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Swiggy unifies brand and performance, lifts recall by 6 points
Swiggy merged its brand and performance teams after recall went flat for over six quarters. The move lifted Gen Z recall by 6 points…
Jio’s 2016 Welcome Offer Was a Habit Engine
The 2016 Welcome Offer reset India's data expectations. Here's what marketers can learn from the shift from cost anxiety to data utility.
Welspun’s Itna Drama Kyun? turns home gripes into ad drama
Welspun and ^atom network cast Vidya Balan in two humorous films that turn slow-drying towels and messy bedsheets into cinematic drama.
70% festive buys are impulse-driven; 9 in 10 research: Google
Google-Ipsos study finds 70% of festive buys are impulse-driven, even as 9 in 10 shoppers research; AI, video and two-day delivery reshape the journey.
When the Cyber Cafe Timer Stopped Mattering
From cyber cafe timers to a phone in every pocket, the 2016 shift from rationed data to unlimited changed how India works, watches and…
Rohit Sharma and Ritika Sajdeh debate baby skincare in ad
Cetaphil Baby's new film uses a relatable parenting debate between Rohit Sharma and Ritika Sajdeh to shift focus from resemblance to skincare.
