Marketing Mentalist Desk
Jio Story: Which Data Persona Did the Decade Make You?
Four data selves—Saver, Binger, Hotspot Hero, Reel Royalty—show how India moved from rationed data to shared ritual. A consumer behaviour read.
Heer by GIVA makes Diwali a self-gifting occasion
Heer by GIVA's Diwali campaign turns festive gifting inward. A behavioural read of the self-gifting pitch and the two new collections.
SBI Life’s Anokhe Heere turns para-athletes into diamonds
SBI Life's Anokhe Heere follows a boy who hunts for diamonds in junk and finds value in Indian para-athletes. Here is the…
Sirona’s Unpause Menopause Turns a Taboo Into a 10-Minute Test
Sirona's Unpause Menopause campaign turns a stigmatised life stage into conversation and product. Here's what marketers can learn from the strategy.
The Shared-Screen Psychology of India’s Pop-Culture Moments
Why a cricket huddle, a finale night and a wedding reel reveal the shared-attention layer behind India's data habit.
APAC Economic Confidence Dips to 49% Despite Stable Finances
APAC consumers can pay their bills but are cutting spending as economic confidence slides, finds Dentsu's Q3 2026 Consumer Navigator.
The Future Made Simple: Mummy, AI and the Cloud
Jio's 5G, cloud and AI future makes sense once it enters the kitchen. A mother asking AI for a dal recipe shows…
OPPO Find X10 Sells Unplanned Moments, Not Camera Specs
OPPO India's Find X10 launch film builds its pitch around candid joy and quiet tears. Here's the psychology behind why that works.
Heer by GIVA puts self-gifting at the heart of Diwali
Heer by GIVA's 'Heer Se Shuru Diwali' reframes festive jewellery as a gift for yourself, not just others. Here's the psychology.
Jio Story: What Changes When the Kirana Goes Cloud-First
Kirana ledgers move from paper to cloud, changing how shops remember customers and how customers expect to be known. A consumer psychology…
Luxury Lost 70 Million Buyers. True Rarity Is the Fix
Luxury's artificial scarcity is backfiring. The sector lost 70 million consumers since 2022. Here's why true rarity and made-on-demand may restart growth.
When Data Stopped Being the Story
The 2016 Welcome Offer reset pricing, but the deeper shift was behavioural: data became a quiet daily utility, from chai-stall UPI to…