Marketing Mentalist Desk
Selling Invisible Innovation: Lead with Experience
When tech fades into the background, brands must sell the experience it creates, not the specs. How invisible innovation changes marketing.
More than 65% of Zomato Opens Are Exploratory, Not a Bug
Goyal: AI agents threaten District more than Zomato or Blinkit; browsing is discovery and fulfilment owns the outcome.
Instagram’s 90-Minute Video Turns Reels Into a Funnel
Instagram’s new Features format allows up to 90 minutes of horizontal video, with Reels clips as short-form doorways to long content.
Comet bets on Saif Ali Khan’s quiet appeal for Aeres
Comet signs Saif Ali Khan for Aeres, betting that his quiet, cross-generational appeal will sell understated sneakers better than loud celebrity energy.
What a 0.8% Sales Uptick Can’t Fix
Why endless promotions teach buyers that the deal price is the real price—and what McDonald's, Nissan and Sweetgreen reveal about protecting pricing…
Jio Story: 524M+ Customers, Village Calls to Festival Feeds
A village video call, a hostel hotspot and a festival feed reveal one consumer shift: data became a local ritual, not a…
Alliant’s PurchaseCore turns billions of buys into targeting
Alliant's PurchaseCore uses billions of real transactions to predict who will buy next, by category, brand affinity and in-market signals.
Jio Story: The Four Data Selves India Recognises
A decade after unmetered data arrived, four consumer identities explain India's digital behaviour: the Data Saver, Midnight Binger, Hotspot Hero and Reel…
Jio Story: Why One Phone Becomes a Pop Culture Huddle
Why cricket nights, finale watch parties and wedding reels turn a lone screen into a shared ritual—and what marketers can learn from…
Kenstar banks on real-life chemistry to sell 7-year trust
How Kenstar’s “Heats Fast, Make It Last” campaign uses Rajkummar Rao and Patralekha’s real-life chemistry to sell water heaters.
Kenstar Couple Banter Sells Heaters with a 7-Year Promise
Kenstar casts Rajkummar Rao and Patralekha to sell water heaters on two promises: speed now, up to seven years of warranty later.
Why Mummy’s Dal Question Explains Jio’s AI Future
The future of 5G, cloud and AI shows up in a familiar kitchen question. Here's why everyday tasks, not tech demos, make…