DecodedNike · Apple · Titan
5 Must-Watch Picks for Every Marketer
From Mad Men's Don Draper to the true story behind Air Jordan, five films and series that teach marketers more than most textbooks do.
Case studies
The Campaigns Everyone Saw. The Thinking Few Noticed.
Explore detailed breakdowns of advertising campaigns, brand launches, activations, and creative ideas shaping marketing and advertising.
Topics
21 breakdowns
Decoded
DecodedYouTube
YouTube Just Raised the Price of Entry for Creators
From February 2027, YouTube is doubling the performance bar for new creators to monetise — a signal that consistency now matters more than virality.
DecodedApple
Apple's "Relax, It's iPhone" Campaign: When Relatability Crosses a Line
Apple turned iPhone durability into everyday chaos — toddlers, pets, spills — until one billboard sparked a conversation about screen time instead of Ceramic Shield.
DecodedPUMA · Jaipur Rugs
Why PUMA And Jaipur Rugs Are A Surprisingly Smart Collaboration
A global sportswear brand and an Indian rug-weaving house walk into a collaboration — and prove the strongest partnerships trade meaning, not just audiences.
DecodedYouTube
6 Indian YouTubers Who Teach AI Better Than Any Paid Course
From business case studies to prompt engineering, six Indian creators are turning YouTube into the AI classroom that paid courses can't keep up with.
DecodedInstagram
Instagram Changed Its Wordmark After 10 Years. The Internet Called It "Instagzam"
Instagram quietly refreshed its decade-old wordmark — and the internet immediately renamed it “Instagzam.” A masterclass in what happens when a brand touches its most recognisable asset.
Grand Prix · Cannes 2025Indian 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 2025The 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 2025Cadbury 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.
Gold · Cannes 2025Acko·Insurance / Fintech / Health Insurance·Leo Burnett
Tailor Test
Waist and hip measurements taken at the local tailor, used to screen for heart-disease risk — Gold in Creative Data at Cannes 2025.
Silver · Cannes 2025Britannia·FMCG / Biscuits / Food Products·Talented
Nature Shapes Britannia
Biodegradable billboards placed where trees would obscure them — letting branches literally shape the brand's name. Two Silver Lions at Cannes 2025.
DecodedSpotify·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.
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