Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Jio’s 5G, Cloud and AI Everywhere, in Plain Words
A mother asks AI for a dal recipe. Beneath it sit 5G, cloud and AI Everywhere for Everyone—translated for brand leaders.
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Maggi’s Togetherness Table Turns Emotional Distance Visible
Maggi's new Togetherness Table campaign uses an interactive social experiment to make invisible emotional distance visible and urge families to reconnect.
What the Kirana Keeps When the Khata Moves Online
For brand leaders, the kirana's shift from paper khata to cloud shows how everyday commerce rewires trust, one familiar ritual at a time.
Fabelle’s Rs 2,395 raga-paired pralines lean on dark stores
ITC Fabelle's Nav-Ras Collection pairs nine pralines with Indian classical ragas at Rs 2,395, using D2C cold packs and quick-commerce dark stores.
Utility That Disappears Is Jio’s Quiet Brand Work
How a chai-stall UPI, a study call and a family road trip reveal Jio's real brand work: utility that stops asking for attention.
India’s USD 13 per-capita ad spend signals headroom: WARC
WARC sees 2026 global ad spend rising 11.9% to USD 1.34 trillion, while India's USD 13 per-capita spend signals room for CMOs to grow.
Jio Story: The Small Habits That Outgrew the Data Meter
From the data saver to Dadi's first video call, India stopped asking what data costs and started asking what it can do. A marketing read.
Indriya makes Diwali a love story, not a spectacle
Indriya’s Festival of Love pairs Aditi Rao Hydari and Siddharth with Padmika, a 22KT gold collection, to sell intimacy this Diwali.
Jio Story: When One Video Call Became Everyone’s Memory
Shared memories like Jio's 2016 first video call home work as collective nostalgia. Here's why smart brands build on them.
Marico Raises ASP Spend, Eyes Mid-Twenties Q2 Profit Growth
Marico lifted ASP investments in Q2 FY27 as India demand held up, with Parachute volume growth in early teens and operating profit seen rising mid-twenties.
From Free Data to Daily Habit: Jio’s 2016 Launch Code
The 2016 Welcome Offer taught India's marketers that free data only works when it becomes a daily habit. A look at the expectation reset.
CoinSwitch’s ₹500 Market Protect targets first-time Bitcoin users
CoinSwitch's new films with Ronit Roy and Darsheel Safary explain Market Protect, a ₹500-lifetime benefit against eligible Bitcoin losses.
Jio Story: Life After the Data Meter Stopped Mattering
For Indian brand leaders, the real Jio story isn't the offer—it's how data went from a rationed resource to an invisible everyday utility.
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