Marketing Mentalist Desk
EDT’s Rs 1,000 crore ARR plan is a search-psychology play
EDT targets Rs 1,000 crore ARR in five years by turning branded search into demand. Here's the consumer psychology behind its D2C…
Village Calls, Hostel Hotspots and the Rise of Regional Creators
From village-to-city video calls to hostel Wi-Fi and festival reels, local voices became India's default feed. A psychologist reads the shift.
Which Jio Archetype Are You? India’s Four Data Selves, Decoded
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are not fixed types. They are roles the same user switches between…
Jio Story: How One Connection Made Pop Culture a Group Ritual
Why a single Jio connection became the campfire for cricket nights, finale binge-watching and wedding reels—and what that teaches marketers.
Jio Story: Mummy’s Dal Question Explains AI Everywhere
A familiar kitchen question shows why 5G, cloud and AI Everywhere for Everyone feel like a habit, not an infrastructure project.
Men of Platinum Bets Success Is Forged Through Character
Rohit Sharma and Anirudh Ravichander front a four-film campaign that links platinum's endurance to character, as the brand pushes beyond status.
How the Khata Book Became a Quiet Cloud Habit
As kirana shops trade paper ledgers for digital records, the counter changes: trust becomes searchable, memory becomes shared, and the customer relationship…
CNN bets on the 1% of super users behind 81% of revenue
CNN is taking All Access to the U.K. and Canada, betting on a tiny group of super users that can drive up…
Jio Story: The Daily Habit Loop Behind Ordinary Data
A chai-stall UPI tap, a study group video call and a family road-trip map show how data became an invisible daily habit.…
Naturali’s anti-hairfall ad turns inherited advice into autonomy
Naturali's Medha Shankr ad makes family hair advice the true problem, not hairfall. Here is the psychology behind the shareable film.
What 80% family CTV viewing means for brand-building
Pidilite's Sudhanshu Vats and Samsung Ads argue that consistency, creativity and the shared TV screen still beat AI shortcuts in brand-building.
Jio Story: Five Small Identities on an Always-On Connection
The saver, binger, kirana owner, creator and Dadi show how data stopped being measured and started shaping who people believe they are.