Marketing Mentalist Desk
Decathlon India: sales up 3%, costs up 12.3%
Decathlon India built a value giant on private label control. FY25's revenue up 3% and costs up 12.3% expose the strain in…
The psychology of FatakPay’s Diwali ad with Vaani Kapoor
FatakPay’s new Diwali film turns the awkwardness of asking friends for money into a case for formal digital credit. Here’s the psychology.
AI Can Build an Ad in 10 Minutes, But Not the Big Idea
At a live AI creative challenge, speed was the easy part. Leo India's winner trained his tools and kept the idea human—here…
Slovic hits Rs 300 crore run rate selling gyms for the home
How a Rs 300 dumbbell set became the entry point to a nearly Rs 300 crore fitness brand for beginners, women and…
India Circus’ 300-400% Festive Surge, Bigg Boss to Gifting
How Godrej India Circus turned a recognisable Indian contemporary design and gifting culture into a 300-400% festive sales spike.
Whirlpool Got Bigger, Not Better—Over US$7B in Debt
Whirlpool's 2026 loss exposes a decade-old mistake: buying scale and asking for protection instead of innovating. Here's the brand lesson.
AR Rahman Takes Taj Mahal Tea’s Wah Taj Legacy Forward
Taj Mahal Tea taps A.R. Rahman to carry the Wah Taj legacy after Zakir Hussain. Here's what the new platform says about…
Starbucks’ $1B+ U-Turn on Fast Coffee
Starbucks spent years optimising for speed and saw its 'third place' brand meaning fade. Now it's spending $1B+ to bring back comfort…
Ferrero India grows 19%, eyes top 10 global spot
Ferrero India grew 19% to Rs 2,585.5 crore and is betting on premium chocolate beyond metros, mapping each brand to a distinct…
KFC bets on store design to win back the chicken wars
KFC lost its top-three U.S. chicken spot in 2025. Now a store-first redesign, refreshed menu and Colonel Sanders aim to turn latent…
The 4 PM Slump Is the New Growth Engine for QSRs
Indian QSRs are chasing snacks, drinks and desserts as hybrid work loosens fixed meal hours. The real trick: telling an upsell from…
The Hidden Psychology Behind the NHL’s 32-Team Jersey Drop
Fanatics and the NHL are using local design and staged reveals to turn 32 special-edition jerseys into a season-long anticipation engine.