Marketing Mentalist Desk
What a Rs 10 Ice Cream Means for Premium Brands
Reliance's Bombay Creamery starts at Rs 10 and calls itself premium. Here's why India's ice cream brands now need more than price…
JACK&JONES Denim Mode: How Vedang Raina Sells a State of Mind
The AW26 campaign frames denim around parties and travel. Here's how JACK&JONES uses celebrity, context and the & to sell more than…
Myntra BFF Ads Turn Tiny Moments Into Shopping Triggers
Myntra's Big Fashion Festival campaign uses Alia Bhatt and Ranbir Kapoor to show how everyday cues spiral into shopping justifications.
Why Digital-First Brands Are Betting on Bigg Boss
Bigg Boss is pulling a new crop of digital-first advertisers. Here's why mass reach, in-show integrations and festive timing are luring them…
How HCL Is Using Classical Arts as Brand Glue
Nearly 30 years of HCL Concerts shows how a B2B tech group uses culture, not leads, to build relationships and mental availability…
The 1985 Frooti Ad That Made Mango a Mental Shortcut
In 1985, Frooti used a sticky jingle and bright mango imagery to turn 'fresh and juicy' into a mental shortcut for the…
The Psychology of Cadbury’s Shubh Aarambh Ad
How Cadbury Dairy Milk turned a chocolate bar into an Indian good-luck ritual using occasion framing and cultural social proof.
What MoMA’s New Exhibit Teaches Brands About Data Storytelling
MoMA’s Full Disclosure shows why people share data visualisations. The lesson for brands: infographics are identity signals, not just facts.
The Psychology of Apple’s Get a Mac
In 2006, Apple turned technical differences into a battle of personalities. Here are the behavioural levers that made Get a Mac work.
The Souled Store Shows How Fandom Becomes a Brand Moat
How licensed IP, digital community and themed stores took The Souled Store to ₹492 crore revenue while profit fell 38% in FY25.
Thums Up’s Taste the Thunder: Psychology of a Daring Cola
How Thums Up turned a cola into self-expression with Taste the Thunder, and the behavioural levers that made it a badge of…
The psychology of the ad: Share a Coke
How replacing the front-of-pack logo with first names turned a mass-produced drink into a personal ritual and lifted Coca-Cola's relevance.