When Alphabet Inc. was named one of TIME’s most influential companies of the year, it marked more than a corporate accolade—it signalled the culmination of a decade-long strategic gamble led by Sundar Pichai. Often characterised by his understated demeanour, Pichai has quietly reshaped Google into a formidable force in artificial intelligence, defying critics who once questioned his leadership.

For years, analysts and industry observers viewed Pichai as overly cautious, particularly as rivals surged ahead in high-profile AI developments. Calls for his resignation grew louder during periods when Google appeared to lag in the generative AI race. Yet, behind the scenes, Pichai had been laying the groundwork for a transformation he first articulated in 2016: that Google would become an “AI-first” company.

What followed was a series of investments that, at the time, seemed only loosely connected to the company’s core search business. These included the development of custom silicon chips, expansion of cloud infrastructure, the evolution of YouTube as a data and content powerhouse, and deep research initiatives spearheaded by Google DeepMind. Each project was a piece of a broader puzzle that is only now coming into full view.

The results have been striking. Breakthroughs from DeepMind have propelled Google’s flagship AI model, Gemini, to the forefront of global capability rankings. Once trailing competitors, Gemini now commands a significant share of global AI usage—accounting for roughly a quarter of all traffic, a sharp rise from just 6 per cent a year ago, according to Similarweb. This rapid growth reflects not only technical prowess but also Google’s ability to integrate AI seamlessly into products used by billions.

Indeed, one of Pichai’s most effective strategies has been the quiet normalisation of AI. Rather than relying solely on headline-grabbing releases, Google has embedded intelligent features into its existing ecosystem—search, email, productivity tools—introducing millions of users to AI without fanfare. This approach has allowed the company to scale adoption organically while avoiding some of the scrutiny faced by more conspicuous rollouts.

Yet, success has brought a familiar set of concerns. The narrative surrounding Pichai has shifted markedly: from doubts about his decisiveness to questions about whether Google’s influence has once again grown too vast. Regulators and critics are increasingly wary of the concentration of power in a single entity that now dominates not just search, but also key aspects of the emerging AI landscape.

For Pichai, the challenge ahead may be less about proving his vision and more about managing its consequences. His patient, methodical leadership has delivered one of the most significant technological pivots in recent memory. The question now is whether that same restraint can guide Google through the complex ethical and regulatory terrain that accompanies its renewed dominance.

The post SUNDAR PICHAI’S QUIET DECADE PAYS OFF AS ALPHABET RISES TO GLOBAL INFLUENCE appeared first on Creative Brands Mag.

Gatorade has returned to the global stage with a campaign that strips performance back to its essentials, placing trust, science and relentless effort at the centre of athletic success. Titled ‘Trust What’s Inside’, the initiative builds on a simple yet enduring truth: elite athletes rely on what consistently works, not fleeting promises or shortcuts.

In football, where margins between victory and defeat are often razor-thin, that trust is forged over countless hours of training, repetition and physical endurance. The campaign leans into this reality, presenting a portrait of the modern footballer shaped not only by talent, but by discipline and scientific support systems that optimise performance over time.

For decades, Gatorade has embedded itself within this ecosystem, evolving from a hydration solution into a cornerstone of sports science. Its formulation of electrolytes and fluids, designed to replenish what the body loses during intense exertion, has been validated across generations of athletes. The brand’s continued presence across locker rooms, training grounds and elite competitions has cemented its credibility as more than just a beverage—it is a performance partner.

The campaign draws its strength from an impressive roster of global footballers, each representing different journeys within the sport. Vinícius Júnior brings flair and explosive pace shaped on the world’s biggest stages, while Julián Álvarez reflects a rise built on adaptability and consistency. Luis Díaz embodies resilience and dynamism, and Christian Pulisic represents the globalisation of the game through talent nurtured across continents. Alongside them, Tajon Buchanan and Gilberto Mora add further depth, illustrating the diversity and reach of modern football.

Rather than glamorising the end result, ‘Trust What’s Inside’ focuses on the unseen moments—the repetition of drills, the discipline of recovery, and the mental resilience required to sustain peak performance. In doing so, it aligns the brand closely with the lived experiences of athletes, from grassroots participants to elite professionals.

The messaging is deliberate and understated. There are no claims of instant transformation, no suggestion of overnight success. Instead, the campaign reinforces a philosophy that resonates deeply within sport: greatness is cumulative, built layer by layer through preparation and perseverance.

This approach also reflects a broader shift in sports marketing, where authenticity and credibility increasingly outweigh spectacle. By foregrounding the science behind hydration and performance, Gatorade positions itself as a trusted ally in an athlete’s journey rather than a peripheral sponsor.

As football continues to evolve with data analytics, performance tracking and advanced recovery techniques, the role of scientifically backed nutrition becomes ever more critical. ‘Trust What’s Inside’ taps into this evolution, reminding audiences that while the game may change, the fundamentals of preparation and trust remain constant.

In a landscape often dominated by hype, Gatorade’s latest campaign stands out for its clarity of purpose. It does not promise miracles; it acknowledges the grind. And in doing so, it reinforces a message that resonates far beyond football: there are, indeed, no shortcuts to greatness.

The post GATORADE’S ‘TRUST WHAT’S INSIDE’ CAMPAIGN CHAMPIONS SCIENCE, SWEAT AND THE REALITY OF FOOTBALL appeared first on Creative Brands Mag.

Coca-Cola has marked America’s 250th anniversary with the launch of ‘Drink in America’, a sweeping new campaign designed to capture the promise and possibilities of the nation. Created by WPP Open X, led by Ogilvy, the film was shot across 10 states in just 20 days, weaving together diverse landscapes, communities, and everyday moments that embody togetherness.  

At its heart lies a powerful new song, performed by a choir of voices blending musical genres and perspectives into one harmonious expression. The creative nods to Coca-Cola’s iconic 1971 ‘Hilltop’ commercial, reimagining its spirit for a modern audience. The anthem celebrates the people, places, and occasions that unite Americans over a Coke, offering a message of optimism and shared humanity.  

Debuting during the NCAA Men’s National Championship, the campaign positions Coca-Cola not just as a beverage, but as a cultural symbol of connection. By combining cinematic storytelling with musical resonance, ‘Drink in America’ underscores the brand’s enduring belief in what can be created when people come together side by side.

The campaign’s timing is deliberate, aligning with a milestone anniversary that invites reflection on America’s journey and future. By filming across 10 states, the creative team sought to capture the diversity of experiences and perspectives that define the nation. From bustling cities to quiet towns, the film showcases how Coca-Cola remains a unifying presence in everyday life.  

The anthem’s musical core is equally significant. By blending genres and voices, the song becomes a metaphor for America itself—different yet harmonious, varied yet united. This echoes the legacy of the ‘Hilltop’ commercial, which became a cultural touchstone for its message of peace and unity. In ‘Drink in America’, that spirit is renewed for a new generation, reminding audiences that optimism and togetherness remain timeless values.  

As Coca-Cola continues to evolve its brand storytelling, this campaign demonstrates the power of heritage reimagined through modern creativity. ‘Drink in America’ is not only a celebration of the past but also a call to embrace the possibilities of the future, one shared moment at a time.  

The post COCA-COLA LAUNCHES ‘DRINK IN AMERICA’ ANTHEM appeared first on Creative Brands Mag.

Victoria’s Secret has announced actress Triptii Dimri as its first-ever Indian brand ambassador, marking a significant milestone in the lingerie and lifestyle brand’s journey in India. The appointment underscores the company’s intent to embrace localised storytelling and connect more deeply with evolving consumer attitudes in one of its fastest-growing markets.  

Coinciding with the announcement, the brand released a teaser for its upcoming Summer Signature campaign, a visually led digital film that captures themes of confidence, comfort, and modern femininity. Conceptualised and executed by Makani Creatives, the campaign positions Dimri at the heart of a narrative that celebrates individuality and self-expression.  

Styled by renowned fashion director Anaita Shroff Adjania, Dimri is seen in a series of distinct looks that move fluidly across moods—ranging from sleepwear and casual styling to statement fashion. The film’s aesthetic blends aspirational imagery with relatable moments, reflecting Victoria’s Secret’s shift towards inclusivity and authenticity in its brand communication.  

The narrative is punctuated by Dimri’s voiceover, where she declares: “Ready for something iconic. To me, being sexy is not just about looks, it’s about the confidence, it’s how comfortably you carry yourself and who you truly are.” The line reinforces the campaign’s core message, positioning confidence and comfort as central to modern femininity.  

For Victoria’s Secret, the collaboration with Dimri signals a strategic move to align with India’s cultural and creative landscape. By appointing a rising star who has captured the imagination of audiences through her nuanced performances, the brand is not only strengthening its presence but also redefining its identity for a new generation of consumers.  

The Summer Signature campaign, with its emphasis on empowerment and individuality, reflects Victoria’s Secret’s broader global repositioning. In India, the partnership with Dimri is expected to resonate strongly with audiences seeking fashion that balances style with self-assurance, marking a new chapter in the brand’s engagement with the market.

The post VICTORIA’S SECRET NAMES TRIPTII DIMRI AS FIRST INDIAN BRAND AMBASSADOR appeared first on Creative Brands Mag.

Few garments in fashion history have achieved the cultural resonance of the Lacoste polo shirt. Introduced by tennis legend René Lacoste nearly a century ago, the piece has transcended its sporting origins to become a global wardrobe staple. Today, Lacoste celebrates this enduring icon with a renewed focus on evolution, unveiling fresh iterations that continue to redefine its place in contemporary style.  

The brand’s latest campaign, shared with its 571,000 followers on LinkedIn, positions the polo as “iconic by design, evolutionary by nature.” This duality captures the essence of a garment that has remained true to its heritage while embracing innovation. From its original piqué cotton construction to modern blends and technical fabrics, the polo has consistently adapted to the needs of successive generations.  

Central to this reinvention is Lacoste’s exploration of new knits, fabrics, colours and cuts. The polo shirt now appears in a spectrum of shades that reflect both classic elegance and modern vibrancy, while updated silhouettes cater to diverse tastes and lifestyles. Whether slim, oversized, cropped or tailored, each variation speaks to the versatility of a garment that has never ceased to evolve.  

The campaign also underscores the creative spirit of René Lacoste, whose vision of combining comfort, performance and style remains embedded in the brand’s DNA. His innovation in sportswear design laid the foundation for a piece that continues to bridge athletic functionality with everyday fashion.  

By highlighting the polo’s adaptability, Lacoste reinforces its relevance in a fast-changing fashion landscape. The shirt’s ability to reinvent itself without losing its identity has ensured its place as a symbol of understated sophistication. It is equally at home on the tennis court, in the boardroom, or as part of casual streetwear, embodying a rare universality.  

As Lacoste looks ahead, the polo shirt stands as a testament to the brand’s philosophy: honouring tradition while embracing change. In celebrating its evolution, Lacoste invites a new generation to discover the timeless appeal of a garment that remains, as ever, iconic by design.

The post LACOSTE POLO SHIRT: A TIMELESS ICON REINVENTED appeared first on Creative Brands Mag.

Zendaya’s imagination becomes the stage for a striking new collaboration with sportswear brand On, brought vividly to life by acclaimed filmmaker Spike Jonze. The campaign, titled Shape of Dreams, explores the surreal world of ‘The Dream Lab’, where silhouettes stretch, shrink, and transform in a boundary-defying journey of creation.  

“Working with Spike brought that vision to life in a really special way – the world he created gave it a whole new dimension,” Zendaya said, reflecting on the film’s ability to capture her instinctive approach to design.  

The project marks a defining new chapter in Zendaya’s partnership with On: their first co-created collection of footwear and apparel. Developed alongside her longtime stylist and collaborator Law Roach, the collection merges Zendaya’s expressive sensibility with On’s technical expertise. “We wanted to create pieces that feel versatile and easy to wear – styles that move with you across different moments,” Zendaya explained. “We started with the idea of making people feel confident and effortless, and we built everything out from there.”  

The campaign is complemented by still life imagery from photographer Sean Thomas, offering a behind-the-scenes glimpse into the creative process and spotlighting the new designs. Alex Griffin, chief marketing officer at On, emphasised the significance of the collaboration: “This co-created collection marks the next chapter in our creative partnership with Zendaya. A complete expression across footwear and apparel, brought to life through a remarkable campaign directed by the legendary Spike. Zendaya’s creative spirit is felt in every detail – shaping how performance and style come together.”  

The collection itself balances fashion instincts with On’s Swiss engineering, featuring ribbed tank tops, ribbed T-shirts, half-zip anoraks, coach jackets, drawstring midi skirts, parachute pants, and Bermuda shorts. Each piece reflects a shared focus on detail, uniting function and form through refined silhouettes, colour, and texture. The footwear introduces the Cloudnova Moon, a sleek design that reimagines On’s existing collection with a bold aesthetic edge.  

With Shape of Dreams, Zendaya and On present not just a campaign but a creative manifesto – one that celebrates imagination, collaboration, and the seamless fusion of performance and style.

The post ZENDAYA AND SPIKE JONZE REIMAGINE SPORTSWEAR IN DREAMLIKE CAMPAIGN FOR ON appeared first on Creative Brands Mag.

Diageo’s unveiling of the Don Julio 1942 FIFA World Cup 2026 Edition is less about the tequila itself and more about how design can become the campaign. In this release, the bottle is not simply a vessel but a ceremonial object, deliberately crafted to echo the prestige of the World Cup trophy.  

The gold wrap and green malachite closure elevate the familiar 1942 silhouette into something sculptural, ceremonial, and unmistakably iconic. This isn’t just packaging; it’s a statement of status. The bottle is designed to be raised, displayed, and kept, reinforcing its role as a symbol of prestige rather than a mere container.  

What makes this edition particularly striking is its amplification of a distinctive brand asset that often goes overlooked: the bottle’s shape. Don Julio 1942 already had a recognisable silhouette, but instead of reinventing it, the design leans into its familiarity, amplifying its form until it becomes a storyteller in its own right. By borrowing meaning from global sport, the bottle strengthens its own cues of luxury and heritage.  

This approach signals a broader shift within the premium spirits category. As premiumisation matures, design is no longer just about catching the eye on the shelf. It is about carrying symbolism, embedding storytelling, and building long-term equity. In this case, the bottle itself is the campaign, embodying both the spirit of the World Cup and the enduring prestige of Don Julio.  

By turning design into narrative, Diageo demonstrates how brands can transcend traditional marketing. The Don Julio 1942 FIFA World Cup 2026 Edition is not only a celebration of sport but also a masterclass in how design can elevate a brand’s identity, making the bottle as memorable as the liquid it contains.

The post DON JULIO 1942 WORLD CUP EDITION ELEVATES BOTTLE DESIGN INTO SYMBOLISM appeared first on Creative Brands Mag.

Louis Vuitton has unveiled its new “In My Bag” campaign, a striking departure from the brand’s traditional approach to luxury storytelling. Known for its polished, aspirational narratives, the French fashion house is now embracing a format that feels more candid, playful, and human. The campaign taps into a cultural ritual familiar across generations: the curiosity about what people carry with them, and what those items say about their lives.  

This shift is significant. Luxury brands have long relied on distance and exclusivity to maintain allure, but Louis Vuitton’s latest move suggests a recalibration. By opening up the bag—literally and metaphorically—the brand is inviting audiences to connect with its products in a more personal, everyday context. It’s not just about the craftsmanship or prestige of the bag, but about what it represents in terms of identity, self-expression, and the small rituals of daily life.  

Emotion plays a central role here. The campaign’s tone is light-hearted and approachable, making Louis Vuitton feel less like an untouchable symbol of status and more like a companion in the rhythms of modern living. This relatability is crucial in reaching younger, more diverse audiences who value authenticity and cultural resonance as much as heritage.  

Yet, even as the format evolves, the brand’s distinctiveness remains intact. The bags themselves are still the heroes—recognisable, desirable, and unmistakably Louis Vuitton. The campaign cleverly balances accessibility with aspiration, ensuring that the product’s iconic status is never diluted. Instead, the new storytelling style enhances its relevance, showing how the bag fits seamlessly into different lives without losing its aura of desirability.  

Clarity is another strength. The campaign’s structure is simple and effective: here’s the bag, here’s what’s inside, here’s how it fits into your life. This straightforward approach makes the message easy to grasp, cutting through the noise of luxury marketing with a format that feels both fresh and familiar.  

“In My Bag” is more than a campaign; it’s a statement of intent. It demonstrates how a heritage brand can evolve without sacrificing what makes it distinctive. By blending emotional resonance, cultural accessibility, and product clarity, Louis Vuitton has crafted a narrative that feels both timeless and timely. It’s a reminder that even in the world of luxury, relevance depends on the ability to adapt while staying true to one’s core.

The post LOUIS VUITTON OPENS UP WITH “IN MY BAG” appeared first on Creative Brands Mag.

Hayleys Solar, Sri Lanka’s leading solar solutions provider, has marked a significant milestone in the country’s corporate renewable energy sector with the completion of an 800kW rooftop installation for the London Stock Exchange Group (LSEG). Delivered in just two months, the project spans six buildings and incorporates 1,412 high-efficiency solar panels.  

The system is projected to generate 1,250 MWh of clean energy annually, supplying nearly 80% of LSEG’s daytime electricity requirements. This achievement translates into a reduction of approximately 850 tonnes of carbon emissions each year, equivalent to removing 185 petrol-powered cars from the road or planting more than 14,000 mature trees.  

The installation demanded complex engineering, including extensive underground cabling across an active corporate site. Hayleys Solar executed the project with a zero-accident record, maintaining rigorous safety and operational standards throughout.  

Roshane Perera, Executive Director and Chief Executive Officer of Hayleys Solar, emphasised the importance of partnerships with environmentally conscious organisations in driving Sri Lanka’s transition to sustainable energy. “We are grateful to LSEG for placing their trust in Hayleys Solar. This project is about providing reliable, sustainable energy solutions that enable Sri Lankan businesses to compete confidently on the global stage with a reduced carbon footprint,” he said.  

Feroz Cader, Group Director LSEG, Site Lead, Malabe, highlighted the organisation’s commitment to sustainability. “As one of the world’s leading providers of financial markets infrastructure, delivering financial data, analytics, news and index across over 170 countries, LSEG takes its environmental responsibilities seriously. This collaboration with Hayleys Solar marks a significant step in our ongoing commitment to sustainability,” he noted.  

The partnership between Hayleys Solar and LSEG underscores the growing role of renewable energy in Sri Lanka’s corporate landscape. It not only demonstrates the feasibility of large-scale solar adoption but also sets a benchmark for future projects aimed at reducing environmental impact while strengthening business competitiveness.

The post HAYLEYS SOLAR POWERS LSEG WITH LANDMARK ROOFTOP INSTALLATION appeared first on Creative Brands Mag.

Pay10, a leading alternative payments provider, has introduced Pay10 World, a new platform designed to streamline cross-border transactions for Indian businesses, alongside a campaign titled “No Borders. Just Business.” that underscores its ambition to simplify global commerce.

The launch follows the company securing full authorisation under the Reserve Bank of India’s Payment Aggregator – Cross Border (PA-CB) framework, positioning Pay10 to offer compliant services across both export and import transactions. This regulatory backing marks a significant milestone, allowing the company to operate confidently in an increasingly complex global payments landscape.

At its core, Pay10 World enables Indian businesses to accept international payments and manage settlements through a unified system. By bridging global payment methods with India’s real-time payments ecosystem, the platform allows overseas customers to transact in their local currencies while ensuring that Indian businesses receive settlements in INR. It also integrates automated compliance features, including Foreign Inward Remittance Advice (FIRA) generation, addressing one of the most cumbersome aspects of cross-border trade.

The campaign supporting the launch takes a relatable and light-hearted approach, using everyday business scenarios to highlight common pain points such as slow processing times and repetitive verification steps. Through a series of three films, Pay10 presents these challenges in an engaging narrative style, positioning Pay10 World as a modern solution that eliminates friction and simplifies international transactions.

Beyond exports, the platform extends its capabilities to imports, enabling Indian businesses to pay international merchants directly in INR. Pay10 World handles compliant settlements in the merchant’s local currency, creating a smoother and more predictable experience for businesses sourcing goods globally. This dual functionality reflects a broader ambition to build a scalable and efficient infrastructure for cross-border commerce.

Prabhpreet Singh Gill, Founder and Chairman of Pay10, emphasised the need for financial systems to evolve alongside a rapidly changing global economy. He noted that Pay10 World is designed to create seamless connections between markets while ensuring regulatory alignment and interoperability, in line with India’s Vision 2030 for a globally competitive fintech ecosystem.

Dr. Atul Mehta, CEO of Pay10 India, highlighted the platform’s focus on improving reliability and control in cross-border transactions. As more Indian businesses expand internationally, he said, simplifying payments, settlements and compliance will be critical to enabling them to operate with greater confidence and efficiency in global markets.

With Pay10 World, the company is positioning itself at the intersection of regulatory compliance, technological innovation and user-centric design, offering a solution that reflects the growing demand for faster, simpler and more transparent cross-border payment systems.

The post PAY10 LAUNCHES ‘PAY10 WORLD’ TO SIMPLIFY CROSS-BORDER PAYMENTS FOR INDIAN BUSINESSES appeared first on Creative Brands Mag.