Category: <span>Branding</span>
super.money turns Tiger Shroff’s famous splits into a payment hack
super.money's splitStore campaign uses Tiger Shroff's iconic splits to make three-part payments stick. Here's the creative mnemonic behind it.
AdFest’s 30th-anniversary logo uses paper and negative space
AdFest's 30th-anniversary logo uses a bent paper strip and negative space to unite trophy, lotus and gateway. Here's why the rebrand works.
Why ‘Independent’ Is Campaigning’s Hottest Brand Asset
Independent candidates are turning the word itself into a logo and biography. Here’s what their negative positioning teaches brand managers.
Gandhi Jayanti Posts Show Cultural Symbols Beat Greeting Cards
From a french-fry Gandhi to HDFC Bank's lock-built portrait, brands used Bapu's familiar symbols as brand shorthand this Gandhi Jayanti.
How a 3-Month Pause Restored Magnolia’s Purpose
Joanna Gaines says Magnolia stopped seeing its vision after nearly 25 years. A costly three-month pause helped the founders recover the brand's…
AI Creative Production Goes Mainstream for Mid-Size Marketers
Wyndham, Opella and BetMGM show how scaled AI creative is moving beyond mega-brands, powered by in-house teams, performance data and strict guardrails.
Ajio’s festive brand face is an identity play
Ajio named Ahaan Panday as its 2026 festive campaign face. The move shows celebrity endorsements work best when a face carries identity,…
Why answer engines skip your best pages: the AEO audit fix
Being findable is not being citable. A four-layer AEO audit turns 'we're not in ChatGPT' into a fix list content and brand…
PhonePe Turns 70 Crore Users Into a Human Brand Story
PhonePe's 10-year film tries to name all 70 crore users, turning a huge number into a 980-day thought experiment and a branding…
How Beco is challenging India’s habit-driven home care market
Beco's playbook shows how challenger brands can win in India's habit-driven home care market by innovating for real needs, using discovery channels,…
Huma Qureshi’s Freefall targets first-year break-even
Huma Qureshi and Dressfolk's label Freefall is selling the saree as wearable, not cumbersome, while chasing Rs 5 crore in six months…
Ghadi Detergent Puts Madhuri Dixit to the Trust Test
Ghadi Detergent's new campaign uses Madhuri Dixit and visible product tests to earn trust. Here is why proof beats promises in brand…