Marketing Mentalist Desk
Diet Coke at ₹70: the MRP still says ₹50
Diet Coke's 330 ml can now sells at ₹70 in select stores while its MRP still reads ₹50. The price split is…
A 642% Citation Jump Is Rewriting Digital PR
HubSpot's AEO data shows a 642% jump in comparison-article citations and 58% more mentions. AI visibility is becoming earned media's real scoreboard.
How Local Voices Became India’s Default Story
The psychology behind village-to-city video calls, hostel hotspots, regional creators and festival streams that made local presence feel routine.
Four Data Archetypes That Explain India’s Jio Decade
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are more than habits—they are identity scripts written after 2016.
Vicco Turmeric: How the Anti-Cosmetic Jingle Built Trust
The jingle framed an Ayurvedic cream as the opposite of cosmetics and became a trust mark. Here's the behavioural science behind it.
The Shared Screen Ritual That Makes Pop Culture Stick
Why the one-phone huddle, from cricket nights to wedding reels, is a consumer behaviour brands should build for, not just remember.
Jio Story: The Dal Recipe Test for Everyday AI
Jio's 5G, cloud and AI story is really about ordinary habits. The future looks like Mummy asking for a dal recipe and…
Apple cuts iPhone 18 Pro orders by 20% as premium demand softens
Apple cut iPhone 18 Pro component orders by up to 20% after price hikes and costlier memory chips cooled demand. A pricing…
The Kirana’s Memory Moves to the Cloud
When a kirana moves from paper khata to cloud ledger, the shop keeps its warmth but the trust becomes visible, searchable and…
Smith & Jones makes ginger garlic paste quality visible
Tata Consumer Products uses Rasika Dugal to teach Indian kitchens how to spot thick, consistent ginger garlic paste over diluted options.
53% of adults are moving too little, ASICS finds
ASICS' Human Nature documentary reframes inactivity with a conservation-style metric—and positions 15 minutes of movement as the mental health fix.
The Everyday Data Behind Jio’s Invisible Utility
A chai stall UPI ping, a study group video call, a road trip map. The psychology behind data that became everyday utility.