Case files

Decoded

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

A 50-year milestone told through commemorative India Post stamps and shared memory — not corporate self-congratulation.

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

A festive campaign withdrawn after backlash — a case study in the gap between brand intent and audience perception.

When the unboxing IS the advertisement — Miu Miu designed PR packages as immersive, shareable experiences.

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

Nostalgia resurrection — McDonald's brought back 'Burger Bacchi' Sara Arjun to launch the ₹119 Buddy Meal.

The most patient ad ever made — a billboard that only reveals itself during golden hour, using sunlight instead of screens.

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.

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