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Tag: Advertising

  • 7 Toxic Advertising Trends to Leave Behind

    I love advertising. I work in it. I breathe it. I’ve even defended it in arguments where I probably should’ve walked away and saved my blood pressure. But even I can admit that the industry has developed some truly horrifying habits. These are habits that need to be left behind, buried, and cremated. Their ashes should be scattered somewhere far from any marketing department.

    If we don’t act, we will continue making ads. These ads will insult the intelligence of the people we claim to understand.

    So here it is: the list of advertising trends we need to break up with — permanently.

    1. The “Purpose” That Doesn’t Actually Have a Purpose

    Every brand now wants to “change the world.” Even a cereal brand will drop a 3-minute film about inner strength and social unity. And look, I’m not against purpose. I’m against fake purpose, the kind that has no relationship to the product, the company, or reality.

    At my old job, I once sat through a client briefing. They said, “We want to take a stand on sustainable living.” The product? Plastic-wrapped chips. Plastic that looks like it can survive nuclear war.

    I remember thinking, You know what else should be sustainable? The logic in this room.

    We need to leave behind a performative purpose. If your brand can’t walk the walk, don’t make a film pretending it’s Usain Bolt.

    2. The Obsession With “Viral” Anything

    Every client wants a “viral video.” It’s like saying, “Make me famous,” but with worse expectations and better snacks. Virality isn’t a strategy; it’s luck wrapped in delusion.

    I once had a brand ask for “a funny ad that everyone in India will share.” They didn’t care about the message, the fit, or even the audience. Just shareability.
    That campaign died before it even reached the PPT stage.

    Here’s the truth: You can’t manufacture viral. But you can manufacture relevance. And that’s a much healthier goal.

    3. “Gen Z Will Love This”… No, They Won’t

    There is nothing more painful than watching 45-year-old executives approve “Gen Z language.”
    Bro, no. They’re not saying “bro” anymore. By the time you put slang in a campaign, it’s already retired.

    I’ve been guilty of this too. Once, I slid “vibe check” into a copy deck, thinking I was being cool. The intern on our team laughed so hard she had to mute herself. Humbling moment.

    Gen Z doesn’t want brands to talk like them. They want brands to understand them. Big difference.

    4. Data Without Humanity

    We’re drowning in dashboards. Every meeting is a festival of CTRs, CPMs, CVRs, and other alphabet soups. But here’s what nobody wants to admit:
    Data with no soul produces ads with no impact.

    I’ve worked on campaigns where the targeting was genius, but the idea was a hollow skeleton. It’s like baking a cake with perfect measurements but forgetting sugar. Technically correct. Practically useless.

    Let’s leave behind the trend of worshipping data like it’s a god. It’s a tool. A powerful one. But still a tool. The human insight should lead, not follow.

    5. Over-Creativity That Misses the Point Entirely

    There’s creativity, and then there’s “We made something only 12 people will understand.”

    Advertising used to solve problems. Now, half the time it feels like we’re trying to win Cannes by confusing the audience into thinking we’re smart.

    I once pitched an ad so metaphorical, even I didn’t fully understand it by the end. It was supposed to be poetic. It ended up being nonsense. The client rejected it instantly.
    And honestly, I deserved it.

    A simple, clear idea beats an overly complex masterpiece every single time.

    6. Cramming Every Trend Into One Campaign

    Metaverse? Influencers? AR filters? Sustainability? Feminism? AI?
    No problem, let’s do ALL of them in one campaign.

    I’ve seen decks that look like someone Googled “marketing trends 2025” and copy-pasted the entire list into the strategy.

    Trends are tools, not personality traits. Not every campaign needs to be an AI-powered, blockchain-integrated, influencer-led harmony workshop.

    Sometimes, you just need a good headline and a good placement. Revolutionary, I know.

    7. Endless “We Care” Advertising

    I swear, if I hear one more brand say, “In these unprecedented times…”. I will personally invent new precedents out of spite.

    People don’t want brands to constantly remind them they care. They want brands to prove they care, quietly, consistently, and through real action.

    I saw a brand spend more on its “we support frontline workers” campaign than it donated to actual frontline workers. That’s not caring. That’s PR yoga, and everyone can see the stretch marks.

    So Where Do We Go From Here?

    Advertising at its best is human, honest, useful, and occasionally brilliant. But we don’t get there by recycling the same gimmicks and pretending they’re strategies.

    We get there by:

    • Saying no to fake purpose
    • Focusing on relevance over virality
    • Speaking to people, not trends
    • Balancing data with emotion
    • Simplifying relentlessly
    • Choosing trends intentionally
    • Acting instead of pretending

    Basically, stop being fake and start being real. Like therapy… but with better visuals.

    As someone working in this industry every day, I’ve learned this the hard way. The best advertising isn’t loud. It’s true.

    We leave behind these tired trends. Maybe then, we’ll get back to making work we’re actually proud of.

  • Why Anti-Trend Marketing is the Future

    You know one universal truth if you’ve worked in advertising long enough. Brands love trends the way toddlers love shiny objects. Give them a buzzword — “AI,” “Gen Z,” “storytelling,” “community,” “purpose,” “unhinged marketing.” Suddenly, the entire industry is running around like they’re on an expired caffeine pill.

    But here’s the plot twist no one wants to talk about: We’re entering a new era. Trends are no longer the answer. Anti-trend is.

    Yep. The next big thing in marketing is… refusing to chase the next big thing.

    And honestly? It’s about damn time.

    The Problem With Trend-Worship

    A few months into my job, I watched an entire meeting derailed because someone said, “Let’s do something viral.” It was said with the same energy as “Let’s colonize Mars.” It was inspiring, sure. But nobody in the room had a clue how to actually do it.

    Brands have become addicted to reacting instead of acting with intention.

    Every time a trend pops up on TikTok, the marketing world goes:

    “Oh sh*t, we need to do this too before our competitor beats us!”

    The result is a flood of similar content. There are carbon copy campaigns and personality-free posts. Brands try so hard to be cool. They end up looking like a 45-year-old uncle wearing ripped jeans and saying “bro.”

    If authenticity is the currency of trust, then trend-chasing is economic inflation.

    The Rise of Anti-Trend Thinking

    Anti-trend marketing isn’t about being edgy or contrarian. It’s about not letting trends dictate your decisions.

    It’s a mindset shift:

    • From “What’s everyone doing?”
      to “What actually makes sense for us?”
    • From “How do we fit in?”
      to “How do we stand out?”
    • From “What’s trending today?”
      to “What will matter next year?”

    In a world drowning in noise, silence becomes a strategy. Thoughtfulness becomes a flex. Consistency becomes sexier than virality.

    You know what broke through this year?
    Not the brands chasing “unhinged marketing.”

    It was brands doing the exact opposite, slow, intentional, almost boring storytelling focused on human needs, not algorithmic cravings.

    My Personal Wake-Up Call

    Let me confess: I used to be a trend junkie too.

    In my first few months, I pitched more trend-driven ideas than I’d like to admit. If a meme was funny at 10 a.m., I pitched it by 10:07. I actually once suggested jumping on a trend that died the night before. My senior just looked at me the way a parent looks at a child eating mud.

    Then I worked with a brand that refused — outright refused — to follow any trend.

    At first, it annoyed me.
    Then I watched their numbers.
    Then I shut up.

    They grew purely on clarity, long-term consistency, and one simple principle: speak the truth your audience is already whispering.

    No trends.
    No gimmicks.
    Just intentional, honest marketing.

    And it worked better than anything I’d created in months.

    That was my “oh sh*t” moment.

    Why Anti-Trend Works Now (And Not 10 Years Ago)

    Because we’ve hit peak saturation.

    Everyone is shouting.
    Everyone is copying.
    Everyone is performing.

    People don’t want brands that talk like creators.
    They want brands that talk like humans.

    The world is tired, attention spans aren’t short, they’re selective.
    We don’t scroll less; we scroll smarter.

    And in this environment:

    • Calm beats chaotic
    • Clarity beats clever
    • Consistency beats trend-hopping
    • Depth beats aesthetics

    Anti-trend marketing isn’t rebellion.
    It’s a relief.

    How to Actually Do Anti-Trend Marketing

    Here’s what it isn’t:
    “Let’s purposely do the opposite of trends.”

    That’s still reacting.

    Here’s what it is:
    A return to strategy, intention, identity.

    1. Know your brand like it’s your best friend.
      If your brand can’t tell me who it is without Googling, you’re screwed.
    2. Focus on timeless human truths.
      People want to feel seen, understood, entertained, and supported.
      That hasn’t changed in 200,000 years.
    3. Choose consistency over chaos.
      Reliable > Viral.
    4. Create content that solves, not performs.
      Not everything needs to be funny or quirky.
      Sometimes the most human thing is simply telling the truth.
    5. Build for the long-term.
      Trends go; trust stays.

    The Ironic Twist

    The moment you stop chasing trends is the moment you start creating work that feels different. That difference is exactly what makes it stand out.

    Anti-trend isn’t anti-culture.
    It’s anti-bullshit.

    It’s saying, “We’re done trying to be cool for five minutes. We want to matter for five years.”

    And honestly?
    If there’s one trend worth resisting, it’s the trend of chasing trends.

  • How Artificial Intelligence Is Shaping the Future of Advertising (And Why You Should Give a Damn)

    AI advertising is a sniper rifle with night-vision goggles and a heart monitor.

    Advertising used to be a lot simpler.
    Slap a picture of a sexy car or a smiling model on a billboard, toss in a catchy jingle, and call it a day.
    Fast-forward to today, and Artificial Intelligence (AI) has taken that billboard, strapped a jetpack to it, injected it with 16 shots of espresso, and sent it screaming into the stratosphere.

    AI isn’t just changing advertising — it’s ripping up the rulebook, setting it on fire, and building a terrifyingly smart robot that knows exactly what shade of blue will make you buy toothpaste at 3 a.m.

    But let’s not panic (yet).
    Let’s break this down.

    First Things First: What the Hell Is AI-Powered Advertising Anyway?

    Imagine if Don Draper from Mad Men got replaced with an algorithm.
    That’s AI-powered advertising.

    These tools — think Google Ads Smart Bidding, Facebook’s Lookalike Audiences, and TikTok’s Content Graph — can now:

    • Predict what you’re likely to buy before you even realise you want it.
    • Serve you ads so personalised that you start questioning your free will.
    • Optimise campaigns in real time without some poor intern glued to the screen 24/7.

    And it’s not just tech giants flexing their AI muscles.
    Startups are cooking up AI that can write ad copy, design graphics, even star in video ads via deepfake tech.
    (Yes, soon your favourite influencers might not even be real. Sorry.)

    How AI Is Revolutionising Targeting (Or: How You Became a Data Piñata)

    Old-school advertising was a shotgun blast — wide, loud, messy.
    AI advertising is a sniper rifle with night-vision goggles and a heart monitor.

    Here’s what’s happening:

    1. Insanely Specific Personalisation
      AI can slice and dice audiences based on behaviours, interests, locations, purchase history, and about 749 other creepy data points.
      If you’ve wondered why you see ads for hiking boots after Googling “how to survive a bear attack,” now you know.
    2. Real-Time Optimization
      AI doesn’t sleep. It doesn’t binge-watch Netflix. It tweaks your ads every freaking second based on who’s clicking what, when, and why.
    3. Predictive Targeting
      It’s not just reacting anymore — AI predicts.
      Before you know you’re planning a vacation, it’s already showing you beach resorts.
      Before you decide to get married, it’s showing you rings.
      Before you break up…well, it’s already suggesting ice cream brands.
    4. Dynamic Creative
      AI doesn’t just pick who to show ads to — it also changes what it shows.
      One user sees a video. Another sees a meme. Another sees a heart-tugging emotional story. All tailored to hit you right in your squishy human feels.

    But Wait, Here Comes the Ethical Dumpster Fires

    Now, before we declare AI the messiah of marketing, let’s take a second to acknowledge the massive, flaming ethical issues it drags along:

    • Privacy? What Privacy?
      Most of the data used to personalise ads is scraped, inferred, or outright stolen from people who never gave proper consent.
      The “terms and conditions” you clicked without reading? Yeah, those signed away your soul.
    • Manipulation at Scale
      When AI can predict what you want before you want it, we’re no longer just selling products — we’re manipulating desires.
      There’s a fine line between “good marketing” and “creepy psychological warfare.”
    • Bias Amplification
      AI systems are trained on real-world data.
      Real-world data is full of biases.
      So guess what? AI ends up targeting ads in ways that reinforce stereotypes and discrimination.
      Fun!
    • Deepfakes and Synthetic Media
      Sure, making a dead celebrity pitch your new energy drink sounds like a marketing win.
      But where do we draw the line between cool and deeply disturbing?

    So, What Do We Do About It?

    You can’t exactly shove AI back into Pandora’s box.
    But here’s what advertisers — and, frankly, all of us — need to start doing:

    • Push for Transparency
      Brands should openly disclose when ads are AI-generated or when targeting is heavily algorithmic.
      Nobody likes feeling tricked.
    • Support Ethical AI Initiatives
      Movements are pushing for responsible AI use, not just in advertising, but everywhere.
      Backing them matters.
    • Stay Skeptical
      When that next “personalised ad” hits a little too close to home, remember: it’s not magic, it’s math.
      And someone’s making a hell of a lot of money off your clicks.

    Final Thought: AI Advertising Is Here to Stay — Might As Well Make It Suck Less

    Artificial Intelligence is not the villain in a bad sci-fi movie.
    It’s a tool.
    It can either turn advertising into a force for good — delivering value, relevance, even creativity —
    or into a dark mirror showing us how easily we can be manipulated when convenience wins over consciousness.

    The choice, like it or not, is ours.

    And if we screw it up?
    Well, at least the AI will know exactly which brand of whiskey to advertise to us while we cry about it.

  • The Evolution of Advertising: From Print to Digital

    Advertising has come a long way since the early days of printed flyers and hand-painted signs. The journey of advertising from print to digital is a fascinating one, marked by significant technological advancements, changes in consumer behaviour, and shifts in marketing strategies. In this blog, we’ll take a journey through time to explore the evolution of advertising, from its humble beginnings in print to its thriving presence in the digital age.

    The Print Era: A Visual Revolution

    The history of advertising is deeply intertwined with the history of print media. The advent of the printing press in the 15th century revolutionized the way information was disseminated, laying the foundation for modern advertising. In this era, advertisements primarily took the form of newspaper ads, posters, billboards, and handbills.

    The Rise of Radio and Television Advertising

    As the 20th century dawned, new mediums emerged, bringing with them fresh opportunities for advertisers. Radio and television became dominant forces in advertising, allowing brands to reach a broader and more captive audience. Iconic jingles, catchy slogans, and memorable characters became staples of advertising campaigns during this period.

    The Digital Revolution: A New Frontier

    The late 20th century saw the birth of the internet, ushering in the digital revolution. This era marked a pivotal shift in advertising. Websites, email marketing, and banner ads became popular tools for reaching consumers. However, the real game-changer was the advent of search engines and social media platforms.

    The Power of Search Engines: Targeted Advertising

    Search engines like Google introduced the concept of search engine marketing (SEM) and search engine optimization (SEO). Advertisers could now target their ads to users actively searching for relevant products or services. This targeted approach transformed the effectiveness of advertising campaigns.

    Social Media: Personalized and Interactive

    Social media platforms like Facebook, Twitter, and Instagram changed the advertising landscape yet again. Advertisers gained access to vast amounts of user data, allowing for hyper-targeted and personalized advertising. Interactive content, influencer collaborations, and user-generated content became powerful tools for engagement.

    Mobile Advertising: Ads in the Palm of Your Hand

    The proliferation of smartphones led to the rise of mobile advertising. With people spending more time on their mobile devices, advertisers adapted by creating mobile-friendly websites, apps, and mobile-specific ad formats. Location-based advertising also became a reality, enabling businesses to reach consumers based on their physical proximity.

    Video and Streaming Services: The New Frontier

    Video advertising, particularly on platforms like YouTube and streaming services, has become a dominant force. Brands produce engaging video content, from short commercials to long-form storytelling, to captivate audiences in a visually compelling way.

    The Future of Advertising: AI, AR, and Beyond

    As we look to the future, artificial intelligence (AI) and augmented reality (AR) are poised to revolutionize advertising once again. AI-driven algorithms are making ad targeting more precise, while AR allows for immersive and interactive brand experiences. Additionally, emerging technologies like voice search and virtual reality (VR) are opening up new possibilities for creative advertising campaigns.

    Conclusion: A Dynamic Landscape

    The evolution of advertising from print to digital is a testament to its adaptability and resilience. From static print ads to dynamic digital campaigns, advertising has continuously evolved to meet the changing needs and preferences of consumers. As we embrace new technologies and platforms, one thing remains constant: the power of a compelling message to capture the hearts and minds of audiences. In this ever-evolving landscape, advertisers must stay agile, creative, and consumer-centric to thrive in the digital age.

  • Why are corporations abandoning television and outdoor advertising in favour of OTT platforms?

    The pandemic had a significant role in the rise in OTT popularity, and businesses and brands are taking notice. With OTT advertising gaining traction in India, marketing budgets have shifted.

    Since we were hit by COVID-19, every part of our lives has changed and therefore brands have been realigning their operations and strategy, resulting in tremendous transformation.

    There has been a massive transition from offline to online channels, as well as a significant shift in consumer entertainment sources. People were obliged to stay home and consume entertainment through various media kinds and over-the-top (OTT) services as a result of the pandemic’s widespread disruption and the closure of every source of entertainment, including theatres, athletic events, gyms, and other public locations.

    As a result, the number of OTT platforms has skyrocketed. Because the number of people using OTT platforms is growing, brands are taking notice and shifting their advertising budgets from TV and OOH to OTT. For the following reasons, brands today prefer OTT platforms.

    1. The requirement for new content

    There has been a change from traditional TV settings to utilising phones for fun as the western culture transformation takes hold and consumers begin to live in nuclear family settings. At the family unit level, consumers’ entertainment needs are becoming more complex; they are becoming more personal and preferential in character, with a constant need for new and high-quality content.

    A parent or grandparent might like to watch an episode of Mere Sai or Ahilyabai on TV with their family. The family’s children could enjoy watching the most recent episodes of Money Heist or The Squid Game. If you only have one television in the house, OTT services are the way to go.

    Each person can watch what they want on their device at the same time. First-time film or web series fans favour OTT platforms because they are wonderful vehicles for taking passion to the next level.

    2. A data-driven approach to dynamic advertising

    Viewership is transitioning from traditional television to over-the-top (OTT), and as a result, OTT is becoming a valuable asset for all advertisers. OTT allows for dynamic advertising, which implies that different audiences can receive different personalised versions of an ad. In OTT advertising, there is also a data-driven strategy; the right message is given to the right consumer at the right time.

    Real-time data is available, particularly when customers interact with the brand while the ad is being displayed. Data such as traffic attribution, sign-ups, transactions, and general performance can be included.

    This enables the company to communicate with its customers cost-effectively and efficiently, using a scientific, logical, pragmatic, and data-driven strategy.

    3. Increased viewership and precision in targeted demographics.


    OTT advertising has a far greater viewer rate than traditional TV advertising, and it requires more exposure to build brand lift and accomplish desired objectives.
    Programmatic OTT plays pre-rolls and mid-rolls, whilst TV programming is replayed on a DVR with the skip feature turned on.

    Direct communication with target audience members is possible with OTT advertising. Because many OTT services do not allow for ad-skipping, ads only play when someone actively tunes in and watches. As a result, view completion rates rise.

    Traditional television is seen in front of a group of people in a living room, and it frequently fails to connect with relevant viewers. OTT platforms provide audiences with the ability to engage across programmes, locations, demographics, and behavioural preferences.

    Brands are capitalising on engaged, precision-oriented audiences as a result of this technological revolution. In these changing dynamics of advertising media, OTT advertising should not be a one-size-fits-all approach, and each business must design a plan that is appropriate for them.

    4. Advertising in a variety of formats with a focus on interactivity


    OTT has been experimenting with a variety of advertising forms, including content integration with the storey. With the web series Kota Factory, Unacademy did a fantastic job. Another way to run advertising is during content streaming (both live and archived material) and advertiser-funded programmes, as well as other brand solutions.

    The OTT era also emphasises audience interaction and engagement. With features like polls, quizzes, and play-along, marketers can gain a better knowledge of their target audience and engage in more meaningful interactions.

    A burgeoning OTT marketplace is a windfall for content-hungry consumers and a chance for advertisers to reach the proper demographic. Marketers will profit from OTT reach, which is multifaceted and diversified in terms of languages, affinity, and geographies.