In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...

Taj Mahal Tea has unveiled a rainfall-powered billboard that plays the Raag Megh Malhar, Hindustani classical music traditionally associated with the monsoon season. With increased appetites for immersive experiences, brands are integrating participatory elements into their comms strategies.

Ahead of the Diwali shopping season, Amazon India has launched a campaign encouraging shoppers to prioritise their wellbeing. It’s a culturally sensitive take on retail therapy that spotlights the nuances of Indian family dynamics while staying true to the uplifting spirit of Diwali.

Building on the hype for the Cricket World Cup in India, Bumble has partnered with renowned commentator Ravi Shastri to encourage Gen Z daters to embrace their individuality. It’s offering a refreshing spin on how to engage with Zers – one that doesn’t try too hard to feel 'relatable'.

Duolingo India ventures into fashion by partnering with Digitas India on a creative campaign. Known as a leading language learning app, Duolingo aimed to reach a broader audience through collaboration, which showcases that language learning can be as trendy and exciting as the latest fashion styles.