Marketing Mentalist Desk
The psychology of Extra Gum’s Sarah & Juan ad
How a two-minute chewing gum film used costly signals, peak-end memory and emotional pairing to turn a wrapper into a keepsake—and lift…
Only 57% of Brands Consistently Deliver Their Experience Promise
Ipsos's latest Experience Perspective season offers a sharp warning: only 57% of organisations deliver the experience their brand promises. Here's how to…
Slice Aamsutra: How a Mango Drink Sold Desire
The psychology behind Slice's Aamsutra campaign: how sensory cues, a taboo-adjacent name and adult desire repositioned a mango drink.
$87K Bitcoin Feels Pricey? Blame Anchoring
A TradingView note shows how Bitcoin around $87K can look expensive or cheap depending on the anchor. Here's what it means for…
How an Eight-Decade-Old Soap Brand Is Wooing Gen Z
Chandrika's new Keerthy Suresh ad uses a Kerala wedding to modernise an eight-decade Ayurvedic soap for younger skincare buyers.
Got Milk? and the Psychology of Selling Absence
How Got Milk? turned a missing glass of milk into a lesson in loss aversion—and built a campaign that changed beverage advertising.
What Mamaearth’s 187 ASCI Flags Teach D2C Marketers
Mamaearth's rise to a ₹1,920 crore house of brands came with 187 ASCI-flagged ads in FY24. Here's why influencer-led growth turns compliance…
Vicks Touch of Care: The ad that made care a brand moat
How Vicks used narrative transportation, identity signalling and an emotional halo to make a vapour rub part of India’s conversation on care.
A 10-Year Licence and a Two-Name Brand System
Signify India kept Philips on products while building a separate corporate name. What the dual-brand play teaches marketers about licensed trust and…
Apple’s 75.4% Services Margin Is the Real Pricing Story
Apple's pricing power isn't about cheap iPhones. A 75.4% Services margin reveals how anchoring, tiers, EMI and trade-ins make premium feel justified.
Mastercard Priceless: The Psychology Behind the Ad
How Mastercard's 1997 'Priceless' ad used anchoring and mental accounting to reframe small card spending as emotional value.
Cadbury 5 Star and the Ad That Sold Getting Lost
How Ramesh and Suresh turned a chocolate bar's distraction into a durable brand asset using absorption, incongruity and repetition.