Tag: <span>brand strategy</span>
MTR Turns Festive Sweets Into a Language of Affection
MTR Foods' new festive campaign documents how mithai works as an unspoken emotional code and connects it to a bigger sweets portfolio…
Gandhi: India’s Strongest Brand Recall
An analysis of why Gandhi became an unmatched brand without a campaign, and what marketers can learn from living values instead of…
How Surf’s Lalitaji made paying more feel smart
In 1980s India, Surf's Lalitaji turned a pricier detergent into a rational purchase by reframing value around cost per wash, not cost…
Cremica’s Retail Pivot: From Restaurant Sachets to Shelf Choice
Cremica Foods built two decades of familiarity through restaurant sachets. Now it wants that unnoticed equity to become active retail choice.
Bombay Shaving Company’s trimmer is so good it’s killing repurchase
A LinkedIn 'complaint' about a trimmer battery that refuses to die exposes a paradox: extreme durability builds trust but removes the next…
The psychology behind Ariel India’s Share the Load
A 2015 Ariel India film turned laundry into a father's apology and changed how Indian advertising talks about invisible household work.
The two clocks reshaping media: why short-form became premium
Ambient scrolling is no longer filler. Fast Company links the rise of short-form to an 1865 coal paradox, and shows how media…
Kajol: Authenticity Is the Best Celebrity Brand Strategy
Kajol's ETRetail interview reframes celebrity branding: trust is earned by vetting products and telling truthful stories, not by fame alone.
The psychology behind Macho Sporto’s Chaal ad
Macho Sporto's new 'Chaal Badal De' campaign with Vicky Kaushal trades functional claims for comfort, confidence and a familiar melody. Here's the…
Cakes Body turns TikTok virality into an owned media arm
Cakes Body built $100 million in sales on TikTok virality. Now it has launched Cakes Media to own its audience, not rent…
The psychology of ChatGPT’s first ad campaign
ChatGPT's first ad campaign turns the chat window into a media channel. Here are the behavioural levers behind the launch and what…
The Psychology Behind Why Customers Don’t Buy the Future
A dazzling launch can win attention, but adoption needs a use case people already recognise. What Google Glass, Tata Nano and UPI…