Opinion
Marketing’s new reality: Always on, always human
The next edge in marketing isn’t louder storytelling; it’s better listening.
Festive ads trade perfection for presence
Once steeped in curated glamour, India’s festive ads now celebrate authenticity, with brands like Tanishq and Azorte trading polished perfection for raw, relatable emotion.
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India’s video split: Short clips surge, long form holds ground
As reels dominate daily habits, brands face a sharper choice: use short-form for reach, long-form for trust, or master both together.
Marketing through the looking glass: The wearable AI shift
Marketers who see the tech as a license to capture every blink will lose trust quickly. The smarter play is to treat intimacy as a privilege.
IndiaSpiration: How India inspires luxury brands
Luxury is not only about status but also about provenance, as consumers seek products that tell stories, carry heritage, and align with sustainability values.
The quiet genius behind Taylor Swift’s ‘Life of a Showgirl’
How the most visible pop star in the world embraces the tactics of an introvert.
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Search shifts from ranking links to answer engines
AI-driven discovery is reshaping brand visibility, demanding machine-readable content, structured authority, and multimodal strategies as traditional SEO signals lose relevance.
Why do we give better feedback to GPT than to people?
Candidness is supposed to be a workplace superpower. Yet somehow, says Publicis' Vini Dalvi, we save our most useful feedback for machines.
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AI-Washing: The new risk in brand storytelling
As AI hype sweeps industries, brands risk credibility by overstating capabilities. Exaggerated claims may win attention now but undermine long-term trust.
Failing the F-List: Why marketing’s annual naming and shaming fest needs to move on
Clean Creatives has spotlighted fossil fuel marketing, but Paul Mottram says the industry must now channel its influence into regulation, disinformation and systemic reform.
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What the almost-cancellation of Jimmy Kimmel means for creatives
A pep talk for creatives in the age of authoritarianism.
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Advertisers hold the keys to reviving UN sustainability goals
Most people are not reading through 50-page sustainability reports. That’s where creativity comes in.
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TV reclaims spotlight as appointment viewing shapes advertising
Linear TV is narrowing but sharpening, with live sport, reality shows and cultural tentpoles driving attention, co-viewing and media planning resets.
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AI agents collapse the wall between marketing and CX
From HUL’s virtual try-ons to Zepto’s AI personas, brands and agencies face new roles as machines reshape leadership and trust.
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Gen Z turns Discord from gaming chatrooms into protest hubs
Once a gamer’s hangout, Discord is now Gen Z’s go-to space for activism, debate, and alternative narratives.
The job of advertising is not to sell
"Be more entertaining. Be more interesting. Be more attention-grabbing. Hit people in the feels,” urges Zac Martin, who challenges advertising’s fixation on persuasion.
The real risk in playing it safe
Breakthroughs rarely emerge from cautious committees. For agencies testing AI, alignment, autonomy and acceptance of failure outweigh top-down declarations.
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Why does everyone love to hate WPP?
The industry loves to bet on who’s down. But no one—WPP, Publicis, or Accenture—has cracked the future yet, argues a former holding-company insider turned consultant.
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Conversational AI: Why India’s marketers can’t ignore the voice shift
AI-enabled voice assistants are reshaping how consumers shop and search—demanding experiences that are useful, personal, and rooted in local context.
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The performative male: When masculinity becomes a stage and brands enter the script
Finance gurus, sneaker collectors, and wellness evangelists reveal how masculinity is now packaged as consumable cultural capital.
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