Marketing Mentalist Desk
The B2B Paradox: Bigger Stakes, Louder Emotions
B2B buyers weigh specs and spreadsheets, but the bigger the decision, the more emotion runs the show. Here is how to sell…
What Apple’s 600-Seat Music Hall Really Sells
Inside Apple's 600-seat, 48-speaker Music Hall at Battersea is a world-building play to convert fans, artists and the future of home sound.
How Nearly 1,000 Creators Drove 440M Views for Flipkart, POCO
Flipkart and POCO swapped banner-led Diwali ads for nearly 1,000 niche creators, building viral reach plus retail and tech trust to cross…
Tanishq’s 2013 remarriage ad: the psychology that made it work
How Tanishq turned a woman's second marriage into lasting brand love by using narrative transportation, identity signalling and emotional contagion.
Hershey’s Kisses turns Diwali interruptions into a brand moment
Hershey's Kisses adapts 'Giving Kisses Is Hard' to Diwali, turning a couple's interrupted moment into a case study in culturally flexible branding.
Visit Norway turns Trump’s insult into 5M organic views
Visit Norway turned a crude political insult into a global design story. Here is the reframing lesson behind 5 million organic views.
Frnd’s Ghar Jaisi Diwali ad targets festive loneliness
Frnd's Ghar Jaisi Diwali film follows four Indians celebrating away from home and uses regional audio rooms to counter festive loneliness.
CP PLUS gives Upar Wala Sab Dekh Raha Hai an AI twist
CP PLUS repositions its iconic line with Ranveer Singh, moving from passive surveillance to AI-enabled protection. Here is the branding lesson.
Energy Drink Label on Trial in India’s $1.6B Market
India's regulator says PepsiCo and Monster used 'energy drink' labels to dupe buyers. What the label fight means for brand managers.
Fastrack AFTERHOURS: the psychology of 3 obsessions
Fastrack's AFTERHOURS turns three youth obsessions—Spooky, Overdrive and Groove—into one brand world. The psychology behind the chaos.
IGP’s Sabki Diwali Meethi brings security staff into gifting
Inside IGP's Sabki Diwali Meethi: a checkout add-on that lets customers send sweets to security staff, and why the gratitude play works.
Swiss Beauty’s We Got You is a wedding-floor makeup test
Swiss Beauty’s festive film turns Taapsee Pannu’s wedding-floor energy into a promise: stop worrying about your makeup, the brand’s got it.