Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
What Changes at the Counter When the Khata Moves to the Cloud
Indian kiranas are moving from the paper khata to cloud tools. Here's what changes for the shop and its customers—and why the counter stays human.
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Chola MS puts festive insurance message on 104 airport screens
Chola MS General Insurance launches a pan-India festive campaign on 104 airport screens and digital platforms, running from Navratri to Pongal.
Jio Story: The Everyday Utility Layer in Three Small Moments
The chai stall, the study call and the family road trip show how data became ambient utility for India's marketers.
JW Marriott: 90% Book Luxury on Wellness
JW Marriott's Stay in the Moment film with Aishwarya Rai Bachchan turns presence into a luxury proposition, backed by a sharp APAC wellness stat.
The Data Saver, the Binger and Dadi’s First Call
The daily habits of a data saver, binger, kirana owner, creator and Dadi show how India's data reset became everyday utility.
boAt Diwali Ads Make Old Tech the Festive Critic
boAt's Diwali campaign 'Upgrade to boAt' uses festive mismatch humour with Ravi Kishan, Shreya Kalra and Sufi Motiwala to sell audio, wearables and power at up…
The Shared Memory Jio Doesn’t Need to Advertise
Why a first video call home works as collective nostalgia—and how shared memories become quiet brand equity for Jio and India's marketing teams.
Cadbury Celebrations turns neighbourly squabbles into Diwali gifting
Cadbury Celebrations uses everyday neighbour friction as its festive creative territory, pairing a short film with shoppable gift guides for Diwali.
Jio Story: The Welcome Offer That Made Data Invisible
The 2016 Welcome Offer reframed data from a cost to a habit. Here's the marketing logic behind the reset, and what brand leaders can reuse.
Capri Loans signs Nayanthara to sharpen South India push
Capri Loans adds Nayanthara as brand ambassador while Pankaj Tripathi continues, using a two-ambassador play to build trust and recall in South India.
Jio Story: The Phone That Took the Cyber Cafe’s Job
From half-hour cyber cafe slots and rationed data to a phone in every pocket, this Jio Story traces the everyday habits behind the 2016 shift.
82% want full-funnel marketing; 18% succeed
Amazon Ads, MMA Global India and WPP Media find 82% of Indian advertisers want full-funnel marketing, but only 18% are very successful.
Jio Story: From Video Calls Home to Festival Feeds
How village-to-city video calls, hostel Wi-Fi and regional creators turned Jio's network into a stage for everyday Indian life.
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