Tag: <span>brand strategy</span>
Mountain Dew’s Dar Ke Aage Jeet Hai: The Fear Reframe
How Mountain Dew India's 2008 Dar Ke Aage Jeet Hai campaign made fear an asset—a case study in selling an emotional state,…
Jio Story: Mummy’s Dal and the Disappearing AI
What happens when Mummy asks AI for a dal recipe? 5G, cloud and everyday AI become ordinary—and that is the real adoption…
India’s GCCs Are Becoming Global Brand Headquarters
India's 1,850 GCCs now shape brand strategy, not just campaigns. With 57% of Indian marketers funding AI, the global brand office is…
First Video Call Home: How Shared Memory Forms
A private first became a shared timestamp. Why India's 2016 data moment works as collective nostalgia—and what marketers can reuse.
Jio Story: When Free Reset the Data Reference Point
The 2016 Jio launch didn't just cut data prices; it reset India's reference point. A look at the zero-price playbook and what…
Scotts WEE-MERGENCY: the psychology of a tiny lawn patch
Scotts and Beau Ryan turn dog-urine lawn patches into a mock emergency. Here's the behavioural science behind WEE-MERGENCY.
Jio Story: The Everyday Shift Data Forgot to Announce
From rationed data and the cyber cafe to an always-on pocket, India's data decade changed access. The deeper shift: data became an…
Selleys Undo Glue: The Psychology of a Reversible Bond
Selleys Undo Glue flips the permanent-bond promise into a demo of clean removal—and a behavioural lesson in loss aversion and fresh starts.
14 WhatsApp groups now outweigh TRP in festive India
With the average Indian in 14 WhatsApp groups, festive shoppers trust group recommendations over TV ratings. Here's how WRP changes brand strategy.
Albertsons’ 0.8% Sales Dip Is a Strategy Problem
Albertsons reported a 0.8% identical sales decline and a possible sale. The missing piece, argues brand strategist Joan Kiddon, is a customer-defined…
Savlon’s Chalk Sticks: When Handwashing Became a Classroom Ritual
How Savlon and Ogilvy turned chalk dust into soap in Indian classrooms, making handwashing a habit through design instead of fear.
Apple India: 10% Share Without a Cheaper iPhone
How Apple went from 4% to a projected 10% India smartphone share without a cheaper iPhone—by building factories, stores and financing first.