Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Jio Story: The Dal Recipe Test for Everyday AI
A home-kitchen question—Mummy asking AI for a dal recipe—makes Jio's 5G, cloud and 'AI Everywhere for Everyone' future plain for brand leaders.
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ABSLI’s 60-second film makes sales calls transparent
ABSLI's Truecaller-backed campaign shows brand name, logo and call reason before customers answer, with a Puneet Issar film to make it memorable.
Kirana to Cloud: The Corner Shop’s Quiet Upgrade
What moves when a kirana takes its khata book to the cloud: the shop's memory, its follow-up and the customer's side of the counter.
Mother Dairy rolls out 4 Pujo films with Abir Chatterjee
Four new DVCs extend Abir Chatterjee's Mother Dairy association from mishti doi to milk and curd ahead of Durga Puja across Bengal.
Jio Story: Chai, a Study Call and the Open Road
A chai stall UPI, a three-city study call and a highway detour show how Jio data became a quiet daily utility.
How Indian brands turned Instagram’s Muse into campaign gold
From Plush to Blue Dart, Indian brands turned Instagram's Muse AI assistant into product-first posts that connect comfort, delivery and cooling.
Dadi’s First Call, the Kirana’s Cloud and the Creator’s First Cut
Five everyday lives show how data stopped being rationed and became routine—from Dadi's first video call to the kirana's digital khata.
Ethnix by Raymond rolls a real wedding through Gurgaon
Ethnix by Raymond takes an actual wedding to Gurgaon's streets on a moving float, with a live band, baraat and a route built for footfall.
The Psychology of Jio’s Shared 2016 Memory
Why the first video call home became collective nostalgia, and how shared memories turn a tariff into a durable brand idea.
Zomato, Blinkit launch Main Udega anthem for delivery partners
Eternal-owned Zomato and Blinkit have launched Main Udega, an Amit Trivedi-composed anthem that frames gig work as a launchpad for delivery partners' dreams.
What Jio’s Welcome Offer Reframed for Marketers
A look at Jio's 2016 Welcome Offer as a category reset: how unlimited 4G data changed habits, and what brand leaders can take from the shift.
Godawan Crafts a Bustard Film Over 15,000 Patient Hours
Godawan and Studio Eeksaurus launch a handcrafted stop-motion film for the Great Indian Bustard, built over 15,000 hours with 5,200 ceramic pieces.
JSW Dulux reframes premium paint as luxury design
JSW Dulux's twin-film campaign for Velvet Touch Eterna positions premium paint as luxury interior design, launched during India-West Indies T20.
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