Category: <span>Branding</span>
Star Health turns a claim every 8 seconds into brand trust
Star Health's new campaign centres on one claim settled every eight seconds, turning claims support into a national trust message for India.
What Defender Journeys Teaches About Premium Experience Design
Defender Journeys' fourth edition shows how premium brands use effort, contrast and small groups to turn a self-drive route into a brand…
Clinic Plus Flips Its Mother-Daughter Story for Daughters’ Day
Clinic Plus's Daughters' Day film reverses its long-running #MeriBetiStrong platform: the daughter becomes the mother's anchor. Here's why the shift works.
What Paramount-WBD Rebrand Churn Teaches Brands
Frequent logo overhauls at Paramount and Warner Bros. Discovery reveal how brand identity becomes shorthand for strategic instability.
Cashfree Uses Soan Papdi to Challenge Default Payment Gateways
Cashfree’s festive campaign uses the familiar soan papdi joke to challenge default payment gateway choices and introduce its new AI-native identity.
India Is L’Oréal’s Pressure Test for Global Beauty
L’Oréal SAPMENA president Vismay Sharma says India’s demanding consumers are its global beauty lab—where science, accessibility and authenticity win.
When Ads Say More Without Words: Cadbury and Fevicol
Why Cadbury’s 2007 Gorilla and Fevicol’s Bus film worked without product demos—and what brand leaders can learn about feeling-led advertising.
Reddit Is the AI Recommendation Engine Brands Keep Getting Wrong
Brands are chasing Reddit as AI recommendations cite it most. But promotional tactics get them banned. The answer is contribution, not selling.
The Psychology Behind Converse’s Ad Backlash
A single Instagram image triggered a brand crisis for Converse. Here's the cognitive blind spot that lets offensive imagery sail through review.
Why ColorPlus Is Selling Stillness in a Hustle Market
ColorPlus's AW26 campaign with Abhay Deol turns slowing down into a brand position. Here's the psychology and the strategy lesson behind it.
Why Beauty Brands See No Ceiling in Sports Marketing
Beauty is moving from wellness's shadow in sports, with athletes becoming collaborators and fans hungry for off-court identity. Here is the psychology.
Louis Philippe’s Premium Push Is a Brand-Stretch Test
Louis Philippe is stretching a formalwear Crest into casual, denim and small-town retail. Here’s how to tell premium expansion from brand dilution.