Category: <span>Branding</span>
CP PLUS gives Upar Wala Sab Dekh Raha Hai an AI twist
CP PLUS repositions its iconic line with Ranveer Singh, moving from passive surveillance to AI-enabled protection. Here is the branding lesson.
How Google Pay became India’s shorthand for UPI
Karan Johar's 'Only GPay' anecdote shows how Google Pay became conversational shorthand for UPI itself - the ultimate branding coup, with a…
Premium is getting louder: 12 desi brands go maximalist
From poetry-book perfumes to truck-art snacks, Indian D2C brands are using loud desi visual codes to signal premium. Here's what it means.
Mythology films open a Rs 930 crore brand window
With Ramayana Part One releasing today, mythology-led films are pushing brands from product placement into cultural moments. The fit matters more than…
Inside Swiggy’s Sweety Diwali identity switch
Swiggy has briefly renamed itself Sweety ahead of Diwali. Here's why the festive alter ego is a curiosity-led branding move, and what…
Why 26 Buyers Passed on Proterra’s Electric Buses
Proterra had 1,000+ electric buses, 135 transit contracts and $309M in revenue—then filed Chapter 11. The real gap was between tech and…
Johnnie Walker’s first India-inspired Blue Label in 200 years
Johnnie Walker has launched its first India-inspired Blue Label festive blend in nearly 200 years, turning Indian flavour cues into luxury Scotch.
Marketing’s dopamine hit is crowding out real brand building
Joseph George argues marketing's fast rewards are outpacing the slow work of making. Here's how brand leaders can rebalance the loop.
SharkNinja Turns Celebrity Chaos into Entertainment-First Ads
SharkNinja's holiday campaign uses leaked security clips and celebrity denials to make an ad people choose to watch. Here's the strategy behind…
Ather’s 50,000-vs-30,000 Gap Is a Branding Test
Ather's demand of 50,000 scooters a month outruns its 30,000 supply. The upcoming Konarc tests whether premium product DNA can scale.
Campus Activewear’s Reset Lifted Consideration to 63%
Campus Activewear shifted from trade-first to a consumer-led brand platform, invested 8.5% of revenue in ads, and saw consideration hit 63%.
How Dotty Helped Tesco Reach 15.4% Market Share
Tesco's Dotty ads turned an unreasonable shopper into proof of Every Little Helps—and helped the retailer climb to 15.4% market share by…