Pranali Tawte

As festive advertising gets more expensive and cluttered, media agencies say the question is shifting from how much brands can spend to how effectively the next rupee can build reach, relevance and action.

From quick-commerce availability to creator trust and offline experiences, SUGAR is reworking its festive approach around how consumers discover and buy beauty.

As Alzheimer's Month puts dementia in focus, Tata Trusts' ‘Vajood Rahe Maujood' looks at why recognising the condition may begin with noticing the small changes we often dismiss as ageing

As festive consumption pushes credit demand higher, banks are balancing aspirational marketing and limited-period offers with affordability, transparency and responsible borrowing.

As younger consumers, digital discovery and changing lifestyles reshape the category, IKEA India's Country Communications Manager shares how the brand is adjusting its communication, creator strategy and role in everyday life.

As SMOOR completes a decade, Anchpal shares that its new identity moves beyond chocolate to reflect a wider portfolio spanning gifting, cafés, celebrations and experiences, while its marketing continues to lean on social, influencers and physical touchpoints.

From digital and creators to OOH and experiential, brands are reworking their Navratri media mix as the festival expands across markets and attracts new categories.

As consumer journeys become more fragmented, a WPP Media, MMA India and Amazon Ads playbook finds that measurement gaps and organisational silos continue to prevent advertisers from connecting brand building with business outcomes.

Sony Pictures Networks India plans to outspend incumbents in Tamil Nadu, combining culturally rooted programming, cross-platform distribution and sponsorship-led advertising to build a differentiated proposition.

As Navratri celebrations inch closer to Dussehra, brands are using music, digital gamification, beauty experiences and festive touchpoints to connect with consumers. We look at the thinking behind these activations and how marketers are adapting to changing consumer behaviour.