Marketing Mentalist Desk
Why Overpricing Backfires: The Psychology of Listing Prices
Savills' latest research shows why sellers overprice in weak markets, how stale listings change buyer perception, and why pricing is psychology first.
Jio Story: Five Human Habits Behind the Data Reset
The saver, the binger, the kirana owner, the creator and Dadi reveal the psychology behind India's move from data costs to data…
Godawan’s 5,200-Piece Ceramic Film Sells Conservation
Godawan's World Wildlife Week stop-motion film uses 5,200 ceramic pieces and 100-plus artists to turn Great Indian Bustard conservation into a craft…
Lenskart turns Indian music into a 37-style eyewear collection
Lenskart's Shunya launch pairs 37 eyewear styles with five evenings of live Indian music on its app. A look at the psychology…
Jio Story: The Shared Memory Effect Behind a First Video Call
Why a first video call home became collective nostalgia after Jio's 2016 data reset—and what shared memory does for brand strategy.
Jio’s 2016 Welcome Offer Was a Frame, Not a Discount
The 2016 Welcome Offer did more than cut price. It removed data from India's mental meter and reset what customers noticed next.
Jio Story: The Cyber Cafe Closed Quietly, India Stopped Counting
The 2016 shift from rationed data to unlimited access changed how India behaves online. This is the everyday psychology behind that quiet…
Thanda Matlab Coca-Cola: The Psychology of Owning a Word
How a 2002 Coca-Cola India campaign used a familiar Hindi word, a film star, and cognitive fluency to make a global cola…
Why Bank of Baroda gave cyber fraud a face
Bank of Baroda's new mascot bob Cyber Veeru turns fraud warnings into a memorable character. Here's the psychology behind the move.
TenxYou’s INR 50 Crore Run Rate Is About Product, Not Sachin
TenxYou's early customers bought for Sachin; now comfort drives repeat purchase. Inside the INR 2,000-5,000 gap and the offline plan.
Valkyries’ $100M sponsor pitch: mission meets capital
A two-year-old WNBA team became the first women’s sports team to hit $100 million in annual revenue. Here’s the sponsor pitch behind…
Smirnoff RTD grows 12% as Diageo enters India
Diageo is bringing Smirnoff Ice to India's small but growing ready-to-drink aisle, betting on flavour experimentation and convenience.