Marketing Mentalist Desk
HP’s Diwali Film Earns Admiration, Not Brand Recall
HP's Lights of Change spotlights six Indian innovations. The elevation lands, but the brand's role stays abstract. A behavioural critique.
Bonkers Corner Turns Counterfeits Into a Brand Flex
Bonkers Corner's Counterfeit Conundrum turns street-side knock-offs into social proof, using contrast and loss aversion to sell the original.
Ipsos: Only 13% of orgs reach leading CX maturity
Only 13% of organisations reach leading CX maturity, while 57% deliver their brand promise, Ipsos finds. The gap is a capability problem.
Christmas Ads Still Bet on Celebrities Over Creators
Creators dominated marketing budgets all year, but the first Christmas campaigns still put celebrities front and centre. Here is the psychology behind…
BGMI’s Cartoon Waala Game ad turns player slang into rivalry
BGMI's 'Cartoon Waala Game' campaign shows how a brand can use community slang to roast a rival and spark organic sharing among…
870M Indians Access Indic Content—Make Regional Strategic
Why reach without relevance fails in India's multilingual market, and why regional creators must join strategy before the national creative is locked.
Pringles India: Premium First, Scale Later
How Pringles India built premium distinctiveness through selective distribution, cultural stunts and distinctive assets before its first big film.
How Familiar Fashion Trends Turn Into Buying Behaviour
Stripes are old, but their styling feels new. Yugeena S.'s retail observation shows how familiar visuals become demand signals and reframe brand…
Amazon’s Joy Delivered is a reciprocity masterclass
A cancelled flight, a chain of small kindnesses and a bag of gifts: how Amazon's 2026 Christmas ad turns gratitude into brand…
Diwali 2026 ads trade formula for emotional connection
From Myntra's queer love story to Amazon's sibling nostalgia, Diwali 2026 campaigns use emotional truth instead of festive cliches. Here's what to…
SRK hits $177.9M brand value: why marketers return
Kroll now values Shah Rukh Khan's celebrity brand at $177.9 million. Here's why decades of trust still make him India's most valuable…
Build Belief, Not Just a Customer Base
The next enduring brands won't just capture customers. They'll build belief-led communities where identity, consistency and participation create belonging.