Year: <span>2026</span>
Coca-Cola’s Golden World Cup Cans: A Lesson in Fan Ownership
Coca-Cola India turns Spain's FIFA World Cup victory into a limited-edition golden can on Zepto and Blinkit. Here's the psychology.
Why Brands Are Racing to Sign 15-Year-Old Vaibhav Sooryavanshi
The psychology behind the rush to sign a teenage cricket star: attention, herd behaviour and the cost of betting early.
India’s Premium Wave Is Outgrowing Its Metro Map
India's premiumisation wave is spreading beyond metro India. Homes, phones, cars and daily essentials are trading up. Here's what brands should do…
Dish TV’s Vzy: Rs 200 Cr Sales and a Platform Play
Dish TV's Vzy crossed Rs 200 crore in cumulative sales by bundling TVs, OTT and linear content. The real bet is owning…
Star Health turns a claim every 8 seconds into brand trust
Star Health's new campaign centres on one claim settled every eight seconds, turning claims support into a national trust message for India.
What Defender Journeys Teaches About Premium Experience Design
Defender Journeys' fourth edition shows how premium brands use effort, contrast and small groups to turn a self-drive route into a brand…
Clinic Plus flips the mother-daughter script for Daughters’ Day
Clinic Plus flips the Daughters’ Day script: the daughter becomes the mother’s strength in a HUL film tied to 1.3 crore single…
India’s Smartphone Festive Sale Loses Its Discount Weapon
Rising memory costs are forcing brands to replace deep festive discounts with EMI and exchange offers. Here's the pricing psychology behind the…
Global Consumer Confidence Climbs for Third Straight Month
Ipsos' July 2026 index rises 1.1 points to 49.0, with India leading at 67.1. Here's the psychology behind the third straight gain…
Why Cashfree’s Soan Papdi Joke Makes B2B Marketing Work
Cashfree’s festive campaign with Biswa Kalyan Rath turns the soan papdi joke into a B2B message about payment gateway expectations. Here’s why…
Consumer confidence is flat. The signals are not.
Ipsos’ September 2026 index is unchanged at 48.4, but India leads at 66.9. Here’s why the now-next gap matters for brand strategy.
Clinic Plus Flips Its Mother-Daughter Story for Daughters’ Day
Clinic Plus's Daughters' Day film reverses its long-running #MeriBetiStrong platform: the daughter becomes the mother's anchor. Here's why the shift works.