21/07/2026
**MUST READ**
We tried giving India the biggest campaign of the year, but failed. *must read*
A rejected idea that could’ve started a chain of voices for India’s students. We pitched it to 10+ brands. Every one said a polite, firm NO. And that makes me sick.The youth of this country is on the streets. The biggest brands in India have said nothing.Think about that.The exam-leak scandal derailed the futures of lakhs of students, kids who studied for years, whose one shot was stolen by a system that failed at the one job it had. They’re at Jantar Mantar. They’re everywhere.The brands who find their voice instantly for a cricket win or a trending audio? Silent. Not because they didn’t notice, because it’s safer not to. We get the caution. But it’s 2026, for god’s sake.We’ve built an industry that treats silence as strategy. Stay neutral. Don’t touch politics. Most days, fine, nobody needs a toothpaste brand’s opinion on everything.But this isn’t most days. This is a generation being told their effort meant nothing, in plain sight, and corporate India just scrolled past.Look at the West you all aspire to. When something’s wrong, brands there say so. They lose a few customers and earn a spine.Our silence? A failure of nerve dressed up as professionalism.You don’t need to hijack the movement or profit from it. Just raise your voice. A brand that can make a nation laugh at an ad can make it care about an injustice.The students don’t need brands to sell them anything. They need someone with a megaphone to stand beside them and say, out loud: this was wrong.Silence, right now, is the loudest thing they could say. BE BRAVER.
