Tag: <span>Advertising</span>
The psychology of Navratna Oil’s Thanda Thanda Cool Cool
How a repetitive jingle and exaggerated relief scenes turned a hair-oil cooling benefit into one of India's most durable brand properties.
super.money turns Tiger Shroff’s famous splits into a payment hack
super.money's splitStore campaign uses Tiger Shroff's iconic splits to make three-part payments stick. Here's the creative mnemonic behind it.
Bisleri’s classic ad: how the brand defended its own name
The psychology behind Bisleri’s classic ad: how it protected a brand name from becoming generic and made checking the label a smart…
AdFest’s 30th-anniversary logo uses paper and negative space
AdFest's 30th-anniversary logo uses a bent paper strip and negative space to unite trophy, lotus and gateway. Here's why the rebrand works.
Ghadi Detergent Puts Madhuri Dixit to the Trust Test
Ghadi Detergent's new campaign uses Madhuri Dixit and visible product tests to earn trust. Here is why proof beats promises in brand…
La Trobe’s You’ll Change Ad: Why Observers Sell the Degree
La Trobe’s new brand campaign leaves students out of frame and lets an 86-year-old matriarch, aunties and an ex describe how study…
Kuchh Meetha Ho Jaye: The Ad That Made Cadbury a Ritual
How Cadbury Dairy Milk's 2004 'Kuchh Meetha Ho Jaye' reframed chocolate as India's everyday celebration sweet.
Nykaa Lovestruck and the psychology of Love At First Swipe
Nykaa Cosmetics turned its Lovestruck Lipstick launch into a three-film romance with Rasha Thadani and Rohit Saraf. Here is the psychology behind…
How Lifebuoy turned handwashing into a survival ritual
The behavioural science behind Lifebuoy's Help a Child Reach 5 campaign: story, social proof and ritual that made handwashing feel personal.
Fastrack Move On: The ad that sold moving on
How Fastrack's Move On film used the fresh start effect, action bias, and identity signalling to turn a break-up into a purchase…
LIC’s ad reframed death as an ongoing promise of care
How LIC’s Zindagi ke saath bhi, Zindagi ke baad bhi campaign used mortality salience, framing and emotional accounting to sell care, not…
The Psychology Behind Standard Chartered’s Move Ahead
Standard Chartered borrows Formula 1’s precision and preparation to reframe banking. Here’s the behavioural science behind the Move Ahead film.