Marketing Mentalist Desk
Jio’s Welcome Offer and the Zero-Price Effect
The 2016 Welcome Offer removed the data meter and reset what Indian consumers expected. A look at the zero-price effect behind a…
Safari tracking block cuts publisher eCPMs 10.5%
Apple's latest Safari tracking block is already trimming publisher eCPMs by 10.5%. Here's why the real hit may still be ahead —…
The Data Meter Didn’t Die; It Dissolved
How the shift from rationed data to an always-on pocket rewired buying behaviour, attention and what 'normal' feels like.
Movember’s Rick and Morty Film Turns a Mo into a Pact
Movember's 2026 'Make a Growmitment' film uses Rick and Morty, Aaron Chen and public accountability to make moustache-growing a shared challenge.
Dreame must close the 1% conviction gap in India
Dreame has grown its India category share from 5% to nearly 30%, but robot vacuums still sit around 1% penetration. The real…
Some 10M-Follower Meme Pages Cost ₹50,000 a Post
Meme pages are moving from late-campaign buzz to planned media. Here's why brands now pay for native voice, timing and community over…
6M Views, Almost Zero Sales: The Relevance Problem
A comedy creator's course promo hit six million views and generated almost no enrolments. Why relevance, not reach, decides influencer sales.
Myntra readies 8 million styles as scroll replaces search
Myntra removes the follower floor for creator commerce, betting that scroll discovery is now replacing search-led shopping. Here's what marketers can learn.
Jio Story: How One Local Voice Travels Across Four Screens
One local voice now moves through village calls, hostel hotspots, regional creators and festival streams—showing why belonging, not bandwidth, drives buying.
Jio Story: You’re Not One Data Archetype. You’re Four.
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are not fixed personas—they are moods you switch between daily. Here's the…
Himalaya BabyCare’s Gentle Baby Wash ad sells first trust
Himalaya BabyCare's new film turns a nurse's advice into a trust signal for Gentle Baby Wash, naming pH 5.5 and herbal ingredients.
Cricket, Finales and Wedding Reels: The Shared-Screen Ritual
How one shared connection turns cricket, finales and wedding reels into collective rituals—and what that tells marketers about belonging.