Marketing Mentalist Desk
Lead India: The Times of India ad that sold leadership
The psychology behind The Times of India's 2007 Lead India campaign and how The Tree used social proof and identity to move…
Why 62% of fans now want real rooms, not just feeds
Creators are moving audiences off feeds and into live events, and brands are counting turnout, not reach. A look at the post-feed…
HIT’s New Shefali Shah Film: Roach Control as War Room
Godrej HIT’s new Shefali Shah film reframes roach control as a war-room mission—using authority, framing, and a visible nest-kill chain.
Rungta TMT’s 5th celebrity ad turns stars into pitch parody
Rungta TMT's fifth celebrity film has SRK, Alia and Ranbir playing themselves, pitching filmi ad ideas while spoofing steel ad clichés.
Social media turned intimate wear into a shared conversation
Once-taboo conversations about fit and support are moving from private trial-and-error to public, fit-led buying. Here's what brands can learn.
The psychology behind Kerala’s God’s Own Country ad
The behavioural levers that let a two-word tagline turn Kerala's backwaters into a promise of restoration—and what marketers can still steal.
Dumb Ways to Die: The Psychology of a Viral Warning
How Metro Trains and McCann Melbourne turned a rail-safety warning into a global singalong by making danger feel adorable and highly shareable.
How Incredible India sold a feeling, not a place
The 2002 campaign reframed India as an emotional experience. Here are the behavioural levers it pulled—and what destination brands can still borrow.
Trivago guy’s platform turns travel advice into paid service
Tripixo, founded by former Trivago face Abhinav Kumar, opens its creator beta so travel creators can charge for judgment they now give…
Guinness Surfer: The Psychology of the Wait
Inside the 1999 Guinness Surfer film: the behavioural psychology that turned anticipation into desire and a pint into an earned reward.
Carnival’s $7.6B deposits show uncertainty sells cabins
Carnival is already half booked for 2027 and holding $7.6B in deposits. The driver isn't discounts—it's how anxiety reshapes buying behaviour.
The Amul Girl: 60 Years of Utterly Butterly Delicious
In 1966, Amul made butter personal with a girl, a jingle and a tagline. The psychology behind six decades of recall.