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Category: AD Agencies

  • India ends Cannes Lions 2025 on a high, bags 32 metals in a roaring run

    India ends Cannes Lions 2025 on a high, bags 32 metals in a roaring run

    MUMBAI: India wrapped up its Cannes Lions 2025 campaign in style, pocketing a cool 32 Lions—nearly double last year’s tally of 18. The final medal, a Silver Lion on Day 5, came in the Sustainable Development Goals category for BBDO India’s long-running Ariel #ShareTheLoad campaign. It capped a festival that saw Indian agencies sprint, leap and roar across the Croisette.

    The BBDO campaign, now a decade-old crusade challenging patriarchal laundry norms, was hailed for its creative consistency and cultural clout. Josy Paul, chairperson and chief creative officer at BBDO India—also this year’s SDG Lions jury president—called it “a movement, not just a message.” Well, the jury agreed.

    Though Day 5 brought just the one metal, the closing spotlight stayed firmly on impact. FCB India’s blockbuster “Lucky Yatra” for Indian Railways, already a Grand Prix and multi-Gold winner, made the Titanium shortlist but didn’t convert. The Womb’s nostalgic “We Broke the Jinx. We Won the World Cup” for Jim Jam Pops also reached the Film shortlist but walked away empty-handed.

    Still, India’s medal chest sparkled: 1 Grand Prix, 9 Golds, 9 Silvers, and 13 Bronzes. That’s a barnstorming 32 Lions. FCB India led the pride, while Ogilvy, Leo India, Havas Creative India, Talented and others made strong showings in categories ranging from Brand Experience & Activation to Creative Commerce.

    What clicked? A sharp mix of culture and conscience. From turning train tickets into lottery dreams, to custom-tailored heart health awareness, to menus that doubled as eye tests—Indian creativity pulled off the rare trick: selling with soul.

    Cannes Lions 2025 proved the Indian ad world is no longer an emerging force—it’s arrived, swagger and all.

  • Digiace lands in India with YMT Ads to decode the $4 bn programmatic puzzle with creative AI

    Digiace lands in India with YMT Ads to decode the $4 bn programmatic puzzle with creative AI

    MUMBAI: Mumbai just got another byte louder in the digital ad space. Digiace, the latest entrant in India’s programmatic scene, formally stepped into the ring on 20 June 2025 through a strategic collaboration with southeast Asia’s martech heavyweight, YMT Ads. The plan? To shake up how programmatic campaigns are conceived, delivered and measured—with artificial intelligence holding the brush and data calling the strokes.

    The company launches into a market pegged at approximately $4 billion, offering what it calls a ‘creative-first, AI-powered programmatic solution’ aimed at marketers and agencies looking to blend efficiency with innovation. Positioned at the crux of tech and storytelling, Digiace promises to unify what the industry often separates: data and creativity.

    “Digiace is transforming digital advertising by unifying creative intelligence and data—two assets traditionally managed in silos. This integrated approach enables us to deliver more efficient media performance, sharper targeting, and measurable business outcomes at scale”, said Digiace India business head Himanshu Nagrecha.

    Nagrecha, a veteran with stints at Yahoo, Microsoft Advertising, SVG, and Condé Nast, brings years of digital DNA to the table. His experience in building audience roadmaps and scaling marketing ecosystems makes him a fitting pilot for Digiace’s Indian ambitions.

    The firm has set up shop in Mumbai and plans to capitalise on a rising demand for programmatic advertising that offers both scale and specificity. Its AI-led solutions stand on three key pillars:

    . AI-led creative optimisation: Creatives that auto-personalise in real-time to suit behavioural and contextual    triggers.

    . Full-funnel data integration: Insights stitched together from multiple consumer touchpoints to power smarter  campaigns.

    .  End-to-end programmatic execution: Precision media buying across digital platforms, managed centrally.

    The alliance with YMT Ads adds global muscle to Digiace’s local ambition, offering Indian marketers access to tools that have already made waves across southeast Asia.

    As brands scramble for agility in an ecosystem that doesn’t sit still, Digiace bets on adaptive storytelling layered with intelligence. If done right, it might just turn media buying into media mastery—one real-time impression at a time.

  • Cannes gets a WIN-dow to the future of creativity and inclusion

    Cannes gets a WIN-dow to the future of creativity and inclusion

    MUMBAI: The Women Inspiring Network (WIN) turned up the volume at Cannes 2025 with its buzzing #WINLounge, a high-energy hub at Hotel Martinez that celebrated diversity, daring ideas and disruptive conversations. With over 50 speakers from more than 20 countries, the event proved WIN isn’t here to whisper—it’s here to roar.

    WIN’s golden moment? Anupama Ramaswamy, chief creative officer at Havas Worldwide India CCO Anupama Ramaswamy and a #WINLounge speaker, clinched India’s first Gold Cannes Lions of 2025 for Ink of Democracy. Cue the standing ovation, and a thousand proud hearts back home.

    The day-long creative jam on 18 June opened with a keynote from Bridget Evans, global head of business marketing at Spotify, and segued into 10 powerhouse panels, interactive workshops, and fireside chats featuring everyone from Snap AR’s Resh Sidhu to Vevo’s Natalie Gabathuler-Scully and TikTok-famous changemakers from across continents.

    If the agenda felt like a mixtape of the future—it was. Panels tackled themes like inclusive innovation, philanthropy 2.0, emotional branding, and the metamorphosis of marketing with AI and AR thrown into the blender. Highlights included ‘The 21st-Century Blueprint for Purpose-Driven Brand-Building’, ‘Culture is Capital’, and ‘Disrupting the Default’—each one as punchy as its title.

    WIN also turned up the heat at Spotify Beach, where its podcast platform WIN Voices spotlighted a rising tribe of African storytellers including South African media dynamo Kim Jayde, UK-Nigerian director Meji Alabi, and Kojo Marfo of My Runway Group. From Afrobeats to blockchain, these voices brought cultural currency to the Croisette.

    Speaking about Cannes 2025, Women Inspiring Network (WIN) founder Stuti Jalan remarked, “Cannes was raw, electric, and unforgettable—a melting pot of ideas, creativity, and global change makers. It was incredible to see WIN in the middle of it all. Riding this momentum, we are now gearing up for our next chapters across New York, Davos, India and other global stages.I would like to acknowledge and express gratitude for the support from our partners—Dasra, Camphouse, Masimo, and Vevo. Their belief in our mission made this powerful exchange of ideas and inspiration possible.

    Workshops kept the spark alive. Bonnie Wan’s The Life Brief helped guests craft purpose-driven roadmaps, while Leading Beyond Imposter Syndrome by Trust Your Creative was an emotional tune-up for leaders navigating uncertain terrain. In a special fireside chat, Jalan went tête-à-tête with Caspar Lee, former YouTube star turned co-founder of Influencer.com, who shared his $65 million journey from creator to VC.

    With New York, Davos and India in its crosshairs.

     

  • Prabhu Tony takes the top job at Alchemist; Farhan Khan to lead Clay real estate unit

    Prabhu Tony takes the top job at Alchemist; Farhan Khan to lead Clay real estate unit

    MUMBAI: Alchemist has rejigged its leadership stack with Prabhu Tony stepping up as chief executive officer – mainline business, and Farhan Khan taking over as head of Clay, the agency’s specialised real estate vertical.

    With over 14 years of brand, strategy and creative leadership under his belt, Tony has been instrumental in driving Alchemist’s growth trajectory, particularly in the Delhi market. In his new role, he will spearhead national operations, doubling down on scale, agility and deeper client impact.

    Meanwhile, Khan—who has spent over a decade building Clay into a formidable force in real estate marketing—will now lead the vertical’s pan-India expansion. Known for his sharp sectoral insights and steady revenue growth, Khan is expected to replicate his regional success across new territories.

    Alchemist managing director Manish Porwal said: “Prabhu has been a reliable driver of our growth, combining strategic thinking with a profound understanding of achieving significant results for our clients. His leadership as CEO will guide us in our next phase of growth. Farhan’s skill and vision have significantly boosted our real estate division, and his expanded role is a logical progression to extend that success to other regions.”
    .”
    Tony, reflecting on his rise, added: ““The Delhi chapter gave me the playground to learn, build, and grow, and now I look forward to extending the same energy across all Alchemist’s offices. I’m grateful to Manish for his mentorship over the years and will continue to draw from his wisdom as I step into this new chapter.”

    The moves mark a decisive push by Alchemist to sharpen its creative-commercial edge and deepen partnerships across its core verticals.

  • Cannes Lions roars into action with creatives and a Czech first

    Cannes Lions roars into action with creatives and a Czech first

    MUMBAI: Day one of the Cannes Lions International Festival of Creativity 2025 saw a sizzling lineup of winners across the Health & Wellness, Outdoor, Pharma, Print & Publishing, and Audio & Radio categories — and even a historic first Grand Prix for the Czech Republic.

    Lions CEO Simon Cook said, “It’s always an exciting moment when we see the results of our Juries’ hard work in establishing the global creative benchmark. We’re seeing work that not only pushes creative boundaries but also demonstrates the tangible impact creativity can have on business and society. Thank you to all our Jurors for their commitment, time and expertise in selecting the ideas that truly move the industry forward.”

    Ogilvy Shanghai took home the Grand Prix in Pharma Lions for ‘Make Love Last – Bedroom’, a poetic Viagra campaign for Viatris that turned intimacy into art. From 305 entries, 9 Lions were awarded in the category.

    Pharma Lions jury president and Area 23, an IPG Health company, executive VP, executive experience director, USA, Franklin Williams commented, “This piece stood out by saying everything without needing to say a word. Its long-exposure technique delivered intimacy and product benefit with breathtaking subtlety, turning regulation into creative opportunity. Beautifully crafted and emotionally resonant, it made a pharmaceutical brand feel deeply human. For me, it was a bold yet quiet masterclass in storytelling and an unforgettable example of how craft can carry meaning.”

    In Health & Wellness, it was science meets skincare as Ogilvy Singapore scooped the Grand Prix for Vaseline Verified, a savvy campaign that saw scientists test viral hacks and share the truth straight with creators. Out of 1169 entries, 33 Lions were awarded here.

    Commenting on the Grand Prix winner, Health & Wellness jury president and Havas Health Network Global chief creative officer Eric Weisberg said, “People run toward light and away from darkness. With health misinformation becoming a global emergency, we found a bright light in ‘Vaseline Verified’ – —our Grand Prix winner. This work proves how creativity, joy, science, and influencer culture can powerfully unite to fight false narratives, educate, and transform lives.”

    Ruffling feathers with humour, The Best Place In The World To Have Herpes for the NZ Herpes Foundation grabbed the Grand Prix for Good, thanks to its sharp, irreverent take on stigma, national pride and a one-of-a-kind “destigmatisation course”.

    Jury president United Nations Foundation Chief Communications & Marketing Officer David Ohana said, “This year’s Lions Health Grand Prix for Good unabashedly uses humor to tackle a challenging subject and stigmatization. Forget doom & gloom, there’s enough of that already to go around. Our 2025 awardee took a taboo topic and turned it on its head – showing that with a great strategy, a big bold crazy idea (…can only imagine the pitch…), and humor for days, that anything is possible. Brilliant.”

    Meanwhile, Africa Creative DDB São Paulo turned the dial up with One Second Ads for Budweiser, nabbing the Audio & Radio Grand Prix for cleverly compressing iconic songs into blink-and-miss-it spots — then making fans guess them on social media.

    Audio & Radio Jury President and Joe Public Chief Creative Officer, Africa and Middle East, Xolisa Dyeshana said, “Budweiser’s ‘1 Second Ads’ campaign was exceptionally creative, insightful, and fresh. It resonated with the brand, the medium, and most importantly, the target audience. It was an audio-first idea that couldn’t have been pulled off without the power of sound. The execution was flawless, and it achieved the ultimate goal of all communication: keeping people coming back for more.”

    Print & Publishing saw Serviceplan Munich win the Grand Prix for Price Packs for PENNY — packaging that wore its price tag like a badge of honour, ditching design frills in favour of full-throttle affordability messaging.

    Print & Publishing jury president and DM9 Brazil president and chief creative officer Icaro Doria said: “Price Packs is print, is publishing, is packaging and is a point of view! A massive brand statement and commitment to their customers printed on paper for people to see, hold and take it home. We were all deeply impressed with the simplicity, the elegance, the courage and, well, the prices too!”

    In Outdoor, there were two Grands Prix: one went to VML Prague for Phone Break for KitKat, marking Czech Republic’s first-ever Grand Prix. The witty work swapped out people’s phones in public ads with KitKats, reviving the legendary “Have a break” line with a modern-day twist.

    About the work, Outdoor Lions jury president and Ogilvy Latam chief creative officer Keka Morelle said: “Masterclass in Outdoor. Without words or logos, it communicates a strong message through a beautifully crafted image. It captures the moment we’re living in, reinforces the brand’s concept, and immediately sparks reflection, holding up a mirror to our screen addiction.”

    The other Outdoor honour went to the Paris 2024 Olympic Games campaign, which turned the Seine into a spectacular floating stage, waving France’s tricolour values of liberty, equality and fraternity with high-production swagger.

    Commenting on the second Grand Prix this year, Morelle said, “It’s bold, unforgettable, and a clear reminder of the limitless power of Outdoor. This work redefines public space as a platform not just for visibility, but for meaning, where brand values meet cultural relevance. This is how Outdoor should be seen: expansive, emotional, and essential to authentic brand expression in today’s world.”

    Special awards handed out include:

    ●    Healthcare Network of the Year: FCB Health, Real Chemistry, Ogilvy Health

    ●    Healthcare Agency of the Year: AREA 23, an IPG Health company, New York
        Followed by 21Grams and Ogilvy Health

    So far, it’s less lions lying in the sun, more roaring brilliance from every corner of the globe.

  • Havas Creative India wins India’s First Gold at Cannes Lions 2025 for ‘Ink of Democracy’

    Havas Creative India wins India’s First Gold at Cannes Lions 2025 for ‘Ink of Democracy’

    MUMBAI: Havas Creative India, the creative agency of Havas India, has brought home the country’s first Gold Lion at Cannes Lions 2025 for its powerful campaign ‘Ink of Democracy’, created in partnership with The Times of India.

    Rooted in the symbolic power of electoral ink, Ink of Democracy, which won in the Print 
    & Publishing category, was a visceral call to action for India’s citizens ahead of the general elections. By printing The Times of India’s editorial page entirely in purple – the very colour used to mark fingers of those who vote – the campaign served as a silent yet powerful protest against voter apathy. No headlines. No logos. Just a stark reminder of the voices that were never heard.

    Havas India group CEO South East Asia and North Asia, Rana Barua said, “Winning a Cannes Lions for Ink of Democracy is a moment of immense pride—for the work, the people behind it, and what it stands for. At our core, we’ve always believed in the power of creativity. We truly believe it has the power to shape conversations and spark change.

    I’m incredibly proud of Anu, Ravinder, Soham and our team that brought this idea to life. Also, a huge shoutout to Team TOI, Joji, and our global team for their belief in the idea and all the support. Here’s to a team that continues to raise the bar, pushing boundaries with integrity, heart, and fearless creativity.”

    Havas Creative India joint MD & chief creative officer, Anupama Ramaswamy added, “From the moment we thought of Ink of Democracy, I knew in my gut this idea needed to be made and needed to be seen by the world. It wasn’t loud or flashy, but it had truth, purpose, and heart. One thing I held onto was patience. And a quiet tenacity to see it through, no matter how long it took.

    What makes this Cannes Lions win truly special is my young team that brought it to life—Soham, Ravinder, and Annie—who poured everything into it. They carried the idea with courage and craft, and I couldn’t be prouder.

    A big thank you to Rana and the global team at Havas for believing in the work and helping us take it beyond borders. This is a shared win, and a reminder of what’s possible when we trust our instincts and support one another.”

  • Aleph drops the donut as it rebrands Mediadonuts across APAC in digital power play

    Aleph drops the donut as it rebrands Mediadonuts across APAC in digital power play

    MUMBAI: When global ambition meets local appetite, even digital donuts don’t last long. Aleph, the international digital media giant, has rebranded Mediadonuts—its regional digital ad business across Asia Pacific—under a single name: Aleph. This move marks the final stamp on its 2024 acquisition of Entravision’s digital operations.

    As of 16 June 2025, the rebrand is live across India, Indonesia, Malaysia, Philippines, Singapore, South Korea, Thailand, and Vietnam. While the sprinkles of nostalgia may linger for Mediadonuts loyalists, Aleph is rolling forward with a streamlined identity aimed at deeper integration and regional scale.

    The rebrand embeds APAC into Aleph’s global machinery, unlocking new pathways for advertisers and digital platforms. With over 60 exclusive media partnerships, a presence in 150+ markets, and 1,500+ employees, Aleph now serves more than 26,000 advertisers worldwide.

    “Becoming one unique brand under Aleph represents a strategic outcome for our partners and clients, reflecting the significant potential that lies ahead under the broader umbrella of Aleph”, said Aleph in APAC MD Pieter-Jan de Kroon.

    Aleph plans to use this unification to deepen its grip on the region, offering global clients local insights, publisher access, and tech-powered efficiency tailored to each market.

    “By fully consolidating our APAC operations under the Aleph brand, we are achieving a new level of strategic alignment between global digital media platforms and the region’s vast opportunities,” said Aleph Group CEO & founder Gastón Taratuta.

    From media and payments to digital education, the rebrand signals Aleph’s ambition to act as a digital bridge between the world’s fastest-growing consumer regions and its most powerful platforms.

  • OnePlus rides the rails with Bengaluru Metro’s first full-train wrap

    OnePlus rides the rails with Bengaluru Metro’s first full-train wrap

    MUMBAI: In a high-visibility move that fuses tech with transit, Rapport Chrome, the outdoor arm of IPG Mediabrands, has partnered with OnePlus India to unveil the first full-train wrap on Bengaluru’s Green Line Metro — a first-of-its-kind format introduced by Namma Metro (BMRCL).

    Dubbed as a window to innovation, the striking wrap-around design for the new OnePlus 13s turns the metro’s windows into camera lenses — cleverly mimicking the smartphone’s camera interface. As passengers zip through India’s tech capital, it appears they’re capturing the city through the eyes of the device itself. Inside, sleek branding and smart copy keep the vibe on-brand and high-impact.

    The Green Line, which cuts across key residential and commercial zones, offers prime real estate for eyeballs-on-the-go — making it the ideal canvas for a flagship like the 13s.

    Rapport Chrome president Vinkoo Chakraborty said “Collaborating with OnePlus on this trailblazing campaign has redefined the possibilities of creative contextualization in outdoor advertising in India. By combining innovative design with the strategic reach of the Green Line, we’ve created a powerful platform to showcase the OnePlus 13s to millions.”

    From station to screen, OnePlus is proving that bold creative and contextual genius can still turn heads in a mobile-first world.

  • WPP boss Mark Read to sign off at year-end after 30-year ad-venture

    WPP boss Mark Read to sign off at year-end after 30-year ad-venture

    MUMBAI: WPP plc has just hit ‘next’ on its leadership playlist. The British ad giant announced that long-time chief executive officer Mark Read will hang up his boots and step down from the board on 31 December 2025, marking the end of a 30-year run—including a high-octane seven-year stint steering the ship as CEO. The search for his successor is already underway.

    WPP chair  Philip Jansen, heaped praise on Read’s legacy, hailing him as a transformational force. “On behalf of the Board, I would like to thank Mark for his contributions not only as CEO but throughout his more than 30 years of leadership and service to the Company. During that time Mark has played a central role in transforming the Company into a world leader in modern marketing services, with deep AI, data and technology capabilities, global presence and unrivalled creative talent, setting WPP up well for longer-term success,” said Jansen.” We are pleased that Mark will continue to lead WPP as CEO until the end of the year, remaining focused on the execution of the Company’s growth strategy and supporting a smooth transition to his successor, once appointed.”

    In a heartfelt sign-off, Read said leading WPP had been “an immense privilege.” When he took the reins in 2018, his mission was to simplify the business, power up its creative engines, and plug it into cutting-edge tech. By most accounts, he’s delivered.

    Said Read: “WPP is an incredible company with over 100,000 talented and creative people, wonderful clients and partners, and an unmatched presence around the world. It has been an immense privilege to serve as its CEO for the past seven years.

    “When I took on this role our mission was to build a simpler, stronger business, and put structure and new energy behind our creativity and performance, powered by world-leading technology. I am proud that our teams across the business have delivered that exceptionally well. Our clients today rate us more highly than ever before, we now work with four of the world’s five most valuable companies, and our revenues with our biggest clients have grown consistently.

    “Our business starts with creativity, and I was delighted for our teams that last year we were once again named Creative Company of the Year at Cannes Lions. We have also positioned WPP at the forefront of the industry with our investments in AI and, with the full launch of WPP Open this year, we are now leading the way as AI transforms marketing. We have an exceptional leadership team and a secure financial position that allows us to face the future confidently and capture the opportunities ahead.

    “After seven years in the role, and with the foundations in place for WPP’s continued success, I feel it is the right time to hand over the leadership of this amazing company. I am excited to explore the next chapter in my life and can only thank all the brilliant people I have been lucky enough to work with over the last 30 years, and who have made possible the enormous progress we have achieved together. I would also like to thank Phil and the rest of the Board for their steadfast support for me and the wider executive team, and I look forward to supporting them in the transition to my successor in the coming months.”

    WPP now works with four of the world’s five most valuable companies, and its largest clients are spending more than ever. He also gave a nod to WPP Open, the firm’s AI-powered platform, calling it a game-changer that’s keeping WPP ahead of the curve as artificial intelligence rewrites the rules of marketing.

    “I feel it is the right time to hand over the leadership of this amazing company,” said Read. “We’ve built the foundations for future success, and I look forward to exploring the next chapter in my life.”

    WPP, which employs over 100,000 people across the globe, is now on the hunt for a new commander-in-chief to build on Read’s digital-first, AI-fuelled momentum.

    The Mad Men era is long gone—WPP 2.0 is ready for its next act.

  • Clicks and trips go hand in hand as travel ads chart new routes

    Clicks and trips go hand in hand as travel ads chart new routes

    MUMBAI: When it comes to travel, Indians aren’t just packing bags, they’re packing pixels. In a year when revenge tourism fuelled wanderlust and digital-first habits reshaped holiday planning, Excellent Publicity’s latest report captures a sector that’s going places literally and virtually. Based on over 30,000 campaigns and TAM Media insights, the 2024 Travel & Tourism Advertising Landscape offers a fascinating peek into how brands sold dreams of getaways to a nation ready to escape.

    Total ad spends in the sector rose by 28 per cent in 2024, with digital commanding a staggering 78 per cent of that pie. Video platforms like YouTube and Instagram accounted for over 62 per cent of these digital spends, thanks to their scroll-stopping visuals and seamless influencer integration. The age of the static banner, it seems, is on a one-way trip to oblivion.

    It’s not just metros that are dreaming big 35 per cent of digital ad impressions came from Tier II and III cities, marking a shift in aspiration and affordability. Goibibo, Redbus, and Yatra rode this wave with vernacular campaigns, cashback offers, and destination-led storytelling.

    Short-form videos emerged as the MVP of campaign visibility, with influencer-led Reels and Youtube Shorts growing 45 per cent year-on-year. Micro and mid-tier creators proved to be the hidden gems of the media mix, converting eyeballs into bookings with hacks, hauls, and heartfelt narratives.

    Despite digital’s dominance, traditional formats still held ground. Television retained a 12 per cent share, proving useful in prime-time slots and regional infotainment, especially for family-oriented travel brands. Print (3 per cent) was used for tactical bursts like seasonal guides, while OOH (6 per cent) stayed visible near airports and high-footfall spots. Radio, though a modest 1 per cent of the mix, was used smartly around long weekends and festive peaks.

    Ad activity spiked during April-June (summer holidays) and again from October to December (festive breaks and destination weddings). Destinations like Ladakh, Rishikesh, Udaipur, and Bali drew big bucks from brands focused on adventure, wellness, and cultural experiences.

    Top spenders included Makemytrip, Easemytrip, Club Mahindra, Agoda, Thomas Cook, and Air India together accounting for over 33 per cent of the total digital travel ad budget. Campaigns ranged from AR-powered itinerary planning to influencer-hosted travelogues and loyalty program launches.

    Emotional hooks also proved effective, with storytelling leaning into themes of nostalgia (“first trip post-COVID”) and purpose (“make memories, not plans”). There was a noticeable pivot to experiential travel, with brands showcasing offbeat stays, cultural immersions, and eco-conscious itineraries.

    “The media mix is evolving, but the message remains timeless: travel is emotional,” said Excellent Publicity co-founder & director, Vaishal Dalal. “The brands winning today are those combining data-led precision with creative ambition making the journey to booking feel as exciting as the journey itself.”

    As Gen Z and millennials continue to shape spending habits, travel brands will need to mix immersive formats, voice AI, sustainability and hyper-personalisation to stay relevant and stay booked. Because in 2024, even holidays needed good content.