Tag: <span>positioning</span>
Trimacare’s 6-Film Push Sells Pregnancy Nutrition by Stage
Trimacare signs Yami Gautam for a six-film campaign that reframes pregnancy nutrition from single pills to trimester-specific combinations.
The 10-item rule: why singular focus wins crowded markets
Laura Ries and Dheeraj Gupta explain why singular focus, not more products, builds legendary brands, using a 10-item menu lesson.
The Psychology Behind Pepsi’s Yeh Dil Maange More
The campaign didn't sell cola—it sold the feeling of wanting more. What Pepsi's Yeh Dil Maange More still teaches marketers about Indian…
ICICI Life swaps fear for ease in new brand platform
ICICI Life and Ogilvy reframe life insurance from risk and anxiety to calm, everyday ease—and show why that emotional shift matters for…
81% of CMOs say AI makes brand preference matter more
IKEA's CMO says LLMs should distribute a brand, not create it. New CMO survey shows 81% expect AI agents to make brand…
Why Woolmark’s Return to Real Makes an Old Fibre Feel New
Woolmark's Return to Real uses naturalness bias, costly craft and anti-optimisation fatigue to make wool the original wearable tech. Here's why it…
UNE’s From U to Next reframes who university is for
UNE and dentsu's new campaign uses real student journeys to argue education can fit around life. Here are the behavioural levers behind…
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…
Revlon’s comeback play: 87 years of history as a launchpad
Revlon is rebuilding by treating 87 years of history as a launchpad. Here is what its Advertising Week 2026 update teaches brand…
New Brand-Building Rules for a Changing India
Virality can buy awareness, but trust buys repeat purchase. New brand rules in India reward frictionless convenience, measurable proof and capability over…
Mivi One 5G bets on agreement, not spec wars
Mivi enters the smartphone market with the One 5G and a campaign that trades spec debates for one thing everyone can agree…
Raymond’s Complete Man: Selling Identity, Not Suits
How a 1963 Indian campaign turned suiting fabric into an enduring ideal of masculinity—and what modern brands can still borrow.