Category: <span>Branding</span>
The 80/20 Brand Model: Lead Globally, Manage Locally
Global brand teams fail when they try to manage local execution. A shared-responsibility 80/20 model keeps brands consistent and locally relevant.
SKF turns a 20% energy loss into a 1919 sales story
SKF is using AI to resurrect Greta Garbo and reviving a 1919 pay-from-savings model to sell magnetic bearings. The psychology behind the…
MorningStar Farms sells 52 years of heritage as fake meat stalls
MorningStar Farms' retro rebrand leans on 52 years of heritage while fake meat turns political and rivals slide. Here's why longevity works.
AJIO Bets on a New-Generation Face for Festive Fashion
AJIO names Ahaan Panday as its new brand ambassador and launches Festival Is Festivalling to capture India's long festive fashion season.
Rungta TMT’s 5th celebrity ad turns stars into pitch parody
Rungta TMT's fifth celebrity film has SRK, Alia and Ranbir playing themselves, pitching filmi ad ideas while spoofing steel ad clichés.
How an Eight-Decade-Old Soap Brand Is Wooing Gen Z
Chandrika's new Keerthy Suresh ad uses a Kerala wedding to modernise an eight-decade Ayurvedic soap for younger skincare buyers.
What Mamaearth’s 187 ASCI Flags Teach D2C Marketers
Mamaearth's rise to a ₹1,920 crore house of brands came with 187 ASCI-flagged ads in FY24. Here's why influencer-led growth turns compliance…
A 10-Year Licence and a Two-Name Brand System
Signify India kept Philips on products while building a separate corporate name. What the dual-brand play teaches marketers about licensed trust and…
Nike’s Bengaluru Campus by FY28 Is a Long-Term India Bet
Nike plans a Bengaluru campus by FY28, turning India into a structural brand commitment. Here's what physical presence says to buyers.
Meta Banks on Ranveer Singh to Make Smart Glasses Mainstream
Meta appoints Ranveer Singh as first India ambassador for Ray-Ban and Ray-Ban Meta. The brand play: sell identity first, specs later.
Why Ray-Ban Chose Ranveer Singh for Its First India Push
The eyewear giant names its first India ambassador, using Ranveer Singh’s expressive persona to make AI glasses feel like self-expression rather than…
Traya Makes Hair Fall Visible With 109,500-Strand Cube
Traya Health's Bandra Bandstand cube turns 300 strands a day into a visible 109,500 a year—and shows how to market an invisible…