Tag: <span>consumer psychology</span>
How a record 45% of independents reshaped campaign branding
When 45% of U.S. adults call themselves independent, candidates strip party colours from logos. Here's what brand managers can learn from the…
Why SharkNinja Put Beckham’s House at the Mercy of His Friends
SharkNinja’s first global holiday ad turns a Beckham house-sit into a product demo with Tom Brady, Kevin Hart and Aryna Sabalenka.
Asian Paints turns Diwali prep into the celebration
Asian Paints' 2026 Diwali film turns cleaning and painting into the first act of celebration—and the brand into part of the ritual.
10 brand maxims that backfire when read literally
Familiar management lines can quietly hurt a brand when taken literally, argues ESAF's Sony V. Mathew. Ten maxims worth re-examining.
John Lewis bets on a glamorous grandma to reclaim Christmas
John Lewis's 20th Christmas ad casts Kristin Scott Thomas as a glamorous grandma to reframe gifting as thoughtful, not perfect.
iD Fresh’s ad turns Mom’s approval into a convenience strategy
iD Fresh's latest ad transfers Mom's authority to a batter pack. A look at the behavioural levers behind the iD Ka Idea…
The psychology of FatakPay’s Diwali ad with Vaani Kapoor
FatakPay’s new Diwali film turns the awkwardness of asking friends for money into a case for formal digital credit. Here’s the psychology.
AI Can Build an Ad in 10 Minutes, But Not the Big Idea
At a live AI creative challenge, speed was the easy part. Leo India's winner trained his tools and kept the idea human—here…
Slovic hits Rs 300 crore run rate selling gyms for the home
How a Rs 300 dumbbell set became the entry point to a nearly Rs 300 crore fitness brand for beginners, women and…
The Hidden Psychology Behind the NHL’s 32-Team Jersey Drop
Fanatics and the NHL are using local design and staged reveals to turn 32 special-edition jerseys into a season-long anticipation engine.
How Spinny’s Manki Bhai series earned 16 million views
Spinny's six-episode series with Manki Vlogger passed 16 million views by turning a used-car purchase into character-led fiction. Here's what marketers can…
Canva’s Erase Your Ex Makes Undo the Whole Brand Promise
Canva’s new film uses a bitter photo edit to sell creative control. Here’s the psychology behind the Undo button and the brand’s…