The Work: The latest from the world of commercial creativity
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NutriChoice taps Aamir Khan to sell the power of small shifts
Britannia’s new campaign links tiny everyday decisions to bigger behaviour change, using the actor and mindful snacking as the creative bridge.
ChatGPT goes desi: Aspiration, accents and AI ambition
OpenAI’s first India push makes AI sound local, accessible and aspirational, but creative choices reveal gaps between cultural intent and execution.
Mirror, EMIs and the postponed dream of retirement
Kotak Life’s latest ad reframes retirement as reinvention, using a mirror monologue to tackle India’s chronic tendency to postpone long-term planning.
The sweet cry that can’t wait
Johnson’s Baby new campaign spotlights India’s neonatal crisis and the power of trained intervention in the first 60 seconds of life.
Apple’s campus film redefines ‘normal’ with style
A vibrant campus musical shows disabled students using Apple tools as just that — tools, not trophies.
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Natural diamonds get a manifestation-themed reboot
De Beers’ ‘Love From Universe’ recasts natural diamonds as intention-driven symbols for a generation leaning into self-expression, slow ambition and personal meaning.
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When hunger hijacks everyday decisions
Gopal Snacks’ new three-film campaign spotlights how small hunger derails big moments, using sharp storytelling and craft to frame snacking as a timely nudge.
India’s credit confusion gets a confidence boost
Yes Bank’s ‘Score Kya Hua’ turns credit literacy into a creative, data-smart CSR push—nudging Bharat to understand the power of three digits.
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Avaada sheds light on the dark side of the data centre
Visualising the energy cost of curiosity, its latest campaign links innocent queries to grid failure in a power-hungry digital economy.
Gen Z dating gets a reality check with Tinder’s ‘School of Swipe’
The mobile-first hub helps young daters navigate emotional cues, boundaries and safer connections.
WhatsApp slows down to show what distance feels like
A near 10-minute film turns everyday voice notes into a rural love story, offering a fresh lens on long-distance relationships in India.
Life in the fast lane: Navi UPI’s Hurrypur hits top speed
The campaign turns the everyday rush of modern life into a witty ode to instant payments and blink-and-you’ll-miss-it convenience.
When Bullet meets the Hall: A symphony in steel
Royal Enfield’s latest campaign, The Ballad of the Bullet, turns a 124-year-old icon into music — quite literally — at London’s Royal Albert Hall.
Disney Christmas ad tells story of a doodle looking for a mouth
Taika Waititi directed the film.
McCann hits the right note with Hero Splendor’s life symphony
Shankar Mahadevan’s rendition of a Bollywood classic powers Hero Splendor’s new campaign, turning everyday rides into India’s shared life stories.
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Lego Christmas ad spotlights power of play with classic Lionel Richie tune
Because someone needs to tell the kids to ditch their tablets and phones in favour of playing with real, tactile toys.
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Here, now, everywhere: Generali Central bets on presence
Generali Central’s first joint brand campaign unites life and non-life insurance under one optimistic idea — being a lifetime partner, here and now.
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Learning beats swagger in Jaro’s new office lesson
Actor Vikrant Massey swaps boardroom bravado for quiet growth in Jaro Education’s ad that redefines success through curiosity and continuous learning.
Dreams, detours and doorsteps: Housing.com’s humorous take on life upgrades
Leo Burnett’s new campaign for real estate platform turns life’s financial ups and downs into a witty reminder that every twist deserves a new home.
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Bingo! turns ‘Big No’ into its boldest punchline yet
A hidden-camera stunt, anagrammed self-roast and dramatic new packs mark Bingo!’s audacious reboot in North India’s snacking turf.
