Marketing Mentalist Desk
Godawan’s 15,000-hour craft film shows purpose is a slow signal
Why Godawan's 8-month, 15,000-hour stop-motion film on the Great Indian Bustard is a costly signal of brand purpose—and what marketers can learn.
Jio and the Psychology of the Shared Pop-Culture Screen
Cricket nights, finale pauses and wedding reels turned one connection into a shared stage. Here's the behavioural science behind the ritual.
Caffeine Is the New Protein, Growing 6% Annually
Caffeine is moving into jerky, gummies and chocolate as shoppers buy focus and productivity—6% annual growth is forecast through 2030.
The Dal Test: Jio’s AI Everywhere Starts in the Kitchen
The quiet test of Jio's AI Everywhere may be a kitchen request: mummy asking for a dal recipe that arrives without friction,…
India’s Best Sellers Are Won by Trust, Not Visibility
Novelty can win trial, but Indian brand leaders say the tenth purchase is earned through performance, availability, advocacy and trust.
Khata to Cloud: The Kirana Shop’s Quiet Rewiring
A look at how Jio's connected tools are rewiring the kirana: memory becomes searchable, but trust stays local.
TAFE Queensland bets on real stories to sell skills
TAFE Queensland's new brand platform uses 125+ real staff and students across 11 study areas to make practical training feel personal.
Kotak’s 50,000 Crore Consumer-First Banking Bet
Rohit Bhasin's FMCG playbook at Kotak turned a liquidity product into a 50,000 crore book by understanding Indians' emergency money mindset.
Airport retail: winning a ₹6,000/sq ft gifting gamble
Airport rents can hit ₹6,000 a square foot, but gift-led, speed-first retail wins. What Hidesign, Forest Essentials and Bengaluru airport teach us.
John Lewis’s Long Wait and the Psychology of Giving
John Lewis's 2011 Christmas film flips a child's impatience into the joy of giving—and shows how brands can sell feeling, not products.
Raymond’s Complete Man: Selling Identity, Not Suits
How a 1963 Indian campaign turned suiting fabric into an enduring ideal of masculinity—and what modern brands can still borrow.
Carrier India’s 1,000th Chiller Shows Engineering as Brand Proof
Carrier India's commercial and residential arms tell two positioning stories. Here's why proof-point engineering wins in B2B and what marketers can copy.