Marketing Mentalist Desk
The Welcome Offer’s 170-Day Lesson in Resetting Data
In 2016, Jio's Welcome Offer reset the internal price consumers used to judge mobile data, and marketers got a lesson in changing…
Ambuja at 109 MTPA: Strength, Sustainability and Brand
Ambuja Cement is half UltraTech's scale, so it is betting on inherited strength, third-party sustainability proof and premium mix. Here is the…
Jio Story: The Habits That Outgrew Data Rationing
The cyber cafe didn’t close because of a campaign. It faded when data stopped being a decision. A look at the habits…
The Psychology Behind RACV’s As It Should Be
RACV and Special use potholes, blocked toilets and one locked-off shot to make insurance feel human. Here's the psychology behind it.
McDonald’s exits FIFA after 32 years as ROI disappoints
McDonald's ends its 32-year FIFA World Cup sponsorship after its biggest-ever campaign underperformed, signalling a shift to owned brand properties.
Visa’s playbook: invisible payments, memorable experiences
Visa's CMO says payments are becoming invisible—so the brand must show up at concerts, travel and sport. Here's the N=1 personalisation shift.
Quaker’s 2026 bet: 12g protein and 33% fibre
Quaker's India journey from heart-health education to a 2026 protein-and-fibre refresh shows why health claims need to be taught, not assumed.
The Pavlovian myth: relevance beats emotion in ads
Watson brought Pavlov's conditioning to ads and the industry followed. Modern search experiments suggest usefulness, not emotion, drives sales.
Fevicol Bus: the psychology of an unbreakable ad
How an overloaded bus turned Fevicol's 'mazboot jod' tagline into Indian culture's default phrase for bonds that simply do not break.
Jio Story: One Data Habit From Village Call to Festival Feed
How village-to-city calls, hostel Wi-Fi rituals and festival reels became one shared behavioural pattern across India's data decade.
L’Oréal’s 20% SAPMENA growth powers its India quick-commerce bet
SAPMENA grew 20% in Q3, and L'Oréal is leaning on quick commerce and local content to keep India's beauty momentum going.
The Four Data Selves on One Jio SIM: A Behavioural Reading
Inside India's data decade, the Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty reveal how users shift between occasion-based data selves.