marketing
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When AI agents rewrite the rules of brand leadership
As they collapse the gap between awareness and retention, between acquisition and advocacy, AI agents are rewriting the roles of CMOs and CXOs in real time.
Landor’s coolest test: When a garment becomes a brand bet
Saudia’s high-tech Ihram shows how brand promises are being stress-tested—beyond Cannes gimmicks—into $770 million markets with measurable scale.
Gen Z doesn’t care you exist — until you speak their language
From bite-sized news to creator-fuelled buzz, marketing to Gen Z demands cultural fluency, sharp cohort focus, and digital-native intuition.
PR retainers face reboot as clients demand proof
As startup founders want business outcomes, not media impressions, PR Ways’ founder explains why this is forcing PR agencies to rethink value, pricing, and performance models.
ROMI or bust: Why last-click lies to you
BornHi’s co-founder takes a sharp look at why traditional ROI fails in India’s multi-touch, mobile-first landscape—and how ROMI rewrites the marketing playbook.
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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