Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
One Phone, a Cricket Night and a Finale: Shared Pop Culture
Cricket night, a web-series finale and wedding reels all gather around one phone. Here's what India's shared screen means for brand leaders.
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Supertails Flips the Diwali Fear Script in No Bang Diwali
Supertails' No Bang Diwali film puts a family under the table to show what crackers feel like for pets. Our review of the idea, the tone…
Two Grammarly Superhuman Go films put stories before demos
Filmmaker Kartikye Gupta brings a story-first approach to two Grammarly Superhuman Go ads, using student dilemmas instead of product demos.
Jio Story: Mummy’s Dal Question Makes 5G, Cloud and AI Feel Near
Jio's 5G, cloud and AI Everywhere for Everyone vision becomes plain through a kitchen question, and shows marketers how to make technology feel daily.
Why Racold is putting titanium in water heaters
Racold's new Titanium Ultracore technology strengthens water heater tanks against hard water and thermal stress. Here's the marketing logic behind the film.
Kirana to Cloud: What Changes for the Shop and Its Customers
Small shops are trading the khata book for a connected counter. Here's what changes for the store, the customer and the relationship between them.
Timex’s festive film makes a gifted watch the cue to be present
Timex India's festive film turns a gifted watch into a reminder to pause and join the celebration, extending its 'Analog Life' platform beyond product ads.
Fortune Besan Uses Neena Gupta to Sell Ingredient Trust
Fortune Besan's new campaign stars Neena Gupta as a grandmother schooling her food-influencer granddaughter on desi chana, via Mudra Ahmedabad.
Jio Story: The Data Behind Chai, Class and the Road Map
From a UPI payment at the chai stall to a study-group video call and a family road-trip map, a look at how data became everyday utility…
Freyr Energy casts Rohit Sharma in wedding-style solar pitch
The rooftop solar brand's first ad film uses a wedding proposal analogy to make residential solar feel like a trusted, simple choice.
Liebherr Films a Six-Second Mist as Childhood Wonder
Liebherr Appliances India turns its FreshBreeze mist technology into a schoolyard story where a child's 'So Freshhhh' does the selling.
Jio Story: Dadi’s First Call, the Binger and the Kirana
The human side of India's data habit: Dadi's first video call, a kirana owner's digital ledger, a creator's first audience and the quiet data saver.
Flipkart Minutes turns delivery wait into 10-minute horror series
Flipkart Minutes, McCann India and the Ramsay Brothers turn the 10-minute order-tracking window into a three-part Halloween horror series.
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