Marketing Mentalist Desk
60% of Gen Z spent more this festive gifting season
A Rukam Capital–YouGov study finds Gen Z spent more, used AI for gift ideas and made self-gifting part of the festive basket.…
The Warehouse’s Christmas ad wins with ordinary moments
Why The Warehouse’s Christmas campaign works: it uses low-key, relatable Kiwi rituals to make the brand an unmissable part of the holiday.
Bosch Home Comfort places ₹900 crore bet on two AC brands
Bosch Home Comfort plans Bosch-branded ACs next year, using Hitachi for mainstream and Bosch for premium to chase a double-digit share in…
A Rs 149-a-month test for Kannada digital news
Deccan Herald and Prajavani have put selected stories behind a paywall. The real question is whether trust can turn into paid subscriptions.
Embedded finance sells the product but hides the brand
Embedded finance makes buying cover frictionless, but customers rarely recall the insurer. Brands must build recall when another platform owns the sale.
What retail, fashion and SaaS can teach hospitality marketing
A Hilton marketer shows hospitality can borrow occasion-led positioning, identity cues and friction-free journeys from retail, fashion and SaaS.
K-dramas hit 107.8M monthly viewers—and brands go Korean
Ormax data shows 107.8 million Indians now watch K-dramas monthly, up 48% from 2025. Zepto, McDonald's and Netflix are betting on the…
How Naturals Grew From 125 to 175 Stores on an Ingredient Promise
Naturals scaled from 125 to 175 stores on a no-artificial-ingredients claim, sub-1% ad spend, and a franchise consistency risk.
Bosch’s dual-brand AC plan: ₹900 crore for double-digit share
Bosch Home Comfort will position Bosch super-premium and Hitachi mainstream as it chases double-digit AC share in India with a ₹900 crore…
Premium beer up 38% as India’s drinkers split three ways
Premium beer and spirits are surging, but United Spirits sees wallet fatigue at the lower end. What a three-speed liquor market means…
Mauka Mauka: The Psychology That Made a Rivalry Ritual
How Star Sports' Mauka Mauka campaign used social identity, open loops and loss aversion to make one fan's wait feel personal.
Two years old, 19 wins: The Unicorn Films’ craft-first run
A two-year-old production house turned a familiar wedding ritual into an award-winning film, taking 19 LOA wins. Here is what marketers can…