Marketing Mentalist Desk
Jio Story: Five Human Scripts on One Data Plan
The data saver, midnight binger, kirana owner, creator and Dadi reveal how one connection hosts many behavioural scripts.
What Messi’s farewell can teach brand custodians about turnarounds
Lionel Messi's late-career turnaround for Argentina offers a playbook for brands that need to reverse a narrative, from Vera Wang to Nykaa.
When Jio’s Data Reset Became Collective Memory
Why the 2016 data reset and the first video call home became collective nostalgia, and what that shared memory can teach brand…
Delivery is 11% of India’s food services, premium is next
Premium delivery is 11% of India's food services and rising toward a fifth. Prashant Issar makes the case for treating it as…
How the Welcome Offer Rewired India’s Data Psychology
In 2016, the Welcome Offer turned data from a scarce metered resource into an everyday default. Here is the psychology marketers can…
Dark chocolate household demand jumps 45% as health halo bites
Dark chocolate household demand in India rose 45% in a year, yet penetration is just 8.5%. Here's the psychology behind the premium…
Jio’s Decade: From Rationed Data to Invisible Utility
In 2016, unlimited data rewired Indian habits. From cyber cafés to always-on pockets, here's what the shift means for consumer psychology.
D2C brands chase 30% festive growth as baskets shrink
D2C brands target 30% festive growth even as acquisition costs climb 15-20%, orders rise faster than order value, and shoppers buy fewer…
Black Dog Taps Manish Malhotra for Festive Whisky Pack
A limited-edition designer pack turns whisky into festive gifting. Here's the co-branding logic behind Black Dog's Manish Malhotra collaboration.
The $681.3M psychology behind pop-star residencies
Why Harry Styles, Usher and Adele are betting on destination shows—and what the format reveals about scarcity, status and fan economics.
Why Supertails put a family under the table this Diwali
Supertails’ #NoBangDiwali film swaps humans and pets, using humour to make viewers feel how fireworks change Diwali for animals.
Wired headphone sales hit $354M as Bose sells out
Bose's first wired audio product in 11 years sold two months of stock in under 24 hours. Here's why nostalgia and Bluetooth…