Marketing Mentalist Desk
How Google Pay became India’s shorthand for UPI
Karan Johar's 'Only GPay' anecdote shows how Google Pay became conversational shorthand for UPI itself - the ultimate branding coup, with a…
At-home services spend ₹48.69 crore to build a habit
Snabbit, Urban Company and Yes Madam are pouring crores into making at-home services a daily habit. Trial is easy; repeat usage is…
How Closeup Made Fresh Breath a Romantic Signal
The Indian ad that turned fresh breath into a cue for romantic confidence—and what it still teaches about selling social outcomes.
Premium appliances grow 11% as festive-first buying fades
Why Indian appliance buyers are ditching festival-first shopping for an always-on upgrade cycle—and how brands can stay relevant all year.
New World reframes Christmas stress as an expertise story
The New Zealand grocer’s 2026 Christmas film uses decision fatigue, authority and vicarious rehearsal to win the family food budget.
Premium is getting louder: 12 desi brands go maximalist
From poetry-book perfumes to truck-art snacks, Indian D2C brands are using loud desi visual codes to signal premium. Here's what it means.
Mythology films open a Rs 930 crore brand window
With Ramayana Part One releasing today, mythology-led films are pushing brands from product placement into cultural moments. The fit matters more than…
Inside Swiggy’s Sweety Diwali identity switch
Swiggy has briefly renamed itself Sweety ahead of Diwali. Here's why the festive alter ego is a curiosity-led branding move, and what…
What $11.6B of Campaign Ads Really Bought
Record $11.6B political ad spend produced viral stunts, not persuasion. Here's what brand marketers can learn about attention and trust.
Why 26 Buyers Passed on Proterra’s Electric Buses
Proterra had 1,000+ electric buses, 135 transit contracts and $309M in revenue—then filed Chapter 11. The real gap was between tech and…
Why gold loan renewals catch first-time borrowers by surprise
Renewal sounds like a formality, but lenders often treat it as a fresh credit decision with new checks, charges and revised terms.
Vicks India Touch of Care: The Psychology of the Ad
How Vicks India's 2017 Touch of Care used one real story, shared identity and narrative transportation to make a cold remedy feel…