In a move that signals a fresh creative direction, Santoor has appointed Tilt Brand Solutions as its Agency on Record. The partnership marks a strategic shift for one of India’s most iconic personal care brands as it looks to stay culturally relevant in an increasingly competitive market. Reinventing a Legacy Brand For decades, Santoor has...
In today’s internet culture, relevance is fragile and outrage is instant. One moment you’re trending, the next you’re being written off. But every now and then, someone disrupts that cycle not by staying silent, but by returning smarter. Samay Raina’s comeback isn’t just another creator reappearing on timelines. It’s a masterclass in how attention, controversy,...
The creator economy is no longer just about content it’s about control, commerce, and cultural capital. What started as individuals building audiences on social media has now evolved into a full-fledged ecosystem where creators are emerging as brands, founders, and even media networks in their own right. Across global platforms and industry reports, one trend...
When it comes to cricket in India, fandom isn’t passive it’s emotional, loud, and deeply personal. Few teams embody this better than Royal Challengers Bangalore (RCB), a franchise that has built one of the most loyal fanbases in the IPL despite an elusive title win. PUMA India has tapped into that passion with its #RCBEverywhere...
In a move that blends street-level visibility with smart brand engagement, GymNation has rolled out a unique on-ground campaign across Dubai and the UAE transforming delivery bikes into mobile marketing machines. The fitness brand is distributing free one-month memberships directly to residents, using branded delivery riders to bring the offer to people’s doorsteps. It’s not...
In what feels like a defining shift for the streaming industry, Netflix is rapidly scaling its advertising business, with projections indicating that its ad revenue could soon hit the $3 billion mark. For a platform that once resisted ads entirely, this isn’t just growth it’s a strategic pivot that’s reshaping how streaming works. From ad-free...
What’s the idea? The campaign flips the usual script. Instead of hard-hitting warnings or accident visuals, it leans into something far more relatable the instinct to behave better when your mother is around. Seatbelts get fastened quicker. Speed drops. Phones stay away. Not because of rules but because mum wouldn’t approve. Why this hits differently...
In a move aimed at strengthening its brand narrative and market presence, Smytten has appointed 80 dB Communications as its official public relations partner. The mandate comes at a time when Smytten is rapidly scaling its footprint in India’s competitive product discovery and trial ecosystem, making strategic communication more critical than ever. Building a Stronger...
In a move that blends clean energy messaging with cricket fandom, Waaree Energies has rolled out its latest brand campaign, ‘Don’t Worry, Trust Waaree’, in partnership with Rajasthan Royals. The collaboration taps into the massive reach of the Indian Premier League to position trust as the core of Waaree’s brand promise. A Trust-First Narrative, Powered...
In a move that underscores the growing importance of strategic communications in India’s competitive QSR space, The Good Edge has been appointed as the PR and communications partner for Westlife Foodworld Limited, which operates McDonald’s India (West & South). The mandate spans a comprehensive communications remit, positioning the agency at the center of one of...
