Marketing Mentalist Desk
Sabhyata’s Diwali Film Questions Who Gets a Home
Sabhyata's Ghar Aayi Lakshmi uses Diwali ritual to challenge the 'families only' rental rule. Here's the brand strategy behind it.
How Spinny’s Manki Bhai series earned 16 million views
Spinny's six-episode series with Manki Vlogger passed 16 million views by turning a used-car purchase into character-led fiction. Here's what marketers can…
Canva’s Erase Your Ex Makes Undo the Whole Brand Promise
Canva’s new film uses a bitter photo edit to sell creative control. Here’s the psychology behind the Undo button and the brand’s…
The CMO Signs the Ads. The CEO Signs the Brand
Why Tony Hsieh built Zappos without call scripts or call-time targets—and why the CEO, not the CMO, signs the real brand. A…
India spirits growth slows to 4.6% from 6.4% as mass lags
India's spirits growth slowed to 4.6% in the September quarter from 6.4%. Premium grew 5.7% while mass lagged at 3.7% as inflation…
Licious turns Varun Dhawan into a trust signal for Sizzl
Licious uses Varun Dhawan and ASMR food sounds to make its heat-and-eat range feel like a craving. The psychology behind the Sizzl’ing…
What Reliance Digital’s Diwali film teaches about memory marketing
A Diwali campaign that uses fading memories, old photographs and a grandfather's story shows how electronics brands can sell emotion, not just…
Nikon India’s Diwali film turns creators into the story
How Nikon India's Creator's Cut uses social identity and shared tradition to make the ZR a creator's camera, not just another mirrorless…
Vadilal revenue hits ₹1,109.54 cr but profit slips
Vadilal's mascot-led push tries to close a relevance gap as FY26 revenue rises 9.47% to ₹1,109.54 cr, profit slips, and Reliance enters…
Red Car Theory: The Hidden Emotion Behind Every Purchase
The Red Car Theory explains why consumers suddenly notice your brand everywhere. The real lesson: every purchase traces back to an emotion.
Firefox Bikes’ ₹6,000–₹20,000 Premium Balancing Act
How Hero Cycles kept Firefox distinct, added a value sub-brand, and used experience retail to hold the premium middle without dilution.
Karmo puts flexibility centre stage in first national campaign
Australian car subscription provider Karmo uses physical flexibility to make 'All flex. No fuss.' tangible in its first national campaign via VI…