Tag: <span>branding</span>
Scapia Travel Unreasonably: the psychology behind impulse travel
Scapia's new campaign uses an orange-gloved hand and embarrassing moments to sell spontaneous travel. Here are the behavioural levers behind it.
The psychology of the ad: Biba’s Shakti in Every Story
Biba’s Navratri film puts ordinary women at the centre of Shakti. Here’s the behavioural science turning festive ritual into brand identity.
Nirma’s Jingle: How a Budget Detergent Became Aspirational
How Nirma turned a low-cost detergent into a trusted, aspirational brand with a jingle, fluency, familiarity and price-value framing.
JW Marriott’s new ad proves luxury now sells presence
JW Marriott's new film uses Aishwarya Rai Bachchan to reframe luxury as attention. These are the behavioural levers at work.
LOVETC’s ‘Who Wore Who?’ makes makeup an identity game
LOVETC's Tamannaah Bhatia campaign flips makeup into an identity game. The psychology behind the 'Who wore who?' hook and what marketers can…
6M Views, Almost Zero Sales: The Relevance Problem
A comedy creator's course promo hit six million views and generated almost no enrolments. Why relevance, not reach, decides influencer sales.
Jio Story: Mummy’s Dal Recipe Explains 5G, Cloud and AI
How a dal recipe before the cooker whistles explains 5G, cloud and AI Everywhere for Everyone, and why everyday habits beat tech…
Jio Story: Shared Memory as Brand Architecture
The first video call home is no longer an individual story. It's a shared memory—and that changes how brands build and grow.
Jio Story: What Changed When Data Stopped Being Scarce
The psychology of moving from rationed data and cyber cafe timers to an always-on pocket, and the habits that changed when scarcity…
Smith & Jones makes ginger garlic paste quality visible
Tata Consumer Products uses Rasika Dugal to teach Indian kitchens how to spot thick, consistent ginger garlic paste over diluted options.
Godawan’s 5,200-Piece Ceramic Film Sells Conservation
Godawan's World Wildlife Week stop-motion film uses 5,200 ceramic pieces and 100-plus artists to turn Great Indian Bustard conservation into a craft…
Thanda Matlab Coca-Cola: The Psychology of Owning a Word
How a 2002 Coca-Cola India campaign used a familiar Hindi word, a film star, and cognitive fluency to make a global cola…