The Work: The latest from the world of commercial creativity
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.
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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?
Sprite’s ‘Thand Rakh’ campaign serves chill with a side of wit
With humour and fizz, its latest campaign turns everyday chaos into refreshingly cool moments, keeping Gen Z effortlessly chilled.
Vim and Bollywood power couple spark a dishwashing revolution
Rajkummar Rao and Patralekha lead Vim’s #EqualVow campaign, challenging outdated gender roles and inspiring couples to embrace shared responsibility.
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Blissclub’s Bitchcoin: Turning insults into marketing gold
With a bold satire on societal labels, the apparel brand’s latest campaign reclaims ‘bitch’ as a badge of strength—rewarding women for standing tall.
Duo, Jackie Shroff and a streaming twist—Duolingo gets quirky
Duolingo and Amazon MX Player’s unlikely collab blends language learning with OTT entertainment, proving that edutainment can be fun and unexpected.
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Bata’s wedding ad puts guests in the spotlight—almost
The footwear company’s latest campaign celebrates wedding guests as the real stars—but without a dulha-dulhan in sight, does it miss the mark?
Zoya’s ‘Reborn’ ditches clichés, embraces feminine awakening
Jewellery ads often recycle the same tropes— ‘Reborn’ shatters them, celebrating self-discovery as the ultimate luxury.
Swiggy Instamart’s InstaFart: When memes escape the internet
Turning viral humor into real-world fun, the activation transforms internet memes into interactive experiences—blurring the line between digital culture and street marketing.
Max Fashion decodes Gen Z: No labels, no limits
With Alaya F leading the charge, its #IYKYDK campaign flips Gen Z clichés, proving they can’t—and won’t—be boxed in.
Caveman Khan and Coca-Cola’s Charged: A primal power play
Aamir Khan’s latest ad for the beverage revives the Caveman trope, blending prehistoric antics with a modern energy boost for maximum brand impact.
MTR serves up a steaming bowl of culture and comfort
By fusing motherly love with Karnataka’s Yakshagana folklore, MTR’s latest campaign stirs up nostalgia and regional pride to drive brand love.
