Ad Tribe — Your Daily Dose of Ad World Buzz

Rasna: A Childhood Summer Brand Fights to Stay Relevant

Rasna owned Indian summers, then tastes changed. The hardest kind of comeback, a beloved name fighting relevance rather than a dormant one reviving.

Three screens of YouTube’s Get feedback tool: the prompt before publishing, the review in progress, and the graded result

News

YouTube Adds A Feedback Tool For Shorts Before They Go Live

Rahul Padghan, AVP, corporate communications at InCred Financial Services

People

Rahul Padghan Joins InCred As AVP, Corporate Communications

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People

Rahul Padghan Joins InCred As AVP, Corporate Communications

Kketan Chopra, senior vice president, commerce at WPP Media

WPP Media Promotes Kketan Chopra To SVP, Commerce

Divya Narayan, Saji Abraham and Leila Bilimoria Surti, Managing Partners at Apostrophe Ventures

Apostrophe Ventures Names Three Managing Partners

Sai Karthik, senior vice president and head of strategy, South, at Ulka

Sai Karthik Joins Ulka As SVP And Head Of Strategy, South

Claudia Johnson, chief solutions officer for integrated commerce at Omnicom Media

Claudia Johnson Takes Omnicom Media’s Integrated Commerce Brief

Yasser Hamdy, managing partner of the PR business at Memac Ogilvy

Memac Ogilvy Promotes Yasser Hamdy To Lead Its PR Business

FeatureWork LifeAll →

A film reel and a smartphone placed on opposite sides of a scale, both level, against a bold flat backdrop

Work Life

Is The 30-Second Film Still The Ultimate Creative Prize?

For decades, landing the TV film was the unmistakable mark of a creative who had arrived. That hierarchy is quietly breaking down, and not everyone in the industry has noticed yet.

What A Healthy Creative Culture Actually Looks Like

Every agency claims a great culture on its careers page. The actual signal is smaller and far less photogenic than the ones agencies tend to put on a wall.

Portfolio vs Degree: What Actually Gets A Young Creative Hired?

Creative directors insist they hire off portfolios, not degrees. Recruiters still quietly use the degree line to decide who gets a look in the first place. Both things are true at once.

Why Young Talent Leaves Agencies Before Agencies Understand Them

By the time most agencies figure out what a young hire actually needed, that person has usually already handed in their notice. The exit interview arrives one conversation too late.

FeatureBrand BuildersAll →

Brand Builders

Ashwath Swaminathan, Growth Marketing Under a Stopwatch

Ashwath Swaminathan, formerly of HUL, was named Swiggy's first Chief Growth and Marketing Officer in February 2024, overseeing food delivery and Instamart, then resigned that September ahead of Swiggy's IPO.

Rohit Kapoor, the CEO Running Swiggy's Food Delivery Business

Deepinder Goyal, the Man Who Gave a Delivery App a Personality

Adwaita Nayar, the Discipline Behind Nykaa Fashion

Anchit Nayar, Building the Store Network Behind Nykaa's Beauty Business

Falguni Nayar, Curation as a Trust Machine

Pelki Tshering, Tanishq's CMO on Keeping a Legacy Brand Honest

CampaignsAll →

A frame from the HDFC Life term insurance film, a father holding his son after returning home

Campaigns

HDFC Life Builds A Term Insurance Film Around The Call You Dread

Category convention says show the family after the worst has happened. This film stops a moment short of that, and the whole argument sits in the gap.

A frame from the ACKO Health Insurance film, a family standing in front of a fridge of energy drinks

Campaigns

ACKO Health Insurance Sells Discipline Instead Of Fear

A frame from the Chheda’s Kaju Katli Raksha Bandhan film, a brother arriving at his sister’s home with a box of sweets

Campaigns

Chheda’s Enters Sweets With A Raksha Bandhan Film For Kaju Katli

Campaigns

Sprite Tejas Express Begins A Six-Month Run To Delhi

Senco Makes Harshvardhan Rane The Face Of Ti22 By Aham

The Healthy Binge Builds Its First Brand Film Around The Sound Umm

JK Super Cement Backs A 53-Episode Micro Drama About Building A House

Adidas Originals Marks Its Connaught Place Debut With Five Local Institutions

FeatureSocial-FirstAll →

Social First

How Social-First Brands Build Trust Through Everyday Content

Social First

The Risk of Chasing Trends Without a Brand Strategy

Social First

How Brands Measure Social-First Campaigns Beyond Likes and Shares

Social First

Why Founder-Led Content Is Becoming a Brand Asset

The founder was once the last person you put on camera. Why founder-led content, from Nithin Kamath to Vineeta Singh, is now a brand asset, and where it goes wrong.

Why Social Search Is Becoming as Important as Google Search

How Regional Creators Are Changing Brand Communication

The Future of Brand Communities in India

Why Meme Pages Became Powerful Advertising Partners

BrandsAll →

Brands

SFK Industries Rebrands Around Sustainable, Knowledgeable And Futuristic

A B2B identity has one job that a consumer one does not: surviving being printed on a control panel in a steel plant.

The Anti-Aging Centre Rebrands As The Longevity Centre And Signs Milind Soman

Magic Moments Aam Panna, the newest variant in Radico Khaitan's Flavours of India vodka range

Magic Moments Adds Aam Panna To Its Flavours Of India Vodka Range

R for Rabbit's BioMimic range of ten skincare, bath, oral care and grooming products for children

R For Rabbit Launches BioMimic, A 10-Product Kids Care Range

Acer Signs Akshay Kumar As Brand Ambassador For House Of Acer

Fossil Launches Machine X-1 With Varun Dhawan

Zeeba Names Chef Vikas Khanna Its Global Brand Ambassador

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Ad world news, campaigns and moves, a few times a week. No noise.

FeatureIndian Ad LegendsAll →

Graphite pencil portrait of K.V. Sridhar, the Leo Burnett creative chief known across Indian advertising as Pops.

Indian Ad Legends

The Story of K.V. Sridhar, the Artist the Industry Calls Pops

Read the story of K.V. Sridhar, known across the industry as Pops, the Leo Burnett creative chief who won more than twenty Cannes Lions and turned a painter's eye into some of India's most loved advertising.

A graphite pencil portrait of Prasoon Pandey, drawn with a film camera and a clapperboard

Indian Ad Legends

The Story of Prasoon Pandey, the Director Who Filmed India's Most Loved Ads

A graphite pencil portrait of Prahlad Kakkar, drawn with a film camera, clapperboard and diving gear

Indian Ad Legends

The Story of Prahlad Kakkar, the Man Who Made Ad Films Fun

A graphite pencil portrait of R. Balki, the adman who turned his ideas into feature films

Indian Ad Legends

The Story of R. Balki, the Adman Who Turned Ideas Into Films

The Story of Swati Bhattacharya, the Voice That Changed How India Talks About Women

The Story of Alyque Padamsee, the Brand Father of Indian Advertising

The Story of Piyush Pandey, the Man Who Taught Brands to Speak Like India

NewsAll →

YouTube Adds A Feedback Tool For Shorts Before They Go Live

Gaana Partners FENIX360 To Build An Artist-Fan Economy In-App

Uflex Hands CreativeMud Its Creative And Digital Mandate

Meta Opens A 45-Day Edits Film Festival For Indian Creators

Echo Collective Launches With PR, Social And Digital Under One Roof

Social Panga Wins The Digital Mandate For DeVANS’ Beer And Gin Brands

SW Network Wins Garden Vareli’s Performance Marketing Mandate

Prime Video Launches JALLOSH, A Marathi Add-On With 260 Films And 50 Nataks

FeatureCreative RoomAll →

Creative Room

How AI Tools Are Changing the Creative Process

Creative Room

How Advertising Teams Use Research Without Killing Creativity

Creative Room

How Designers, Writers, and Strategists Build One Idea Together

Creative Room

How Scripts Are Shaped Before an Ad Film Shoot

The script a director eventually shoots is rarely the version a copywriter first typed. Here is what happens in between.

How Brand Tone of Voice Is Decided Inside Creative Rooms

How Meme Culture Enters Brand Campaigns

How Social Media Campaigns Are Built for Speed and Relevance

How Festive Campaigns Are Built Under Tight Deadlines

Ad TechAll →

Halftone paper cutout of a television home screen grid and a remote control on a saturated orange background, for the Huella and VIDAA partnership

Ad Tech

Huella Partners VIDAA To Put NEXad On The Smart TV Home Screen

Halftone paper cutout of a television set and a wearable measurement device, for Nielsen’s currency update

Ad Tech

Nielsen Updates Its TV Currency Methodology From 31 August

Halftone paper cutout of a sound waveform and a film clapperboard, for Adobe Firefly audio generation

Ad Tech

Adobe Firefly Adds Music, Speech And Sound Effects Generation

VDO.AI expands its partnership with NDTV, rolling out native video and ticker advertising formats

Ad Tech

VDO.AI Expands Its NDTV Deal With Two Native Video Formats

FeatureCampaigns That Built IndiaAll →

Halftone collage of two pairs of hands overlapping on a shared umbrella handle, marking SBI Life's Main Se Hum campaign

Campaigns That Built India

How SBI Life's Main Se Hum Made Insurance Sound Like Growing Up

Life insurance in India was sold on fear of what happens when you are gone. In September 2018, SBI Life rebuilt the pitch around a quieter moment: when a person stops saying I and starts saying we.