Marketing Mentalist Desk
Fourteen People, One Phone: The Shared Viewing Ritual
A cricket huddle, a finale night, wedding reels on one connection show why shared pop culture is marketing's most underused ritual.
Sterling’s Rule: Standardize the Invisible, Localize the Visible
Sterling Holidays' CEO shared the brand rule behind its resort expansion: standardize operations, localize food, architecture and stories. Here's why it works.
Jio’s 5G, Cloud and AI Future, Explained by One Dal Question
What a mother's dal question reveals about Jio's 5G, cloud and AI promise—and why the next tech pitch will be won in…
From Khata Book to Cloud Habit
The corner shop's memory used to live in a khata and the owner's head. The cloud changes how small Indian shops remember…
How Airtel Made Friendship a Product Benefit
A throwback look at Airtel’s Har Ek Friend Zaroori Hota Hai: the behavioural levers that made a mobile network feel like friendship.
The generosity boom is really reputation marketing
Anthropic pledges 5% of its value to a public fund, Musk promises SpaceX shares for kids, and Washington mails $500 checks—but the…
Jio Story: The Habit Utility Behind a Normal Day
When data fades into daily routines—UPI at the chai stall, a study video call, maps on a road trip—it becomes habit, not…
Jio Story: The Five Human Rhythms on One Data Layer
Why the data saver, midnight binger, kirana owner, first-generation creator and Dadi reveal the deeper shift in India's data behaviour.
Jio Story: When My First Video Call Became Ours
Why the Jio data moment and 'my first video call home' became collective nostalgia—and what shared memories teach brands.
Jio Story: The Welcome Offer That Reset Data’s Baseline
How Jio's 2016 Welcome Offer reset India's reference point for mobile data—and the behavioural lesson marketers still use.
Kinnect hires 19-year strategy veteran to lead planning
Kinnect appoints Shipra Chinchankar as National Planning Director, betting classic brand planning will sharpen its multi-platform strategy.
Jio Story: The Quiet Shift From Data Rationing to Data Default
How India's everyday relationship with data shifted from scarcity to default, and what that teaches marketers about habit, access and attention.