Category: <span>Marketing Psychology</span>
When AI Is Table Stakes, Ideas Are the Moat
A 10-minute AI creative contest in Mumbai showed that execution is now table stakes. The winners imagined the idea first and let…
ASCI: 60 of 61 nutraceutical ads broke code
ASCI reviewed 61 nutraceutical ads and found all 60 concluded cases violated its code. Here's the psychology and the compliance lesson for…
Jio Story: 5G, Cloud and the Dal Question at Home
5G, cloud and AI stop feeling distant when Mummy asks for a dal recipe. The psychology of making future tech feel like…
Skoda Slavia Says It All by saying less
Škoda and BBH India's Slavia campaign hides the car's details and gives away an OOH site. Here's why saying less can do…
Finfluencers, trust and a $350B buying question
SEBI's finfluencer warning collides with a $350 billion creator economy. Inside the debate on whether credibility can be monetised without being spent.
What ‘My First Video Call Home’ Taught Brands About Shared Memory
A first video call home feels private, but millions remember it the same way. Here's how shared firsts become collective nostalgia—and why…
Jio’s Welcome Offer: How Free Rewired India’s Data Expectations
The 2016 Welcome Offer wasn't a cheaper tariff—it was a reference-price reset. Here's what marketers learned when free changed India's data expectations.
Zee5’s Free 5 turns free streamers into an ad asset
Zee5 is repositioning Free 5 as a returnable free destination, using curated ad-supported content to build reach and advertising revenue.
Kenstar Couple Banter Sells Heaters with a 7-Year Promise
Kenstar casts Rajkummar Rao and Patralekha to sell water heaters on two promises: speed now, up to seven years of warranty later.
Jio Story: The Collective Memory Behind a First Video Call
Why does 'my first video call home' feel like a shared Indian memory? The psychology of collective nostalgia, and how brands build…
Pidilite lifts ad spend to 5.4% of sales to build categories
Pidilite is spending more on marketing. The real shift is where the money goes—into building categories before brands, from construction chemicals to…
The Welcome Offer’s 170-Day Lesson in Resetting Data
In 2016, Jio's Welcome Offer reset the internal price consumers used to judge mobile data, and marketers got a lesson in changing…