Year: <span>2026</span>
Premium Footwear in India Shifts From Occasions to Everyday
Sahil Malik of Da Milano and Rosso Brunello sees India's premium footwear demand shifting from festive splurges to everyday luxury purchases.
Jio Story: Five Data Rituals and the Missing Anxiety
Five daily data rituals—from the midnight binger to Dadi's first video call—show how Indian consumers rewired around unmetered connectivity.
Boost Mobile Works Its Arse Off in Love Island Villa
How Boost Mobile used Love Island Australia's phones, challenges and social moments to hijack attention—and what marketers can steal from it.
Gold prices surge 60%: The psychology behind festive jewellery’s new pitch
How Indian jewellery brands are using exchange offers, light designs and diamond alternatives to keep festive buying alive despite a 60% gold…
What ‘My First Video Call Home’ Taught Brands About Shared Memory
A first video call home feels private, but millions remember it the same way. Here's how shared firsts become collective nostalgia—and why…
JK Tyre lifts 16-inch+ mix to about 30%—distribution is the brand
JK Tyre lifted its 16-inch+ passenger tyre mix from 10% to about 30% by pairing national reach with 800 Google-listed shops and…
Jio’s Welcome Offer: How Free Rewired India’s Data Expectations
The 2016 Welcome Offer wasn't a cheaper tariff—it was a reference-price reset. Here's what marketers learned when free changed India's data expectations.
How a 0–100 index tracks digital’s hold on buying journeys
A SPJIMR student project measures digital influence on real purchase journeys—and finds AI can overstate the role of online platforms.
Data Anxiety Became Data Instinct
The real change wasn't cheaper tariffs. It was the quiet collapse of data anxiety. A look at how Indian habits moved from…
The Psychology Behind Because Someone Said Yes
A child's ordinary milestones hide a quiet reveal: a foster family was there all along. The psychology behind the trust's new recruitment…
UPI’s Next Growth Phase: Trust in 10 Countries
NPCI's CMO says UPI's next users will come from trust, local relevance and ecosystem reach in 10 countries, not advertising alone.
Zee5’s Free 5 turns free streamers into an ad asset
Zee5 is repositioning Free 5 as a returnable free destination, using curated ad-supported content to build reach and advertising revenue.