Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
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.
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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.
Monks expands Nirvik Singh’s remit to APAC; Ash Smith joins
Monks expands Nirvik Singh's remit to EMEA and APAC, names Ash Smith APAC EVP and Fay Denis du Peage AUNZ MD to scale AI-led marketing.
Jio Story: The Shared Memory Brands Build On
Why India remembers a first video call home more than a tariff reset, and how brands build on shared memories customers already own.
Ob & Gob Turns Cold Ones Into Sundaes with Shastri and Dua
The quick-commerce ice cream brand flips a drinks phrase into a festive ad reveal, pairing Ravi Shastri with Yuvraj Dua.
What Jio’s 2016 Welcome Offer Taught Marketers About Resets
The 2016 Welcome Offer didn't just make data free. It made the meter disappear — and taught brand leaders how a category reset really works.
Axis Bank and Visa offer up to 20% off festive spends
Axis Bank and Visa launch a Shahid Kapoor-led festive campaign with over 100 deals and up to 20% off credit card purchases and EMIs.
Then vs Now: Jio’s Everyday Data Shift
From rationed data and cyber cafe queues to a phone in every pocket: the everyday shifts behind Jio's 2016-to-now arc.
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