The Work: The latest from the world of commercial creativity
Scroll less, sniff out the truth first
Bark Out Loud’s new campaign warns pet parents: don’t swap science for social hearsay when it comes to pet care.
When the pavement becomes a cancer ward
A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.
No internet, no problem: AI dials up Bharat
Centerfruit’s tongue-twisting Voice AI campaign proves rural India doesn’t need screens to engage—just smart tech with local soul.
Brands hitch a ride on Rath Yatra's AI bandwagon
From AI films to menthol caps, brands are tapping into Rath Yatra’s massive footfall to mix tradition with tech-fuelled storytelling.
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Colour me heritage: Birla Opus paints India’s monuments
An AI-led animated campaign reimagines India’s icons in vivid hues—but emotional resonance may not be part of the palette.
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When wedding cash gets replaced by old phones
Cashify’s ‘Phone Wala Shagun’ campaign turns baraat bling into smartphone slingshots—flipping rituals to spotlight resale as modern value.
Indian brands champion 'Pride' with vibrant colours
From film reunions to fairs to walkathons, Indian brands celebrate inclusivity with Pride campaigns in June.
Examine India’s Bronze brilliance at Cannes this year
Get a closer look at India’s Bronze-award-winning campaigns at Cannes Lions 2025.
Cannes Lions 2025: Explore the campaigns that brought home Silver for India
Watch the campaigns that made India proud with Silver Lions at the 72nd Cannes Lions Festival of Creativity, 2025.
Cannes Lions 2025: Watch the campaigns that struck Gold for India
Explore the standout Grand Prix and Gold winning campaigns from India at the 72nd Cannes Lions Festival of Creativity 2025.
From laughs to lessons, dads get their due
Brands celebrate International Father’s Day 2025 with campaigns highlighting care, connection, and changing parenting norms.
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Silence, delivered daily
Milkbasket’s new campaign pokes fun at everyday disruptions, positioning silent 7AM grocery drops as a fix for fractured me-time.
When privilege meets a pipe wrench
Urban Company’s latest ad gently exposes the quiet classism lurking behind ‘dignity of labour’ talk in India’s service economy.
Brands unveil purposeful campaigns promoting green initiatives
From school bags to stainless straws, brands in India commemorate the World Environment Day 2025 with sustainability messaging rooted in action.
Happydent’s shine dims in overstuffed civic spin
A nostalgic nod turns into narrative overload as its latest campaign mixes sparkle, satire, and sanitation—without quite sticking the landing.
When the paperwork hurts more than the pain
Policybazaar’s new six-film campaign takes insurance beyond claims—into the emotional chaos where empathy trumps efficiency.
Clickbait’s worst enemy just got a signal boost
Airtel’s new campaign arms subscribers with scam-proof tech, tackling link-based fraud with AI before panic texts trigger poor decisions.
Campaigns go full throttle as the IPL final closes in
With cricket excitement reaching cloud 9, brand messaging rains boundaries and sixes in the slog overs.
Rust never sleeps, but it can be outsmarted
AM/NS India’s new ad pits steel tech against cartoonish corrosion, turning rust into the most animated villain this side of Hollywood.
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Dabbawallas take on Tom Cruise’s mission: Tiffins, not terrorists
A Mumbai delivery hero dons Ethan Hunt’s soundtrack in a promo that maps local grit to global stunts—sans the pyrotechnics.
