Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
83% of JioHotstar viewers are shoppers—ads can now convert
JioHotstar's StreamToCart Ads, powered by Instamart, turn ad breaks into shoppable carts and measure add-to-cart, not just views.
All updates
Wipro Hands OML’s Hypothesis a 9-Brand Social Mandate
Wipro Consumer Care picks OML's Hypothesis for a nine-brand social media and influencer mandate built on regional relevance and portfolio coordination.
CMOs need more than a seat at the table
Atul Raja argues CMOs gain real influence by linking customer insight, commercial decisions and brand-building before the brief is written.
Four Fashion Shopping Mindsets That Matter More Than Income
Sidhant Keshwani of Libas maps four fashion shopping mindsets—Taste Maker, Trend Seeker, Statement Seeker, Utility Seeker—and why brands should plan for state of mind.
Brands plug into India’s ₹9,200 crore gaming market
With 511 million players and a ₹9,200 crore opportunity by 2028, brands are shifting from buying in-game ads to becoming part of the gameplay.
Starbucks India picks TBWA\Lintas in a USD 1.1B market
Starbucks India picks TBWA\Lintas for its integrated creative mandate as India's cafe market is projected to reach USD 1.1B by 2034.
Shalini Saraswat named Brand Director, Pantene India
After five-plus years across Tide and Head & Shoulders, Shalini Saraswat takes charge of Pantene India as Brand Director and Business Head.
Cellecor signs Kriti Sanon for festive TV and washer films
Cellecor Gadgets signs Kriti Sanon for a two-film festive push under 'Gali Gali Cellecor', with distinct ads for QLED TVs and washing machines.
vivo’s Diwali film turns one unlit diya into a homecoming
vivo India and Dentsu Creative Webchutney's Diwali film follows a Dubai professional drawn home by an unlit diya, redefining festive togetherness.
Parachute Advansed Gold bets on nostalgia, not hair problems
Marico's Parachute Advansed Gold campaign swaps hair-damage messaging for girlhood nostalgia, using braids, music and a hook step to refresh the brand.
Starbucks India appoints TBWA\Lintas as creative AOR
Starbucks India has handed TBWA\Lintas its integrated creative and digital mandate, covering brand campaigns, social media and digital activations.
Titan Smart, Fastrack Smart split festive deals up to 50%
Titan Smart and Fastrack Smart run separate Diwali smartwatch campaigns: social festive energy for youth versus wellness routines, with up to 50% off.
Haldiram’s Diwali Push Goes Creator-First and Q-Commerce
Haldiram’s layers a dozen celebrities, digital creators and an AI talent over Blinkit–Zepto integrations to turn Diwali intent into quick-commerce sales.
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