Marketing Mentalist Desk
India’s Next Café Wave Is About Community, Not Coffee
India's café brands are chasing Tier 2 and 3 cities. The winners won't just open outlets—they'll design local relevance and community.
Lava’s Virat Curve campaign bets on story over specs
Lava's Virat Curve 5G campaign casts Rohit Saraf and Pratibha Ranta in a music-video romance, signalling a shift from feature-led ads to…
Converse Halts Marketing After KKK Imagery Backlash
After a Chuck 70 X campaign with Aespa's Karina evoked KKK imagery, Converse paused marketing. Here's what the misstep teaches brand teams…
The psychology of Rungta Steel’s SRK-Alia-Ranbir ad
Rungta Steel casts Shah Rukh Khan, Alia Bhatt and Ranbir Kapoor to parody TMT advertising. Here's the psychology behind the attention.
Reliance Foundation Makes Access the Hero of Asian Games 2026
Reliance Foundation and TBWA\Lintas put first coaches, first grounds and first believers—not medals—at the centre of Asian Games 2026. Here's the strategy.
Nykaa and L’Oréal BOLD bet on India’s indie beauty founders
Why two beauty giants are taking minority stakes in emerging Indian brands instead of buying them outright — and what founders can…
Smytten’s marathon sampling is a context masterclass
At the 2026 Wipro Bengaluru Marathon, Smytten is putting product trials where hydration, recovery and wellness are already top of mind.
Social Panga turns 12 rejected ideas into a second-chance marketplace
Social Panga's 12th anniversary platform gives shelved ideas a second life—and reframes creative rejection for marketers.
Britannia and Havmor turn a viral trend into a co-branded drop
The limited-period Croissant Blockbuster turns a social media food pairing into a co-branding play across parlours and quick commerce.
Madhuri Dixit Is the New Face of Madhusudan Frozen
Madhusudan Frozen has signed Madhuri Dixit for two years. Here's why a familiar face matters when a dairy brand extends into frozen…
Vedanta turns sustainability into a daily employee habit
The campaign uses weekly pledges and on-ground events to turn ESG goals into visible employee actions — a lesson in commitment and…
Pride of Cows uses Athiya Shetty to sell slowness, not celebrity
Pride of Cows' new campaign with Athiya Shetty reframes celebrity as an invitation, not an endorsement, for single-origin dairy's wellness story.