Sneha Medda

As creators, data, AI and culture reshape advertising, agency roles extend beyond making campaigns. Parikshit Bhattacharya and Prachi Bali explore how brands utilise AI, work with creators and evolve.

As festive campaigns pile up, advertising agencies enter one of the industry's most intense periods. This story looks at what the rush means for teams on the ground, where burnout stems from, and why the real challenge may not be the volume of work but the chaos around it.

Navratri in Gujarat and Durga Pujo in West Bengal may share a festive window and a Goddess at their centre, but the experience is vastly different.

Eveready is testing whether portability can change consumer behaviour in the mosquito protection category, starting with a four-state rollout of its portable liquid vaporiser.

From culturally rooted storytelling to social-first campaigns and strategic OOH placements, brands are rethinking how they approach Durga Pujo in West Bengal.

With West Bengal turning into an open-air celebration during Durga Pujo, brands moved beyond conventional hoardings to create interactive, shareable OOH experiences rooted in local culture.

From creator-led discovery and targeted sampling to regional marketing and quick commerce, Myntra's latest beauty report points to a shift in how brands attract, convert and retain a generation that is increasingly informed about what it buys.

As consumers seek more personal expressions of tradition, Kalyan Jewellers is leaning on regional storytelling, local talent and hyper-localisation to connect its wedding and festive campaigns with audiences across India.

Mysore Deep Perfumery House is aligning its festive marketing with regional puja practices, premium product formats and an integrated media mix spanning television, digital and retail.

As GRWM videos, creator recommendations and festive beauty routines shape how consumers discover makeup, Mars Cosmetics discusses how the brand is connecting regional cultural experiences, creator-led discovery and commerce to drive both festive sales and long-term consumer preference.