Marketing Mentalist Desk
Britannia Cakes turns six Bengal rituals into festive branding
Britannia Cakes puts six Bengal festive rituals on limited-edition packs, then extends them into a film, metro wrap, AR avatars and memory…
How WorkSafe Victoria framed recovery as identity
A behaviour-change campaign reframes workplace injury recovery as shared identity work, using real stories and three simple verbs.
India’s Festive Economy Hits ₹1.24 Lakh Crore, Four-Month Window
India's festive season has grown into a ₹1.24 lakh crore, four-month cultural window. Here's why brands are moving from Diwali campaigns to…
Jio Story: Why Shared Memories Outlive Campaigns
Why Jio's 2016 data moment became a shared memory, how 'my first video call home' works as collective nostalgia, and what brands…
Fewer choices can lift purchase rates 10x
Why the jam study's 10x conversion gap shows consumers are predictably irrational, and how to design choice architecture that works with System…
Jio Story: What 170 Days of Unlimited Taught Marketers
In 2016, Jio's Welcome Offer made data feel limitless and changed what Indian consumers began to ask. Here's the psychology marketers still…
Eeken flips the 9-5 into an after-hours identity play
Eeken's 'Our Kinda 9-5' campaign reframes after-hours plans as the real workday, using identity and contrast to make footwear part of the…
Then vs Now: The Cyber Cafe Closed, the Pocket Opened
The everyday psychology of India's data shift: from rationed megabytes and cyber cafe queues to an always-on phone habit.
Medibank Untangle: health cover becomes mental fitness
Medibank's Untangle platform reframes health insurance around mental fitness, backed by a $100 million mental health investment.
Why Kajaria put Ranveer Singh on tile adhesive duty
Gresbond by Kajaria names Ranveer Singh as ambassador to make tile fixing a visible choice. Here is the brand strategy behind the…
Why 80% of Éntisi’s festive business is gifting
India's festive basket is moving from mithai boxes to gourmet hampers. Éntisi says gifting drives 80% of festive business; here's why.
Sparx Swaps GOAT for Greatest of Today in New Campaign
Sparx has flipped GOAT into Greatest of Today with Tamannaah and Lakshya for its new sneaker line. Here is the positioning logic.