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India's FMCG label claims are under scrutiny
Branding

India’s FMCG label claims are becoming a legal minefield

FSSAI's 150+ notices and proposed red front-of-pack warnings are forcing FMCG brands to rethink label language and evidence.

3 min read
Why Mouthfeel Is Becoming a Purchase Driver
Consumer Behaviour

Why Mouthfeel Is Becoming Marketing’s Quiet Superpower

The food industry is learning that texture can drive purchase as much as taste. Here’s how crunch, chew and creaminess shape buying…

3 min read
Old Brands, New Moats: India’s Revival Playbook
Branding

Why Indian Legacy Brands Are Suddenly Winning Again

Dormant brands are turning consumer memory into a moat, with Campa, Chetak and Sierra proving legacy recall can cut awareness costs.

2 min read
Check Reality Before Trying to Change Perceptions
Marketing Psychology

Check Reality Before You Try to Change Perceptions

Perception gaps in London policing reveal why marketers should diagnose before persuading. What people believe is often shaped by distance, not data.

3 min read
Apple's Foldable Is a Lesson in Brand Innovation
Branding

What Apple’s iPhone Duo Teaches About Brand Innovation

Apple's $1,999 foldable iPhone Duo is more than a pricing story. Innovation without marketing is a secret—here are seven rules for brand…

3 min read
BKT’s brand playbook: earn trust in B2B before chasing B2C hype
Branding

BKT’s brand playbook: B2B credibility before B2C advertising

How BKT used manufacturing scale, sports naming rights, and a 2026 consumer launch to turn origin skepticism into brand equity.

3 min read
Consumers forgive average ads, not poor products
Consumer Behaviour

Consumers Forgive Average Ads, Not Poor Products

HUL's Rajneet Kohli says consumers forgive average ads but not poor products. Here are the shifts reshaping India's food and beverage market.

3 min read
Why bathrooms are a masterclass in brand naming
Branding

Why Bathroom Names Are a Brand Naming Masterclass

Restroom, bathroom, water closet: the euphemism treadmill shows why consumers, not brands, ultimately decide what a name means.

3 min read
The CMO credibility gap is a customer economics problem
Consumer Behaviour

CMOs Are Losing the CEO Path. Here’s How to Fix It

McKinsey data reveals a dangerous gap: 70% of CEOs measure marketing on revenue and margin, but only 35% of CMOs do. Time…

3 min read
Trust, Not Billings, Won Publicis the PepsiCo Account
Marketing Psychology

Why Publicis Traded a Pitch for PepsiCo and Control

Publicis skipped Coca-Cola's pitch to take PepsiCo without one. The real prize wasn't billings—it was control built on years of trust.

3 min read
The psychology behind Molson Coors' 4x creator engagement
Marketing Psychology

The Psychology Behind Molson Coors’ 4x Creator Engagement

Molson Coors rewired approvals and briefs for creator speed—then engagement quadrupled. Here's the psychology behind why looser control works.

3 min read
India’s Cat Surge Is a Lesson in Trust and Category Creation
Consumer Behaviour

India’s Cat Shift Is a Masterclass in Consumer Behaviour

Cats have jumped from under 10% to 40% of India's pet population. Here's what that reveals about trust, first-time pet parents and…

3 min read