Category: <span>Branding</span>
Khajuraho’s Rs 500 Cr Push to Join India’s Golden Triangle
Madhya Pradesh wants to turn Delhi-Agra-Jaipur into a four-stop circuit. Here's the positioning lesson behind the Rs 500 crore Khajuraho bet.
Chinese Brands Drop Mbappé After Mao Remark Backlash
Two Chinese giants ended their Mbappé deals within a day after a viral Mao joke. It's a masterclass in local sacred values…
From Visibility to Influence: Marketing’s Real Seat at the Table
Gallagher India CMO Ishani Doshi on why marketing is moving from visibility to business influence, and how trust earns brand leaders a…
Why a 4.3 Rating Hides Two Different Brands
A 4.3 rating can hide two very different brands. Reviews are customer-produced equity you can't edit—the distribution carries the real signal.
Why blank faces make the Lego x Daft Punk collab work
Lego and Daft Punk are collaborating, but the real story is how two faceless icons use projection to build devotion, legacy and…
Why Food Brands Are Winning in the Shower
Food brands are moving into the shower. Ipsos says the smartest extensions migrate rituals, not categories, and win by owning feelings.
Parachute Advansed Gold sells girlhood, not hair oil
Marico's new Parachute Advansed Gold film uses coastal Andhra traditions, braids and friendship to sell girlhood, memory and emotion instead of hair…
JK Tyre lifts 16-inch+ mix to about 30%—distribution is the brand
JK Tyre lifted its 16-inch+ passenger tyre mix from 10% to about 30% by pairing national reach with 800 Google-listed shops and…
Selling Invisible Innovation: Lead with Experience
When tech fades into the background, brands must sell the experience it creates, not the specs. How invisible innovation changes marketing.
Comet bets on Saif Ali Khan’s quiet appeal for Aeres
Comet signs Saif Ali Khan for Aeres, betting that his quiet, cross-generational appeal will sell understated sneakers better than loud celebrity energy.
Ambuja at 109 MTPA: Strength, Sustainability and Brand
Ambuja Cement is half UltraTech's scale, so it is betting on inherited strength, third-party sustainability proof and premium mix. Here is the…
McDonald’s exits FIFA after 32 years as ROI disappoints
McDonald's ends its 32-year FIFA World Cup sponsorship after its biggest-ever campaign underperformed, signalling a shift to owned brand properties.