Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Jio Story: The Day Data Disappeared Into Utility
From UPI at the chai stall to a study group on video and maps on the road, Jio's data utility has become an ordinary day's quiet default.
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Jio Story: 524M+ Customers, Five Daily Habits
Five everyday archetypes show how Jio's data reset became routine: the data saver, midnight binger, kirana owner, creator and Dadi's first video call.
Shared Memories Are the Brand Asset Nobody Briefs
Why 'my first video call home' became a collective memory, and how shared memories do quiet brand work for India's brand leaders.
Jio’s Welcome Offer: The 170-Day Reset Marketers Still Study
In 2016 Jio's Welcome Offer removed the data meter from daily life and built a habit before asking for loyalty. Marketers still study the 170-day reset.
Jio Story: When the Data Meter Faded, the Day Kept Going
From 2016's unlimited data reset to today's always-on pocket, the small daily shifts that changed how India works, learns and connects.
Jio Story: The Home Screen Is Now a Local Stage
Jio's everyday connection gave village video calls, hostel Wi-Fi and festival reels a shared stage for local voices across India.
Jio Story: The Four Data Selves India Switches Between
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are not four customers. They are four modes India switches between since 2016.
Amazon Great Indian Festival orders double year on year
Amazon's festive sale opened with a 100% YoY jump in products ordered, reaching every pin code, with EMI, Prime and premium upgrades leading.
One Connection Hosts Cricket, Finales and Wedding Reels
Cricket nights, web-series finales and wedding reels now unfold around a single screen. Here's what shared viewing changes for brand leaders.
Airtel turns 250 security parameters into a user report
Bharti Airtel and Fundamental launch Airtel Safe Report in the Airtel App, showing users the scam alerts, unsafe links and OTP fraud warnings blocked for them.
Jio Story: The Dal Recipe Test for Everyday AI
A home-kitchen question—Mummy asking AI for a dal recipe—makes Jio's 5G, cloud and 'AI Everywhere for Everyone' future plain for brand leaders.
ABSLI’s 60-second film makes sales calls transparent
ABSLI's Truecaller-backed campaign shows brand name, logo and call reason before customers answer, with a Puneet Issar film to make it memorable.
Kirana to Cloud: The Corner Shop’s Quiet Upgrade
What moves when a kirana takes its khata book to the cloud: the shop's memory, its follow-up and the customer's side of the counter.
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