Marketing Mentalist Desk
How one versatile turtleneck built a $45M brand
Two sisters launched Dudley Stephens in 2015 to solve a boat-to-dinner clothing gap. It has since crossed $45 million in cumulative sales.
Dence Turns ₹1.5 Crore in Six Months from Stale Bodycare
Zen Nanavati built Dence by treating bodycare as a stale category: product-first formulation, 300-person validation and ₹1.5 crore in early sales.
Doms’ festive ad gives children their own dreams
Doms' new festive film from Havas Creative India shows a family gift a girl ready-made career paths—until one gift hands the choice…
Gen Z brands take 21.7% of India’s kirana market
New-age consumer brands grabbed 21.7% of India's kirana market in H1 FY27, up from 14.8%. The distribution moat is cracking—here's what it…
Ariel India’s #ShareTheLoad: The Psychology of an Ad
Ariel India's #ShareTheLoad made laundry a gender-equality issue. Here are the behavioural levers that made the 2015 film work, and what still…
CEAT’s long-game ‘Safer & Smarter’ bet lands 18th in tyre value
CEAT has kept one platform for years while rivals chase cricket sponsorships. Here's what its 18th-place global tyre rank and EV proof…
Hamara Bajaj: The psychology of an ad that sold belonging
The psychology behind Hamara Bajaj: how Bajaj turned a scooter into middle-class India's badge of arrival, using ownership, identity and pride.
Why AI Marketing Fails: Accountability Without Authority
AI marketing projects often fail for an overlooked reason: marketing has accountability without decision authority. Here is how leaders can fix it.
Spotify’s Gullak Diwali ad turns chores into family fun
Spotify India's Diwali films with the Gullak cast use household chores and Bollywood classics to make music part of festive prep.
India’s running boom is a $9.92B sprint for Nike, Asics
Nike's first India-specific running shoe lands at Rs 3,795 as Asics chases premium leadership. Here's what the running boom means for brands.
The psychology of Rajnigandha’s community Diwali ad
How Rajnigandha’s Diwali film uses shared rituals, social proof and rosy retrospection to sell belonging over product features.
Anmol Biscuits’ Diwali film turns distance into a gift moment
Anmol Biscuits' 'Rishton Ka Uphaar' film makes a son's absence the reason its Uphaar Box matters. Here's the psychology behind the campaign.