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Havas Open to Acquiring Parts of Dentsu’s International Business: CFO François Laroze
Speaking during Havas’s Q3 earnings call, François Laroze, Chief Financial Officer and Chief Operating Officer, said the company is open to discussions
16th October 2025BY TEAM IMPACT
Rayomand J. Patell Launches New Venture Firestarter
Rayomand J. Patell has announced the launch of Firestarter, a new integrated brand communication and technology agency in India
16th October 2025BY TEAM IMPACT
Bloomberg Media partners with JioTV to stream global business news across India
Indian viewers can now watch Bloomberg’s full TV lineup, including The Asia Trade, Bloomberg Tech, The Future with Hannah Fry, and Insight with Haslinda Amin
16th October 2025BY TEAM IMPACT
Dhara Launches 'Mann Ka Khao' Campaign Under Refreshed Brand Positioning
The campaign is being deployed across television, print, digital, outdoor media, cinema, and OTT platforms. It also includes below-the-line activations in select markets, and will run for six months
16th October 2025BY TEAM IMPACT
Tanishq’s ‘Mriganka’ campaign blends mythology, magic, and modern femininity
Conceptualised by Lowe Lintas, the film brings alive a world of floating palaces, flora, and golden beings
16th October 2025BY TEAM IMPACT
Sunfeast Baked Creations’ new campaign celebrates fresh, expressive Diwali gifting
Blending Indian tradition with global flair, the campaign inspires consumers to express festive love through taste, craftsmanship, and individuality
16th October 2025BY TEAM IMPACT
KRAFTON India Launches Digital Tourism Style Campaign for BGMI Stepwell Update
Rather than promoting the new location with a standard advertisement, KRAFTON India, in collaboration with creative agency tgthr., has launched a campaign titled Destination BGMI Stepwell
16th October 2025BY TEAM IMPACT
Swiggy Launches Interactive ‘Light a Diya’ Campaign for Diwali
It features internet creators including Shiva Darshini, Sahida Ansari, Reyansh College, Shadab, Shubham Kochale, Famous Ram and Sanjay Kumar
16th October 2025BY TEAM IMPACT
Behrouz Biryani’s Golden Spoon Returns for Dhanteras
Behrouz Biryani brings back the Golden Spoon on Dhanteras, symbolizing prosperity, family traditions, and shared festive meals
16th October 2025BY TEAM IMPACT
Nykaa and Snapchat Launch India’s First Gen Z Beauty Creator Incubator Program
Nykaa Snap Star Beauty Incubator aims to nurture next-gen creators redefining beauty, content, and culture for India’s 44% Gen Z-driven market
16th October 2025BY TEAM IMPACT
Jeevansathi’s new logo mirrors love, technology, and a new-age view of marriage
The new logo’s typography and heart symbol reflect modern matchmaking and today’s evolving view of marriage
16th October 2025BY TEAM IMPACT
Swa Diamonds onboards Preity G Zinta as brand ambassador
The brand takes a bold step to expand and strengthen its presence across India and the UAE
16th October 2025BY TEAM IMPACT
Infectious Advertising appoints Smriti Tewari as Business Head
With 13 years in advertising and marketing, Tewari has worked across diverse sectors with agencies like Ogilvy, FCB, and VML
16th October 2025BY TEAM IMPACT
Mohey and Talented Launch Colour-Focused Festive Campaign Across India
Mohey, in collaboration with creative agency Talented, has launched a new festive campaign titled Mohey Rang Do..., aimed at highlighting the brand’s broad range of colours
16th October 2025BY TEAM IMPACT
Tanishq’s festive film captures the warmth of Diwali away from home
Conceptualised by Lowe Lintas, the film follows a young girl abroad experiencing the magic of Diwali as her family celebrates with Tanishq jewellery
15th October 2025BY TEAM IMPACT
NBA Unveils 24/7 Basketball Streaming Platform and Reimagined NBA TV
New NBA App to Feature Live Games, Original Shows, Global Basketball Events, and Behind-the-Scenes Programming
15th October 2025BY TEAM IMPACT
Titan’s new Diwali film honours the unsung heroes behind its festive sparkle
Set in Titan stores, the film captures retail staff’s unseen gestures from décor to gift wrapping, showing their effort to spread festive joy
15th October 2025BY TEAM IMPACT
Retail Reinvented: The New Blueprint for India’s Experience-First Malls
From Tier-2 cities to metros, malls are redefining retail and going full-experiential with domes, art, and culture fests
15th October 2025BY Pritha Pahari
Frido’s Diwali campaign celebrates comfort as a necessity, not a luxury
The campaign shows that comfort is a necessity through two witty films featuring its flagship 3D Posture Plus Ergonomic Chair
15th October 2025BY TEAM IMPACT
Fixderma Launches ‘Pimple Police’ to Educate Students on Skincare
The youth-focused initiative will visit 35 colleges in NCR and Mumbai, offering consultations and myth-busting sessions on acne and skincare
15th October 2025BY TEAM IMPACT
Zaggle Signs Indian U19 Cricketer Ayush Mhatre as Brand Ambassador
The FinTech firm aims to leverage the rising cricket star’s appeal to engage digitally savvy consumers and businesses across India
15th October 2025BY TEAM IMPACT
AI owl and donkey decode DTH savings in Tata Play’s new campaign
Conceptualised by Ogilvy, the films use a witty owl and donkey to bust DTH myths, clarifying Tata Play’s Dhamaka Offer with savings and entertainment
15th October 2025BY TEAM IMPACT
LOTTE India appoints Debabrata Mukherjee as MD for Havmor Ice Cream
Mukherjee brings 30+ years of experience and was previously MD & CEO of Bata Bangladesh and Vice Chairman of its Board
15th October 2025BY TEAM IMPACT
Hyundai Motor India appoints Tarun Garg as Managing Director & Chief Executive Officer
He is currently the Whole-time Director & COO, bringing over 32 years of experience across sales, marketing, distribution & other key business areas
15th October 2025BY TEAM IMPACT
WebEngage partners with Amity University to enhance student engagement and outreach
WebEngage has consolidated seven Amity University campuses - Gurugram, Gwalior, Jaipur, Lucknow, Mumbai, Raipur, and Bengaluru into one platform
14th October 2025BY TEAM IMPACT
Air India Express’ new campaign celebrates travel as a journey of self-discovery
Created with Omnicom Advertising Group and directed by Dibakar Banerjee, the campaign follows a free-spirited traveller exploring India and beyond
14th October 2025BY TEAM IMPACT
BGMI Partners with Tiger Shroff for New In-Game Experience
The collaboration introduces Tiger Shroff-themed outfits, missions, and rewards, bringing cinematic elements to the BGMI gameplay
14th October 2025BY TEAM IMPACT
Titan and Ogilvy's New Diwali Campaign Celebrates the Gift of Time
The campaign continues the long-standing collaboration between Titan and Ogilvy, which has produced several of the brand’s memorable advertisements over the years
14th October 2025BY TEAM IMPACT
PNB Housing Finance’s new Diwali campaign captures India’s diverse home ownership dreams
The film follows two families from different backgrounds on their paths to owning homes in a place called Apna Ghar
14th October 2025BY TEAM IMPACT
South Indian Bank’s Diwali film celebrates the circle of kindness and joy
Directed by Martin Prakkat, the campaign blends kindness, surprise and emotion, reminding viewers that shared joy always returns manifold
14th October 2025BY TEAM IMPACT
Beardo’s New Film Featuring Bobby Deol Breaks the Mold on Manhood
The brand film featuring Bobby Deol addresses contemporary expectations and pressures around masculinity, encouraging authentic self-expression
14th October 2025BY TEAM IMPACT
Converse Releases Limited-Edition Run Star Trainer with Swarovski Crystals
The new Run Star Trainer features a Deep Emerald satin and suede upper, with Swarovski crystals placed on the medial and lateral sides
14th October 2025BY TEAM IMPACT
UNIBIC Foods Appoints Ajay Bathija as CEO
Bathija has more than 20 years of experience in the FMCG and beverages industry. He has worked with The Coca-Cola Company for over 18 years in various senior leadership roles
14th October 2025BY TEAM IMPACT
MMRC and Cityflo Introduce Feeder Buses for Mumbai Metro Line 3
The move aims to address issues related to first- and last-mile connectivity following the launch of the line’s third phase on 8 October
14th October 2025BY TEAM IMPACT
VDO.AI Study: CTV Completion Rates Hit ~91% for Consumer Electronics
VDO.AI study finds display CTRs up to 0.39% in East, South 0.26%, North 0.23%, West 0.22%, highlighting rising engagement trends
14th October 2025BY TEAM IMPACT
Hocco and Haldiram’s Launch Diwali Campaign ‘Cooler, Together’ Featuring Mame Khan
The campaign has been conceptualised and executed by Collective Creative Labs, with a focus on the combination of traditional Indian sweets and ice cream
14th October 2025BY TEAM IMPACT
Medanta Hospital Gurgaon Releases Breast Cancer Awareness Film ‘Banno Ki Rasm’
Produced by Medanta – The Medicity as part of its ‘Jaanta Hai Medanta’ initiative, the 2-minute 28-second video presents the self-breast examination as a routine passed down through generations
14th October 2025BY TEAM IMPACT
Livpure’s new DVC champions transparency with ‘No Hidden Terms, Just Pure Water’ campaign
Through a relatable story, the campaign highlights daily frustrations and presents Livpure Lotier AIoT as a 2.5-year maintenance-free purifier
13th October 2025BY TEAM IMPACT
Snehita Chakravorty joins KFC India (Yum! Brands) as Marketing Manager – Dine-in Business
Chakravorty joined KFC India from Domino’s (Jubilant FoodWorks), where she was Deputy Manager–Marketing
13th October 2025BY TEAM IMPACT
Moneyview Launches 'Har Din Diwali' Campaign with Daily Rewards
The campaign will run from 10 to 20 October 2025 and includes daily rewards across Moneyview’s range of financial products
13th October 2025BY TEAM IMPACT
Divya Batra Elevated to Vice President – Marketing at Haldiram Snacks
Batra has over 19 years of experience in marketing and brand management, with a background in FMCG brand building and consumer insights
13th October 2025BY TEAM IMPACT
Manipal Cigna links health insurance to Diwali wealth in new AI-led campaign
During Diwali, families celebrate wealth and abundance, but ManipalCigna’s AI-led campaign reminds that true prosperity needs health protection
13th October 2025BY TEAM IMPACT
Duroflex elevates Jacob George to Chairman and Managing Director
George succeeds Mathew Chandy, who now continues as whole-time Director
13th October 2025BY TEAM IMPACT
STUDDS marks 50 years with cinematic brand film celebrating trust and safety
Filmed amid Ladakh’s landscapes, the film by Continu Media reflects the brand’s credibility and trust
13th October 2025BY TEAM IMPACT
NICMAR Appoints Tonic Worldwide as Digital Marketing Partner
The National Institute of Construction Management and Research (NICMAR) has appointed Tonic Worldwide as its integrated digital marketing partner following a multi-agency pitch
13th October 2025BY TEAM IMPACT
Instamart Launches Dhanteras Campaign Featuring Sonakshi Sinha
The campaign comes ahead of Dhanteras, focusing on the sale and delivery of gold and silver coins, jewellery, and other festive items through the platform’s 10-minute delivery service
13th October 2025BY TEAM IMPACT
Cathay Pacific Announces Leadership Appointments Across SAMEA Region
Cathay Pacific appoints Piyuli Bhattacharjee as Regional Head - Marketing, Arjun Bhatia as Regional Head - Corporate Sales, and Vinod Viswanathan as Regional Head - Trade Sales, India and Sri Lanka
13th October 2025BY TEAM IMPACT
Audi and Saatchi & Saatchi India reimagine festive spirit with AI-led storytelling
AI artist Omkar Korade and photographer Hashim Badani take the Audi Q3 Sportback through vibrant cityscapes, capturing the festive season’s colour and energy
13th October 2025BY TEAM IMPACT
Mumbai Sees India’s First Biodegradable Billboard from Chupps Footwear and INTO Creative
Conceptualised by INTO Creative, the billboard introduces Chupps’ new 100% biodegradable sliders as part of a broader multimedia campaign
13th October 2025BY TEAM IMPACT
John Jacobs Partners with Abhay Deol for 'Coastline' Travel Campaign
The campaign explores themes of travel and personal discovery, and is set against the backdrop of a restored Goan estate
10th October 2025BY TEAM IMPACT
‘Sadhanam Kayyilundo’: Short Film Launched to Help Parents Address Drug Abuse in Children
, Mathrubhumi has launched a short film aimed at helping parents recognise and respond to signs of drug use in children featuring actor Roshan Mathew
10th October 2025BY TEAM IMPACT
Ramesh Narayan Wins AFAA Changemakers for Good Award; To Be Felicitated at AdAsia 2025
The Changemakers for Good Awards assess the societal contributions made by marketing and communication professionals. Judging takes place in 2 stages including a National and a Pan-Asian jury
10th October 2025BY TEAM IMPACT
Lotus Herbals Launches New Campaign for White Glow Gel Crème
Lotus Herbals has launched a new campaign for its White Glow Gel Crème, marking 15 years since the product was first introduced
10th October 2025BY TEAM IMPACT
Masterchow and tgthr Launch India’s First ‘Visual Fast’ on Social Media for Karwa Chauth
Creative agency tgthr conceptualises India’s first social media 'visual fast' for Karwa Chauth with Masterchow, replacing food visuals to support those observing the fast
10th October 2025BY TEAM IMPACT
Asian Paints Revives ‘Har Ghar Kuch Kehta Hai’
Asian Paints’ new ad film retains the original iconic line, Har Ghar Kuch Kehta Hain, while offering a current perspective on how homes are used and experienced today
10th October 2025BY TEAM IMPACT
WPP Media Secures Integrated Media Mandate for Leeford Healthcare Limited
WPP Media has been appointed to manage the integrated media mandate for five brands within Leeford Healthcare Limited’s consumer portfolio
10th October 2025BY TEAM IMPACT
Bowlers and Shubman Gill team up to promote mindful pet parenting and nutrition
Shubman Gill takes on an unexpected role as a bowler, symbolising how pets are “bowled over” by their parents’ love
09th October 2025BY TEAM IMPACT
Shoppers Stop celebrates thoughtful gifting in new Diwali campaign ‘Gifts of Love’
The film follows Tanya Maniktala on a playful journey through Shoppers Stop, where every item turns into a gift of love
09th October 2025BY TEAM IMPACT
KreditBee rolls out Diwali campaign showing how credit fuels everyday aspirations
The campaign captures neighbourly curiosity during Diwali while spotlighting KreditBee’s secure loans for life upgrades, bikes, and business growth
09th October 2025BY TEAM IMPACT
Birla Opus Paints’ Diwali Campaign Celebrates the Joy of Togetherness
The film by Birla Opus Paints highlights Diwali’s emotional core, portraying how colours and togetherness bring warmth and meaning to festive celebrations
09th October 2025BY TEAM IMPACT
Madison Approaches Delhi High Court to Halt CCI Antitrust Investigation
Madison has alleged procedural lapses during the regulator’s raids earlier this year, including questioning of senior leadership without legal representation and lack of access to seized documents
09th October 2025BY TEAM IMPACT
Lenskart Announces UPI Integration in Upcoming B Camera Smartglasses at GFF 2025
The smartglasses will allow users to complete payments by scanning a QR code using the built-in camera, without the need for a phone or PIN
09th October 2025BY TEAM IMPACT
Freedom Refined Sunflower Oil Signs Rahul Dravid as Brand Ambassador
As part of the association, Dravid will appear in campaigns across television, digital, and social media platforms, encouraging families to adopt healthier cooking practices
09th October 2025BY TEAM IMPACT
The HOOOP Collective and Everloop.Agency launch Prvaah to bridge UK–India business
Prvaah blends commerce, marketing, and sustainability to help enterprises navigate market entry, ESG, and compliance across regions
09th October 2025BY TEAM IMPACT
Bergner unveils festive campaign capturing India’s love for food, family, and nostalgia
‘Cooker ki Seeti’ turns the familiar cooker whistle into a call for family togetherness, while ‘Diwali Ki Safai’ captures playful chaos and shared joy
09th October 2025BY TEAM IMPACT
Zouk’s Diwali Campaign Uses Humour to Highlight Gifting with Purpose
Zouk’s festive campaign turns a relatable everyday moment into a smart gifting insight, highlighting bags as practical solutions for modern Indian households
09th October 2025BY TEAM IMPACT
Flipkart’s Diwali Campaign Extends to On-Ground Community Efforts in Mumbai
The 'Yeh Diwali Smartphone Wali' campaign reached Dharavi, Kamathipura, and Malvani, combining brand messaging with local community initiatives
09th October 2025BY TEAM IMPACT
Arrow Launches a new Campaign with Vedang Raina and Khushi Kapoor
Arrow’s ‘Tailored for the Good Life’ campaign blends timeless American heritage with modern Indian style
09th October 2025BY TEAM IMPACT
Campus Activewear’s latest campaign with Kriti Sanon inspires women to ‘Move Your Way’
Building on its first chapter, this year’s campaign celebrates women who move through life unbothered by labels and guided by choice
09th October 2025BY TEAM IMPACT
District by Zomato drops film ahead of Lionel Messi’s India GOAT Tour
The film pays cultural tribute to Messi, blending raw, emotional visuals like kids playing barefoot to adults recreating Messi’s iconic moments
09th October 2025BY TEAM IMPACT
IndIAA Awards 2025 Marks 10 Years; Recognises Leading Brands and Agencies
The event highlighted campaigns and organisations across 16 categories, including food, consumer electronics, home décor, telecom, and entertainment
09th October 2025BY TEAM IMPACT
HSBC Launches Campaign Featuring Kareena Kapoor Khan for Enhanced Premier Offering
New campaign emphasizes comprehensive solutions in wealth, health, travel, and international banking for premium customers
08th October 2025BY TEAM IMPACT
AnyMind Group Releases ‘India Digital Landscape 2025’ Report
Study finds 43% notice in-game ads, 53% recall for influencer videos, and 31% prefer video ads at purchase stage
08th October 2025BY TEAM IMPACT
Asian Footwears and M.S. Dhoni Launch Festive Campaign ‘Go Chase’
The new campaign coincides with ₹100 crore investment plan to strengthen presence among Gen Z and Millennials
08th October 2025BY TEAM IMPACT
Zepto Launches Mithai Wars 2025 in Partnership with Haldiram’s
Zepto has taken their Soan Papdi propaganda further with this year's Mithai Wars — a Diwali initiative where popular Indian sweets compete for the title of India’s Favourite Mithai
08th October 2025BY TEAM IMPACT
boAt and Google Launch #boAtGeminiChallenge to Promote AI-Driven Ad Creation
Encouraging users to create print ads for boAt’s products using Google’s AI platform, the brand has announced prizes valued at up to ₹5 lakh
08th October 2025BY TEAM IMPACT
Himalaya Wellness launches ‘Unspot Your Natural Glow’ campaign featuring Mithila Palkar
Launched on International Turmeric Day, the campaign highlights Himalaya Turmeric Range and its approach to addressing dark spots and uneven skin tone
08th October 2025BY TEAM IMPACT
Gargi by P N Gadgil and Sons Launches Diwali-Dussehra Campaign with Mithila Palkar
The campaign connects the themes of Dussehra and Diwali with narratives focused on identity, celebration, and the daily lives of Indian women
08th October 2025BY TEAM IMPACT
EMotorad, Phool Collaborate for a Sustainable Diwali Giveaway
The collaboration aims to promote conscious festivities, blending electric mobility with eco-friendly wellness products
08th October 2025BY TEAM IMPACT
Senco Gold & Diamonds Launches ‘Elements of Nature’ Campaign Featuring Kiara Advani
Senco Gold & Diamonds has launched a new jewellery collection and campaign titled Elements of Nature, featuring brand ambassador Kiara Advani
08th October 2025BY TEAM IMPACT
Pay10 announces Virat Kohli and Anushka Sharma as global brand ambassadors
The duo will feature in Pay10’s upcoming campaigns coinciding with the launch of its UPI-enabled payments app in India
08th October 2025BY TEAM IMPACT
L’Oréal Paris launches its first-ever festive film ‘Mujh Mein Hai Diwali’
The campaign film produced by an all-female crew and brought to life with a special song written by Prasoon Joshi and composed by Sneha Khanwalkar
08th October 2025BY TEAM IMPACT
Policybazaar releases brand film on real-life impact of health insurance
The film tells Ashray’s story, whose Holi accident brought mounting medical bills, and how health insurance became the family’s crucial lifeline
08th October 2025BY TEAM IMPACT
Fanta & Universal Pictures revive Chucky for a spooky Halloween limited-edition collection
The partnership was developed by WPP Open X, led by Ogilvy, with support from Burson, EssenceMediacom, GOAT, Hogarth, Subvrsive, and VML
08th October 2025BY TEAM IMPACT
Chumbak’s new campaign celebrates the art of design-led hosting and gifting
The film follows a couple preparing their home with Chumbak’s design flair, while guests pick thoughtful gifts to make the evening truly special
08th October 2025BY TEAM IMPACT
Greenlam celebrates enduring Diwali warmth with new festive film
The film highlights how traditions and emotions pass on, with elders inspiring the young to keep the festival’s warmth and spirit alive
08th October 2025BY TEAM IMPACT
Miraggio’s campaign celebrates festive chaos, charm & spontaneity of Indian celebrations
Rather than just the grand moments, the campaign celebrates the build-up, the meltdowns, debates, gifting scrambles, and entrances
08th October 2025BY TEAM IMPACT
Chinese Wok Launches ‘Chinese Bole Toh, Chinese Wok’ Campaign
The new campaign leverages playful naming mixups to position Chinese Wok as India’s go-to destination for Desi Chinese cravings
07th October 2025BY TEAM IMPACT
Libas Launches Festive Campaign ‘Roshni’ Highlighting Women and Light
Libas’ Roshni campaign highlights festive fashion for women, combining traditional motifs, floral prints, and intricate embroidery, as claimed by the brand
07th October 2025BY TEAM IMPACT
Sheran Mehra Appointed Chief Marketing Officer at IndusInd Bank
Mehra joins the bank from Tata Digital, where she most recently served as Chief Business Officer. In that role, she was responsible for loyalty growth initiatives for Indian Hotels on Tata Neu
07th October 2025BY TEAM IMPACT
Maybelline New York and Snapchat Launch ‘MNY Look Studio’ for Festive Season
The AR-powered beauty experience, created for Indian festivals, allows users to explore and experiment with festive makeup looks
07th October 2025BY TEAM IMPACT
Starbucks India Explores Changing Notions of Togetherness in New Diwali Campaign
The brand’s festive film ‘Humari Special Jagah’ focuses on evolving ways of celebrating Diwali, from family traditions to urban community connections
07th October 2025BY TEAM IMPACT
Havas Media Secures Emirates’ Global Media Mandate After Review
Havas Media has been appointed to handle Emirates’ global media planning and buying, following a competitive multi-agency review
07th October 2025BY TEAM IMPACT
UGRO Capital Launches #UtsavKiUdaan Featuring Business Lakshmi Mantras
With 73% of MSMEs planning festive budgets in detail, the campaign highlights how small businesses prepare early for Diwali growth
07th October 2025BY TEAM IMPACT
YAAP Appoints Priyanka Magan as Head – Gurugram Amid Expansion Plans
Priyanka Magan has more than 17 years of experience, having worked with Dentsu Creative, Rediffusion, FCB, and Intertwined
07th October 2025BY TEAM IMPACT
LAL Reimagines Diwali as a Festival of Shared Sweetness and Subtle Gestures
Conceptualized by Zero Followers, the campaign captures the warmth of shared moments and how small gestures make Diwali more meaningful
07th October 2025BY TEAM IMPACT
Vivo’s new Diwali film celebrates the small joys of homecoming and family bonds
Created with FCB India, this year’s film highlights intimate festive rituals that turn anticipation into joy and houses into homes
07th October 2025BY TEAM IMPACT
BMW India and Interactive Avenues Partner with VDO.AI to deliver interactive CTV campaigns
The campaigns let viewers interact via TV remotes: BMW 2 Series had a carousel, BMW X3 added dynamic backdrops behind interactive elements
07th October 2025BY TEAM IMPACT
AI platform searches hit 654 million in India’s pre-festive season: GIPSI’s GRWAi report
Framed as a Festive Booster for brands, the study uncovers AI trends reshaping how Indians prep for and celebrate festivals in 2025
07th October 2025BY TEAM IMPACT
Sony Pictures Networks India and Accenture unveil Sony AdEdge to empower SMB advertising
The new platform lets growth-stage advertisers use SPNI shows like KBC, Indian Idol, CID, with precise, flexible, and measurable advertising
07th October 2025BY TEAM IMPACT
TOP STORY
Caution: Brands Fighting Ahead
From Veeba’s subtle swipe at Maggi to Philips’ legal jab at Bombay Shaving Co., comparative ads push boundaries, testing how far brands can go
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