The Work: The latest from the world of commercial creativity
Azorte turns ‘mid’ into momentum
The brand’s latest campaign flips Gen Z’s fear of mediocrity into self-assured style, making the messy middle a power move.
Zepto’s mithai wars turns festive fandom into full-blown election fever
The quick commerce brand’s Diwali sequel blends satire, sweetness, and strategy as India’s favourite sweets campaign for votes.
Vivo’s Diwali ad reminds India what home feels like
Its campaign flips the festive script—celebrating not the sparkle of the moment, but the slow, glowing build-up to it.
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India’s repackaging habit meets its match this Diwali
Home Centre’s Diwali campaign flips the script on recycled gifts, urging Indians to move from formalities to thoughtful, lasting gestures.
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SS Rajamouli's lens turns scooter launch into screen spectacle
Hero MotoCorp’s Destini 125 campaign borrows the director’s big-screen flair, positioning the scooter as a futuristic yantra built for aspirational riders.
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When MRI becomes a marketing brief
Siemens Healthineers’ ‘Knowing is Comforting’ campaign tackles Scanxiety by demystifying diagnostic scans through regional storytelling and tech-driven patient reassurance.
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Romance, rings and a remix: Indriya flips the script
Indriya’s festive campaign with Aditi Rao Hydari and Siddharth blends intimacy, jewellery and a reimagined classic, rethinking how brands frame modern romance.
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Cookies, cults and diplomacy: Britannia’s playful spin
Bobby Deol’s guru persona mediates Trump and Xi tensions with Choco Tarts, as Britannia blends satire, indulgence and mixed reality activations.
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Bachelor pads get a 'Big Billion' reality check
Flipkart’s festive campaign uses AI and humour to nudge bachelors towards upgrading homes—and perhaps improving their dating odds too.
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Arjun Kapoor’s meme face becomes ‘Call Me Chunky’s’ ace
The challenger ice cream brand flips a viral stare into its first campaign, making the meme the message and the punchline.
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Breaking the ‘limit mein’ mindset
Niva Bupa’s new campaign flips the sum insured script by dramatising middle-class limits—and promising health cover without ceilings.
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Rain, rappers and a whiskey workaround
Jameson hijacks a ruined listening party with upbeat music, turning it into a stage for cultural storytelling.
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Himalayan Water pours culture into campaign cups
The Himalayan Day initiative blends clay, craft and community, with limited-edition packs designed by mountain artists.
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Jonty Rhodes dives into cashback chase
Super.money’s latest ad swaps cricket balls for cashback, with the South African player shadowing an auto driver to spotlight the lure of instant rewards.
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Nike flips the script: From action to intention
The brand’s latest campaign questions perfection, urging Gen Z athletes to embrace showing up over winning, in a timely cultural pivot.
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From ‘maybe’ to ‘must do’: Sun Pharma’s diabetes pitch
A father’s evasive answers becomes the centrepiece of a campaign that highlights how diabetes-linked fatigue chips away at everyday life.
When towels haunt and bedsheets bite
Welspun’s latest campaign flips ‘Kya Farq Padta Hai; into a punchline—using Vidya Balan’s ghostly alter ego to remind buyers that quality counts.
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When Milind Soman gets schooled on bread
The Health Factory’s new campaign flips fitness icon Milind Soman into the student, using humour to highlight its zero-maida bread.
Akasa Air puts ground crew in the spotlight
In a sector that leans on celebrity charm, the airline company flips the script with a campaign starring its airport teams.
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L’Oréal's latest work with Aishwarya Rai Bachchan calls out the like economy
All while making the global icon look impossibly perfect—proof that rejecting digital validation is easier said than done.
