Marketing Mentalist Desk
Onida’s Envy Strategy: Neighbour’s Envy, Owner’s Pride
How Onida turned a green devil and neighbour envy into India’s most durable status-marketing pitch for television ownership.
Brisbane 2032 logo: the hidden meaning behind the new emblem
The Brisbane 2032 emblem works as a torch, a cockatoo crest, the Queensland map and the year '32 - an accidental masterclass…
The Psychology Behind Airtel’s Har Ek Friend Zaroori Hota Hai
A 2014 Airtel 3G film turned a data plan into a friendship ritual by tapping FOMO and social identity. Here is why…
Whirlpool Luxuriem revives its jingle to sell quiet luxury
Whirlpool revives its iconic jingle for Luxuriem, using warm family moments to make premium fridge features feel familiar and easy to buy.
Krisala turns 63 acres into an unfinished story
Krisala Developers' Zameen Se Rishta uses poetry and Piyush Mishra to sell 63 acres as an open story, not an investment. Here's…
Intuit’s rebrand turns one letter into a personality
Most people know Mailchimp, TurboTax and QuickBooks, but not Intuit. JKR’s rebrand uses the letter i to give the parent brand a…
Asian Paints sells wedding relief, not just paint
Asian Paints' new Beautiful Homes campaign frames wedding-house painting as deadline relief, not décor. Here's the psychology behind its shareability.
Kannada IPL Feed Reach Jumps 30% as Regional Viewing Surges
Kannada IPL feed reach rose 30% on JioHotstar, Telugu grew 23% and Tamil 12%. JioStar's Beyond Boundaries turns regional fandom into ad…
Uber turns the sound of delight into Ooooober
Uber's Ooooober campaign turns the universal sound of discovery into a brand asset for First Ride Free. Here are the behavioural levers…
A trolled sweet sells 100 million boxes every Diwali. Here’s why
Soan Papdi is mocked, re-gifted and ubiquitous. Yet it sells 100 million boxes every Diwali. Here is the brand strategy behind its…
Influencer spend crosses ₹3,000 crore as TV growth slows
Influencer marketing has crossed ₹3,000 crore in India while TV ads grow at 4-6% and hoardings plateau. Here's the psychology behind the…
The Psychology of Vodafone’s ZooZoo Ads
Vodafone India's ZooZoo campaign proved a silent white character could make telecom features unforgettable. A look at the behavioural science behind the…