Marketing Mentalist Desk
Swiss Beauty Select Targets Rs 100 Crore in Premium Push
Swiss Beauty Select aims to double revenue to Rs 70 crore, then Rs 100 crore, as premiumisation and channel mix reshape its…
DailyObjects names Zeenah Vilcassim Global CMO
DailyObjects appoints former Nothing India marketing lead Zeenah Vilcassim as Global CMO as it takes its India-born lifestyle tech brand international.
Rungta Steel’s SRK-Alia-Ranbir ad parodies TMT category
Rungta Steel's new TVC with SRK, Alia and Ranbir parodies TMT advertising conventions instead of films to make strength claims memorable.
Why Life Insurance Marketing Is a Trust Game, Not a Volume Game
Nitin Mehta, Bharti AXA Life's marketing and distribution head, explains why being understood matters more than being heard in trust-led categories.
Bingo Tedha Hai Par Mera Hai: The Psychology of the Ad
A 2007 Bingo ad made oddly shaped chips a badge of nonconformity. Here are the behavioural levers that made imperfection a reason…
Snickers Made Hunger a Personality Flaw
How Snickers and BBDO turned a bodily state into an identity crisis—and why the 2010 Super Bowl campaign still explains modern snack…
Rexona turns Messi’s movement into a font
Rexona Argentina's free GOAT Font converts Lionel Messi's dribbles into usable letters and shows how brands turn fame into assets.
Shaya Signs Shreya Ghoshal to Make Silver an Everyday Story
The CaratLane silver label picks a singer, not a film star, to reposition the metal from heirloom to everyday self-expression.
Surf Excel’s Daag Achhe Hain: The Psychology of a Stain
How a 2005 Surf Excel puddle film reframed dirt as proof of childhood, turned detergent into an emotional choice and entered Indian…
The Psychology of a $14,000 Government-Funded Ad
A government-funded spot starring Donald Trump shows how authority, repetition and framing shape attention—and where the ethical line sits.
US sentiment hits four-month low as inflation fears grow
University of Michigan's final September sentiment index fell to 48.1 as one-year inflation expectations jumped to 4.6%. What cautious buyers mean for…
The Psychology of Always #LikeAGirl: Reframing a Putdown
How a 2014 Always ad turned a schoolyard taunt into a confidence insight using reframing, stereotype threat and identity affirmation.