Marketing Mentalist Desk
Inflation Bites as Shoppers Count Every Penny
Urban spending fell 4% and rural grocery dropped 5% as Indian shoppers protect essentials and postpone impulse buys. Here's what marketers should…
ESOMAR 2024: Ipsos puts AI empathy and scent data on trial
Ipsos's ESOMAR 2024 lineup spans scent-emotion mapping, 4M synthetic journeys and AI empathy pilots. Here is what marketers should watch.
AdFest’s 30th-anniversary logo uses paper and negative space
AdFest's 30th-anniversary logo uses a bent paper strip and negative space to unite trophy, lotus and gateway. Here's why the rebrand works.
The Psychology Behind super.money’s Tiger Shroff SplitStore Ad
How super.money uses Tiger Shroff's iconic splits to make Pay in 3 impossible to forget—and what marketers can borrow from the campaign.
Why ‘Independent’ Is Campaigning’s Hottest Brand Asset
Independent candidates are turning the word itself into a logo and biography. Here’s what their negative positioning teaches brand managers.
Gandhi Jayanti Posts Show Cultural Symbols Beat Greeting Cards
From a french-fry Gandhi to HDFC Bank's lock-built portrait, brands used Bapu's familiar symbols as brand shorthand this Gandhi Jayanti.
How the Hutch Pug Ad Turned Coverage Into Companionship
The 2003 Hutch pug ad turned mobile coverage into companionship. Here are the behavioural levers that made it stick—and what still holds…
How a 3-Month Pause Restored Magnolia’s Purpose
Joanna Gaines says Magnolia stopped seeing its vision after nearly 25 years. A costly three-month pause helped the founders recover the brand's…
AI Creative Production Goes Mainstream for Mid-Size Marketers
Wyndham, Opella and BetMGM show how scaled AI creative is moving beyond mega-brands, powered by in-house teams, performance data and strict guardrails.
The psychology of Brooke Bond Red Label’s Swad Apnepan Ka
How Brooke Bond Red Label's Swad Apnepan Ka films used belonging, identity and social norms to turn tea into a quiet act…
Wah Taj: The Psychology Behind India’s Famous Tea Exclamation
Why a 20-second tea film put a word in India's mouth, and what it teaches marketers about selling the reaction instead of…
Ajio’s festive brand face is an identity play
Ajio named Ahaan Panday as its 2026 festive campaign face. The move shows celebrity endorsements work best when a face carries identity,…