Category: <span>Branding</span>
Interio by Godrej turns the kitchen into a social hub
Interio by Godrej's new steel kitchen film uses a busy Indian household to turn durability into an everyday social story, not a…
How Parachute Advansed Jasmine made shine a confidence cue
Marico's new Parachute Advansed Jasmine film uses a stage-performance moment to turn hair shine into a cue for confidence, not just nourishment.
MTR Foods turns sweets into a language
MTR Foods’ festive campaign treats sweets as a language of affection, using an illustrated book and film to own cultural rituals rather…
OnePlus India Uses Diwali to Close the Generation Gap
The brand's third #MakeItSpecial film pairs Gen Z creators, Smriti Mandhana and an elderly couple to make tradition feel like participation.
MTR Turns Festive Sweets Into a Language of Affection
MTR Foods' new festive campaign documents how mithai works as an unspoken emotional code and connects it to a bigger sweets portfolio…
How Washington Mutual’s Brochures Beat Its Ads
A Washington Mutual story from the early 2000s shows why unglamorous collateral, not award-winning campaigns, moved customer deposits and built the brand.
Gandhi: India’s Strongest Brand Recall
An analysis of why Gandhi became an unmatched brand without a campaign, and what marketers can learn from living values instead of…
What’s Trending turned a host into a seven-figure creator media brand
A lean team, a recognizable host and a point of view built What's Trending into a seven-figure creator media brand. Here's what…
Cremica’s Retail Pivot: From Restaurant Sachets to Shelf Choice
Cremica Foods built two decades of familiarity through restaurant sachets. Now it wants that unnoticed equity to become active retail choice.
The Advertising Club’s re-election is a masterclass in continuity
Re-elected for a second term, Dheeraj Sinha is doubling down on change with continuity at The Advertising Club. Here's the branding lesson.
Why OpenAI Gave Its AI Agents a Cast of Friendly Mascots
OpenAI's dots agents debut with kid-show mascots. The friendly characters are a calculated move to lower fear of autonomous AI.
Kajol: Authenticity Is the Best Celebrity Brand Strategy
Kajol's ETRetail interview reframes celebrity branding: trust is earned by vetting products and telling truthful stories, not by fame alone.