Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Parachute Advansed Gold Sells Girlhood, Not Just Hair Oil
Parachute Advansed Gold's new GVM-directed film uses braided hair, coastal Andhra traditions and original music to sell girlhood memory over product claims.
All updates
Mummy’s Dal Question Explains Jio’s AI Everywhere for Everyone
Jio's future priorities—5G, cloud and AI Everywhere for Everyone—explained through one kitchen question and ordinary Indian habits.
Amazon India’s festive deal detectives draw 48.9M views
Amazon India turns 'Itna sasta kaise?' into a detective series with Kavita Kaushik. Here's what works, what misses and the marketing lesson.
United Spirits lifts ad spend 57% for festive season
United Spirits raised A&P spending 57% to ₹378 crore in Q2 FY27, lifting reinvestment to 11.6% of NSV even as volumes fell and policy hit popular…
Kirana to Cloud: The Shop’s Day Moves From Khata to Memory
The kirana's khata book is moving to the cloud. It changes what the shop remembers, what the customer sees, and how both decide.
Titan turns 55% gifting insight into Diwali chosen-family films
Titan reframes Diwali gifting around friends and colleagues, using the insight that 55% of its watches are bought as gifts. Here's the strategy.
Data’s New Job: Disappear Into Chai, Class and Road Maps
From UPI at a tea stall to a video-call study group and live maps on a highway, data has become the quiet layer of an ordinary…
VML India names Kiran Ramamurthy CEO; Baruah goes regional
VML India appoints Kiran Ramamurthy as CEO and moves Babita Baruah to regional Head of the Ford business, effective December 1, 2026.
Jio Story: The Users Who Taught India to Use Data
The data saver, midnight binger, kirana owner, creator and Dadi became the decade's real case studies in living online.
Zed Black and MS Dhoni Mark a Decade With Festive TVC
Zed Black Agarbatti’s new festive film brings back MS Dhoni for a tenth year, uniting everyday prayers under 'Ek Naye Kal Ki Umeed'.
Why India Remembers Its First Jio Video Call
The 2016 data moment became collective nostalgia because it marked a before and after. Here's why 'my first video call home' still works.
Orient Electric’s The Right Light pushes 3-in-1 lighting
Orient Electric's 'The Right Light' campaign spotlights 3-in-1 fittings that switch between Warm White, Natural White and Cool White.
Jio Story: How the Welcome Offer Wrote a New Marketing Brief
The 2016 Welcome Offer was less a tariff and more a category reset; what Indian marketers learned when data stopped being the product they sold.
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