Marketing Mentalist Desk
High Prices, Softer Payments: The Festive Playbook
Rising costs have made festive price cuts rare. Brands are using EMIs, exchanges and value packs to protect margins while keeping buyers…
The Psychology of Tanishq’s Remarriage Ad
In 2013, Tanishq made a second wedding the centre of a jewellery ad. The psychology behind it: social proof, identity and emotion.
HSBC #StayDiSIPlined: Discipline Psychology for SIPs
How HSBC Mutual Fund’s #StayDiSIPlined campaign uses identity and emotional discipline to keep young retail investors consistent with SIPs.
How Vianaar Sells Slow Living, Not Homes
Vianaar's new brand film uses Goa's Susegad philosophy to sell slow living through carrom, cycling and sunsets. Here's the positioning lesson.
Wipro Marathon: When Event Execution Becomes a Brand Problem
Empty water stations and crowded finish lines left the Wipro Bengaluru Marathon trending for the wrong reasons. What title sponsors can learn…
Bajaj Pulsar: The Psychology of ‘Definitely Male’
The 2001 Bajaj Pulsar launch didn’t sell mileage. It used identity, signalling and contrast to make a motorcycle a badge of manhood.
Ipsos: Hope Is Now Personal, Not Institutional
Ipsos Global Trends finds only 25% are optimistic about the world, while 55% are optimistic about themselves. Hope has become personal—and a…
HSBC’s #StayDiSIPlined campaign sells consistency, not returns
HSBC Mutual Fund's new #StayDiSIPlined campaign uses a simple behavioural gap—disciplined in daily life, impulsive in markets—to sell SIP consistency to 25-45-year-olds.
Meesho Mall: 89% first-time brand buyers are from Bharat
Meesho Mall's branded push: 89% of first-time buyers came from Tier 2–4 cities in FY26, while feeds drove 75% of orders.
The Psychology Behind Tata Sky’s Jhingalala Jingle
A mid-2000s DTH launch turned installation into a cultural catchphrase. Here are the behavioural levers that made Jhingalala impossible to forget.
SKINN Makes Everyday Moments the Fragrance Occasion
SKINN signs Ayushmann Khurrana and Sobhita Dhulipala to make fine fragrance a daily ritual rather than a saved-for-special treat.
Rado’s India surge and the psychology of premium access
Swiss watch imports grew 31% in India this year, and Rado says India is now its largest market. Here's the pricing and…