The Work: The latest from the world of commercial creativity
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.
Myntra’s ‘Fashion with caution’ turns heads—and trolleys
Humour meets high style in its latest campaign, as celeb-inspired fashion causes chaos in relatable, everyday moments.
Kissht turns dreams into reality with humour and heart
Relatable scenarios and hyperbolic twists highlight the digital lending platform’s role in empowering aspirations with quick, hassle-free personal loans.
Brands celebrate Republic Day with campaigns capturing unity, freedom, and progress
Republic Day campaigns by brands portray the country’s diverse culture, progress, and core values through a play of creativity and technology.
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Spotting scams: Motilal Oswal’s takes a stand with #YehConHai
With hard-hitting films and verification channels, its campaign educates investors to fight fraud in a scam-heavy world.
CentreFruit revives iconic waggle with fresh humour
The gum brand’s latest campaign brings its iconic tagline alive with a playful story, irresistible taste, and quirky humour.
Dileep’s redemption: Spotlight on India’s unsung coaches
Sportz Village’s new campaign celebrates school coaches as change-makers, weaving emotion and grit into the story of a young cricketer.
Myntra’s FWD campaign plays a stylish chess gambit
Grandmasters Vishwanathan Anand and Gukesh Dommaraju star in its witty ad, blending fashion, humour, and Gen Z’s chess-fuelled pop culture obsession.
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Samsung’s holographic show lights up London’s skyline
The company teases Galaxy Unpacked 2025 with stunning AI-powered holograms, turning the city into a futuristic spectacle of innovation.
Zing’s ad takes AI dependency to Mars and back
A futuristic tale challenges Gen Z to rethink their reliance on AI and embrace independence, with a playful yet cautionary lens.
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ACKO, Munna and Circuit: Insurance, simplified with humour
The D2C protection destination’s second campaign leverages Bollywood icons and wit to demystify health insurance, fostering trust through cultural connection.
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Chetan Bhagat’s latest magnum opus is on booking pocket friendly trips
His eccentric ‘travel genius’ persona leads Cleartrip’s witty campaign, tackling myths and highlights the OTA’s SuperCoins savings.
Nature takes centre stage in Britannia’s billboard campaign
Along with Talented, the FMCG company tries to redefine OOH advertising with tree-shaped billboards, showcasing the brand’s adaptive approach to sustainability.
LenDenClub's campaign redefines financial empowerment amid RBI guidelines
It encourages investors to invest in new-age lending products that can help them to earn daily and improve financial stability.
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Is Ganga Fashion’s ‘Dil se sherni’ campaign a bold statement or strategic play
By getting acid attack survivors to don its ethnic clothing designs, the fashion brand gives a hat tip to these courageous women.
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Protean eGov’s campaign presents a human touch to digital transformation
A digital-first campaign inspired by Pankaj Tripathi’s journey showcases Digital Public Infrastructure’s transformative impact on citizens’ lives.
