Tag: <span>brand strategy</span>
Kuch Meetha Ho Jaye: When Chocolate Became a Ritual
A throwback look at how Cadbury Dairy Milk's Kuch Meetha Ho Jaye turned an old Indian phrase into a mental shortcut for…
Spotify uses Gullak cast to reframe Diwali chores
Spotify's new Diwali ads with the Gullak cast show how a familiar song can turn festive chores into shared family rituals.
Instagram’s 90-minute video bet is really about retention
Instagram's reported 90-minute video test isn't just a YouTube play. It's a reminder that discovery is cheap and continuity builds brands.
Mschf’s creative chief leaves to build with his hands
Lukas Bentel, Mschf's cofounder and creative chief, is leaving after nearly eight years. His exit shows how high art and satire become…
Cheesecake Factory Wins a Political Food Fight by Staying Silent
A political jab turned Cheesecake Factory into a symbol—and its silence became free advertising. Here's the branding lesson.
Surf Excel’s Daag Achhe Hain: the ad that reframed dirt
In 2005, Surf Excel turned a muddy uniform into a badge of growth. Here's the psychology behind the ad that made stains…
How one versatile turtleneck built a $45M brand
Two sisters launched Dudley Stephens in 2015 to solve a boat-to-dinner clothing gap. It has since crossed $45 million in cumulative sales.
Doms’ festive ad gives children their own dreams
Doms' new festive film from Havas Creative India shows a family gift a girl ready-made career paths—until one gift hands the choice…
Gen Z brands take 21.7% of India’s kirana market
New-age consumer brands grabbed 21.7% of India's kirana market in H1 FY27, up from 14.8%. The distribution moat is cracking—here's what it…
CEAT’s long-game ‘Safer & Smarter’ bet lands 18th in tyre value
CEAT has kept one platform for years while rivals chase cricket sponsorships. Here's what its 18th-place global tyre rank and EV proof…
India’s running boom is a $9.92B sprint for Nike, Asics
Nike's first India-specific running shoe lands at Rs 3,795 as Asics chases premium leadership. Here's what the running boom means for brands.
The psychology of Rajnigandha’s community Diwali ad
How Rajnigandha’s Diwali film uses shared rituals, social proof and rosy retrospection to sell belonging over product features.