The Work: The latest from the world of commercial creativity
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AI, activism and climate change: Jaago Re gets a reboot
Tata Tea’s AI-powered campaign blends climate action with tech, using kids and code to shake adults out of their eco-apathy.
Classmate turns study excuses into game time
Ogilvy India’s new campaign shows how the company’s gamified notebooks aim to make kids want to study—no bribes required.
Baddie on a bike: Travis Head takes the bypass
Uber Moto’s IPL stunt taps cricket's cult-like grip, rolling culture, rivalry, and chaos into a social-first, anti-hero caper.
Love at first credit check?
Infiltrating the matrimonial columns, Paisabazaar flips the script on romance—putting credit scores where horoscopes used to be.
Retail gets a sixth sense with Britannia A-Eye
Powered by Google Gemini, it lets visually impaired shoppers navigate stores independently—proof that inclusive tech can also be good business.
CashKaro’s Ghibli-style ad slams coin cashback gimmicks
Riding the viral Ghibli wave, the fintech platform takes a playful swipe at coin-based cashback, making its case as the real savings champion.
Brands weave Eid stories with festive campaigns that celebrate connection
Eid campaigns by Indian brands this year capture compassion, gratitude, and joy of giving—the values that the festival stands for.
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Yuvraj Singh bats for tractors—Will farmers buy in?
New Holland’s latest campaign casts Yuvraj Singh as a farming hero, but does cricketing credibility translate into rural brand trust?
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Asian Paints brushes up its legacy with a warranty pitch
Its new campaign blends nostalgia with strategy, using warranty as a trust anchor—because in home painting, confidence is as crucial as colour.
Pepperfry’s Clouddio campaign gives the sleep economy gets a wake-up call
The campaign rewrites the hustle narrative, celebrating rest as a lifestyle. But is the sleep economy a real shift or just smart branding?
Shriram MF’s playbook: When to rotate, when to stay
Its #SamayKeSaathRotation campaign turns cricket into an investing lesson—timing and strategy are key, but will investors make the move?
SRK, supercharged engines and summer showdowns: Castrol India’s latest ad packs a punch
Airing the ad during the Champions Trophy final is slick timing—cricket fever is peaking, and in India, bikes and cricket are practically sacred. Talk about a power play!
Kotak’s ‘Hausla Hai Toh Ho Jayega’ banks on ambition, betting on boldness
The campaign taps into a cultural shift where risk-taking and resilience define success, promising that with the right partner, audacity pays off.
Ochre Spirits stirs the pot with #PourOutTheToxic, and it’s about time
No capes, no heroics—the brand dares men to break the uneasy silence they all know and complicitly condone.
Dhoni’s chill versus CarryMinati’s chaos—Cleartrip finds your vibe
Its latest ad uses the cricketer and YouTuber’s playful contrast to showcase its Explore Hotels by Vibe feature—because travel is all about the right mood.
Chal Meri Luna 2.0: Nostalgia gets an electric upgrade
Kinetic Green revives its legendary tagline for the E-Luna, blending humour, sustainability, and smart mobility to woo a new generation of riders.
PNB MetLife’s new campaign asks the question every Indian must answer
A simple question, a lifelong impact—the ad film turns future planning into an immersive, interactive experience.
Godrej Capital’s Aarohi film asks the questions women already face
Real women replace scripted narratives in its latest campaign, tackling the everyday biases that female entrepreneurs confront—both in boardrooms and bank loans.
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TotalEnergies revs up nostalgia with ‘Lamba Chalega’ 2.0
By blending a catchy tune with everyday moments, its latest campaign promises reassurance—but does it truly deliver brand mileage?
Bandhan Life banks on humour to decode insurance confusion
A light-hearted yet timely campaign, but does the bank’s witty approach truly simplify insurance complexities or just make them entertaining?
