Marketing Mentalist Desk
How The Body Shop Made Jasmine a Diwali Brand Code
The Body Shop India’s Diwali campaign uses jasmine as a familiar cultural code for self-care and gifting. Here’s why that strategy works.
Fevicol: How ‘Tootega Nahi’ Turned Glue Into Lasting Trust
How Fevicol's surreal product demos and a sticky tagline turned an invisible adhesive bond into a cultural shorthand for trust.
Yes Bank Turns Team India Pride Into Brand Equity
Yes Bank's Asian Games 2026 campaign shows how borrowed equity and national pride can give a bank a share of Team India's…
NIVIA turns India’s football jersey into a lifestyle product
NIVIA Sports unveiled India’s official football jersey with a campaign positioning it as performance wear, everyday apparel and a collectible.
The Body Shop India Turns Jasmine Into a Diwali Ritual
The Body Shop India’s Diwali campaign turns jasmine into a sensory anchor for self-care and gifting. Here’s what brand managers can learn.
Flipkart’s Gen Z CAPTCHA Turns Slang Into an Exclusive Offer
Flipkart and McCann India are using Gen Z slang as an access test for Big Billion Days offers. Here is the psychology…
JioStar festive playbook: India’s 46% bigger shopping basket
JioStar's #HarGharMeinJashn playbook maps how India's festive buyers plan, research and buy—and what brands should do before the cart.
ixigo’s TARA ad turns holiday crowd-following into sheep
ixigo's new TARA film uses sheep-headed tourists to show how heavily travellers lean on popular choices—and nudges marketers toward preference-led discovery.
Hire for intent: how Epic Content makes brands sound human
Epic Content founders Prianka and Ajay reflect on ten years of replacing corporate jargon with human stories—and what CMOs should hire for.
A Brand Is Character at Scale: What a Zen Monk Teaches Marketers
Fast Company finds a Zen teacher, a broker and a musician landed on the same idea: a brand is character at scale,…
Why Personalized Newsletters Rarely Pay Off Alone
Publishers are personalizing as AI erodes search, but a 20% click lift doesn't guarantee subscriptions. The real lever may be access, not…
Why AI Personalisation Still Needs a Human Touch in Insurance
Why more insurance choices leave buyers less confident, and why AI personalisation still needs human trust to close the decision gap.