In-Depth

As part of the transaction, Jain will transition fully to managing Lionsgate Play and exit Lionsgate.

The government's effort to ban these indirect promotions is as old as the phenomenon itself.

From trailers to feeds, creator-led promotions now anchor film launches, reshaping budgets, discovery mechanics and how opening momentum is measured.

From agentic AI product demos to client meetings, an inside look at how leaders from the major holding companies approached the 2026 Consumer Electronics Show.

Once driven by essentials, quick commerce is now finding its fastest growth in fashion, gifting, décor and frozen foods—reshaping how India shops on impulse, well beyond metros.

With these introductions, the media agency reframes AI as a strategic planning partner, not an execution shortcut.

INR 667.21 crore from the proceeds are earmarked for AI-led technology and cloud infrastructure, as the SaaS firm sharpens its streaming and ad-tech operating model.

The real-estate-heavy integrated marketing group adds a legacy agency to widen its sector play, testing how diversification reshapes scale, autonomy and ambition.

Set to roll out this spring, the global LLM unifies the world’s most advanced AI models into one secure portal.

Atul Sharma exits after seven years at the helm.

Its ‘My Guiding Light’ campaign centres personal agency in diamond buying, positioning value-led choice amid rising competition from lab-grown diamonds.

Following Omnicom’s acquisition of IPG, Omni is now also powered by assets originally under the latter.

Wavemaker to drive integrated media and commerce excellence for Reckitt’s portfolio

Campaign Explainer: India’s warning over Grok revives advertiser anxieties from 2022, reopening questions of brand safety, platform accountability and Musk-era moderation gaps.

While analytics continued to be the fastest-growing segment, custom market research grew 8%, showcasing an appetite for specialised services.

A Christmas Eve announcement sent shockwaves through Silicon Valley – and raised urgent questions for the marketing and tech sector as AI giants consolidate power and reach.

In a recent blog post, Microsoft chief executive Satya Nadella flags an AI inflection point, warning of a “model overhang” where capability outpaces deployment readiness.

Across categories and platforms, the year’s standout campaigns trusted audiences, tapped lived behaviour, and let cultural insight — not clutter — drive impact.

Restructures, mergers, account moves and of course, celebrity brand ambassadors made headlines in 2025. Here's a look back...

Industry leaders do a little crystal ball gazing and predict how the transformative tech will shape their industry or job function in 2026.

From global awards to brave work, Indian independent ad agencies are grateful that for the opportunity to come out of the shadows of larging holding companies.

In 2026, the real shift in media will not be about platforms, channels or formats, but how attention is engineered and measured.

Adland’s holding groups went on a 2025 buying spree, with Omnicom forming the world’s largest agency via IPG, while Publicis and Havas scooped up APAC indies amid a martech and AI boom.

Epsilon India’s SVP-Analytics explains how person-based marketing confronts duplication, blind spots and false scale, turning identity resolution into a commercial, not technical, decision.

In the noise of the country’s booming live entertainment market, experiential utility, not visibility, has become the differentiator.

Unlike traditional advertising, the agency's officials explain why commerce media offers deterministic shopping data and full-funnel visibility. But measurement remains a challenge.

A phased rollout amplified brand ambassador Jennifer Lopez’s film organically, clocking 30,41,862 impressions and 85,209 engagements beyond the usual endorsement spike.

Headhunter sounds out industry executives about potential interest in role.

To maintain its leadership in the rapidly evolving beauty tech space, L’Oreal is partnering with startups to accelerate innovation, deliver personalised beauty experiences, and pioneer new technologies.

Sony Pictures Networks India signals a senior leadership transition as Danish Khan prepares to step away after shaping television and digital businesses.

Omnicom maintains prediction of significant cuts next year is “speculation and inaccurate”.

The shift towards hijacking culture and the new focus on 'how' creative work is done to make brands part of the cultural story.

Indian consumer sentiment remains strong, with 61% expecting continuous good times --second only to China.

A creator-led launch and cinematic brand film aim to spark desire and impulse online, sidestepping price cues in a crowded gourmet snacks market.

A creator-led launch and cinematic brand film aim to spark desire and impulse online, sidestepping price cues in a crowded gourmet snacks market.

49% of the incremental CTV viewers come from rural India, according to Kantar.

Standout moments from a year when the internet’s patience wore thin, and its pitchforks stayed sharp

80% of creators believe 2026 is the year to regain creative control, according to Canva’s third annual Design Trends Report.

The next generation of men is defining masculinity as a spectrum, not a template, giving brands a rare chance to be a part of shaping culture.

It has partnered with CambrianEdge.ai, advancing its two-year shift into an AI-powered, pod-based agency model.

Google’s annual anthem film caps off a slate of new creative recently released from the tech giant to promote its search and Veo 3 content generation tools.

If the ad industry treats these reforms as a catalyst for transparency and legal soundness, the codes could be pivotal to reshaping the talent ecosystem.

How Chupps and Into Creative are leaning on sombre storytelling to sell sustainability.

The in-office policy was updated in November, when Omnicom acquired Interpublic Group.

The indigenous fashion brand taps rising cultural confidence as India’s youth weigh local design, digital discovery, and lifestyle ambition in an increasingly competitive market.

The industry is expected to grow from $32.2 billion in 2024 to $47.2 billion by 2029, nearly twice the global average of 4.2%.

Employees are still looking for clarity around new policies regarding return-to-office, severance and more.

The deal looks to be worth over $80 billion, but faces antitrust resistance.

CEO speaks about dramatic post-IPG restructure. “I am not foolish enough to work 14 hours a day for a dollar,” he tells Campaign, after giving up salary in favour of stock.

Its ‘Scam 2025’ campaign leans on entertainment-led storytelling to decode digital fraud, signalling a shift in how brands approach financial literacy.