Marketing Mentalist Desk
Himalaya BabyCare banks on 97% natural to answer winter doubts
The winter campaign turns first-time parents' skincare questions into a positioning hook, from allergy fears to layering over oil.
Kuch Meetha Ho Jaye: When Chocolate Became a Ritual
A throwback look at how Cadbury Dairy Milk's Kuch Meetha Ho Jaye turned an old Indian phrase into a mental shortcut for…
Spotify uses Gullak cast to reframe Diwali chores
Spotify's new Diwali ads with the Gullak cast show how a familiar song can turn festive chores into shared family rituals.
Instagram’s 90-minute video bet is really about retention
Instagram's reported 90-minute video test isn't just a YouTube play. It's a reminder that discovery is cheap and continuity builds brands.
Helios Luxe signs John Abraham to sell watch stories
Helios Luxe signs John Abraham to narrate a phased campaign on luxury watch craftsmanship. Here is why storytelling earns the premium.
App deals, Peri-Peri push lift Burger King India sales 14%
How app-only value deals, a Peri-Peri flavour drop and a first-ever profit reveal the behavioural playbook behind Burger King India's 14% same-store…
Mschf’s creative chief leaves to build with his hands
Lukas Bentel, Mschf's cofounder and creative chief, is leaving after nearly eight years. His exit shows how high art and satire become…
Cheesecake Factory Wins a Political Food Fight by Staying Silent
A political jab turned Cheesecake Factory into a symbol—and its silence became free advertising. Here's the branding lesson.
At 50, the NYC Marathon Is a Brand Magnet
The 50th NYC Marathon is drawing energy drinks, beauty, mattresses and athleisure into weekend-long community activations, not just race-day logos.
Store Design Is Psychology: Kamakshi Mantri on D2C Offline Moves
Kamakshi Mantri on why store design is psychology, festive retail's concentrated window, and how cafés became co-working spaces inside Indian malls.
Lenovo’s Broadway bet for the Idea Tab Pro Gen 2
Lenovo's Broadway-inspired Idea Tab Pro Gen 2 film casts Abhay Varma as an everyday juggler. We judge whether the theatre lands or…
Surf Excel’s Daag Achhe Hain: the ad that reframed dirt
In 2005, Surf Excel turned a muddy uniform into a badge of growth. Here's the psychology behind the ad that made stains…