Category: <span>Branding</span>
Kinder Joy’s Diwali packs earn 10M organic views early
Ferrero India reshapes Kinder Joy packs as lanterns, rockets and anars, earning 10M organic views and turning Diwali packaging into a ritual.
Jellycat’s 50% Margin Shows How to Beat a Commodity Trap
Jellycat grew 43% to £450 million and passed a 50% margin while plush grew 2%. The lesson: change the buyer, the product…
Apple Music’s new logo turns sound into ripples
Apple Music's new identity turns sound into ripples—built with a transducer, mineral oil, and a sonic logo constrained by what the eye…
Maybelline’s 5 Mithai Shades Are a Festive Branding Lesson
Maybelline turned five mithai into lipstick shades. Here's why familiar food names work harder than abstract ones for festive India.
₹3,442 cr later, Imperial Blue bets on a 20-year-old idea
After a ₹3,442 crore deal, Tilaknagar is reviving Imperial Blue's two-decade-old Men Will Be Men idea—keeping the asset but modernising the joke.
Jio Story: When Local Voices Became Everyday Media
Village video calls, hostel Wi-Fi and regional creators turned Jio into an ambient habit across India. What marketers can learn from local…
Personal branding in 2026: 148 insights from those who lived it
Fast Company's new report shows the same personal brand that opens doors can also pigeonhole, exhaust and invite scrutiny. Here's what to…
India’s GCCs Are Becoming Global Brand Headquarters
India's 1,850 GCCs now shape brand strategy, not just campaigns. With 57% of Indian marketers funding AI, the global brand office is…
Zepto’s Seoul Street: 300 guests and a fandom snowball
Zepto turned Delhi into an invite-only Seoul Street for 300 guests, testing whether an existing fandom can be snowballed into a bigger…
Albertsons’ 0.8% Sales Dip Is a Strategy Problem
Albertsons reported a 0.8% identical sales decline and a possible sale. The missing piece, argues brand strategist Joan Kiddon, is a customer-defined…
Apple India: 10% Share Without a Cheaper iPhone
How Apple went from 4% to a projected 10% India smartphone share without a cheaper iPhone—by building factories, stores and financing first.
Trimacare’s 6-Film Push Sells Pregnancy Nutrition by Stage
Trimacare signs Yami Gautam for a six-film campaign that reframes pregnancy nutrition from single pills to trimester-specific combinations.