Marketing Mentalist Desk
Bingo! Tedha Hai Par Mera Hai: The Ad That Sold Imperfection
Bingo! turned odd-shaped chips into a badge of ownership with Tedha Hai Par Mera Hai, a lesson in endowment and identity in…
AJIO’s Ghar Wapsi: the psychology of an astronaut-led Diwali ad
AJIO's Ghar Wapsi turns a space station into a festive deal engine. Inside the psychology of homecoming, progress and variable rewards.
The Psychology of an Ad: Whisper India’s Touch the Pickle
A 2014 Whisper India film made a jar of pickle a symbol of defiance. Here are the behavioural levers that made the…
66% of Indian Concert-Goers Chase the Crowd ‘Chills’ Moment
BookMyShow's OOO survey of nearly 1,700 concert-goers finds 66% call singing along with fans their top 'chills' moment, and 46% get post-concert…
IRS returns after six years with trust-and-attention metric
The Indian Readership Survey is back after six years with digital readership and a planned trust-and-attention metric that goes beyond reach.
Dhanteras gold sales near Rs 60,000 cr as price drop lures
Dhanteras gold sales value is expected to rise 15-20% to about Rs 60,000 crore, but volumes stay flat. Here's the psychology behind…
Solo living is marketing’s next big shift
Ipsos's November update says brands must prepare for more solo and smaller households. Here's the psychology—and the practical moves—for marketers.
Cybertruck ends at 8% of Musk’s promised sales
Tesla is ending the Cybertruck after a bold launch price, design flaws and recalls turned interest into distrust. Here are the branding…
Dior’s hand-drawn holiday ad sparks AI authenticity debate
Dior’s Night in Color is beautiful, but viewers spotted AI telltales. Why the luxury rush to look handmade is also a trust…
How a $5,000 loan and two jockstraps built the sports bra
A $5,000 loan, two jockstraps and a sister's joke created the sports bra in 1979. The lesson: category-defining products start with felt…
Marico’s 45% Foods surge is a lesson in going offline
Marico expects 4700BC to break even early and is pushing digital-first brands into general trade. Here's what founders can learn from the…
How Solitario Turned ₹5 Crore Into ₹90 Crore in 25 Months
Inside Solitario Diamonds' launch to ₹90 crore in 25 months: CMO Kabir Kate on point-of-view branding, cultural campaigns and lab-grown luxury.