Skip to content
Marketing Mentalist
The Brand Briefing Get Featured
Marketing Mentalist
Campaign archive
Popular Funny Emotional AI IPL Celebrity OOH Gen Z Luxury Moment marketing

Year: <span>2026</span>

CTV budgets are up 43%; brands still measure views, not action
Marketing Psychology

CTV spend jumps 43%, but Huella says views are not enough

Huella's Singapore push bets that interactive CTV formats, not just better targeting, can turn viewer attention into measurable action.

3 min read
Kinder Joy’s festive packs hit 10M organic views early
Branding

Kinder Joy’s Diwali packs earn 10M organic views early

Ferrero India reshapes Kinder Joy packs as lanterns, rockets and anars, earning 10M organic views and turning Diwali packaging into a ritual.

4 min read
79% can't prove influencer ROI—so brands own the habit
Consumer Behaviour

79% Can’t Prove Influencer ROI, So Brands Are Going Always-On

Marketers say influencer ROI is hard to measure. A new playbook swaps one-off creator bursts for owned, habit-forming social series.

3 min read
Wellbeing is going camera shy. Time to rewrite the brief.
Consumer Behaviour

Wellbeing is going camera shy. Brands need a new script.

Ipsos research across the US, France and China finds wellbeing is moving from self-optimisation to privacy and connection. Here's how brands can…

2 min read
15B+ views show real-time sports marketing is the new playbook
Marketing Psychology

15B+ Views Teach Brands About Real-Time Sports Marketing

The Knicks' Game Four comeback drew over 15B social views and record merch sales. Here's how brands can trigger ads at emotional…

2 min read
Jellycat's 50% margin is a masterclass in leaving the commodity trap
Branding

Jellycat’s 50% Margin Shows How to Beat a Commodity Trap

Jellycat grew 43% to £450 million and passed a 50% margin while plush grew 2%. The lesson: change the buyer, the product…

3 min read
Only 12% expect a pay rise that beats inflation
Consumer Behaviour

Only 12% expect pay to beat inflation in 2023

Ipsos's 36-country study finds only 12% expect an inflation-beating pay rise, while 7 in 10 expect higher bills—changing how people buy.

2 min read
Village calls, hostel Wi-Fi and festival feeds became shared memory
Consumer Behaviour

Jio Story: Village Calls, Hostel Wi-Fi and Festival Reels

How village video calls, hostel Wi-Fi culture and regional festival reels turned network access into shared Indian memory.

3 min read
Airbnb festive searches rise 40% as Gen Z leads
Consumer Behaviour

Airbnb festive searches rise 40% as Gen Z leads the shift

Airbnb's festive domestic searches grew nearly 40% year on year, led by Gen Z and families seeking culture, meaning and non-urban getaways.

2 min read
India's data decade made four characters: which one are you?
Consumer Behaviour

India’s Data Decade Made Four Characters. Which Are You?

India's data decade created four characters: the saver, the binger, the hotspot hero and Reel Royalty. They show how behaviour changed when…

3 min read
Apple Music's new logo is a physical ripple from sound
Branding

Apple Music’s new logo turns sound into ripples

Apple Music's new identity turns sound into ripples—built with a transducer, mineral oil, and a sonic logo constrained by what the eye…

3 min read
When one screen hosts cricket, finales and wedding reels
Consumer Behaviour

The One-Screen Crowd: Cricket, Finale Parties and Wedding Reels

A cricket huddle, a finale room and wedding reels on repeat: how one shared connection turned pop culture into a group ritual.

3 min read