Tag: <span>consumer behaviour</span>
How Google Pay became India’s shorthand for UPI
Karan Johar's 'Only GPay' anecdote shows how Google Pay became conversational shorthand for UPI itself - the ultimate branding coup, with a…
At-home services spend ₹48.69 crore to build a habit
Snabbit, Urban Company and Yes Madam are pouring crores into making at-home services a daily habit. Trial is easy; repeat usage is…
How Closeup Made Fresh Breath a Romantic Signal
The Indian ad that turned fresh breath into a cue for romantic confidence—and what it still teaches about selling social outcomes.
Premium appliances grow 11% as festive-first buying fades
Why Indian appliance buyers are ditching festival-first shopping for an always-on upgrade cycle—and how brands can stay relevant all year.
Dunkin’s first Marvel ad: the psychology of Gambit and Munchkins
Dunkin’s first Marvel Studios partnership uses Gambit, H.E.R.B.I.E. and doomsday to sell donuts. Here’s the behavioural science.
SharkNinja Turns Celebrity Chaos into Entertainment-First Ads
SharkNinja's holiday campaign uses leaked security clips and celebrity denials to make an ad people choose to watch. Here's the strategy behind…
Ather’s 50,000-vs-30,000 Gap Is a Branding Test
Ather's demand of 50,000 scooters a month outruns its 30,000 supply. The upcoming Konarc tests whether premium product DNA can scale.
Campus Activewear’s Reset Lifted Consideration to 63%
Campus Activewear shifted from trade-first to a consumer-led brand platform, invested 8.5% of revenue in ads, and saw consideration hit 63%.
66% of new D2C orders come from India’s Tier 2 and 3 cities
66% of new D2C orders now come from Tier 2 and 3 India. The next high-value consumer trades up by occasion, not…
Isabgol’s Gen Z Moment: Is Fibre the New Protein?
Isabgol is being reframed from an elder-friendly digestive remedy to a Gen Z fibre habit. Here is what the shift means for…
Hyundai tests 2.5-minute microdramas to lift recall
Hyundai teams with Terribly Tiny Tales on six Diwali microdramas, then judges 15 days of recall, brand lift and sales impact among…
South Korea’s Gen Z reading rate tops 75% despite short-video boom
South Korea's Gen Z is turning books into a visible status symbol, with reading rates above 75% even as adult rates fall.…