In the pursuit of mass appeal, Indian mass advertising often drifts toward the safest possible middle. Familiar emotions, familiar faces, familiar visual grammar - work designed to be instantly recognisable and broadly agreeable. But recognisability is not the same as brand relevance. When advertising tries to speak to everyone at once, it frequently ends up saying little to anyone at all. India is not a single cultural story. It is a dense network of micro-cultures, regional

The State of Culture, 2024 is a brilliant article by The Honest Broker, Ted Gioia. He is examining the entertainment culture or as he...

Liquid Death is a truly disruptive water brand. Dive into its origin story and see how it inspires brand-builders.

"Stein highlights declining Creative Quotient despite rising IQ, echoing Murrell's concern on homogenization of ideas.

Living in the “Age of Average”, where conformity eclipses earnest excellence. But opportunities await for the bold & disruptive.

Branded film projects generally fall into two categories: 'for the soul' and 'for the kitchen'. It's rare for a project to intersect...

#FFT #repository #business Article by Youth Culture Agency, Archrival reveals the changing buying behaviour of Gen Z With social media...

The Indus Valley Report 2024 recently came out. This report’s release has become a bit of an annual event for the Indian Startup...