Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Village Calls, Hostel Wi-Fi and Festival Feeds: One Jio Story
From village-to-city video calls to hostel Wi-Fi and regional creators, India's shared moments reveal what changed between 2016 and today.
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Miss Clarity Busts Diamond Myths Across 500+ Hoardings
Limelight and Makani Creatives introduce Miss Clarity with Shilpa Shetty Kundra, scaling across 500+ hoardings to reframe lab-grown diamond myths.
Jio Story: The Four Data Selves of India’s Connected Decade
In 2016 the Welcome Offer made data ordinary. By 2026, it made four data selves recognisable. Which one is your brand meeting?
Cricket, Finales and Reels on One Shared Connection
How one shared connection became the stage for India's biggest pop-culture moments—cricket huddles, finale nights and wedding reels.
Eternal ad spend up 41% to Rs 1,138 crore in Q2FY27
Eternal, parent of Zomato and Blinkit, spent Rs 1,138 crore on advertising and sales promotion in Q2FY27, up 41% YoY, as AI agents loom.
Jio Story: The Kitchen Test for 5G, Cloud and AI
What Mummy's dal recipe reveals about 5G, cloud and AI Everywhere for Everyone—seen as household habits, not infrastructure. A Jio Story.
ORRA’s Truly Hers puts her own style at the centre
ORRA's festive film makes jewellery part of a woman's personal style as it launches six new collections. Our verdict on the idea, craft and brief.
Match Group and I4C flag five romance scam traps
Tinder, Hinge and The League will push India-specific safety guidance as Match Group joins I4C to fight romance scams.
Kirana to Cloud: The Regular Who No Longer Needs to Ask
The paper khata is moving to the cloud, changing what the shopkeeper remembers and what the customer feels. Inside India’s quiet kirana reset.
ORRA’s Truly Hers flips festive ads from occasion to woman
ORRA’s new festive film centres the woman choosing for herself, not the occasion, and launches six design-led jewellery collections.
The Chai Stall, Study Call and Family Map: Jio’s Utility Arc
From a chai stall UPI ping to a late-night study call and a family road trip map, this Jio Story charts how data became India's quietest…
Bata India’s festive comfort push draws over 6,000 in Delhi
Bata India’s festive campaign with Rakul Preet Singh puts cushioned occasion wear front and centre, backed by a 6,000-strong Dandiya launch in Delhi.
Jio Story: The Saver, the Binger and Dadi’s First Call
From the data saver to Dadi's first video call, five daily habits show how India turned unlimited data into daily life—and what brand leaders can learn.
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