Marketing Mentalist Desk
Pricing psychology: why a quiet first week kills sales
Savills finds that in weak markets, overpricing does more than delay a sale—it makes buyers assume something is wrong. Here's what that…
Jio Story: Which Data Persona Did India Make You?
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are more than habits—they are identity scripts from India's data decade.
Stayfree’s Stop Adjusting campaign makes discomfort visible
Stayfree's Sit. Stand. Stayfree! campaign turns everyday period sitting anxiety into a visual metaphor. A look at the psychology that makes it…
11 Million Bottles Taught a Youth Brand to Talk to Parents
Mirinda's #ReleaseThePressure campaign turned packaging into a letter to parents. Here's the psychology—and the missing measurement—for youth brands.
One Phone, Fourteen People: The Psychology of Jio’s Shared Screen
Why a cricket night with fourteen people around one phone is a masterclass in shared emotion, ritual and remixable identity.
Taneira’s One Last Look turns a mirror-check into festive strategy
Taneira’s Solah Shringaar film frames the quiet pre-event mirror check as the real festive moment—and hands the ritual to the wearer.
Jinro Soju Grows as US Drinking Drops to 54%
Jinro soju remains the world's top-selling spirit by volume while U.S. adult drinking drops from 62% to 54%. Its edge: a ritual,…
Jio Story: The Invisible Future of 5G, Cloud and AI
The 2016 Welcome Offer made data feel invisible. Now 5G, cloud and 'AI Everywhere for Everyone' face the same test, starting with…
Nihar Shanti Amla’s Shanti Se Poocho: AI as a Companion
Nihar Shanti Amla introduces Shanti, an AI companion on WhatsApp, moving the brand from haircare into everyday guidance. Here's the psychology.
Why Big Tech is cutewashing its AI agents
GrokBot, Meta's Muse and OpenAI's dots all arrived with friendly mascots. Here's why Big Tech bets on cuteness to build trust, and…
Kirana to Cloud: The Memory Outgrows the Khata
What changes when the neighbourhood shop's udhaar khata becomes a digital record? The psychology of trust, memory and buying without paper.
The $81B media deal that hides its brand on purpose
Why Paramount Skydance put 'A Skydance Corporation' under the WB shield instead of making Skydance the brand—and what that teaches about brand…