Marketing Mentalist Desk
Why answer engines skip your best pages: the AEO audit fix
Being findable is not being citable. A four-layer AEO audit turns 'we're not in ChatGPT' into a fix list content and brand…
PhonePe Turns 70 Crore Users Into a Human Brand Story
PhonePe's 10-year film tries to name all 70 crore users, turning a huge number into a 980-day thought experiment and a branding…
Why Brands Are Choosing Creators Over Influencers
From a $2M sales day at Favorite Daughter to Bob's Discount Furniture's 50% jump in organic reach, creator-led content is outperforming influencer…
Spotify’s You’re Among Fans: The psychology of the ad
Spotify's 2026 'You're Among Fans' campaign, via BBDO New York, turns fan obsession into a B2B media brief with Lizzo and Jay…
How Beco is challenging India’s habit-driven home care market
Beco's playbook shows how challenger brands can win in India's habit-driven home care market by innovating for real needs, using discovery channels,…
Amazon removed Kindle buttons—now sells them back for $35
Amazon spent a decade removing physical page-turn buttons. Now $35 clickers and $80 covers sell the feature back. Here's the psychology.
Trust, memory shortcuts and shifting milestones
Ipsos's October update suggests brand recognition runs on memory shortcuts, AI adoption runs on trust, and life milestones are moving more than…
Huma Qureshi’s Freefall targets first-year break-even
Huma Qureshi and Dressfolk's label Freefall is selling the saree as wearable, not cumbersome, while chasing Rs 5 crore in six months…
NHL courts BookTok romance fandom with Hot for Hockey
Why the NHL's Hot for Hockey campaign is borrowing BookTok romance tropes to reach new fans, and the brand risk in joining…
Ghadi Detergent Puts Madhuri Dixit to the Trust Test
Ghadi Detergent's new campaign uses Madhuri Dixit and visible product tests to earn trust. Here is why proof beats promises in brand…
Interio by Godrej turns the kitchen into a social hub
Interio by Godrej's new steel kitchen film uses a busy Indian household to turn durability into an everyday social story, not a…
How Parachute Advansed Jasmine made shine a confidence cue
Marico's new Parachute Advansed Jasmine film uses a stage-performance moment to turn hair shine into a cue for confidence, not just nourishment.