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In an industry poised for the mega-merger of IPG and Omnicom, agencies are increasingly rethinking their identities. In April, FCB Group India rebranded itself as FCB India, renaming its sub-brand as FCB Neo in the process. Earlier, in February, Omnicom Group’s media agency OMD Worldwide unveiled a new positioning — “We Create What’s Next”—and a revised red logo. BBDO has also refreshed its brand this year, adopting a new visual identity.

Read More: <a href="https://www.storyboard18.com/brand-marketing/fcb-group-india-rebrands-to-fcb-india-unveils-a-unified-agency-identity-62405.htm">FCB Group India rebrands to FCB India, unveils a unified agency identity</a> 

The moves are part of a broader wave sweeping the agency world, as firms reposition themselves to stand out in a competitive market and prepare for a digital-first era. MullenLowe introduced its new identity and positioning in 2023, seeking to unify its presence across 57 markets with a logo resembling an octopus.

Agencies including Leo Burnett Orchard, m/Six, Ogilvy, Mindshare, Madison World and Havas have also undertaken brand refreshes in recent years.

“When I was active in the advertising circuit, it was a common joke that the consumer is not bored with the brand, the brand manager is,” said Meenakshi Menon, founder of GenSxty Tribe, a platform for senior citizens. Menon noted that brand managers often pursue refreshes to present clients with something new.

“In today’s day and age of rapid tech advances, there’s a need for agencies to be seen as being with the times in order to be relevant,” said Prathap Suthan, managing partner and chief creative officer at BangInTheMiddle, an ad agency.

[caption id="attachment_61663" align="aligncenter" width="1280"]<img src="https://images.storyboard18.com/storyboard18/2025/04/Copy-of-Untitled-2025-04-07T153801.861-2025-04-af84365e33f0b1d50cf4263075cd0976.jpg" alt="(Image Source: Drupal)" width="1280" height="720" class="size-full wp-image-61663" /> (Image Source: Drupal)[/caption]


[caption id="attachment_61665" align="aligncenter" width="1280"]<img src="https://images.storyboard18.com/storyboard18/2025/04/Untitled-design-2025-04-07T153916.900-2025-04-0fd7051749d52f642f4a718c7f2875d1.jpg" alt="(Image Source: Web)" width="1280" height="720" class="size-full wp-image-61665" /> (Image Source: Web)[/caption]

Suthan added, “Today, there are different verticals in agencies. While an agency can always offer advertising at the big picture level, there are also strengths required in different areas, especially digital, social, experiential, and virtual reality.” He emphasized the need for legacy agencies to adapt to clients and audiences, saying, “When working with a brand that is only 10 years old, a 110-year-old agency, despite its experience, has to be as young as the brand and the audiences that it is catering to.”

Krishna Iyer, director of marketing at MullenLowe Lintas Group, noted the distinctions between refreshes at ad agencies and media agencies. “For an ad agency, a refresh is like rewriting its own brand story—new narratives, fresh creative energy, and a redefined promise. Media agencies focus on evolving their tech, automation, and data-driven capabilities,” he said.

[caption id="attachment_61658" align="aligncenter" width="1280"]<img src="https://images.storyboard18.com/storyboard18/2025/04/Copy-of-Untitled-2025-04-07T153105.901-2025-04-6042758061ae9989936873788c62f35d.jpg" alt="(Image Source: The Branding Journal)" width="1280" height="720" class="size-full wp-image-61658" /> (Image Source: The Branding Journal)[/caption]


[caption id="attachment_61659" align="aligncenter" width="1280"]<img src="https://images.storyboard18.com/storyboard18/2025/04/Copy-of-Untitled-2025-04-07T153251.842-2025-04-9701b790fea74e388d5c9c086c4a4456.jpg" alt="(Image Source: The Branding Journal)" width="1280" height="720" class="size-full wp-image-61659" /> (Image Source: The Branding Journal)[/caption]

At Madison World, which undertook its first brand refresh in nearly 25 years, the process was driven by internal and external changes. “The challenge was to come up with a fresh, future-focussed identity, while maintaining our values that have held the agency in good stead over the years,” said Lara Balsara Vajifdar, executive director of Madison World.

For agencies, a successful brand refresh can serve as a proof point for clients, Iyer explained. “If we can rethink and reposition our own brand in a cluttered, competitive environment, imagine what we can do for yours.’’ He added that “a refresh showcases an agency’s ability to think ahead, challenge norms, and craft a distinct identity—something every brand aspires to. MullenLowe’s 2023 refresh, for instance, wasn’t just about a new look; it was a statement about redefining creativity in a digital-first world, embracing ‘Challenger Thinking’ as its core DNA.”

Menon identified two types of refreshes: “one was a simple refresh by introducing a new logo or tagline” and another driven by “structural changes, driven by ownership changes.”

[caption id="attachment_61658" align="aligncenter" width="1280"]<img src="https://images.storyboard18.com/storyboard18/2025/04/Copy-of-Untitled-2025-04-07T153105.901-2025-04-6042758061ae9989936873788c62f35d.jpg" alt="(Image Source: The Branding Journal)" width="1280" height="720" class="size-full wp-image-61658" /> (Image Source: The Branding Journal)[/caption]


[caption id="attachment_61659" align="aligncenter" width="1280"]<img src="https://images.storyboard18.com/storyboard18/2025/04/Copy-of-Untitled-2025-04-07T153251.842-2025-04-9701b790fea74e388d5c9c086c4a4456.jpg" alt="(Image Source: The Branding Journal)" width="1280" height="720" class="size-full wp-image-61659" /> (Image Source: The Branding Journal)[/caption]

Indeed, ownership transitions often prompt rebranding. In 2018, WPP merged Y&R and VML to form VMLY&R, and in 2023, merged VMLY&R with Wunderman Thompson to create VML. KV Sridhar, global chief creative officer at Nihilent, noted that such changes can reshape a company’s philosophy.

“When Chaitra became Leo Burnett, it adopted all the processes of the latter. That is the correct way of rebranding, or brand refresh,” said Kiran Khalap, co-founder and managing director at Chlorophyll Brand and Communications Consultancy.

Yet brand equity can be fragile. Sridhar pointed to Ulka, which lost some of its brand equity after multiple mergers and name changes, despite retaining the FCB Ulka name in India.


[caption id="attachment_61660" align="aligncenter" width="1280"]<img src="https://images.storyboard18.com/storyboard18/2025/04/Copy-of-Untitled-2025-04-07T153413.832-2025-04-f5725ae8889e3ddfcae956b025abdfb2.jpg" alt="(Image Source: YouTube)" width="1280" height="720" class="size-full wp-image-61660" /> (Image Source: YouTube)[/caption]

 
<img src="https://images.storyboard18.com/storyboard18/2025/04/Copy-of-Untitled-2025-04-07T152839.363-2025-04-179af75ccb55843e95a3e2cd5bab43fe.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-61657" />

There are risks to rebranding, Iyer noted, as agencies may alienate long-term clients and employees or be dismissed as “just another agency with a new coat of paint.” Poorly executed refreshes can be costly, as illustrated by GAP’s short-lived 2010 logo change and Tropicana’s packaging redesign in 2009, both of which triggered consumer backlash.

“The lesson? A refresh must be more than skin-deep—it has to resonate,” Iyer said.

There are also tensions between global consistency and local relevance. “A one-size-fits-all approach can dilute local equity, making it crucial for agencies to strike a balance between global consistency and regional relevance,” Iyer explained, pointing to MullenLowe’s decision to retain market-specific identities such as MullenLowe Lintas in India.

Suthan, however, argued that agencies should remain focused on the quality of their output. “An agency is known for its work, and not much attention is paid towards its logo or its name. If agencies can deliver great looking work for the current age and today’s audiences, they are as good as anybody else.”

For some, mergers and rebrands are a way to signal new capabilities to clients. “When such mergers take place, it makes sense to refresh the brand to inform the marketplace about the change,” said Gowthaman Ragothaman, founding chief creative officer at Aqilliz, a digital marketing platform.

But there are operational challenges that come with these shifts, Sridhar warned, including changes in resource pools that may affect client relationships.

As agencies prepare for a future defined by technological change and the demands of a younger, digitally native audience, the wave of brand refreshes underscores a shared goal across the industry: to remain relevant, distinct, and ready for what comes next.

Read More: <a href="https://www.storyboard18.com/agency-news/omd-worldwide-undergoes-brand-refresh-56250.htm">OMD Worldwide undergoes brand refresh </a>

As ad giants merge and markets shift, agencies turn to brand refreshes

Elon Musk’s social media platform X, formerly known as Twitter, has cut prices for its X Premium service in India by up to 47 percent, as per a Moneycontrol report. The move marks the first major price adjustment across X Premium’s Basic, Premium, and Premium+ tiers since the service launched in India as Twitter Blue in February 2023. It also comes a day after Musk’s artificial intelligence venture, xAI, unveiled a new version of its Grok model. Earlier this year, xAI acquired X in an all-stock deal that valued the social media company at $33 billion.

<a href="https://www.storyboard18.com/brand-makers/elon-musks-x-claims-indian-government-ordered-block-on-2355-accounts-including-reuters-73453.htm">Read more: Elon Musk's X claims Indian government ordered block on 2,355 accounts, including Reuters</a>

The report stated that under the new pricing, X Premium’s Basic tier is now available in India for ₹170 per month, down 30 percent from ₹244, while the Premium plan has been reduced to ₹427 per month, a 34 percent drop. The Premium+ plan now costs ₹2,570 per month, marking a 26 percent decrease from earlier rates. On mobile platforms, where prices include Google and Apple’s in-app commissions, the cuts are even steeper, with the Premium plan dropping 47 percent to ₹470 per month and the Premium+ plan down 42 percent to ₹3,000 per month.

Despite these price reductions, the Basic plan remains unchanged on mobile, offering features such as longer posts, video uploads and limited editing capabilities. The Premium tier adds creator tools, a blue verification checkmark, and reduced ads, while Premium+ offers an ad-free experience, enhanced visibility, and tools like the Radar feature for real-time trends, the Moneycontrol report stated. 

Musk has long aimed to grow X’s subscription revenue to diversify beyond advertising. Yet, subscriptions remain a small part of the business; X grossed $16.5 million through in-app purchases globally on mobile devices as of December 2024, according to data from app intelligence firm Appfigures.

This week, Linda Yaccarino stepped down as CEO of X after a two-year tenure, leaving the company’s leadership in flux as Musk seeks to reposition X amid intensifying competition in the AI and social media landscape.

<a href="https://www.storyboard18.com/how-it-works/from-a-walled-garden-to-a-concrete-jungle-advertisers-on-xs-hashtag-ban-and-vertical-ad-pricing-72711.htm">Read more: Advertisers on X’s hashtag ban and vertical ad pricing: Inward focus could trigger lower ad spends</a>

<a href="https://www.storyboard18.com/brand-makers/linda-yaccarino-steps-down-from-x-as-ceo-73686.htm">Read more: Linda Yaccarino quits as CEO of Elon Musk's X</a>

Elon Musk’s X cuts subscription prices in India

A sweeping study of X’s Community Notes reveals that over 90 percent of the platform’s crowd-sourced fact-checking posts never get published, raising questions about Elon Musk’s signature misinformation-fighting tool even as the platform navigates leadership turmoil and the challenges of viral falsehoods.

<a href="https://www.storyboard18.com/brand-makers/linda-yaccarino-steps-down-from-x-as-ceo-73686.htm">Read more: Linda Yaccarino quits as CEO of Elon Musk's X</a>

<a href="https://www.storyboard18.com/advertising/x-to-charge-advertisers-based-on-ad-size-says-elon-musk-72552.htm">Read more: X to charge advertisers based on ad size, says Elon Musk</a>

The report, released Wednesday by the Digital Democracy Institute of the Americas, analyzed the complete public dataset of 1.76 million Community Notes published on X between January 2021 and March 2025. Despite being marketed as a scalable and transparent tool for combating misinformation, the system’s publication rate remains strikingly low: more than 90 percent of submitted notes fail to reach the public, as per reports citing the study. 

For a program marketed as fast, scalable, and transparent, these figures should raise serious concerns, the researchers said, according to AFP.

The study comes amid turbulence at X, where CEO Linda Yaccarino announced her resignation this week after two years leading the company through a turbulent overhaul under Elon Musk. Her exit coincides with fresh controversy over X’s AI chatbot Grok, which drew fire for anti-Semitic remarks praising Adolf Hitler and posts insulting Islam.


<a href="https://www.storyboard18.com/how-it-works/from-a-walled-garden-to-a-concrete-jungle-advertisers-on-xs-hashtag-ban-and-vertical-ad-pricing-72711.htm">Read more: Advertisers on X’s hashtag ban and vertical ad pricing: Inward focus could trigger lower ad spends</a>

X’s Community Notes system, now mirrored by platforms including Meta and TikTok, relies on volunteers to add context or corrections to posts, with publication contingent on receiving “helpful” ratings from users with diverse perspectives. However, as the volume of submitted notes has grown, the system has become clogged, particularly in English, with many notes remaining unrated or lacking consensus, effectively leaving them in limbo.

Among English-language notes, the publication rate fell from 9.5 percent in 2023 to just 4.9 percent in early 2025, the report found. Spanish-language notes fared better, with rates increasing from 3.6 percent to 7.1 percent in the same period.

One of the system’s most prolific contributors was not a human but a bot-like account flagging crypto scams, submitting more than 43,000 notes between 2021 and March 2025, with only 3.1 percent going live.

As X grapples with leadership changes and the challenges of misinformation in a high-velocity news environment, the limitations of its flagship fact-checking program highlight the complexities facing social media platforms seeking scalable solutions to content moderation.

<a href="https://www.storyboard18.com/digital/govt-didnt-ask-x-to-block-reuters-calls-it-technical-glitch-73089.htm">Read more: Govt didn’t ask X to block Reuters, calls it technical glitch</a>

Study finds most of X’s Community Notes never see the light of day

Advertising volumes during the ICC Test Championship Final 2025 saw a sharp decline of 73% compared to the 2023 edition, according to the latest TAM AdEx data. The report highlights the critical impact of India’s absence from the title clash this year, which featured Australia vs South Africa, unlike the 2023 final between India and Australia.

In stark contrast, the 2023 edition had witnessed a 7% rise in ad volumes over the inaugural final between India and New Zealand in 2021, demonstrating how India’s presence continues to be a decisive factor in attracting advertiser interest and audience engagement.

TAM’s analysis also reveals that the number of categories, advertisers and brands dropped by more than 70% in the 2025 final compared to the 2023 edition. In addition to this, there is a 71% decline in advertisers and 80% drop in brands. As per the data, there 44 categories, 49 advertisers and 70 brands in ICC TC 2023 against 13 categories, 14 advertiser and 14 brands in ICC TC 2025.

While Maruti Suzuki India led the advertiser charts in ICC TC 2023, Star India (Jio Hotstar) topped the list in 2025 with 21% share. Interestingly, the top five advertisers in ICC TC 2025 contributed over 65% of the total ad volumes, reflecting a more concentrated ad presence versus a 28% contribution by the top five advertisers in 2023.

Glaxo Smithkline, Billion Brains Garage Ventures with 13% share each, Apple Computer India with 12% and Aptech with 9% are next in the list of top five advertisers of ICC TC 2025. However, Hero MotoCorp, Coca Cola India, LinkedIn Corporation and Amazon Online India were in the list in 2023.

In terms of sectors, Ecom-Media/Entertainment/Social Media with 23% emerged as top-performing categories for ICC TC 2025, while in 2023, it was Perfume/Deodorant with 10% share. Energy drink and Ecom financial services with 13% each, Laptops/Notebooks with 12% and Computer education with 9% is next in the list in 2025. However, in 2023, the list had cars, cement, two wheelers and aerated soft drink.

Read More: <a href="https://www.storyboard18.com/how-it-works/digital-grabs-63-of-ecomm-ad-spends-in-2024-print-tv-drop-over-50-excellent-publicity-report-62114.htm">Digital grabs 63% of ecomm ad spends in 2024; print, TV drop over 50%: Excellent Publicity report</a>

Read More: <a href="https://www.storyboard18.com/how-it-works/ikea-services-india-dominates-digital-ads-in-2024-retains-top-spot-with-27-impression-share-tam-72455.htm">Retailers keep TV ad spending strong, but growth shows signs of cooling</a>

Read More: <a href="https://www.storyboard18.com/advertising/tv-ad-volumes-declined-by-4-in-2024-compared-to-2023-54851.htm">TV ad volumes declined by 4% in 2024 compared to 2023</a>

From 49 to 14, ICC test championship 2025 sees 71% drop in advertisers: TAM

Amid growing industry unease over manipulation, synthetic media and the unchecked use of artificial intelligence, the Cannes Lions International Festival of Creativity will implement sweeping new accountability measures for all entries beginning in 2026, the festival announced during its 2025 edition.

The changes follow the unprecedented withdrawal of Lion-winning work this year, a move that highlighted the urgency of rethinking standards in the face of rapidly advancing AI technologies.

“The industry landscape is changing at lightning speed,” said Simon Cook, chief executive officer, LIONS. “And, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”

Cook added: “At the heart of the Lions is creativity that drives growth. These renewed standards reflect our responsibility to both provide a platform for, and protect the value of creativity, and reinforce that creative excellence should be synonymous with creative integrity.”

Under the updated framework, all submissions—including case films, written materials, data and claims—will require approval from the entrant company’s business leader and a senior marketer from the commissioning brand. These declarations will confirm that entries are factually accurate, responsibly sourced and reflective of real-world outcomes.

To bolster enforcement, Cannes Lions will introduce a dual-layer verification process that pairs manual checks with AI-led analysis to examine the veracity of each claim submitted. Juries will also have access to independent data and measurement experts throughout the judging process to review impact claims, campaign effectiveness, media impact and data interpretation.

The festival will further codify these measures in its new AI Integrity Handbook, which will define global standards for awards integrity in the AI era, clarifying what is acceptable, what must be disclosed and what would constitute a breach.

“Cannes Lions reserves the right to disqualify or withdraw any awards entry at any stage of submission or judging, including after a Lion has been awarded if material misrepresentation is found. This includes the right to request additional documentation or testimony from entrants or clients at the highest level of seniority," stated the Festival.

Companies found to have knowingly submitted false or misleading work could face bans of up to three years, with jury eligibility also subject to revocation. Disputes will be handled by a newly formed Integrity Council comprising legal, ethical and independent industry experts, with entrants allowed to respond and appeal within a defined timeframe.

“Creativity is only valuable if it’s credible,” Cook added. “And credibility must be earned, not assumed. These timely changes mark the beginning of a new era for us all — not just for Cannes Lions, but for the future state of global creative marketing.”


Cannes Lions to impose stricter integrity standards including three-year ban amid AI concerns

The quick commerce boom is facing a backlash, with big FMCG brands in the country becoming increasingly cautious about partnering with the leading players due to their repeated instances of consumer norm violations and hygiene breaches. Regulatory raids have uncovered alarming practices at quick commerce dark stores operated by players like Zepto and Blinkit, including the sale of adulterated and expired products. 

Besides, customers have also taken to social media to share their grievances, highlighting instances of fake or spoiled products, such as Amul butter, expired ice creams, and rotten milk, among others. As the quick commerce industry scales up its dark stores rapidly, the consumer protection body has shared concerns regarding the impact on food safety and hygiene.

The recent lapses at a Zepto facility in Mumbai and a Blinkit store in Pune have made big FMCG brands re-evaluate their contractual agreement with the industry players.

Surprise visits

Calling regulatory scrutiny a double-edged sword, Siva Balakrishnan, CEO & Founder of Vserve, said adherence to regulations can reinforce brand value for a D2C FMCG firm, but any negligence, direct or indirect, can harm consumer perception.

<a href="https://cms.storyboard18.com/how-it-works/indias-quick-commerce-market-to-clock-rs-2-lakh-crore-in-3-years-careedge-report-73819.html">India’s quick commerce market to clock Rs 2 lakh crore in 3 years: CareEdge report</a>

According to Sweta Rajan, Partner, Economic Laws Practice, several brands are actively working with their distributors to tighten contractual safeguards across the supply chain. This includes pushing for the inclusion of stricter clauses related to brand safety, expiry date compliance, and inventory rotation, as well as ensuring that responsibilities for regulatory compliance are clearly assigned.

"Brands are seeking assurance that their products are not mishandled or sold past shelf life, even when they are not directly in control of the platform relationship," Rajan added.

Madhav Kasturia, Founder & CEO of quick commerce logistics startup Zippee, said that earlier brands asked the players to promote them, but things have changed after the raids. 

"The big companies are doing a surprise recce of dark stores where the SKUs are being stored". He said one of the brands warned them that they would terminate the contract if they found even one near-expiry push on the platform. "Brands have every reason to get strict because when FSSAI flags happen, it’s the brand on the firing line, not us," Kasturia added.

Storyboard18 reached out to Hindustan Unilever, Dabur Ltd, ITC Ltd, Amul, and Marico, but they declined to comment.

Kasturia added, "It doesn’t matter if you delivered in 8 minutes, if it’s stale or expired, that’s the only thing the customer remembers".

Since margins in FMCG products are thin, he said the unhealthy practices at dark stores will cause brands to lose not just customers but also reorders, referrals, and basket value.

However, Business & Brand-strategy specialist Harish Bijoor said more than consumer goods brands, quick commerce companies should be paranoid about date codes, quality, efficient storage facilities, as the new-age customers are aware of the real defaulter.

<a href="https://cms.storyboard18.com/brand-marketing/inside-quick-commerce-brand-wars-smear-tactics-platform-fights-and-founder-feuds-67962.html">Inside quick commerce brand wars: Smear tactics, platform fights and founder feuds</a>

According to Balakrishnan, the increased scrutiny will elevate industry standards, rewarding those who prioritise quality, safety, and customer trust.

'Training gig workforce'

While re-evaluating agreements may provide temporary relief to brands, unless the underlying issues are addressed, similar violations are likely to recur. 

Pratik Vaidya, Managing Director at Karma Management Global Consulting Solutions Pvt Ltd, suggested that quick commerce players should comply with labour law regulations so that the staff at the warehouses do not lose morale and provide better services.

Vaidya highlighted the exploitative nature of dark stores, saying that more than 50 percent lack basic amenities like proper seating, water, or toilets. "Workers normally spend 10-12 hours on their feet with inadequate breaks, some franchise-run dark stores impose extreme speed targets, expecting packers to fulfil most orders within 2 minutes, backed by penalties. This pressure-cooker environment can directly impact product safety as the overworked staff fail to spot expired stock," he added.

<a href="https://cms.storyboard18.com/how-it-works/dark-stores-under-the-scanner-maharashtra-fda-flags-blinkit-warehouse-for-food-safety-violations-69393.html">Dark stores under the scanner: Maharashtra FDA flags Blinkit warehouse for food safety violations</a>

A dark store manager of Swiggy Instamart told Storyboard18 that he follows five steps to check expired, near-expiry, and rotten products. This includes: Use the FIFO (First-In, First-Out) method; audits and quality checks twice a day; use of Power BI to monitor inventory to track the real-time health of the inventory, and training for ASMs (assistant managers) to improve customer experience.

For any lapses, such as picking the wrong item, packing expired or damaged product, or violation of hygiene protocols, he explained the process: "We first start with a written warning to the store worker, followed by additional training. If the mistake is serious, termination is the only viable option left".

'Kirana significance'

As dark stores face increasing criticism for lacking transparency and failing to meet hygiene standards, traditional kirana stores may emerge as the more trustworthy alternative. Somdutta Singh, Serial Entrepreneur, Founder and CEO of Assiduus Global, said that well-run kiranas that maintain visible standards may earn renewed trust of consumers, but he maintained that dark stores will not replace kiranas, instead they will coexist. 

Striking the similar chord, Balakrishnan said consumer preference may shift to trusted local stores, especially for fresh and daily-use items if quick commerce platforms do not rectify current lapses.

On the other hand, Bijoor asserted that kirana stores will continue to remain under deep pressure as their volumes and margins are vanishing because of the aggressive penetration of quick commerce players in tier-2 and 3 cities.

"The real opportunity lies in digitizing kirana networks to match the reliability consumers now expect from structured models," Singh said.

Spoiled milk and rotten promises: Q-comm firms' hygiene lapses threaten FMCG brand ties

Google will expand ads within its AI-powered search experiences to India later this year, aiming to monetize its generative AI tools in its largest user market.

The company said ads will appear within AI Overviews, its AI-generated search summaries, on desktop and mobile, labeled as “Sponsored,” when relevant to user queries. The move follows tests in the US and comes alongside the rollout of AI Mode, Google’s answer-engine search experience, in India.

“At a time when people discover and make decisions in new ways, this expansion gives businesses more opportunities to reach audiences,” said Dan Taylor, Google’s Vice President of Global Ads, at Google Marketing Live India.

Advertisers using Performance Max, Shopping, Search, and AI Max campaigns will be eligible to place ads in AI Overviews and AI Mode. Google is also launching “Generated For You” in Product Studio, which uses AI to create images and videos for campaigns across Google platforms.

<a href="https://www.storyboard18.com/amp/digital/european-publishers-challenge-google-over-ai-search-summaries-73129.htm">Read more: European publishers challenge Google over AI search summaries</a>

The company previewed “agentic” AI tools for Google Ads and Analytics that will suggest keywords, audiences, and insights to optimize campaigns automatically.

On YouTube, Google is rolling out shoppable connected TV ads and mobile mastheads in India, tapping into what it says is the most-watched streaming platform on televisions in the country.

Early tests of Google’s new AI ad tools have shown promise, with Cashify reporting a 15 percent increase in conversions, and Swiggy cutting re-engagement costs by nearly two-thirds using Retention Mode.

India remains critical for Google’s future growth, with gross ad revenues rising 11.3 percent year-on-year to ₹31,221 crore in FY24.

<a href="https://www.storyboard18.com/digital/google-to-retire-ad-sharing-feature-signaling-full-shift-toward-asset-based-advertising-73815.htm">Read more: Google to retire ad sharing feature, signaling full shift toward asset-based advertising</a>

<a href="https://www.storyboard18.com/digital/openai-set-to-take-on-google-chrome-with-ai-powered-browser-73745.htm">Read more: OpenAI set to take on Google Chrome with AI-powered browser</a>

Google expands AI-driven ads in India, betting on generative search to power growth

Mast or Meh: Knorr, Berger Paints, Lifebuoy - who faded fast and who painted joy?

Google announced it will retire the ad sharing functionality within its Google Ads API this October, reshaping how advertisers and developers create and manage campaigns at scale.


Beginning October 15, 2025, with the rollout of version 22 of the Google Ads API, advertisers will no longer be able to create new shared ads—a method that allowed the same static ad to be linked across multiple ad groups without duplication. The company plans to fully sunset existing shared ads in the first quarter of 2026, though an exact date has not yet been disclosed.


The change, detailed in a Google Ads Developer Blog post on Wednesday, is part of a broader shift toward asset-based ad models, such as Responsive Search Ads and Performance Max campaigns, where ads are dynamically assembled from a pool of assets like headlines, descriptions and images. Google argues that static ad sharing has become inefficient in an ecosystem increasingly driven by automated asset combinations designed to match a user’s query and context.


“This change will affect how ads are created and managed at scale, so it’s crucial to understand the implications and prepare your systems accordingly,” the company wrote, urging developers and advertisers to audit and update their systems before the deadline.


The shift will require advertisers to abandon the long-standing practice of linking a single ad object to multiple ad groups. Instead, identical ad copy will need to be recreated as unique ad objects for each ad group, a move that could create operational friction for large advertisers but aligns with Google’s push for more granular and context-aware advertising.


The transition will also reset performance histories tied to shared ads, requiring advertisers to start from scratch for each newly created unique ad. Google has advised advertisers to export and archive historical data before making changes to preserve long-term performance analysis.


For developers, the changes require direct action: auditing current API usage for ad sharing patterns, rewriting scripts to generate unique ads per ad group, and planning a phased migration of shared ads into Responsive Search Ads with richer asset pools for machine learning optimization. Google has outlined a structured approach for developers, including SQL queries to identify shared ads and clear steps for creating compliant replacements.


Between October 15, 2025, and the first quarter of 2026, existing shared ads will continue to serve, but Google has cautioned that attempts to link new ad groups to shared ads will fail. By early 2026, Google will automatically migrate remaining shared ads by duplicating them across ad groups, though this automated process may affect campaign performance due to regenerated assets.


The move comes as Google faces growing competition from platforms like Amazon and Meta, which are similarly emphasizing asset-driven advertising, automation, and performance-based ad formats. It also reflects broader industry trends where static ad structures are increasingly being replaced with dynamic, machine-assembled ads to better capture shifting consumer behavior across search and display environments.


For Google, the deprecation of ad sharing is not merely a technical update but a strategic reinforcement of its automated advertising vision, even if it forces advertisers to adjust legacy processes. Advertisers and developers who fail to adapt risk disruption in campaign management and performance, while those who pivot early may benefit from richer creative optimization and more granular audience targeting.


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Google to retire ad sharing feature, signaling full shift toward asset-based advertising

MovieVerse Studios and Ellipsis Entertainment have announced the launch of a new mass contemporary mythological thriller, directed by Prasoon Pandey. 

The announcement marks Pandey's highly anticipated debut as a filmmaker. He has been recognized as the first Asian featured in Campaign Magazine’s list of the 100 most influential advertising filmmakers worldwide. 

Noted screenwriter Vaibhav Vishal has written the script combining modern storytelling with a strong, culturally rooted narrative.

Aditya Pittie, Managing Director of IN10 Media Network, said, "This collaboration marks a monumental leap forward for us. Recognizing the immense potential and creative passion behind this project, knowing it holds the promise of both artistic excellence and mass appeal, we welcome Prasoon Pandey aboard to debut with us. This collaboration with Ellipsis Entertainment, led by Tanuj and Atul, further strengthens our commitment to creating content that resonates with audiences who crave mass entertainment of the highest calibre."

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Vivek Krishnani, CEO, MovieVerse Studios, said, "Collaborating with Prasoon Pandey, along with our partners at Ellipsis Entertainment, for his feature film debut is an exciting opportunity to bring forth stories that are not only relatable and engaging but also provide a rich, cinematic experience."

Tanuj Garg and Atul Kasbekar, Partners at Ellipsis Entertainment, stated, “Over the years, we’ve shared countless scripts with Prasoon, but this one resonated deeply enough for him to make his feature film debut. Partnering with MovieVerse, led by Aditya Pittie and Vivek Krishnani, further ensures a collaboration with solid, like-minded professionals who share our vision.”

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Prasoon Pandey said, “I really enjoy the kind of stories I get to do in Advertising, which is why I haven't done a feature film yet. So if I have to take a short break from ads after we are done casting, I was clear that it would have to be a story that's truly intriguing and unlike anything I've seen before. So when Atul shared this with me, I knew this was the one. I've been unable to get it out of my head. It is a narrative with the potential to push cinematic boundaries.”

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