Marketing Mentalist Desk
Retail media’s festive ad spend set to reach ₹11,500 crore
Festive commerce and retail media spending is projected to grow 27% to ₹11,500 crore as brands chase shoppers closer to the buy…
81% of Indian marketers still plan for reach, not attention
A new report finds Indian media planning still prioritises reach over attention: 81% rank reach in their top three metrics, only 17%…
Acer turns Akshay Kumar into luggage co-creator
Acer is moving Akshay Kumar from brand endorser to product co-creator for its luggage line. Here is what that signals for credibility.
ChatGPT India’s first microdrama makes age the hook
The Grand Return casts Revathy as an older intern, using an intergenerational setup to position ChatGPT as useful across age groups.
Merino’s 250+ studios reframe the laminate sample problem
Merino's campaign compares tiny laminate samples to buying a saree or necklace unseen, and uses 250+ Studio Merino outlets to show designs…
Jio Story: One Local Voice, Many Shared Screens
How village calls, hostel watch parties and regional creators turned a 2016 telecom shift into India's shared-screen consumer habit.
Forever New at 20: doubling without discounting
Forever New plans to nearly double global business in three to five years—without chasing fast-fashion speed or discounts. The brand playbook behind…
Which Jio Archetype Are You: Data Saver or Reel Royalty?
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are not just habits; they are four psychological postures India learned after…
Only 12.2% Plan Festive Buys. Brands Can Win Late
A 1,000+ consumer survey finds 91.6% will spend the same or more, yet only 12.2% plan ahead. Here is how brands can…
One Phone, Fourteen People, and a Shared Pop-Culture Venue
Cricket nights, web-series finales and wedding reels show how one connection turns solo streams into shared cultural rituals for Indian consumers.
UNE’s From U to Next reframes who university is for
UNE and dentsu's new campaign uses real student journeys to argue education can fit around life. Here are the behavioural levers behind…
An owl with 18.2M TikTok fans gets an animated series
Duolingo turns Duo the owl into a six-episode animated series. What the bet on character-led entertainment means for brand longevity and organic…