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Year: <span>2026</span>

Slower is the new premium
Branding

Pride of Cows uses Athiya Shetty to sell calm, not endorsements

Pride of Cows casts Athiya Shetty as an invitation to calm, not a product endorser. Here's the brand psychology behind the slower,…

3 min read
KidsCan’s Reflections campaign
Viral Ads

KidsCan’s Reflections: the psychology of selling absence

How Droga5 ANZ uses worn-out shoes and a missing child’s reflection to make poverty’s effect on school attendance impossible to ignore.

3 min read
Shreya Ghoshal becomes the face of Shaya's silver story
Branding

Shaya by CaratLane’s Shreya Ghoshal Bet on Identity

The silver jewellery brand pairs its eighth-anniversary campaign with a singer whose childhood payal story becomes the brand strategy.

2 min read
Good enough, go: why AI output is eroding brand standards
Branding

The good-enough-go culture is hurting premium brands

Brand marketers at Digiday's AI summit say automation is normalising sloppy creative. Inside the fight to protect premium brand standards.

3 min read
ixigo's ad turns tourists into sheep to sell personalisation
Consumer Behaviour

ixigo’s sheep-headed ad exposes travel herd mentality

ixigo's latest film uses sheep-headed tourists to make social proof visible, positioning TARA as the way back to individual taste.

2 min read
Asian Paints: Har Ghar Kuch Kehta Hai
Throwback

The Psychology of the Ad: Asian Paints’ Har Ghar Kuch Kehta Hai

How Asian Paints turned a paint ad into an emotional story about home and belonging—and why Har Ghar Kuch Kehta Hai still…

3 min read
Stayfree makes sons part of the period conversation
Consumer Behaviour

Stayfree turns boys into period-care allies

Stayfree's Daughter's Day film asks sons to buy sanitary pads, using peer modelling and home norms to make period care ordinary.

2 min read
KreditBee turns practical into an ambitious move
Branding

KreditBee Reframes Ambition as Practical to Sell Bigger Loans

KreditBee's Bee Practical campaign reframes practicality as planning ambition, using three films to introduce bigger lending products.

2 min read
Why consumers boo new tech, then buy it
Consumer Behaviour

Love-hate tech: what drone backlash teaches marketers

Amazon's drone tests are getting a mixed welcome, but that is a familiar adoption pattern. AirPods were mocked at $160 and the…

3 min read
Coca-Cola: I'd Like to Buy the World a Coke
Throwback

Coca-Cola’s Hilltop Ad: Selling Harmony, Not Soda

How a 1971 Coca-Cola jingle turned a soft drink into a gesture of global harmony—and what it still teaches marketers about emotional…

3 min read
India’s QSRs are using Rs 99 meals as a customer-acquisition tool
Pricing Psychology

India’s QSRs Use Rs 99 Meals to Recruit New Customers

KFC, McDonald's, Burger King and Domino's are using Rs 99 entry pricing to cut hesitation and recruit first-timers. But lower ticket sizes…

3 min read
How Stayfree normalises periods through boys
Marketing Psychology

Stayfree Hands Boys the Period Conversation

Stayfree's Daughter's Day film puts a boy at the centre of a period conversation. Here's the peer-influence psychology behind normalising a taboo…

2 min read