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Feature

Campaigns That Built India

14 stories

The campaigns that changed how India feels, buys and celebrates. A series on the advertising that became culture.

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.

Halftone collage of an empty window seat looking out over clouds, marking MakeMyTrip's Dil Toh Roaming Hai campaign

How MakeMyTrip's Dil Toh Roaming Hai Sold the Wish Before the Ticket

Halftone collage of bridal bangles and a child's hand, marking Tanishq's 2013 remarriage wedding film

How Tanishq's Remarriage Film Changed What an Indian Bride Could Look Like

More

How Tata Tea's Jaago Re Turned a Cup of Chai Into a Civics Lesson

How Havells' Hawa Badlegi Used a Ceiling Fan to Argue With India

How Titan Turned a Watch Into the Joy of Gifting

How Nike's Da Da Ding Gave Indian Women Athletes a New Beat

How Airtel's Jo Mera Hai Wo Tera Hai Turned Sharing Into a Friendship Anthem

How Amul's Topical Ads Turned a Butter Brand Into India's Sharpest Cultural Commentator

More in Campaigns That Built India
How Vodafone's ZooZoos Took Over IPL and Became India's Most Loved Ad Characters

How Vodafone's ZooZoos Took Over IPL and Became India's Most Loved Ad Characters

How Asian Paints' Har Ghar Kuch Kehta Hai Gave Indian Homes a Voice

How Asian Paints' Har Ghar Kuch Kehta Hai Gave Indian Homes a Voice

How Hamara Bajaj Became the Soundtrack of India's Middle-Class Dream

How Hamara Bajaj Became the Soundtrack of India's Middle-Class Dream

How Fevicol's Bus Ad Turned a Glue Brand Into an Indian Cultural Joke

How Fevicol's Bus Ad Turned a Glue Brand Into an Indian Cultural Joke

How Cadbury's Kuch Khaas Hai Turned Chocolate Into a Celebration for India

How Cadbury's Kuch Khaas Hai Turned Chocolate Into a Celebration for India

All 14 stories shown