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Marketing Mentalist Desk

Liberty built 10+ sub-brands to match India’s occasion-driven footwear market. Here’s the psychology and trade-off behind a house of brands.

New Snapchat-Omnicom research shows 91% of India's Next Gen pay more attention to funny brands—and forced humour can backfire. Here's what marketers…

Snapchat and Omnicom's six-country study shows 91% of India's Next Gen pay more attention to funny brands—but forced humour backfires.

Why judging creators on sales alone misses their real job: trust and consideration. Watch branded search and depth ratios instead of raw…

Affordability is only part of the story. Local relevance, social proof and lower trial risk are reshaping India's beauty basket.

UP.Labs became Vantora because the company had outgrown its old name. Here is what the rebrand reveals about making value easier to…

Bharat Lab and Rediffusion map everyday Indian habits—bargaining, festive buying, kitty parties—into a consumer behaviour playbook brands can test.

F1’s U.S. viewership fell sharply after moving to Apple TV, but attendance and engagement rose. Here’s how to read the demand behind…

TikTok Shop says 94% of U.S. luxury resale revenue now comes from livestreams. The psychology: live trust, social proof and community.

Swiggy’s Noice has reached 46 categories, 380 SKUs, and one in ten Instamart baskets. Here’s the behavioural strategy behind the quick-commerce own…

Decathlon India out-earns global sportswear rivals, yet FY25 shows how fast a private-label price promise can crack when costs rise. Here’s the…

Creators are moving from AI fear to leverage, but the real moat is human judgment, voice, and trust. Here’s the psychology behind…