Tag: <span>consumer behaviour</span>
NHL courts BookTok romance fandom with Hot for Hockey
Why the NHL's Hot for Hockey campaign is borrowing BookTok romance tropes to reach new fans, and the brand risk in joining…
Ghadi Detergent Puts Madhuri Dixit to the Trust Test
Ghadi Detergent's new campaign uses Madhuri Dixit and visible product tests to earn trust. Here is why proof beats promises in brand…
Interio by Godrej turns the kitchen into a social hub
Interio by Godrej's new steel kitchen film uses a busy Indian household to turn durability into an everyday social story, not a…
Friends Repositions Adult Diapers as a Travel Essential
Friends adult diaper brand uses a travel story to destigmatise incontinence for an estimated 14 million middle-aged women in India.
MTR Foods turns sweets into a language
MTR Foods’ festive campaign treats sweets as a language of affection, using an illustrated book and film to own cultural rituals rather…
OnePlus India Uses Diwali to Close the Generation Gap
The brand's third #MakeItSpecial film pairs Gen Z creators, Smriti Mandhana and an elderly couple to make tradition feel like participation.
Freedom’s Rahul Dravid Ad Makes Cholesterol a Family Choice
Freedom Healthy Cooking Oils targets adult children with Rahul Dravid, reframing an oil switch as a way to protect parents' hearts.
AI Agents Are the New Shelf Space
AI assistants are becoming a new gatekeeper. New tracking shows recommendations vary wildly, retailer citations are uneven, and AI traffic is growing.
How Washington Mutual’s Brochures Beat Its Ads
A Washington Mutual story from the early 2000s shows why unglamorous collateral, not award-winning campaigns, moved customer deposits and built the brand.
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.
What media orchestration really means for brand storytelling
CMI Media Group's Ad Astra says ads work best as chapters in one story. Here's how sequence-based media planning makes fragmented channels…