Contributor

The Ad Doctor

Chief Diagnostician

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Not a real Doctor, exactly. But he will diagnose, dissect and operate on the biggest, the greatest and the most celebrated marketing campaigns of all time.

Breakdowns by The

Grand Prix · Cannes 2025

Indian Railways·Transport / Public Services / Railways / Public Transport·FCB India

Lucky Yatra

FCB India turned Mumbai's suburban train tickets into lottery entries — and won India's only Grand Prix at Cannes 2025.

Gold · Cannes 2025

The Times of India·Media & Publishing / Newspaper / News Media·Havas Creative India

Ink of Democracy

2.28 million newspaper pages printed in purple electoral ink — a protest against voter apathy that won India's first Gold at Cannes 2025.

Gold · Cannes 2025

Cadbury 5 Star·FMCG / Chocolate / Confectionery·Ogilvy India

Erase Valentine's Day

A theatrical 'time-travel vessel' that sailed out to erase Valentine's Day from the timeline — Ogilvy India's Gold winner in Social & Creator.

Decoded

Spotify·Entertainment / Media Tech / Music Streaming

What's on Your Wrapped?

Emraan Hashmi × Raghav Juyal turned Spotify Wrapped into a shared internet joke — one of the season's most replayed Indian ads.

Decoded

Apollo Tyres·Automotive / Tyres

Har Safar Mein Dum Hai

A tyre ad that borrowed cricket's emotion — Sachin alongside Team India, scored to 'Maa Tujhe Salaam'. 37M+ views.

Decoded

NBA · Budweiser·Sports & Entertainment / Basketball / Sports Culture

BUDX NBA House

Selling a sport by selling a culture — the NBA used music, fashion and youth culture as the gateway into basketball.

Decoded

FIFA World Cup·Media & Sports / Sports Broadcasting

FIFA World Cup and India's Broadcasting Vacuum

No Indian broadcaster for the 2026 FIFA World Cup — at a time of record sports-rights valuations. We put sports-media economics under the microscope.

Decoded

Sunil Pal · Samay Raina·Creator Economy / Entertainment / Internet Culture / Digital Media

Sunil Pal and the Attention Economy

How controversy manufactures relevance — a diagnosis of why proximity to existing cultural momentum has become the fastest route to visibility.