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Mint
a day ago
- Business
- Mint
Ad agencies want to do it all. But the ultimate loser is the brand
Mumbai: In Indian advertising today, there's one common pitch: We do it Media. Martech. Influencers. AI. Commerce. If there's a funnel, every agency wants to own it, end-to-end. But here's the problem: the more agencies chase dashboards and data layers, the more indistinguishable they become. And amid this convergence chaos, the oldest question in the business is being ignored: Who's thinking about the brand? 'Everyone wants to solve the full funnel, but the real moat is still in brand thinking," said Paritosh Srivastava, chief executive officer (CEO) of Saatchi & Saatchi, BBH India and Saatchi Propagate. 'Creative shops are now offering media, media agencies are hiring content teams, and consultants are peddling brand strategy. But if everyone does everything, who's standing for something?" Srivastava adds that while Publicis Groupe's Power of One model helps agencies deliver integrated solutions, the danger lies in sameness. 'At some point, clients will ask what your real superpower is. You have to be famous for something." Dheeraj Sinha, group CEO, FCB India and South Asia, 'It's no longer about just being a service provider. We're now in the business of business outcomes." Under his leadership, FCB has merged its creative, digital, and performance units into a single platform, building AI-driven content and full-funnel services. 'But amidst all this, our job remains to keep brands culturally rooted. That can't be captured by CTRs (click-through rates) alone." Sinha is also quick to point out the value of integration, when done right. 'The creative idea is still the nucleus. If media and performance are not orbiting that, we risk becoming mechanical executors rather than cultural creators." S. Subramanyeswar (Subbu), group CEO-India and chief strategy officer-APAC at MullenLowe Group, is taking a different tack: creating proprietary knowledge products like 'State of States' and pushing for what he calls "ecosystemised thinking". 'Too many agencies today speak in acronyms and tools, but where is the soul?" he asked. 'We're not just glueing services together. We're productizing ideas. And at the heart of it is cultural intelligence. Without that, you're just delivering media, not meaning." That cultural intelligence, Subbu said, is becoming a rare commodity in a hyper-programmatic world. 'Even clients are asking: Who's bringing me that human lens?" Marketers aren't blind to the shift. But they're also worried that creative ambition is being replaced by templatised efficiency. 'We deliberately pivoted from a functional, product-first pitch to emotional storytelling," said Ravi Chawla, managing director and CEO of Gulf Oil Lubricants India, in a recent interaction. 'Whether it's through cricket, retail or digital, the aim was to build resonance, not just impressions. The agencies that got us there understood grassroots insight, not just full-funnel fluency." For Inderpreet Singh, head-marketing at Birla Opus Paints, this tension is sharper. The brand is a late entrant in a commoditised category, and its IPL investment needed to punch above weight. 'We constantly debate ROI (return on investment) versus memorability. If your agency only talks numbers, they're missing the point. Our mandate is to create memory structures. That comes from insight and consistency, not algorithmic success." He added, 'We want to be a brand people remember, not just one they saw during a sale. That takes more than reach. It takes relevance." That push and pull is being felt on platforms, too. Sana Shaikh, director at Flipkart Ads, sees both sides. 'The line between brand and performance is vanishing. Today, creative storytelling has to happen inside a cart, inside a scroll, inside a second," she said. 'We're giving agencies and brands tools to build relevance at speed. But that also means traditional agencies need to unlearn a lot." But even as platforms reshape the playing field, some argue the bigger threat comes from inside the agencies themselves. 'There's a creative stagnation setting in," one independent agency founder said, speaking anonymously. 'You see the same templates, the same performance playbooks, the same KPIs (key performance indicators). If every agency looks like the other, where's the edge?" Some clients are starting to notice. A senior marketer at a consumer tech firm added, 'We're pushing our agencies to stop being reactive. Everyone's optimising. No one's imagining. It's hurting differentiation." Legacy agencies are trying. But the real challenge may not be transformation, but restraint. Not chasing every revenue stream, but knowing what to protect. 'The market is moving towards efficiency, but let's not forget the irrational power of stories," said Shubhranshu Singh, chief marketing officer (CMO) of Tata Motors Commercial Vehicles and a board member of the Effie Lions Foundation. 'You can measure short-term impact. But long-term brand value? That takes trust, culture and belief." Dheeraj Sinha puts it bluntly: 'If you're not building long-term IP (intellectual property), you're just renting attention." India may have had a big year at Cannes Lions 2025, with 32 awards and culturally sharp campaigns. But ask agency leaders and CMOs alike, and the unease is clear: creativity is at risk of being crowded out by commerce.
Fashion Value Chain
08-05-2025
- Entertainment
- Fashion Value Chain
CaratLane Unveils ‘Born of Her' Mother's Day Collection
CaratLane, a leading omnichannel jewellery brand in India, introduces Born of Her — a heartfelt campaign and jewellery collection celebrating the essence of motherhood. Timed for Mother's Day, the collection redefines gifting as a meaningful gesture of love and legacy. The campaign features three limited-edition gold and diamond pendants that delicately portray a mother embracing her child — a universally recognized symbol of nurturing and strength. Meant to be worn close to the heart, these pendants serve not just as jewellery, but as lasting mementos of maternal love. Complementing the collection, CaratLane has collaborated with BBH India to release a dedicated Mother's Day song, encouraging users to share personal memories with their mothers on social media using the track. The campaign reinforces CaratLane's mission to transform jewellery into personal storytelling — celebrating relationships, emotions, and timeless bonds. Shaifali Gautam, CMO of CaratLane, shares, 'Mothers express love silently — through everyday actions and sacrifices. Born of Her invites people to express that love openly, with designs that reflect the beauty of that invisible strength.' Available online and in stores, the collection positions CaratLane not just as a jewellery brand but as a curator of emotional legacy.
Fashion Value Chain
05-05-2025
- Entertainment
- Fashion Value Chain
CaratLane's ‘The Nudge' Inspires Real Proposals in India
CaratLane, India's leading omni-channel jewellery brand, has rolled out 'The Nudge', the second chapter in its proposal campaign, continuing its mission to redefine the act of commitment in Indian relationships. Conceptualized by BBH India, the film spotlights a relatable emotional insight—men often delay proposing, and sometimes all it takes is a gentle nudge to take the plunge. 'The Nudge' captures a heartfelt, humorous, and refreshingly real moment of commitment, rooted in Indian sensibilities rather than Western stereotypes. The campaign features CaratLane's expansive 400+ engagement ring collection, including the Gulnaara ring with a special 73-faceted cut that symbolizes thoughtful intent and clarity. Saumen Bhaumik, CEO of CaratLane, shared: 'Proposals should come from the heart—on your own terms and time. 'The Nudge' reflects that authenticity and the beauty of choosing commitment when it truly matters.' Parikshit Bhattacharya, CCO of BBH India, added: 'This story is real, funny, and messy—just like love. It's the nudge many men need to take that bold, beautiful step.' The film will be promoted through TV, digital media, influencer collaborations, and in-store experiences, reinforcing CaratLane's belief that commitment is best sealed with a ring that reflects sincerity and emotion. Watch the film: [CaratLane YouTube Channel or official social media platforms] Explore the Collection:
Time of India
05-05-2025
- Entertainment
- Time of India
CaratLane encourages men to embrace commitment before it's too late
HighlightsCaratLane has launched the second phase of its proposal campaign series with a new film titled 'The Nudge', which aims to encourage men to embrace commitment. The campaign, conceptualised by BBH India, emphasizes the importance of commitment in relationships and depicts the act of proposing as a culturally rooted Indian truth. The campaign will be promoted through various channels, including television, digital platforms, social media, influencer engagement, and in-store activations. CaratLane, India's omni-channel jewellery brand, has unveiled the second phase of its ongoing proposal campaign series with a new film titled 'The Nudge'. Conceptualised by BBH India , the film is built on a powerful emotional insight—men often procrastinate when it comes to commitment and sometimes, all they need is a gentle nudge to act. The second chapter in its proposal campaign series, this heartfelt film encourages men to embrace commitment before it's too late. Featuring rings from CaratLane, the brand film is a refreshingly real and heartfelt story. It reimagines the act of proposing not as a borrowed Western ritual, but as an honest Indian truth—rooted in timing, intent and the decision to stop holding back. At its heart, the campaign series is anchored in the belief that: 'Commitment is a beautiful thing. Seal it with a CaratLane ring.' Saumen Bhaumik, chief executive officer, CaratLane, said, "With The Nudge, we've captured a beautifully honest moment that reflects how real relationships unfold. This campaign is about encouraging more men to embrace commitment authentically, and mark it with a CaratLane ring that shines as brightly as their intent." Parikshit Bhattaccharya, chief creative officer, BBH India said, 'We wanted to root the act of proposal to a cultural truth. The story we told isn't fantasy - it's real, messy, funny and human. And that's what makes it a CaratLane story. A bold moment of carefree expression caused by a little nudge from true to life circumstances. We hope this story is all the nudge men need to propose to their partners before it is too late. Here's to the beauty of commitment.' The campaign will be amplified through television, digital platforms, and social media, supported by influencer engagement and in-store activations. Watch the video here:
