Videos
When the son walks his mother down the aisle
Jos Alukkas sidesteps bridal spectacle to centre a wedding moment where jewellery marks shared commitment, not ceremonial excess.
Making space for Zeera, one absurd sip at a time
Enormous doubles down on humour for Lahori Zeera’s sequel, turning the everyday drink into a habitual choice through cultural repetition, not reinvention.
Azorte’s bid to be Gen Z’s ‘safe space’
Reframing mediocrity as transition, the Reliance Retail fashion brand’s caregiver-led campaigns used reassurance over aspiration to drive footfalls, relevance and measurable retail outcomes.
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Marriott Bonvoy makes loyalty feel intuitive in new brand spot
Directed by Emmy Award‑winner Rhys Thomas and produced by Stink London, the hotel chain has launched localised versions for India, Japan, and Korea.
Protein, minus the aftermath
Wellbeing Nutrition uses awkward humour to reframe whey protein as an everyday choice—by addressing digestion issues most brands quietly ignore.
When permanence meets product placement
Tanishq pairs Bollywood couple Javed Akhtar and Shabana Azmi to sell natural diamonds, but then lets provenance speak louder than romance.
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