Marketing Mentalist Desk
Jio’s Real Product Is a Normal Day
UPI at the chai stall, a study call, maps on a road trip: the quiet psychology of data fading into India's daily…
GAIL revives Wah Kya Energy Hai with four films and an anthem
GAIL's second season of Wah Kya Energy Hai uses the Mishra family, humour and a new anthem to make cleaner fuels feel…
AI edges social 65-64 in festive shortlists
BCG finds LLM search influences final brand choice in 65% of Indian journeys where it appears, just ahead of social's 64%. The…
How Ordinary Habits Made Data Invisible
From rationed megabytes to Dadi's video call, the data saver, kirana owner and late-night streamer show how access became an invisible daily…
Mauka Mauka: How Star Sports Turned Rivalry Into Ritual
Star Sports' 2015 Mauka Mauka campaign didn't sell cricket; it sold the social identity of rivalry. The behavioural levers behind the chant.
Heineken sees 8% awareness lift from just 2.2 seconds of attention
Heineken paired brand-lift surveys with attention time and found 2.2 seconds of attention lifted unaided awareness 8%. Here's why that matters for…
Jio and the Shared Memory of a First Video Call
Why a first video call home became shared brand memory: the psychology of collective nostalgia and ritual-driven brand building.
Fujifilm India Names Rashmika Mandanna Its Imaging Ambassador
Fujifilm India named Rashmika Mandanna the face of its imaging business. Here's the psychology behind the youth-focused pairing and why it can…
Jio’s Welcome Offer: Free Data as an Expectation Reset
In 2016, Jio's Welcome Offer changed the question from what data costs to what data can do. Here's the psychology marketers still…
Revlon’s comeback play: 87 years of history as a launchpad
Revlon is rebuilding by treating 87 years of history as a launchpad. Here is what its Advertising Week 2026 update teaches brand…
2016 to Now: How India Stopped Counting Data
From cyber cafe countdowns to pocket-sized streaming, India's data shift was psychological: people stopped rationing access and started expecting it.
Adidas turns Messi’s farewell into a masterclass in not selling
Adidas skips stats and trophies to let Lionel Messi narrate his own farewell. Here's why restraint can be the strongest brand strategy…