Marketing & branding, updated.
Rebrands, campaigns, platform changes and the thinking behind them, from the MAM newsroom.
Jio Story: The Memory Behind the First Video Call
How India's 2016 data reset turned a private first video call into collective nostalgia, and why brands now build on shared memories.
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JSW Dulux Redefines Luxury Paints With A Stroke Unmatched
JSW Dulux and TBWA\Lintas launch A Stroke Unmatched for Velvet Touch Eterna, selling luxury through understated colour and finish for festive buyers.
Lotte India PEPERO film turns snack quirks into belonging
Lotte India and Dentsu Creative's 65-second PEPERO film turns everyday snacking habits into a friendship identity built on individual quirks.
Jio Story: The Welcome Offer Rebuilt India’s Data Pitch
How Jio's 2016 Welcome Offer turned data from a price question into a behaviour question, and what marketers still take from that shift.
Men of Platinum unveils 4 films with Rohit and Anirudh
PGI India's Men of Platinum puts Rohit Sharma and Anirudh Ravichander in four films that reframe success as endurance, not just achievement.
The Cyber Café Era Ended in a Pocket
The 2016 data reset changed more than plans: it moved India from scheduled online sessions at the cyber café to an always-on pocket habit.
Motilal Oswal unifies its businesses around Think Wealth Creation
Motilal Oswal's new 'Think Wealth Creation' group campaign gives a diversified financial house one brand promise and one destination.
Jio Story: Local Voices Turn Shared Screens Into Shared Memory
From village-to-city video calls and hostel Wi-Fi to regional creators and festival feeds, local voices gave India's data arc its shared moments.
Campus Activewear and Vicky Kaushal Flip the Sunday Meeting
Campus Activewear turns a Sunday office meeting into a boundary-setting comedy with Vicky Kaushal and debuts a bolder Move Your Way identity.
India’s Data Decade Has Four Customer Archetypes
Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are not age boxes—they are behaviour modes India's connected decade created.
Cheil India names Raghubar Bisht Samsung client lead
Cheil India names Raghubar Bisht as Client Lead for Samsung, expanding his remit across integrated media strategy, partnerships and growth.
Jio Story: When the Finale Dropped, One Screen Became a Crowd
Cricket nights, series finales and wedding reels still gather around one phone. Here's what India's shared-screen moments mean for brand leaders.
Celebrity TV ads fall 17%; Shah Rukh Khan stays most visible
TAM AdEx reports 17% fewer celebrity-led TV ads in Jan-Sep 2026, while Shah Rukh Khan led visibility and Akshay Kumar led brand associations.
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