You Wings; It Built An Empire Around Keeping The World Hooked
Most energy drinks compete for shelf space. Red Bull decided to compete for eyeballs. Over...
The Purple Code How ‘PhonePe’ Built Recognition, Recall & Trust
Every day, millions of Indians finish a purchase the same way: scan, pay, wait for...
Tata Tea’s ‘Jaago Re’: How A Cup Of Tea Became A Call For Change
Every morning, millions of Indians reach for a cup of tea before getting on with...