Brands are now embedding themselves into culture for growth. Cultural fluency differentiates brands in India. Smart brands ...

British F1 team Aston Martin Aramco is partnering with beauty and wellness brands to grow its audience beyond motorsports.

Falling from the cultural stratosphere is a too-common occurrence for beauty brands built on virality. Maintaining relevance ...

Turns out, it is, but not always in ways brands originally expected. A report by Kantar says influencer content is now among the top three formats on ad equity in India, ranking just behind e-commerce ...

In an era where algorithmic feeds dominate attention and trust in traditional advertising continues to dwindle, brands in ...

This year’s recipients of Glossier’s Black Beauty Fund – created in collaboration with Black Girl Fest – share their plans ...

The Estée Lauder Cos. has looked to the food industry for its latest hire. Aude Gandon has been appointed chief digital and ...

Coca-Cola's 30-year partnership with the Essence Festival of Culture is a prime example of cultural marketing that ...

In a high-stakes paradox for retailers, customers are demanding deep personalisation, yet they punish brands that they ...

When customers feel like they belong, relationships deepen, engagement increases and long-term value follows. Engagement is ...

Much like the transformation of smartphones into pocket-sized production studios, TikTok’s journey from a lip-syncing teen ...