Category: <span>Branding</span>
How Vianaar Sells Slow Living, Not Homes
Vianaar's new brand film uses Goa's Susegad philosophy to sell slow living through carrom, cycling and sunsets. Here's the positioning lesson.
Wipro Marathon: When Event Execution Becomes a Brand Problem
Empty water stations and crowded finish lines left the Wipro Bengaluru Marathon trending for the wrong reasons. What title sponsors can learn…
What a Rs 10 Ice Cream Means for Premium Brands
Reliance's Bombay Creamery starts at Rs 10 and calls itself premium. Here's why India's ice cream brands now need more than price…
Why Digital-First Brands Are Betting on Bigg Boss
Bigg Boss is pulling a new crop of digital-first advertisers. Here's why mass reach, in-show integrations and festive timing are luring them…
How HCL Is Using Classical Arts as Brand Glue
Nearly 30 years of HCL Concerts shows how a B2B tech group uses culture, not leads, to build relationships and mental availability…
What MoMA’s New Exhibit Teaches Brands About Data Storytelling
MoMA’s Full Disclosure shows why people share data visualisations. The lesson for brands: infographics are identity signals, not just facts.
The Souled Store Shows How Fandom Becomes a Brand Moat
How licensed IP, digital community and themed stores took The Souled Store to ₹492 crore revenue while profit fell 38% in FY25.
Swiss Beauty Select Targets Rs 100 Crore in Premium Push
Swiss Beauty Select aims to double revenue to Rs 70 crore, then Rs 100 crore, as premiumisation and channel mix reshape its…
DailyObjects names Zeenah Vilcassim Global CMO
DailyObjects appoints former Nothing India marketing lead Zeenah Vilcassim as Global CMO as it takes its India-born lifestyle tech brand international.
Rungta Steel’s SRK-Alia-Ranbir ad parodies TMT category
Rungta Steel's new TVC with SRK, Alia and Ranbir parodies TMT advertising conventions instead of films to make strength claims memorable.
Rexona turns Messi’s movement into a font
Rexona Argentina's free GOAT Font converts Lionel Messi's dribbles into usable letters and shows how brands turn fame into assets.
Shaya Signs Shreya Ghoshal to Make Silver an Everyday Story
The CaratLane silver label picks a singer, not a film star, to reposition the metal from heirloom to everyday self-expression.