The 2013 Kumbh Mela in Allahabad drew over 100 million pilgrims. It is the largest peaceful gathering of human beings on Earth. Food is eaten communally, shared across hundreds of thousands of temporary stalls, in conditions where the transmission of waterborne and food-borne infections is at its most acute. For a soap brand whose entire […]

In India, every four minutes a woman is diagnosed with breast cancer. The survival rate when it is caught early is significantly higher than when it is not. The barrier keeping detection rates low is not always access to healthcare. For 75% of Indian women, it is discomfort with touching their own bodies. Lux and […]

Bajaj Avenger: Show Your Patriotism (2018) Bajaj Avenger’s 2018 Independence Day campaign “#RideYourIndependence” built its argument around the motorcycle itself as a symbol of personal freedom. The film challenged Indians to not limit their patriotism to a single day in August, but to live it daily through their choices, their movement, and their refusal to […]

In India’s 2024 General Elections, 642 million people were eligible to vote. Roughly one in three did not. That absence had a physical consequence nobody had calculated before: 7,500 litres of electoral ink went unused. The purple ink applied to voters’ fingers at polling stations to prevent duplicate voting, one of India’s most recognisable democratic […]

More than 90% of published books are inaccessible to blind and visually impaired readers. For families in the UK, finding affordable audiobooks for children presents an ongoing practical challenge. Commercial audio productions carry high retail prices and concentrate on popular titles, leaving a vast catalogue of literature unrecorded. At the same time, over a third […]

Prostate cancer is the most common cancer among men in Argentina. 70% of Argentine men do not get their annual prostate exam. The reason is not ignorance. It is a combination of machismo culture, social taboo, and the ingrained male habit of avoiding a conversation about preventive health until the conversation can no longer be […]

Thailand’s monsoon season runs from June to October. During that period, heavy daily downpours keep most shoppers indoors. Lotus’s, Thailand’s leading supermarket chain, and VML Thailand decided that the rain was not a reason to stay home. It was the advertisement. The Technology Rain Coupons is built on a straightforward application of waterproof spray technology, […]

Most brand refreshes start from a problem: something has grown stale, or a competitor has encroached on territory, or a new generation needs to be reached. Coca-Cola’s 2026 refresh started from a different premise entirely. JKR, the brand’s lead identity agency, was given a creative brief of three words: “Make Coca-Cola more Coca-Cola.” The answer […]

50-60% of cancer patients undergo radiation therapy. The treatment requires tiny permanent ink dots placed precisely on the skin to guide the oncologist’s aim. They are medically vital. They are also impossible to remove. For the years that follow treatment, they sit on the body as a daily reminder of the most frightening chapter in […]

Germany has a problem that is not unique to Germany but is acute there. Eighty-four percent of Germans support organ donation. Fewer than half have ever formally documented that support. The gap between believing in organ donation and registering as a donor is not driven by opposition. It is driven by friction. The donor card […]

Every new driver in the UAE learns to park, reverse, lane change, and brake. Until November 2022, not one of them was taught how to navigate a drive-thru. McDonald’s UAE and Studio M, powered by Publicis Groupe, decided that was a gap worth closing, and they closed it inside one of the UAE’s busiest driving […]

When Russia invaded Ukraine in February 2022, nearly ten million refugees crossed into Poland in the months that followed. Poland absorbed more Ukrainian refugees than any other nation. The immediate humanitarian response was extraordinary. What came next was harder to solve: where, precisely, should ten million people live? Most arrived in Warsaw, Kraków, Wrocław, and […]