In 2025, influencer marketing has evolved from creative storytelling into a structured commercial force — and nowhere is this transformation more visible than in D2C food and health categories, where consumer trust is everything. Recent incidents have proven that perception can shift overnight, sometimes before facts even emerge. The Eggoz Controversy: A Case Study in…
If you remember Don Draper’s line, “Success comes from standing out, not fitting in,” you remember what built the great agency networks: audacity, craft, and the conviction that a single, culture-shaping idea could move markets. That creed powered institutions such as DDB, FCB, and MullenLowe (Lintas)—schools of advertising as much as agencies. Yet Draper also…
In a powerful step toward advancing India’s sporting ecosystem, Infosys Foundation, the philanthropic and CSR arm of Infosys, has expanded its collaboration with GoSports Foundation through the launch of ‘Gear for Gold’ — a reimagined and inclusive version of their earlier program, ‘Girls for Gold.’ The initiative aims to create a comprehensive, athlete-first ecosystem that…
Global confectionery and snacking giant Mars, Incorporated has officially completed its acquisition of Kellanova, bringing under its wing some of the world’s most beloved snacking brands — including Pringles, Cheez-It, Pop-Tarts, and Rice Krispies Treats. The transaction marks one of the most significant consolidations in the global FMCG space in recent years, expanding Mars’ already…
In a bold showcase of creativity, WPP Media redefined Mumbai’s outdoor landscape with its latest large-scale campaign for KFC Feastival — a sensory-driven OOH trail that turned the city’s arterial roads into a moving feast of visuals. The campaign seamlessly blended storytelling, technology, and design to transform multiple billboards into a cohesive narrative experience, marking…
The International Cricket Council (ICC) has partnered with AB InBev, naming the company its Official Beer Partner from 2026. The deal covers all major ICC events through 2027. In India, Budweiser 0.0 will take the lead. Other AB InBev brands will activate across Europe and Africa. The goal is to boost global brand visibility and…
India’s startup scene stayed active in 2025. Six startups joined the billion-dollar club, despite slower funding activity. The new unicorns are Netradyne, Porter, Drools, Fireflies.ai, Jumbotail, and Dhan. With these additions, India now has 125 unicorns worth a combined $366 billion. While growth slowed, this year proved that strong fundamentals and profitability now matter more…
In a landmark partnership that bridges entertainment and artificial intelligence, The Walt Disney Company has entered a three-year, $1 billion licensing agreement with OpenAI. The deal makes Disney the first major content partner for Sora, OpenAI’s short-form generative AI video platform, and expands access to Disney’s legendary storytelling universe through ChatGPT and Sora-powered experiences. A…
The creator economy in India is entering a new phase. Digital influencers are no longer content with collaborations — they’re launching their own brands. Among them, stand-up comedian Kenny Sebastian has taken a distinct route by entering the fragrance space through a partnership with Bombay Shaving Company (BSC). His brand, The Stage, marks a thoughtful…
Winter advertising in India is no longer about woollen sweaters, cold creams, and steaming cups of chai. It has evolved into a story of micro-climates, digital discovery, hybrid wardrobes, and personalized narratives. What was once a nostalgic season of family rituals has become a playground for data-driven creativity and region-specific storytelling. As marketing leaders observe,…