Marketing Mentalist Desk
Parle-G’s G Maane Genius: The Ad That Made a Letter Mean More
The psychology behind Parle-G's G Maane Genius film—how one letter and a street-performer gag turned a biscuit into a symbol of everyday…
Consumers are aspiration-led, not category-led: Super.money
Super.money CTO Kaushik Mukherjee on why consumers buy around aspirations and brand affinity, and what that means for segmentation and loyalty.
Kajol: Authenticity Is the Best Celebrity Brand Strategy
Kajol's ETRetail interview reframes celebrity branding: trust is earned by vetting products and telling truthful stories, not by fame alone.
The psychology behind Macho Sporto’s Chaal ad
Macho Sporto's new 'Chaal Badal De' campaign with Vicky Kaushal trades functional claims for comfort, confidence and a familiar melody. Here's the…
Loyalty Programs Are Getting Worse—Here’s the Psychology
Dunkin', Starbucks, McDonald's and others are quietly devaluing rewards. Here's why members stay, and what brand managers should learn.
Why Connected TV Is Growing in India and What It Means
India's connected TV audience jumped 60% in a year as smart TVs got cheaper and smaller towns logged on. Here's what that…
India’s Gold Shadow Trade Returns as Taxes Bite
High gold prices and a 15% import duty are pushing Indian buyers into cash-only, no-invoice gold purchases as wedding season approaches.
The psychology of Hero Honda’s Fill It. Shut It. Forget It.
The behavioural science behind Hero Honda's campaign that turned a mileage claim into a national ritual of pride and memory.
Cakes Body turns TikTok virality into an owned media arm
Cakes Body built $100 million in sales on TikTok virality. Now it has launched Cakes Media to own its audience, not rent…
Why Maruti Suzuki Says Mass Market Isn’t a Price Point
Maruti Suzuki's Partho Banerjee on why the mass market should be defined by value, not price—and how Nexa, Arena and SUV plans…
The psychology of ChatGPT’s first ad campaign
ChatGPT's first ad campaign turns the chat window into a media channel. Here are the behavioural levers behind the launch and what…
The Psychology That Makes Every Price End in 9
Left-digit bias and charm pricing explain why £3.99 outsells £4.00. Research shows when 9 works, and when a precise price wins trust.