Marketing Mentalist Desk
Tissot makes 1853 feel like a gift
Tissot's festive film turns its 1853 founding into a train journey through product firsts. Here's what it teaches about heritage storytelling.
Kirana to Cloud: The Shop’s Gut Feeling Meets a Data Layer
When a kirana’s khata moves to the cloud, the shop gains a searchable memory and the customer gains a shop that knows…
Snapchat’s Inner Circle Shows Gen Z Buys on Peer Trust
Snapchat's Inner Circle campaign teams up with Myntra, Instamart and Nykaa to show how close-friend chats turn festive Gen Z inspiration into…
Jio Story: The Utility Layer Inside a Normal Day
Why UPI at the chai stall, a study video call and maps on a road trip feel effortless—and what that teaches brands…
Miraggio’s Off The Clock sells the festive mindset
Miraggio’s Off The Clock campaign targets the pre-holiday mental checkout, using LinkedIn sign-offs and a film to sell a mindset, not a…
Etude’s India test: K-beauty novelty hits a pricing wall
Etude is betting on skincare-infused complexion and local launches, but novelty alone won't justify K-beauty's price gap in India.
Five People, One Data Habit
Five everyday characters—saver, binger, kirana owner, creator, Dadi—show how data becomes a routine rather than a technology.
Snitch’s Bismil 2.0 turns fashion into identity language
Snitch reunites with Sufi singer Bismil for a sequel film that frames fashion, music and creativity as identity signals.
44% of Indian live-event fans seek emotional healing at shows
BookMyShow Live's study of 1,700 fans across 75 Indian cities finds 44% attend live shows hoping for emotional healing—and only 4% for…
Jio Story: The Collective Memory Behind a First Video Call
Why does 'my first video call home' feel like a shared Indian memory? The psychology of collective nostalgia, and how brands build…
MILKRUN’s Purple Wiggle Ad: The Psychology of a Fan Frenzy
Why MILKRUN paired a grocery delivery promise with Purple Wiggle John Pearce and what the fan-frenzy spot reveals about buying behaviour.
Pidilite lifts ad spend to 5.4% of sales to build categories
Pidilite is spending more on marketing. The real shift is where the money goes—into building categories before brands, from construction chemicals to…