Marketing Mentalist Desk
India’s luxury market to cross $12B by 2028
India's luxury market is set to pass USD 12 bn by 2028, but the real shift is from dictatorial exclusivity to collaborative…
Jio Story: The Five Habits Behind India’s Data Decade
The data saver, midnight binger, digital kirana, first creator and Dadi's first call reveal the habit layer Jio quietly built.
ICICI Life swaps fear for ease in new brand platform
ICICI Life and Ogilvy reframe life insurance from risk and anxiety to calm, everyday ease—and show why that emotional shift matters for…
Why My First Video Call Home Works as Shared Nostalgia
Why a private first video call home became a cultural timestamp—and how brands can build on shared nostalgia without owning the moment.
Scapia Travel Unreasonably: the psychology behind impulse travel
Scapia's new campaign uses an orange-gloved hand and embarrassing moments to sell spontaneous travel. Here are the behavioural levers behind it.
Festive online sales to jump 29%, but shoppers stay picky
Indian festive demand is real but selective: YouGov sees shoppers holding budgets, Datum sees online orders rising 29%, and value now decides…
Jio’s Welcome Offer Rewired India’s Data Expectations
The 2016 launch didn't just change data pricing. It reset the reference point for trial, habit and daily mobile life—and left marketers…
The psychology of the ad: Biba’s Shakti in Every Story
Biba’s Navratri film puts ordinary women at the centre of Shakti. Here’s the behavioural science turning festive ritual into brand identity.
India’s zero-sugar cola surge rewrites the beverage playbook
India's zero-sugar cola surge outran supply this summer. Wellness, younger buyers and quick commerce are making drinks an occasion-based game.
Then vs Now: From Cyber Cafe to Every Pocket
From cyber cafe queues to the always-on pocket, this Jio Story unpacks how unlimited data rewired India's daily consumer habits.
AI Now Makes Your Brand’s First Pitch Without You
AI assistants now filter brands before customers ever compare options. A mention is no longer a recommendation; here's how to get chosen.
True Balance Fatafat Loan: The Psychology Behind 100M Views
True Balance's new Fatafat Loan film turns an eye-clinic surprise into a quick-credit story. Here's the psychology behind its 100-million-view campaign.