Mumbai: ting, an India-based advertising agency known for its innovative and creative-driven marketing solutions, is once again shaping digital culture with the launch of The “TEAM _” trend — a format that is rapidly gaining traction across brands and audiences alike.
Entirely conceptualized and initiated by integrated agency TING, the idea is rooted in a sharp cultural insight: people don’t connect with brands through claims anymore; they connect through shared behaviour.
Instead of asking audiences to engage, TING flipped the approach. The agency created a format where brands step back and let people identify themselves. Using the line “If _, you’re TEAM _,” everyday habits, routines, and emotions became a badge of belonging. No explanation. No selling. Just instant recognition.
The simplicity of the structure has enabled brands across sectors to adopt the trend in ways that feel both personal and culturally relevant. Early adopters include Vadilal, Warner Bros., OPI, Sony Max 1, Jiostar, Mario Foods, Sony LIV, Adya Dairy, Falcon Risers Hyderabad, Eurosport India, and Applause Entertainment, among others — signalling the start of what is quickly becoming a widespread social format.
What makes the idea travel is its adaptability. The same framework seamlessly works across sports, media, entertainment, FMCG, lifestyle, and wellness categories. Each brand taps into its own cultural truth — from fandom loyalty and childhood nostalgia to food rituals and evolving daily habits. The format remains consistent, but the insight shifts, allowing the trend to feel unified without becoming repetitive.
As more brands join in, the movement has begun to function less like a traditional campaign and more like a shared social language. By keeping the idea simple, human, and inherently scalable, TING has transformed a single cultural insight into a growing, community-driven movement — reinforcing the agency’s reputation for shaping ideas that audiences don’t just see, but participate in.
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