Marketing Mentalist Desk
The Face Shop flips festive beauty order with skincare first
The Face Shop's Diwali campaign reframes skincare as the first step of festive prep, not an afterthought, turning routine into ritual.
The Times tests macro payments beyond 680,000 subscribers
The Times of London is testing one-off 'macro payments' for high-value guides, chasing non-subscribers without cannibalising its 680,000-strong base.
Dabur Real’s Diwali ad puts friendship before the product
Dabur Real’s Diwali film leads with a child’s act of friendship rather than the pack, a lesson in emotional branding and festive…
140M customers later, Nubank doubles down on purple
Nubank entered the US as Nu and kept the purple fintech copied. Inside the rebrand: Nu Sans type, playful motion and a…
The psychology behind Haldiram’s festive giving campaign
Haldiram’s new festive campaign runs on a small behavioural truth: giving feels good. Here’s the psychology behind its under-25-second films.
Cheerios fixes stale cereal for 9 in 10 bag hackers
General Mills finally launched Cheerios with a Ziploc seal. Here's why the packaging fix is a masterclass in effort reduction and hero-SKU…
The Psychology Behind Nuvoco’s 12.5 Million Garba Reach
Nuvoco's Gujarat Garba property crossed 12.5 million digital reach. Here's the behavioural science that made a cement brand culturally sticky.
When AI Is Table Stakes, Ideas Are the Moat
A 10-minute AI creative contest in Mumbai showed that execution is now table stakes. The winners imagined the idea first and let…
Karwa Chauth home beauty demand doubles; UC grows 30%
Ahead of Karwa Chauth, Yes Madam expects 2X bookings and Urban Company reports 30% transaction growth. Here's what the rush reveals about…
The Psychology Behind Contiki’s On Contiki Micro-Drama
Contiki's GO WANDER launch swaps brochure ads for a Gracie Otto-directed micro-drama. Here's the psychology that makes it spread.
Helios Luxe’s new film sells the story behind the dial
John Abraham narrates Helios Luxe's campaign on the philosophies behind luxury watches, shifting focus from product features to brand stories.
How Liebherr turned five mispronunciations into brand love
Liebherr Appliances India's new film turns regional mispronunciations of its name into a feature-led story about affection, not correction.