Telling the Right Story
Sarah Siddiqui discusses the importance of effective storytelling.
emotional advertising
Branding in a Time of Boycotts
Rather than pretend it is not happening, brands facing boycotts need to learn to connect with their audiences in a more meaningful manner, argues Nadeem F. Paracha.
Generating Taste
Faraz Maqsood Hamidi on how AI can capture and replicate the multifaceted nature of taste in advertising.
Everyone Needs Brand Love
Nothing works better than emotional advertising, writes Taniya Hasan.
The Sound of Paint
Osama Saeed covers Nippon Paint's 'Rung Sab Kay Liye' campaign.
Bring on the (Crocodile) Tears
Why 'sadvertising' doesn't always work.