Witty, slightly sarcastic takes on all things AI — from buzzwords to buyer’s guides, hallucinating chatbots to agentic assistants. If you’re a marketer wondering what LLMs have to do with ROI (and chai), you’re in the right place.
When India’s fitness icon admits to being lazy, what does it say about our relationship with rest—and the brands that […]
The Lazy Genius: How Prime Video’s Milind Soman Campaign Redefines Wellness Marketing Read More »
MG Motor’s “EV Sahi Hai” campaign represents a masterclass in testimonial-driven marketing, systematically addressing India’s electric vehicle adoption barriers through authentic customer voices. Launched in August 2025, this strategic initiative employs real customer testimonials to tackle specific concerns: range anxiety, charging infrastructure, and running costs.
The campaign’s greatest strength lies in its authenticity—featuring unscripted testimonials with natural speech patterns and regional accents that resonate with Indian consumers. From Sai Datta Vamshi’s interstate journey to Dr. Jitesh Sahgal’s ₹10 lakh savings claim, each testimonial provides concrete evidence against EV scepticism.
However, the campaign exhibits notable vulnerabilities. Its predominantly urban demographic may inadvertently reinforce perceptions that EVs suit only metropolitan consumers. Most critically, it fails to address service infrastructure concerns—a significant adoption barrier identified in multiple studies.
The campaign succeeds in reducing consumer scepticism through strategic authenticity, but whether it translates into sustained market leadership depends on MG Motor’s ability to maintain testimonial quality whilst scaling consumer education across India’s diverse automotive landscape.
MG Motor’s “EV Sahi Hai” Campaign: A Strategic Deconstruction Read More »
In Tanishq’s “Brothers, Written by Sisters” Raksha Bandhan campaign, everyday moments—like sharing household chores, updating a family nameplate, and challenging gender roles—become acts of gentle rebellion. The campaign weaves these lived realities into a reimagining of classic rituals, offering a nuanced vision of equality and siblinghood for modern India.
How a Raksha Bandhan Campaign Quietly Redefined Gender Roles in Indian Advertising Read More »
Yesterday or the day before, as Kenstar unveiled its “No Phone Hour” campaign for Independence Day, the irony wasn’t lost on anyone—least of all the home appliances brand that had just executed one of the year’s most fascinating exercises in cognitive dissonance. The brand asks Indians to pledge digital abstinence through digital means, to celebrate freedom by logging off, to reconnect by first connecting to their website. Welcome to the authenticity paradox of contemporary marketing, where the medium inevitably devours the message, and yet somehow, the entire enterprise works brilliantly.
When romance takes centre-stage and old friendships slip into the background, who’s left holding the tissues and the witty comebacks? Bingo!’s “Forgotten Friends” campaign hilariously spotlights that universal moment every best mate dreads: being ditched for a new “bae.” Through memes, Reels, and relatable redemption arcs, this campaign transforms friendship FOMO into a digital ritual, proving that in modern marketing, a little emotional honesty (and plenty of snacks) go a long way.
Google’s latest AI case studies promise a creative revolution in digital marketing, with brands like Zepto, Ajio, and Zee5 reporting dramatic efficiency gains. But beneath the surface, technical limitations, authenticity challenges, and creative industry disruption reveal a more complicated—and more human—story about the intersection of algorithms and imagination.
The AI Creative Revolution: When Algorithms Meet Marketing Reality Read More »
A dynamic collage depicting Signature Packaged Drinking Water’s Mangroves Regeneration Pledge—where community faces, thriving mangroves, and acts of renewal come together to visually narrate Odisha’s urgent conservation story.
On a rain-slicked morning in Mumbai, as buses thunder through puddles and the city’s chaos finds a new rhythm, commuters catch sight of a curious spectacle: a city bus wrapped in sleek, water-repellent trousers, bearing the bold promise—‘Oops Proof.’ For The Pant Project, this isn’t just advertising; it’s an urban manifesto. Their monsoon-ready campaign transforms Mumbai’s resilient transit system into a rolling metaphor for grit and preparedness. In a single sweep, The Pant Project’s ‘Oops Proof’ campaign manages to blur the lines between fashion and function, local authenticity and digital aspiration—offering not merely pants, but a protection ritual for life’s unexpected splash and spill. As city dwellers navigate the unpredictability of the monsoon, one thing is certain: on these buses, both pants and passengers are in it for the long haul.
Explore how Hilary Rhoda Cosmetics’ #KyunNahi campaign used the power of red lipstick to spark conversations on confidence, empowerment, and breaking beauty stereotypes this Lipstick Day. See how a bold visual narrative became a movement for Indian women.
In India’s gig economy, the Swiggy Wiggy 3.0 campaign transforms everyday delivery partners into stars, blending music, community, and digital storytelling for a new kind of brand loyalty. Discover the lessons digital marketers can learn from this people-powered campaign success.