Tag: <span>branding</span>
Jio IPO: a 95-minute record and a trust-first promise
Akash Ambani's listing speech turned a 95-minute record into a brand promise, mapping the next decade to AI, cloud and satellite.
Redmi turns phone mishaps into crimes with Anup Soni
Redmi's four-part Note 17 Pro campaign casts Anup Soni as a Crime Patrol-style host who flips phone mishaps into playful offences.
Fevicol Bus: the psychology of an unbreakable ad
How an overloaded bus turned Fevicol's 'mazboot jod' tagline into Indian culture's default phrase for bonds that simply do not break.
Air France’s Eiffel Tower ad and the psychology of elegance
Air France returns to French TV on 8 March 2026 with a campaign built on 'Elegance is a journey.' Here's the behavioural…
Lenovo’s Broadway tablet ad bets on song over specs
A musical ad for the Idea Tab Pro Gen 2 hides the spec sheet inside a Broadway number. It's fun, but does…
On and Zendaya Turn a Shoe Launch Into an Action Movie
On's new film with Zendaya, designed by Law Roach, frames a sneaker launch as a martial-arts action movie. Here are the behavioural…
EGO Power+ sells lawn envy, not lawn mowers
EGO Power+’s first ANZ campaign sells the neighbour’s glance, not torque. A look at the psychology behind lawn envy and status.
Cadbury Celebrations Turns Neighbourly Nok-Jhok Into Gifting
Cadbury Celebrations’ Diwali film turns everyday neighbourly friction into a gifting behaviour. We unpack the psychology: fresh starts, reciprocity and premium cues.
Aretto’s U/A: Free the Child uses rating-card psychology
Aretto’s U/A: Free the Child uses a film-rating frame to sell childhood curiosity, backed by the new Leaps Pro V and Leaps…
How Naukri.com’s Hari Sadu Ad Turned an Insult Into Brand Gold
The Hari Sadu ad didn't sell job listings. It sold the relief of escaping a boss. Here is the behavioural science behind…
The Psychology Behind Pepsi’s Yeh Dil Maange More
The campaign didn't sell cola—it sold the feeling of wanting more. What Pepsi's Yeh Dil Maange More still teaches marketers about Indian…
Arsenal’s Rocastle Font Turns Club History Into Brand Equity
Arsenal's new Rocastle blackletter typeface shows how a 140-year-old club turns player legacy and archive into flexible brand equity.