MAM
Braces and Smiles names Infectious as its creative agency
MUMBAI: Infectious has been signed on by Braces and Smiles, a chain of super specialty orthodontic clinics, as their communications partner. Infectious will be in charge of the identity, strategy, and communication for the brand.
“It is a business we are very excited to work on as the set of challenges are unique. Our task is not only to create awareness for Braces and Smiles but also to establish their expertise in braces. We look forward to creating some fantastic work for them”, mentioned Infectious co-founder and director Nisha Singhania
Commenting on the win Infectious co-founder and director Ramanuj Shastry said “So many people need Orthodontic treatment, which is a super specialized branch of dentistry, yet so few know about it. It’s an unusual challenge, very different from selling soaps and shampoos, and forces us to think unconventional ways to engage with people. Thrilled to learn so much and work on such a novel field.”
On appointing Infectious as Braces & Smiles’ creative agency, Dr. Rajesh Patil said, “We selected Infectious because of the enthusiasm of the team, their creativity which stems from understanding of human emotions and psyche and the effort they took in understanding the core essence of our brand and what we stand for.”
AD Agencies
WPP and Ogilvy top the global charts as India joins the creative elite: Warc rankings
A record five-year streak for Ogilvy while India secures a top five global spot
MUMBAI: The global advertising world has a familiar king, but a new powerhouse is gatecrashing the palace. In the latest Warc Creative 100 rankings, the industry’s definitive audit of excellence, WPP has once again been crowned the top holding company. Not to be outdone, its crown jewel, Ogilvy, has secured the top network spot for a staggering fifth consecutive year.
It is a “five-peat” that proves Ogilvy’s creative engine is not just running but purring. While many networks rely on one or two superstar offices to carry the load, Ogilvy’s dominance is a team effort across the globe. Hot on their heels is sister agency VML, which took the silver medal for networks, ensuring a WPP clean sweep at the very top of the podium.
The biggest noise, however, is coming from the East. India has officially vaulted into the top five most creative nations on Earth. Once viewed primarily as a back-office for production, the country is now a front-row leader in imagination. Driven by the brilliance of agencies like Ogilvy Mumbai and Leo Burnett India, the nation is proving that its work does more than just look good on a trophy shelf. In a market where every rupee must work twice as hard, Indian campaigns are blending high-concept artistry with ruthless commercial effectiveness.
The individual accolades saw Heineken toast to success as the top brand, finally knocking Apple off its perch. Unilever remains the world’s most awarded advertiser, proving that big business can still have a big heart through its work for Dove and Vaseline.
The title of the world’s most creative campaign went to Publicis Conseil Paris for their AXA “Three Words” initiative. By subtly adding “and domestic violence” to insurance policies to provide immediate relocation cover, the agency proved that the best advertising doesn’t just sell a service, it provides one.
The 2026 rankings also signal a shift in the industry’s DNA. The era of boring business-to-business marketing is dead, with B2B campaigns cracking the top ten for the first time. Meanwhile, artificial intelligence has moved past the gimmick stage. The winners this year used tech not for the sake of a trend, but to drive genuine human emotion.
Whether it is Paris providing a safety net for the vulnerable or India redefining the global creative order, the message from this year’s Warc rankings is clear. The best work in the world is no longer just about catching the eye, it is about changing the world.
