Marketing Mentalist Desk
Rural Gen Z buys across 19.1 categories a month
WPP Media-Kantar's Rural Barometer 2026 shows rural Gen Z buying across 19.1 categories, using AI more, and following creators. What should marketers…
From shelf space to trust: mall F&B share rises 8% to 19%
At ET FoodXP 2026, leaders said shelf visibility only buys trial. Trust, channel fit and premiumisation decide who wins repeat food purchases.
Jio Story: India’s Decade Online, Told by Local Voices
Village-to-city calls, hostel Wi-Fi huddles, regional creators and festival feeds: how India's online decade ran on shared screens.
Trust, not shelf space, wins as mall F&B share hits 19%
Food retail leaders say shelf space is only the start: trust, premiumisation and channel-specific strategy decide whether a first buy becomes repeat.
Saver, Binger, Hotspot Hero, Reel Royalty: India’s Data Selves
India's unmetered decade didn't just change data plans. It created four data selves: saver, binger, hotspot hero and reel royalty.
AI Helps India’s Fast Fashion Ship 500 Styles Weekly
NewMe and Littlebox are using AI and first-party data to forecast trends, refresh weekly, and keep India's fast fashion relevant, fast and…
Jio Story: Pop Culture’s Best Seat Is Shared
The cricket night, the finale, the wedding reel. India's pop culture now gathers around one screen. Here's why shared viewing became the…
Candyman turns Halloween fear into a desi bonding ritual
Afaqs reports on Candyman's Halloween film that turns darr into togetherness. Local horror codes and quick-commerce extensions make it a ritual.
Bla Bli Blu’s #SayNoToGifts ad makes generic gifts the joke
Inside Bla Bli Blu’s Diwali film: soan papdi as punchline, a fake gifting ban, and the psychology that makes generic gifts feel…
How DBS Bank India got 30M views with B2B comedy
DBS Bank India turned tax payments, trade finance and scam awareness into family comedy, earning 30 million views and 81% view-through rate.
Jio Story: 5G, Cloud and the Dal Question at Home
5G, cloud and AI stop feeling distant when Mummy asks for a dal recipe. The psychology of making future tech feel like…
Eatopia Honey Jams: Farah Khan sells no sugarcoating
Farah Khan brings her plain-spoken style to Eatopia Honey Jams, making clean-label claims feel like an everyday choice.