Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
81% of Indian Marketers Still Prioritise Reach Over Attention
Only 17% of Indian marketers rank attention quality in their top three media metrics, finds the Beyond Reach report. But 86% would shift budgets with stronger attention proof.
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Five Lives, 524M+ Customers: Jio’s Human Story
Five everyday users show how Jio's data decade became personal: the saver, the binger, the kirana owner, the creator and Dadi's first video call.
CaratLane’s milestone push: 7,500 designs and a new film
CaratLane's new film with Yami Gautam Dhar recasts diamonds around everyday milestones, backed by FG-colour stones, 7,500 designs and 400+ stores.
Tata Tea Gold: 68% pick tea time over Pujo gifts
Unomer study for Tata Tea Gold: 68% of 25-40 in West Bengal prefer tea time together over festive gifts. The Pujo campaign makes time the premium.
Uber’s Ooooober Turns Everyday Surprise Into a Brand Mnemonic
Uber and Talented turn the familiar sound of discovery into a First Ride Free campaign across bike, auto and car.
Why the First Video Call Home Became Collective Nostalgia
A first video call home feels private, but millions crossed it at once in 2016. Here’s why shared memories make durable brand nostalgia.
Josy Paul, 25+ Cannes Lions creative, to lead BBDO Group India
Josy Paul has been elevated to Chairman and Group CCO of BBDO Group India, uniting BBDO India, Ulka and Mudra under one creative vision.
Jio Story: The Welcome Offer That Reset Consumer Expectations
How Jio's 2016 Welcome Offer removed the data meter, reset consumer expectations, and gave marketers a framework for building new habits.
Stayfree launches Rs 50 ProComfort period panty via McCann India
Stayfree's ProComfort period panty debuts at Rs 50 for two, backed by a McCann India film that visualises the anxiety of sitting on period days.
Jio Story: From Rationed Data to an Always-On Pocket
From rationed data and cyber cafe timers to the phone in every pocket, here's how 2016 rewired daily habits and attention for India's brands.
NEWME’s AI-made debut campaign went from brief to film in 30 days
NEWME's first AI-generated campaign, #NEWMEeveryday, uses an AI-made film and anthem to capture Gen Z style shifts across everyday moments.
Jio Story: Local Voices Are the Creative Layer
Village-to-city video calls, hostel Wi-Fi culture, regional creators and festival streams show how local voices became India's creative habit.
85% Plan More Holidays as India Embraces Daycations
The 2025 India Holiday Report says 85% plan to take four to six trips a year, pushing travel brands to market occasions, not just destinations.
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