Marketing Mentalist Desk
Johnnie Walker’s first India-inspired Blue Label in 200 years
Johnnie Walker has launched its first India-inspired Blue Label festive blend in nearly 200 years, turning Indian flavour cues into luxury Scotch.
Dunkin’s first Marvel ad: the psychology of Gambit and Munchkins
Dunkin’s first Marvel Studios partnership uses Gambit, H.E.R.B.I.E. and doomsday to sell donuts. Here’s the behavioural science.
Hyundai enters micro-drama with Terribly Tiny Tales
Why Hyundai's six-part Diwali micro-drama with Terribly Tiny Tales turns cars into story characters and what brands can learn from it.
Kalyan Jewellers makes its name the wedding blessing
Kalyan Jewellers' Kalyan Bhava turns a wedding blessing into brand property, using Bachchan's authority and future-self framing—but product proof stays thin.
Uber Japan Turns App Switching Into a Reichi Hip-Hop Track
Uber Japan and Special turn the Eats-to-Taxi toggle into a Reichi track, using an existing habit to beat app fatigue.
What Effectiveness Awards Teach Indian Marketers
The strongest Indian campaigns start with a business problem, not a brief. Here is what effectiveness awards reveal about insight, media and…
Marketing’s dopamine hit is crowding out real brand building
Joseph George argues marketing's fast rewards are outpacing the slow work of making. Here's how brand leaders can rebalance the loop.
Thums Up: the behavioural science of Aaj Kuch Toofani Karte Hain
Thums Up's long-running campaign didn't sell cola; it sold a decision. Here's how arousal transfer, social proof and self-talk made it work.
SharkNinja Turns Celebrity Chaos into Entertainment-First Ads
SharkNinja's holiday campaign uses leaked security clips and celebrity denials to make an ad people choose to watch. Here's the strategy behind…
Asda’s BOOM energy skips sentiment for festive value
Inside Asda's 2026 Christmas films: how BOOM energy, value framing and pattern interrupts make value feel like the main event.
Ather’s 50,000-vs-30,000 Gap Is a Branding Test
Ather's demand of 50,000 scooters a month outruns its 30,000 supply. The upcoming Konarc tests whether premium product DNA can scale.
Argos Christmas ad turns catalogue nostalgia into premium gifts
Richard Ayoade plays a catalogue-Scrooge in Argos's Christmas ad, as brand ghosts Connie and Trevor reframe it as a premium gift destination.