Category: <span>Consumer Behaviour</span>
Airport retail: winning a ₹6,000/sq ft gifting gamble
Airport rents can hit ₹6,000 a square foot, but gift-led, speed-first retail wins. What Hidesign, Forest Essentials and Bengaluru airport teach us.
Jio’s Invisible Utility: Data Without the Meter
How chai-stall UPI, study-group video calls and road-trip maps turned data from a scarce resource into psychological wallpaper.
Jio’s Human Story: Data Saver, Binger, Kirana, Dadi
A consumer-behaviour reading of Jio's decade through the data saver, the midnight binger, the kirana owner and Dadi's first video call.
Why 2016 turned video calls into India’s shared memory
Nostalgia works harder when a memory is shared. The 2016 Jio data moment turned first video calls into collective nostalgia—and a brand…
Hansaplast’s 99% bacteria-blocking plasters become play gear
Hansaplast turns a minor cut into a collectible play moment with Jonty Rhodes. What the kids' care boom means for brand strategy.
How Jio’s Welcome Offer Reset India’s Data Expectations
The 2016 Jio Welcome Offer reset India's reference price for data. Here's what marketers can learn from the psychology of free.
From data rations to unlimited: the quiet shift since 2016
The shift from rationed data to always-on access changed more than plans. It changed what people count: not megabytes, but attention.
Hyatt Bets Hotel Loyalty on Sport, Wellness and Culture
Hyatt is moving loyalty beyond points—into race-cations, wellness and culture. Here's why identity beats transaction, and what brands can copy.
Kannada IPL Feed Reach Jumps 30% as Regional Viewing Surges
Kannada IPL feed reach rose 30% on JioHotstar, Telugu grew 23% and Tamil 12%. JioStar's Beyond Boundaries turns regional fandom into ad…
Influencer spend crosses ₹3,000 crore as TV growth slows
Influencer marketing has crossed ₹3,000 crore in India while TV ads grow at 4-6% and hoardings plateau. Here's the psychology behind the…
Zepto sees 4.6 lakh ramen searches as K-wave hits carts
K-dramas and K-pop are moving from screens into Indian shopping carts, beauty routines and travel plans. Zepto's search data shows how fast…
65% of Consumers Avoid Ads. Marketers Can Fix That.
Omnicom's 1,136-person study finds 65% avoid ads—but avoidance is a spectrum of behaviours, and there are four ways to make ads feel…