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Marketing Mentalist Desk

Axis Bank and Visa use a magical dollhouse, Shahid Kapoor, and Amit Trivedi's score to make festive card rewards feel emotionally tangible.

The 2016 Welcome Offer was less a discount than a reference-price reset. Here's what it taught marketers about selling possibility instead of…

EGO Power+’s first ANZ campaign sells the neighbour’s glance, not torque. A look at the psychology behind lawn envy and status.

Croma CMO Amit Agarwal busts the online-is-cheaper myth, with 70% of electronics sales still offline and price parity keeping stores competitive.

From cyber cafe queues to an always-on pocket, the real shift was mental: data stopped being a cost to ration and became…

Kalshi’s new film gives Dillon Brooks a King Blocker that mutes LeBron James—and a physical giveaway that turns a feud into brand…

A roundtable with D2C leaders breaks down why AI-driven discovery is rewriting brand visibility, content strategy and the purchase journey.

After a ₹3,442 crore deal, Tilaknagar is reviving Imperial Blue's two-decade-old Men Will Be Men idea—keeping the asset but modernising the joke.

A Langoor and Quilt.AI study finds Dussehra shoppers kept rituals but shrank the purchase: gold volume fell 25% while value rose 30-35%.

Village video calls, hostel Wi-Fi and regional creators turned Jio into an ambient habit across India. What marketers can learn from local…

Indeed Japan's STAY GOLD turns a punk surprise into an emotional reward for job search. A behavioural read on peak-end, nostalgia and…

Scarcity shaped the habits, but abundance created four enduring data selves. Marketers should read beyond demographics.