Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
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.
All updates
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.
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.
Stay mad about marketing.
The updates that matter for your brand, in your inbox. Free, and easy to leave.