Marketing Mentalist Desk
Handset, TV makers to cut output 20% after festive slump
Festive electronics sales fell about 25% and phone and TV makers now plan up to 20% production cuts. Here's the pricing psychology…
Amul’s 25 g Protein Cubes Turn Snacking Into a Ritual
Amul's 25 g protein cubes turn a functional snack into a shake-it-yourself ritual. Here's how participation and price shape trial.
Ipsos MediaCell clears CESP audit with 97% accuracy
Ipsos's passive measurement app reported 97% radio accuracy in a CESP audit. Here's what that means for cross-media planning.
US consumer sentiment hits 45.2, worst since 2011
US consumer sentiment fell to 45.2 in October, the lowest since 2011. Here's why the shift matters for brand and pricing strategy.
Himalaya BabyCare’s 6-Film Play for First Winter
Himalaya BabyCare's 'Pehle Winter Ka Pehla Layer' turns a baby's first winter into a life-stage buying trigger, with six films in ten…
Apple’s first touchscreen MacBook Pro breaks a decade-old brand rule
Apple's first touchscreen MacBook Pro reverses a decade of saying no. What the shift teaches marketers about brand principles and product identity.
Luminous Uses a Child’s Curiosity to Sell Solar This Diwali
Luminous's Diwali film uses a child's curiosity and a power cut to reframe solar energy. What works, what misses, and the psychology…
Why Ulta’s Holiday Ad with Selena Gomez and Tate McRae Works
Ulta Beauty's holiday ad pairs Selena Gomez and Tate McRae with Mrs. Claus, and both stars are selling products they founded.
Ajay Devgn fights FDA over Vimal Elaichi ad
Ajay Devgn's High Court challenge to an FDA notice over Vimal Elaichi ads puts surrogate promotion and celebrity accountability under the spotlight.
The psychology behind Cadbury Dairy Milk’s Pappu Pass Ho Gaya
How Cadbury Dairy Milk's Pappu Pass Ho Gaya used occasion-based mental availability, social proof and reward substitution to become India's small-win ritual.
Deconstruct narrows 6,000 oily-skin sign-ups to 10 faces
Deconstruct's 'Oily Skin Tested' turns 6,000 registrations into 10 real-world serum trials for oily skin, with texture as the selling point.
Fevicol’s Dum Lagaake Haisha: The Ad That Made Glue Cultural
How Fevicol's Dum Lagaake Haisha used effort, social proof, and an earworm to turn an adhesive into an Indian cultural truth.