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...

"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.

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