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Customers Don’t Buy the Future; They Buy a Better Today
Marketing Psychology

The Psychology Behind Why Customers Don’t Buy the Future

A dazzling launch can win attention, but adoption needs a use case people already recognise. What Google Glass, Tata Nano and UPI…

3 min read
PepsiCo cut prices. Now it's raising them. The real cost is trust.
Pricing Psychology

PepsiCo’s Price Flip-Flop Is a Loyalty Problem, Not a Pricing One

After cutting Frito-Lay prices in February, PepsiCo is now lifting some again. The real issue isn't margin strategy—it's eroding customer loyalty.

3 min read
What Overstimulated Cities Teach Marketers About Attention
Marketing Psychology

What Overstimulated Cities Teach Marketers About Attention

Attention is a finite resource, and overstimulated cities spend it before brands get a chance. Here's what marketers can do about it.

2 min read
MAC India's festive gold drop is a basket-building masterclass
Branding

MAC India’s festive gold drop taps occasion psychology

M·A·C Cosmetics India launches 'Party in M·A·C' with seven gold-packaged products and five kits. Here's why the occasion-led structure matters.

2 min read
FSSAI forces a rebrand race for energy drinks
Branding

FSSAI energy-label ban forces beverage brands to rebrand fast

Red Bull is in court, Reliance has rebranded Campa Xtra and PepsiCo is pulling Sting stock as India's 'energy' label ban reshapes…

3 min read
ASCI's AI ad labelling rules: what marketers must disclose
Consumer Behaviour

ASCI’s AI ad labelling rules: what marketers must disclose

India's ad watchdog has set a materiality test for AI-generated ads. Here's when synthetic content must carry a label and what stays…

3 min read
Why AI Search Chasing Fails Marketers
Marketing Psychology

Why Chasing AI Search Citations Is a Losing Strategy

Reddit's share of ChatGPT citations fell 86% in a month. The lesson for marketers: stop chasing unstable AI search and lead with…

2 min read
Lifebuoy's Help a Child Reach 5
Throwback

How Lifebuoy turned handwashing into a survival ritual

The behavioural science behind Lifebuoy's Help a Child Reach 5 campaign: story, social proof and ritual that made handwashing feel personal.

2 min read
Authenticity outlasts algorithms and AI
Storytelling

Authenticity outlasts algorithms and AI: Prasoon Joshi

Prasoon Joshi on why authenticity, not cleverness, is what survives algorithms and AI—and what that means for brand storytelling.

2 min read
CORE: The New Wave
Viral Ads

The Psychology of CORE’s The New Wave

Why CORE’s The New Wave uses independence, accountability and AI restraint to make the indie agency model feel like the safer choice.

3 min read
Scarcity Is the Product: Why $40 Vinyl Sells Out
Consumer Behaviour

Scarcity Is the Product: Why $40 Vinyl Sells Out

Blood Records turns limited vinyl into a scarcity machine, with drops selling out in 10 minutes. Inside the psychology of ownership and…

3 min read
ASCI's AI Content Labelling Rules, Explained for Marketers
Marketing Psychology

ASCI’s New AI Ad Labelling Rules: What Marketers Need to Know

India's ad watchdog has issued guidelines on labelling synthetic content. Here's when AI needs a disclosure and what it means for trust.

2 min read