Opinion
Ad This Week: Hyundai signals a broader shift with its Spotlight platform
Hyundai's Spotlight shows why owning music IP — not just sponsoring it — is becoming the smarter, longer-term brand-culture play.
Hyundai's Spotlight shows why owning music IP — not just sponsoring it — is becoming the smarter, longer-term brand-culture play.
Apple launched its first foldable iPhone Duo. Samsung, Duolingo and Motorola hijacked the moment with viral jabs, memes, and rapid counter-launches.
As AI automates reporting, execution and planning, media buyers who once ran the tools must now learn to architect the systems tools run on.
Beyond rakhis and rituals, 2026's Raksha Bandhan campaigns explore banter, unspoken love, and unlikely bonds turning festive marketing into cultural insight.
Brands are increasingly looking at a lean in-house studio for "always-on" brand content, paired with selective, performance-tied influencer deals reserved for launches and cultural moments.
As attention fragments across screens, streaming platforms are ditching the release-day playbook to embed stories inside everyday conversations audiences already have.
FSSAI’s 2026 enforcement push is reshaping food marketing, challenging health-led claims, packaging practices and quick-commerce controls while forcing brands to treat consumer trust and compliance as increasingly strategic assets too.
Legacy Indian brands are trading shelf space for screen time. As creator-led storytelling replaces traditional advertising, relevance now means culture, discoverability and genuine engagement.
Shark Tank India Season 6's #DontBeATota campaign uses a jargon-spouting parrot to warn founders: fluency in startup-speak isn't a substitute for real business fundamentals.
Once dismissed as back-office support, India's advertising Global Capability Centres have quietly become the nerve centres of global media spending and executives insist AI will only deepen their importance.