Marketing Mentalist Desk
La Trobe’s You’ll Change Ad: Why Observers Sell the Degree
La Trobe’s new brand campaign leaves students out of frame and lets an 86-year-old matriarch, aunties and an ex describe how study…
Attention Is Marketing’s Most Depreciating Asset
ETBrandEquity and Samsung Ads are convening an invitation-only townhall on October 9 to help CMOs convert attention into boardroom trust and enterprise…
Kuchh Meetha Ho Jaye: The Ad That Made Cadbury a Ritual
How Cadbury Dairy Milk's 2004 'Kuchh Meetha Ho Jaye' reframed chocolate as India's everyday celebration sweet.
Maharashtra Bans Infant Formula Ads and Influencer Promos
Maharashtra FDA has banned ads, free samples, cashback and influencer promotion of infant formula, with fines up to INR 10 lakh.
Friends Repositions Adult Diapers as a Travel Essential
Friends adult diaper brand uses a travel story to destigmatise incontinence for an estimated 14 million middle-aged women in India.
MTR Foods turns sweets into a language
MTR Foods’ festive campaign treats sweets as a language of affection, using an illustrated book and film to own cultural rituals rather…
Nykaa Lovestruck and the psychology of Love At First Swipe
Nykaa Cosmetics turned its Lovestruck Lipstick launch into a three-film romance with Rasha Thadani and Rohit Saraf. Here is the psychology behind…
OnePlus India Uses Diwali to Close the Generation Gap
The brand's third #MakeItSpecial film pairs Gen Z creators, Smriti Mandhana and an elderly couple to make tradition feel like participation.
Freedom’s Rahul Dravid Ad Makes Cholesterol a Family Choice
Freedom Healthy Cooking Oils targets adult children with Rahul Dravid, reframing an oil switch as a way to protect parents' hearts.
AI Agents Are the New Shelf Space
AI assistants are becoming a new gatekeeper. New tracking shows recommendations vary wildly, retailer citations are uneven, and AI traffic is growing.
Hero MotoCorp Hum Mein Hai Hero: The Psychology of an Anthem Ad
A 2011 rebrand film stopped selling motorcycles and started selling self-belief. These are the behavioural levers that made Hum Mein Hai Hero…
MTR Turns Festive Sweets Into a Language of Affection
MTR Foods' new festive campaign documents how mithai works as an unspoken emotional code and connects it to a bigger sweets portfolio…