Year: <span>2026</span>
First Video Call Home: How Shared Memory Forms
A private first became a shared timestamp. Why India's 2016 data moment works as collective nostalgia—and what marketers can reuse.
Mentos Khao Dimaag Ki Batti Jalao: The Psychology of the Ad
A throwback to Mentos India's 'Dimaag Ki Batti Jalao' ad: how pattern interrupt and cognitive reframing made a mint feel like insight.
Half of Gen Z beauty buyers now live outside metros
Myntra report: half of Gen Z beauty buyers are in Tier 2 and 3 cities, with K-beauty up 200% and minis driving…
Jio Story: When Free Reset the Data Reference Point
The 2016 Jio launch didn't just cut data prices; it reset India's reference point. A look at the zero-price playbook and what…
Scotts WEE-MERGENCY: the psychology of a tiny lawn patch
Scotts and Beau Ryan turn dog-urine lawn patches into a mock emergency. Here's the behavioural science behind WEE-MERGENCY.
Why India’s Whisky Drinkers Trade Up Only on Some Occasions
William Grant & Sons sees older Scotch grow as affluent Indians trade up for weddings and Diwali - converting that into daily…
Jio Story: The Everyday Shift Data Forgot to Announce
From rationed data and the cyber cafe to an always-on pocket, India's data decade changed access. The deeper shift: data became an…
Selleys Undo Glue: The Psychology of a Reversible Bond
Selleys Undo Glue flips the permanent-bond promise into a demo of clean removal—and a behavioural lesson in loss aversion and fresh starts.
Zepto’s Seoul Street: 300 guests and a fandom snowball
Zepto turned Delhi into an invite-only Seoul Street for 300 guests, testing whether an existing fandom can be snowballed into a bigger…
14 WhatsApp groups now outweigh TRP in festive India
With the average Indian in 14 WhatsApp groups, festive shoppers trust group recommendations over TV ratings. Here's how WRP changes brand strategy.
Albertsons’ 0.8% Sales Dip Is a Strategy Problem
Albertsons reported a 0.8% identical sales decline and a possible sale. The missing piece, argues brand strategist Joan Kiddon, is a customer-defined…
Savlon’s Chalk Sticks: When Handwashing Became a Classroom Ritual
How Savlon and Ogilvy turned chalk dust into soap in Indian classrooms, making handwashing a habit through design instead of fear.