Category: Advertising
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CTV Has Crossed the Scale Barrier: JioHotstar Wants Brands to Look at the Living Room Differently
Connected TV (CTV) in India occupies an interesting position in the advertising ecosystem. It had the premium environment brands wanted, the big-screen impact television promised, and the data capabilities digital platforms offered, but its relatively limited scale kept it from becoming a central part of mainstream media planning. That equation is beginning to change. As…
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ChatGPT Ads Cross $1 Bn: The Next Advertising Battle Will Be Won Inside Consumer Decisions
Digital advertising has competed for attention for years. Brands bought search keywords, social feeds, video placements and display inventory in the hope that a consumer would stop scrolling, notice a message and eventually make a purchase. ChatGPT is beginning to challenge that model by placing advertising much closer to the moment when a consumer is…
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Colgate Is Moving 60% of its Ad Spend to Digital: What This Signals About the Future of Brand Building
For decades, television was the engine behind FMCG brand building: reach millions, build familiarity, and stay top of mind. Now, one of India’s biggest FMCG names is rewriting that playbook. Colgate-Palmolive India is putting around 60% of its advertising spend into digital—a shift that says less about where Colgate is buying media and more about…
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The Attention Economy Is Facing a New Test: What Meta’s Trial Means for Brands
Meta’s ongoing youth-safety trial is raising questions that extend far beyond social-media regulation. At its core is a larger debate about how platforms turn human attention into a measurable and monetisable business asset. For marketers and business leaders, that matters because engagement has long been treated as one of the clearest indicators of digital success.…
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From Print to Presence: How Mercedes-Benz Turned a Newspaper into a Driving Experience
In a world where attention spans are shrinking and digital noise is deafening, it’s ironic that one of the most immersive brand experiences comes not from a screen but from a newspaper. The recent print innovation by Mercedes-Benz flips the script on traditional advertising, reminding us that creativity is not dependent on technology, but on…
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Meta Ads Aren’t Broken. The Rules of Performance Marketing Have Changed.
For years, Meta has been one of the most predictable growth engines in digital marketing. Businesses refined audience targeting, optimised campaigns, monitored return on ad spend (ROAS), and scaled what worked. While the platform evolved, the fundamentals remained familiar. That assumption no longer holds. Throughout 2026, advertisers across industries have reported rising acquisition costs, inconsistent…
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When Print Stops Being Static: How Hero Destini Turned a Newspaper into an Interactive Customer Journey
Most advertisements are designed to deliver a message. The most memorable ones invite people into a story. That’s the difference between capturing attention and creating participation. As artificial intelligence and connected customer journeys reshape marketing, the brands making the biggest impression are no longer asking people to simply watch a campaign; they’re asking them to…
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From Campaign to Community: The Strategy Behind Polycab’s Electricians’ Day Initiative
In most industries, the individuals who keep critical systems functioning rarely find a place in brand storytelling. Marketing often celebrates products, innovation, and customer success, while the professionals who enable those outcomes remain largely in the background. In India’s electrical ecosystem, electricians occupy exactly this position. Their expertise influences safety, reliability, and purchasing decisions every…
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MuscleBlaze Taps Naruto Nostalgia and Turns Supplements into a Fandom
India’s consumer brands are increasingly moving beyond product-led marketing to build deeper cultural relevance and consumer affinity. In categories like fitness and nutrition, where functional differentiation is becoming harder to sustain, brands are now leaning into storytelling, fandom, and identity to create stronger emotional connections with audiences. That shift is reflected in MuscleBlaze’s latest collaboration…
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Celebrity Influence or Product Experience: What Truly Drives Consumers Today?
In 2026, advertising is competing with more than rival brands. It is competing with saturated feeds, faster scrolling, and consumers who are increasingly cautious about what they trust. That is why celebrity-led campaigns still matter: a familiar face can stop attention faster than almost any other device. But attention alone is not persuasion. The real…
