More stories
MTR Foods Turns Festive Sweets Into a Language of Its Own
MTR Foods reframes festive mithai as an emotional vocabulary with a book, film and wider sweets range—plus lessons for cultural marketing.
ANZ’s Secret Sauce Ad Hides the Answer to Sell Insight
ANZ and TBWA New Zealand’s new campaign sells business insight by withholding the one detail companies most want to see.
Freedom Enlists Rahul Dravid for Heart-Health Oil Campaign
Freedom Healthy Cooking Oils has launched Freedom Dil Ki Baat with Rahul Dravid to turn cholesterol awareness into a simple kitchen choice.
ChatGPT ads stay at test budgets as measurement gaps persist
Seven months in, missing conversions, delayed reporting and data-sharing friction keep ChatGPT ad budgets at test level despite marketer appetite to scale.
Amazon says 20% of ad-driven sales arrive late
Amazon Ads says 20% of sales value appears after attribution windows close, and it wants brands to measure campaigns over a full year.
How Fogg’s “Kya Chal Raha Hai?” Made No Gas a Category
Fogg’s “Kya Chal Raha Hai?” turned a functional difference—no gas, only perfume—into a catchphrase that reshaped India’s deodorant aisle.
