Creative Inspiration

comfort zone creativity

Comfort Zone Creativity Poses Challenge for Brands, Risk-Takers Can Win

By Ruchi Roy / July 7, 2025

In a world increasingly defined by polarization and hyper-visibility, comfort zone creativity is entering what many insiders call a cautious phase.   The 2025 State of Creativity report by LIONS reveals a telling statistic: only 13 percent of brands feel they operate in a creative, risk-friendly environment. Meanwhile, 29 percent of surveyed respondents say their organizations…

brand activism

Creative Disruption Is Fueling a New Era of Brand Activism in 2025

By Garima Sinha / July 4, 2025

Isn’t it true when culture divides, creativity unites. We’re living in an era where taking a stand isn’t just an option for brands—it’s a demand. With global politics in flux, social issues boiling over, and digital platforms magnifying every opinion, brand activism has gone from bold experiment to baseline expectation.  But how do brands navigate…

Cannes Lions 2025 Celebrated the Peak Creative Streaks

Ads that Celebrated the ‘Peak Creativity’ at Cannes Lions 2025

By Ruchi Roy / June 28, 2025

Celebrating the Cannes Lions 2025 winners is itself an act of making yourself aware of the elements of creativity. What are those elements?  Curiosity, Engagement, Storytelling.  This year, too, we saw umpteen ads published, hung, streamed, and televised. The process of creating and stuffing the underlying message in each of them must get out in…

Social media search

Social Media as the New Search Engine: Why Gen Z is Googling Less and Scrolling More

By Garima Sinha / June 21, 2025

Remember when “Just Google it” was the ultimate clapback in an argument? Well, times are changing. If you’re under 30, chances are your first instinct isn’t to open Google—it’s to open TikTok, Instagram, or even Reddit. Whether you’re hunting for a new dinner spot, the perfect outfit inspo, or a how-to tutorial, chances are you’re…

Live Sports Advertising

Live Sports Advertising in 2025: The Triple Win Playbook 

By Garima Sinha / May 29, 2025

The whistle blows, the crowd roars, and the real action kicks off —not just for the athletes on the field but also for advertisers. In 2025, Live Sports Advertising has turned into one of the biggest power plays in the marketing world.   Businesses, broadcasters, and audiences are all on the same playing field as real-time…

influencer marketing agencies

Are Influencer Marketing Agencies Shaking Up Traditional Ad Agencies?

By Garima Sinha / May 27, 2025

A decade ago, if a brand wanted to break the internet, they’d call their agency, schedule a pitch meeting, book studio time, and launch a campaign months later. Fast forward to 2025, and a 22-year-old content creator with a ring light and a killer “GRWM” (Get Ready with Me) reel might just outperform that same…

Circular economy

Circular Economy Meets Creative Strategy: Reinventing Sustainable Advertising

By Garima Sinha / May 8, 2025

First came #SponCon (Sponsored Content). Then de-influencing took over. Now there’s a new wave currently sweeping around our feeds, which is more concerned with sustainability than flashy new purchases. By supporting the circular economy rather than encouraging excessive consumption, influencers are rewriting the rules of traditional advertising. This is the new age of circular economy…

Starter Pack Memes as Marketing Tools

Why Starter Pack Memes Are Your Brand’s New Best Friend

By Garima Sinha / April 25, 2025

You’re mindlessly scrolling through your feed, laughing at a meme that totally nails your vibe, and then… BAM! Wait a second, is that a product in there? Yep, you read that right—brands are now using Starter Pack Memes as their latest ad hack, and guess what? It’s actually working better than traditional ads. Here’s why.…

Power of Words Decides the Fate of Ad Copy

How the Power of Words Can Make or Break Your Ad Copy

By Ruchi Roy / April 23, 2025

The power of words is invincible. I was watching a soul-crushing movie where the protagonist, on the verge of death, struggles to communicate with his beloved wife. He musters only four words in a frail, broken voice: “I will find you.” Those four words made my eyes well up with tears. Why? Are they a haunting…

Meta community notes

Meta ‘Community Notes’: An Innovation for Free Speech, or Just a Hot Mess?

By Garima Sinha / March 31, 2025

Meta has introduced a new feature called Meta Community Notes to the constantly changing landscape of digital communication. This innovation by Meta aims to enhance transparency and accuracy in information. With misinformation running rampant on social media, Meta’s decision to implement this crowdsourced fact-checking system could redefine how users engage with content. Meta frequently updates…

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