Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Jio Story: The Village Call That Met a Festival Feed
How village-to-city video calls, hostel Wi-Fi rituals, regional creators and festival feeds became one connected habit for India's brand teams.
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Parsi Dairy Farm turns 110 with a Diwali rap by Mohak
Parsi Dairy Farm marks 110 years with 'This Is Diwali, Giving', a 70-second Diwali rap with Mohak, and releases the hook as open audio on Instagram.
When Pop Culture Packs Around One Jio Connection
What one Jio connection reveals about pop culture's shared rituals—cricket night, a web-series finale and wedding reels.
Jio Story: The Dal Question India Can Ask Now
For brand leaders, the future story is not networks or models. It is a familiar kitchen question answered in seconds, in any language.
Tira’s AI Search Pilot Lifts Orders by 35%
Tira’s AI search pilot lifted orders by 35% answering beauty questions early. Google and Tira on winning festive shoppers before the sale.
Kirana to Cloud: The Khata Book Gets a Second Memory
The kirana shop's khata book is moving to the cloud. Here's what changes when a small shop's memory becomes digital—and why customers notice.
Himalaya’s Mom-Mode On Puts Moms in Charge of Teen Skin
Himalaya's new Purifying Neem Face Wash film targets mothers as teen skincare decision-makers. The parent insight is sharp; the product proof is thin.
Chhattisgarh’s no-script creator drive hits 12 million views
Chhattisgarh Samvad and India Impact Drive let 11 creators film without a script; the campaign earned 12 million views and 10% engagement.
Jio Story: The Quiet Utility of a Normal Data Day
For CMOs, the Jio story is not a headline price move. It is how data disappears into daily rituals like UPI chai, study video calls and…
Tata Starbucks Diwali film turns cafés into special places
Tata Starbucks' Diwali campaign, Special Diwali ki Special Jagah, turns its coffeehouses into a third place for new bonds, festive flavours and gifting.
Jio Story: Five People, One Unmetered Life
From data saver to midnight binger, kirana owner to first video call: how Jio's data layer shows up in five everyday Indian lives.
Parachute Advansed Gold Sells Girlhood, Not Hair Oil
Marico's Parachute Advansed Gold launches 'Feel Like a Girl Again', a Gautham Menon-directed film that trades problem-solution for nostalgia.
Libas Lal Ishq Campaign Celebrates a Bride’s First Karwa Chauth
Libas turns a newlywed bride's first Karwa Chauth into a three-part cultural story, positioning Indian wear as part of the memory.
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