Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Axis Bank’s ‘open ki aadat’ turns a warning into habit
Axis Bank's creator-led campaign for its open app started with an unbranded 'Don't open this' notification, then revealed the app's features.
All updates
22-year Unilever veteran Shuchi Suri to head Mahindra auto
Mahindra & Mahindra names Shuchi Suri as Chief Sales and Marketing Officer, automotive, effective April 1, 2027, after a 22-year Unilever career.
NIVEA Soft Taps Taapsee and Jannat for 72-Hour Hydration
NIVEA India’s new NIVEA Soft TVC pairs Taapsee Pannu and Jannat Zubair to sell 72-hour hydration as the antidote to Gen Z skincare clutter.
Hamza’s Rs 3,100 Crore Win Is Ranveer and Ranbir’s Brand Trap
Ranveer's Dhurandhar has crossed Rs 3,100 crore worldwide, but the real brand risk is typecasting. Here's why both stars must leave their hits behind.
Dabur triples influencer activity, leans on AI for efficiency
Dabur India triples influencer activity and moves digital to almost 43% of media spend, leaning on AI and in-house content for efficiency.
AJIO’s mystery astronaut turns Diwali deals into a discovery
AJIO and 22feet turn Diwali's ghar wapsi into an interactive deal hunt, as a mystery astronaut unlocks bigger offers over shoppers' cities.
Skipper, Pirelli and BGMI lead a craft-rich week in ads
From seepage personified to Raghu Rai's legacy and a playful dig at rivals, this week's Indian ads show the power of giving features a face.
Rajnigandha’s Diwali film revives fading traditions
McCann's new Rajnigandha Diwali film follows one man who reignites his neighbourhood's festive spirit. The strategy behind the nostalgic campaign.
CEAT turns tyre grip into group-riding confidence
CEAT and Ogilvy India recreate friendship anthems Yeh Dosti and Mustafa Mustafa to position two-wheeler tyres as group confidence, not just grip.
6 Diwali creator campaigns show festive ads have grown up
From Mia by Tanishq to Cadbury, six Diwali campaigns show brands are trading raw vlogs for polished, colour-coded creator storytelling.
Spinny’s Diwali film spotlights car restoration craft
Spinny's Diwali campaign, Festival of Spinny: Together, We Go Far, turns car restoration into choreography with Gujarati folk music. Here's what it signals for brands.
NICMAR rebrands for India’s ₹16.72 lakh cr infra push
NICMAR's new identity, created with Landor, aligns its construction education with AI project controls and a ₹16.72 lakh crore pipeline.
BGMI Turns Cartoon Waala Game Banter Into a Campaign
BGMI and Talented turn the Cartoon Waala Game jibe into two ad films featuring Anuj Gupta, using banter and gaming culture instead of spec-chart comparisons.
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