Despite biscuits seeing roughly 55% rural consumption, it prioritises metros as strongholds, using selective distribution and premium positioning over mass expansion.

Banerjee’s appointment comes at a time when clients are increasingly seeking integrated and data led solutions to deliver ...

Media and social experts share their interpretation of the numbers to predict how brands will be reaching consumers on the platforms in the months ahead.

Valentine’s Day is no longer only about being chosen. It’s increasingly about choosing for oneself, and brands are noticing the shift.

As CTV surges across India, platforms must innovate without sacrificing the viewing experience.

A new report, surveying 59,000 consumers globally, maps the widening gap between brand promise and lived customer experience.

As agencies move closer to owning the media they sell, the debate shifts from whether principal media belongs in the mix to how transparent and responsible it can truly be.

ChatGPT ads will spark a new battle for intent, but dislodging Google’s search dominance will take more than conversational AI.

While its Bollywood flower symbolism through a public installation has potential for online virality, the film raises questions around authentic storytelling.

By tapping Warner Bros franchises, the lab-grown diamond brand tests whether licensed IP can shift diamonds from heirlooms to culturally relevant, repeatable consumer products.

The integrated campaign aligns financial services with ambition, using cricket and real-life stories to reflect India’s evolving aspirations.