Tag: <span>brand strategy</span>
OLAY rewrites ageing, one search result at a time
OLAY's Rewrite the Signs of Ageing uses AI search results and survey data to reframe ageing as confidence, wisdom and earned strength.
Jio Story: Five Data Rituals and the Missing Anxiety
Five daily data rituals—from the midnight binger to Dadi's first video call—show how Indian consumers rewired around unmetered connectivity.
Boost Mobile Works Its Arse Off in Love Island Villa
How Boost Mobile used Love Island Australia's phones, challenges and social moments to hijack attention—and what marketers can steal from it.
Gold prices surge 60%: The psychology behind festive jewellery’s new pitch
How Indian jewellery brands are using exchange offers, light designs and diamond alternatives to keep festive buying alive despite a 60% gold…
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…
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…
How a 0–100 index tracks digital’s hold on buying journeys
A SPJIMR student project measures digital influence on real purchase journeys—and finds AI can overstate the role of online platforms.
Data Anxiety Became Data Instinct
The real change wasn't cheaper tariffs. It was the quiet collapse of data anxiety. A look at how Indian habits moved from…
UPI’s Next Growth Phase: Trust in 10 Countries
NPCI's CMO says UPI's next users will come from trust, local relevance and ecosystem reach in 10 countries, not advertising alone.
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.
Jio Story: The Four Data Selves India Recognises
A decade after unmetered data arrived, four consumer identities explain India's digital behaviour: the Data Saver, Midnight Binger, Hotspot Hero and Reel…
Kenstar banks on real-life chemistry to sell 7-year trust
How Kenstar’s “Heats Fast, Make It Last” campaign uses Rajkummar Rao and Patralekha’s real-life chemistry to sell water heaters.