Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
97% of Marketers Plan AI Use in 2026, But Workflows Lag
DoubleVerify's 2026 global survey finds nearly all marketers intend to use AI, but actual use across briefing, bidding and optimisation remains uneven.
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Maybelline swaps ‘she’ for ‘we’ in its 35-year-old tagline
The line that helped make Maybelline famous shifts from 'she' to 'we' with two full stops, as the brand reframes inclusion in a legacy tagline.
Wobble Smartphones signs Suryakumar Yadav for Speed 5G
Wobble Smartphones has named India cricketer Suryakumar Yadav as the face of its upcoming Wobble Speed 5G launch, under its Wobble To Win campaign.
HK Vitals’ creator-commerce playbook for selling collagen
How the HealthKart-owned brand is moving collagen from celebrity awareness to creator-led education and quick-commerce discovery.
Cars24’s Skip the Drama turns car buying into a fiery tug-of-war
Cars24 and Public FYI launch Skip the Drama in Australia, turning used-car hard-sell tactics into a literal tug-of-war on a volcano.
Campa Cola Shifts Festive Ad Focus to Preparation, Not the Party
McCann India's new Campa Cola film moves festive advertising from the celebration to the preparation, placing the brand in the work.
Mia by Tanishq’s 230-design festive push courts self-gifting
Mia by Tanishq's Lightscapes collection brings 230-plus designs and self-purchase positioning to India's festive jewellery season.
D2C festive sales rose 45%, but one in five brands fell
Diwali 2026 lifted D2C sales value 45%, but one in five brands saw shipments fall over 25% as higher CAC and creative gaps split winners and…
Bata lifts ad spends over 4%, aims for younger India
Bata India raised ad spends over 4% in H1 FY27, but CEO Sanjay Rao says efficiency, community and sneakers matter more than budget size.
Titan’s Shukriya, Karigar puts artisans before the gold
Titan and Ogilvy turn Diwali gratitude toward 16,000 gold artisans. The film is warm and maker-led, but the commercial ask is soft.
Nitish Reddy’s Viral Slip Powers Deconstruct’s SPF 50 Push
Deconstruct signs cricketer Nitish Kumar Reddy as Brand Partner and turns his viral 'situationships' slip into a sunscreen-led outdoor campaign.
Colgate Elevates Priyam Kanchwala to Brand Experience Media Lead
The former Senior Manager – Integrated Media steps into a role that ties media strategy directly to brand experience at Colgate-Palmolive India.
Canara HSBC Life Teases Bumrah Campaign With 24.9 m Clue
Canara HSBC Life Insurance teases its Promises Ka Partner campaign with Jasprit Bumrah and Sanjana Ganesan, using clues 24.9 metres and JSA.
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