Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
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.
All updates
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.
Samsung Galaxy’s festive film finds family in a group chat
Samsung Galaxy and Cheil India unveil a festive film in which six young people's group chat becomes a story about family and connection.
Spinny’s Manki Bhai series tops 16 million views
Spinny's six-part Instagram series with creator Akash Srivastava uses AI characters to turn the new vs pre-owned car debate into family conversation.
Somany puts Kumbhakarna to work for quieter flushes
Somany Bathware's Quiet Swirl campaign casts Kumbhakarna to sell a quieter flush, pairing a humour-led film with a Lucknow hoarding and a 360° clean.
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