Marketing Mentalist Desk
81% of CMOs say AI makes brand preference matter more
IKEA's CMO says LLMs should distribute a brand, not create it. New CMO survey shows 81% expect AI agents to make brand…
Jio Story: The Shared Memory That Outlived the Offer
Why Jio's 2016 data moment became collective nostalgia, and how brands build on shared memories that customers already own.
India’s Anime Boom Is a Branding Test, Not a Trend
India's anime fandom is now mainstream. Winning it means respecting lore, leaning into limited drops and showing up through gaming—not pasting on…
Jio Story: The Welcome Offer’s Reference Price Reset
The 2016 Welcome Offer reset what India expected from data. Free didn't just cut price; it created a new mental baseline for…
Why Woolmark’s Return to Real Makes an Old Fibre Feel New
Woolmark's Return to Real uses naturalness bias, costly craft and anti-optimisation fatigue to make wool the original wearable tech. Here's why it…
Jio Story: The Quiet Shift from Rationing to Reflex
In 2016, data was rationed. Today, it is an always-on reflex. Read the everyday psychology of Jio's shift from meter to background.
TAC’s Shredmill Turns Gear Safety Into a Visceral Test
TAC's Shredmill brings road abrasion forward, letting riders watch their own gear fail against MotoCAP-rated protection. A vivid safety lesson.
Sony Vizha’s Tamil TV bet: nearly 50% under 35 and underserved
Sony Vizha launches October 19 betting that nearly half of Tamil Nadu's under-35 viewers want wider genres without leaving Tamil behind.
27 million women-led homes, yet ads show the nuclear family
Indian ads still default to mum, dad, son and daughter. Yet 27 million households are headed by women, and real homes are…
Mattel’s $18M Loss Raises a Deeper Brand Question
A possible Mattel sale puts brand architecture in the spotlight. Why the corporate brand may be worth more than the sum of…
Creator economy splits into mega partners and media buys
Top creators are now hired as creative partners while nano and micro creators become programmatic media buys. Here's how to run the…
Nirma’s Jingle: How a Budget Detergent Became Aspirational
How Nirma turned a low-cost detergent into a trusted, aspirational brand with a jingle, fluency, familiarity and price-value framing.