Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Skipper Pipes personifies seepage in Skipper On, Seelan Gone
Skipper Pipes and Dentsu Creative Isobar turn seepage into an unwanted houseguest, selling the wall homeowners see rather than the pipe they never do.
All updates
Nippo Launches Silent Warriors Brand Platform
Indo National's Nippo frames the battery as an unsung enabler, doubles down on digital and prepares for growth beyond dry cells.
Taj Mahal Tea passes music baton from Zakir Hussain to A.R. Rahman
Taj Mahal Tea extends its music-led brand platform with A.R. Rahman after years with Zakir Hussain. Why continuity is the real strategy.
FMCG festive ad spends rise 10-15% despite margin pressure
FMCG brands are lifting festive ad budgets 10-15% despite margin and demand pressure, shifting money to digital, regional targeting and measurable returns.
Oriflame India hunts agencies to hit 25% global revenue goal
Oriflame India has called separate pitches for a digital and AI transformation agency and a brand activation agency, with onboarding from February 2027.
Orient Electric puts 40% of ChatGPT spend into reach
Orient Electric and WPP Media are testing ChatGPT ads, with about 40% of the AI campaign budget allocated to reach rather than immediate purchase intent.
iD Fresh’s iD Ka Idea: Mom approves the smarter batter
iD Fresh Food’s new batter TVC puts Mom in the critic’s chair and lets two sisters argue their way to a convenience claim. Our ad review.
73.1% of Bharat Z trust friends before buying: study
MSL India and Youth Ki Awaaz's Bharat Z Vibe Check finds 55.8% discover brands on Instagram while 73.1% rely on friends and family to decide.
zingbus ties No Need for Speed to 70.28% deaths stat
zingbus puts its 80 km/h speed cap at the heart of No Need for Speed, using MoRTH's 70.28% overspeeding deaths stat to build a year-round safety…
iD Ka Idea puts Mom at the centre of iD Fresh Food’s TVC
iD Fresh Food's new TVC for its batter range uses two sisters' banter to sell mother-approved convenience. Here's why that family lens matters.
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.
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.
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