Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Jio Story: The Dal Recipe That Explains 5G, Cloud and AI
Jio's 5G, cloud and AI Everywhere promise, explained through Mummy's dal recipe and what it means for India's brand leaders.
All updates
California Almonds Adds a Buddy List to Diwali Gifting
California Almonds' new 'Badam for EveryBuddy' Diwali film moves gifting beyond family to work, gym and travel buddies. Here is the strategy behind it.
Kirana to Cloud: The Shopkeeper’s Second Memory
What changes when the paper khata becomes a cloud ledger: a digital memory for the shop, sharper service for regulars, and better demand signals.
realme turns ghanta humour into an INR 500 crore Diwali bet
realme's #RealWaliDiwali uses the youth slang 'ghanta' and a giant-bell gag to promote festive offers worth up to INR 500 crore across three digital films.
Jio Story: Three Ordinary Moments Where Data Went Quiet
From UPI at a chai stall to a study call and family maps, Jio turned connectivity into a quiet everyday utility for Indian life.
After 70 years, HRI rebrands to ‘Where Beauty Evolves’
Hygienic Research Institute refreshes its corporate brand after 70 years with chlorophyll, signalling a multi-brand, multi-category beauty portfolio.
Five People Who Stopped Counting Data and Started Living It
The data saver, the midnight binger, the kirana owner and Dadi's first call mark the moment data stopped being managed and started being lived.
Naturali’s New Ad Tells Women Their Hair Is Finally Theirs
Naturali's Anti-Hairfall campaign with Medha Shankr turns years of family hair commentary into a film about owning personal care choices.
The Shared-Memory Playbook Behind Jio’s Data Moment
Why a personal “first video call home” became a collective 2016 memory—and what it teaches brand leaders about building on shared moments.
GRB’s Soan Papdi Ad Celebrates Life’s Imperfect Moments
GRB Dairy Foods' musical Soan Papdi campaign finds celebration in burnt cakes and bad results, making a small sweet the fix for everyday moments.
Jio Story: The Welcome Offer’s Hidden Marketing Brief
The 2016 Welcome Offer taught Indian marketers to stop selling data by the megabyte and start designing for behaviour. A Jio Story case study.
BGMI’s Soch Kum Khel Maximum removes the skill excuse
BGMI and 22feet launched a four-film campaign on 12 October 2026 that reframes skill anxiety as the real barrier to play.
Jio Story: What Changed When Data Stopped Being Measured
From rationed packs and cyber cafe queues to always-on pockets, a look at the everyday habits that rewired India's mobile internet.
Advertising this week
The work worth a look
News
In brief
Stay mad about marketing.
The updates that matter for your brand, in your inbox. Free, and easy to leave.