New-Age Agencies Redefine Indian Advertising with Viral Digital Campaigns

• India's advertising landscape is evolving from traditional giants like Ogilvy India to new-age agencies such as Talented, Moonshot, and Schbang.
• These new agencies focus on digital-first, viral campaigns, leveraging pop culture, influencer trends, and innovative storytelling.
• Talented gained cultural traction with campaigns like Britannia's 'Nature Shapes Britannia' and Swiggy's 'Why Is This A Swiggy Ad?', winning multiple Cannes Lions.
• Moonshot, founded by Tanmay Bhat and Devaiah Bopanna, created viral hits like CRED x Rahul Dravid and Subway x Viswanathan Anand, known for unexpected casting.
• Schbang excels in platform-native storytelling, exemplified by Britannia's 'Croissant or Prashant?' and Mentos' 'Mast Zindagi' comeback, achieving massive reach and engagement.

Why It Matters: New-age agencies are transforming Indian advertising with digital-first, viral, and culturally resonant campaigns.