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Year: <span>2026</span>

Decathlon India: sales up 3%, costs up 12.3%
Branding

Decathlon India: sales up 3%, costs up 12.3%

Decathlon India built a value giant on private label control. FY25's revenue up 3% and costs up 12.3% expose the strain in…

3 min read
FatakPay’s #FatakpayKarYaar with Vaani Kapoor
New Ads

The psychology of FatakPay’s Diwali ad with Vaani Kapoor

FatakPay’s new Diwali film turns the awkwardness of asking friends for money into a case for formal digital credit. Here’s the psychology.

3 min read
AI Can Build the Ad in 10 Minutes—Not the Idea
Storytelling

AI Can Build an Ad in 10 Minutes, But Not the Big Idea

At a live AI creative challenge, speed was the easy part. Leo India's winner trained his tools and kept the idea human—here…

3 min read
Slovic built a Rs 300 crore brand by selling the gym at home
Consumer Behaviour

Slovic hits Rs 300 crore run rate selling gyms for the home

How a Rs 300 dumbbell set became the entry point to a nearly Rs 300 crore fitness brand for beginners, women and…

3 min read
India Circus' 300-400% festive surge, built on gifting
Consumer Behaviour

India Circus’ 300-400% Festive Surge, Bigg Boss to Gifting

How Godrej India Circus turned a recognisable Indian contemporary design and gifting culture into a 300-400% festive sales spike.

3 min read
Whirlpool Got Bigger, Not Better—Over US$7B in Debt
Branding

Whirlpool Got Bigger, Not Better—Over US$7B in Debt

Whirlpool's 2026 loss exposes a decade-old mistake: buying scale and asking for protection instead of innovating. Here's the brand lesson.

2 min read
AR Rahman becomes the new face of Brooke Bond Taj Mahal Tea
Branding

AR Rahman Takes Taj Mahal Tea’s Wah Taj Legacy Forward

Taj Mahal Tea taps A.R. Rahman to carry the Wah Taj legacy after Zakir Hussain. Here's what the new platform says about…

2 min read
Starbucks' $1B+ U-turn: convenience almost killed the brand
Branding

Starbucks’ $1B+ U-Turn on Fast Coffee

Starbucks spent years optimising for speed and saw its 'third place' brand meaning fade. Now it's spending $1B+ to bring back comfort…

3 min read
Ferrero India grows 19%, targets top 10 global spot
Consumer Behaviour

Ferrero India grows 19%, eyes top 10 global spot

Ferrero India grew 19% to Rs 2,585.5 crore and is betting on premium chocolate beyond metros, mapping each brand to a distinct…

2 min read
KFC rebuilds its brand from the store up
Branding

KFC bets on store design to win back the chicken wars

KFC lost its top-three U.S. chicken spot in 2025. Now a store-first redesign, refreshed menu and Colonel Sanders aim to turn latent…

2 min read
The 4 PM slump is the new QSR growth engine
Consumer Behaviour

The 4 PM Slump Is the New Growth Engine for QSRs

Indian QSRs are chasing snacks, drinks and desserts as hybrid work loosens fixed meal hours. The real trick: telling an upsell from…

3 min read
Fanatics turns 32 jerseys into a season-long hype machine
Marketing Psychology

The Hidden Psychology Behind the NHL’s 32-Team Jersey Drop

Fanatics and the NHL are using local design and staged reveals to turn 32 special-edition jerseys into a season-long anticipation engine.

2 min read