Marketing Mentalist Desk
The psychology behind Nutella’s Ranveer Singh Diwali ad
How a hazelnut spread uses ritual, nostalgia and Ranveer Singh’s energy to claim a seat at the Diwali table—and what marketers can…
Saif Ali Khan’s Ghee Prize Is Now a Brand Memory
How an unscripted KBC reaction over a two-year ghee supply became a meme, followed Saif Ali Khan to Instagram and resurfaced on…
Jio Story: The Emotional Jobs Inside a Connection
The data saver, midnight binger, kirana owner, creator and Dadi on video show how a network became a set of emotional jobs,…
Limelight launches Miss Clarity to rethink diamond assumptions
Limelight pairs Shilpa Shetty with a diamond expert character to challenge jewellery's unspoken rules on size, proposals and gifting.
Target’s $5 holiday playbook: anchors, exclusives, AI
How Target's $5 candles, daily deals and Ask Target AI reveal a price-ladder strategy for budget-conscious holiday shoppers.
Jio Story: The Nostalgia in a First Video Call
How a 2016 data moment became a shared memory of first video calls home—and why collective nostalgia is a strategic layer brands…
Why Blinkit won’t chase private-label margins
Blinkit CEO Albinder Dhindsa argues private labels are not a quick fix for margins—and explains where own brands still make sense.
Jio Story: The Welcome Offer That Reset India’s Data Reflex
The 2016 Welcome Offer rewired what India expected from data: from cost anxiety to utility behaviour. A marketer's read of the reset.
The psychology behind Melbourne Star’s Rise Above ad
How Melbourne Star’s ‘Rise Above’ brand film uses reframing and awe to turn a troubled attraction into a city comeback.
Gold at ₹1.48 Lakh: Festive Buyers Trade Down, Not Out
Dussehra jewellery sales stayed flat as gold rose 35% to ₹1.48 lakh per 10 gm. Buyers shifted to 9-carat gold, lightweight pieces…
Jio Story: The Shift From Data Rationing to Data Reflex
Data was once a budget line checked before every video. Now it is an invisible reflex. This Jio Story reads the 2016-to-now…
AirTouch sells smart climate control as one-touch comfort
AirTouch’s first national campaign turns smart climate control into a one-touch decision by targeting the anxiety of smart-home complexity.