Marketing Mentalist Desk
An $8 billion category gap is hiding in glasses cases
The wet wipes market hit an estimated 8 billion USD, but lens care is still a yellow cloth. Why the post-purchase moment…
How 7UP Hit a 7-Year Sales High by Selling the Obvious
7UP stopped chasing purpose and made refreshment the hero. The WARC case says the move drove the brand's highest sales in seven…
Marico Wants Half Its Revenue From New Brands by FY30
Marico's premium and digital brands hit 37% of revenue in FY26, up from 27% in FY20. Its acquisition playbook aims for 50%…
Jio Story: How Local Voices Made the Network Feel Like Home
Village calls, hostel hotspots, regional creators and festival streams turned data into belonging. A look at the psychology of a network that…
Mayavé Bets Luxury Can Be Built on Possibility, Not Scarcity
HK Group and OPEN Strategy & Design launch Mayavé Jewellery, reframing lab-grown diamonds from mined substitutes to a category of creative freedom…
The Four Everyday Selves of India’s Data Decade
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are less about data volume than identity. They reveal the rituals behind…
McDowell’s No.1 Rebrands a 30 Million-Plus Case Giant
Diageo India pairs an upgraded blend with a sharper visual identity to move McDowell's No.1 into the mass-premium space without losing its…
Cricket Night, Fourteen People, One Jio Screen
Why a cricket night with fourteen people around one phone is a masterclass in shared attention, co-viewing and culture.
Wellness is a belief system now, and 78% want control
Ipsos finds 78% want more control over health decisions as wellness evolves from product category to belief system. Brands must sell clarity,…
Jio Story: Why Mummy’s Dal Recipe Explains 5G and AI
How a mother's dal question, not a speed test, explains 5G, cloud and AI Everywhere for Everyone as an everyday habit.
A 25% Discount Can Halve Profit and Train Fans to Wait
Flash sales turn 'eventually' into 'right now'—but repeat them often and fans learn to wait. A look at scarcity, loss aversion and…
Kirana to Cloud: The Shop’s Trust Relocates
The kirana khata was memory as much as ledger. Going digital doesn't erase trust; it moves it into visible records and new…