Tag: <span>brand strategy</span>
AI edges social 65-64 in festive shortlists
BCG finds LLM search influences final brand choice in 65% of Indian journeys where it appears, just ahead of social's 64%. The…
Mauka Mauka: How Star Sports Turned Rivalry Into Ritual
Star Sports' 2015 Mauka Mauka campaign didn't sell cricket; it sold the social identity of rivalry. The behavioural levers behind the chant.
Jio and the Shared Memory of a First Video Call
Why a first video call home became shared brand memory: the psychology of collective nostalgia and ritual-driven brand building.
Fujifilm India Names Rashmika Mandanna Its Imaging Ambassador
Fujifilm India named Rashmika Mandanna the face of its imaging business. Here's the psychology behind the youth-focused pairing and why it can…
Jio’s Welcome Offer: Free Data as an Expectation Reset
In 2016, Jio's Welcome Offer changed the question from what data costs to what data can do. Here's the psychology marketers still…
Revlon’s comeback play: 87 years of history as a launchpad
Revlon is rebuilding by treating 87 years of history as a launchpad. Here is what its Advertising Week 2026 update teaches brand…
2016 to Now: How India Stopped Counting Data
From cyber cafe countdowns to pocket-sized streaming, India's data shift was psychological: people stopped rationing access and started expecting it.
Why a $90 Hoodie Makes a $45 T-Shirt Sell
A $90 hoodie makes a $45 T-shirt feel like the sensible buy. Here's how artists can use price anchoring in merch and…
Quick commerce’s next $90B is a trust problem
India's quick commerce market may grow from about $13B to $90B by FY31. The next wave is behavioural: trust, planned baskets and…
Jio Story: When Local Voices Learned to Travel
Village-to-city video calls, hostel Wi-Fi rituals and regional creators show how data became presence—and what marketers can learn.
Data Saver, Midnight Binger, Hotspot Hero or Reel Royalty?
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty reveal how India's data decade turned usage into identity - and how…
Mivi One 5G bets on agreement, not spec wars
Mivi enters the smartphone market with the One 5G and a campaign that trades spec debates for one thing everyone can agree…