Tag: <span>Gen Z marketing</span>
Fastrack AFTERHOURS: the psychology of 3 obsessions
Fastrack's AFTERHOURS turns three youth obsessions—Spooky, Overdrive and Groove—into one brand world. The psychology behind the chaos.
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%.
Kajol: Authenticity Is the Best Celebrity Brand Strategy
Kajol's ETRetail interview reframes celebrity branding: trust is earned by vetting products and telling truthful stories, not by fame alone.
Nykaa Wanderlust Enters Microdrama with Hotel Wanderlust
The six-episode branded series puts story and character before product placement, logging nearly a million views in two weeks.
Why Brands Are Racing to Sign 15-Year-Old Vaibhav Sooryavanshi
The psychology behind the rush to sign a teenage cricket star: attention, herd behaviour and the cost of betting early.