Great Campaigns: Grupo Caridad – Pure Breeds
When Street Dogs Became “Purebreds” for a Day
In the bustling streets of Lima, Peru, countless stray and abandoned dogs roam, each carrying a story of survival. Yet, when it co…
Great Campaigns: Territorio de Zaguates – Unique Breeds
The Story of “Unique Breeds”: How Costa Rica Fell in Love with Its Mutts
In the rolling hills of Costa Rica lies Territorio de Zaguates—the “Land of the Strays.” Founded by ani…
Great Activations: Pedigree “Adoptable”
Pedigree’s “Adoptable” campaign, winner of the Cannes Lions 2024 Outdoor Grand Prix, is a groundbreaking initiative that transforms every Pedigree ad into an adoption opportunity …
Health and Wellness Opportunities in a Shifting Pet Treat Market
In today’s uncertain economy, pet owners are making tougher choices about where their money goes. Rising costs are stretching household budgets, forcing even the most devoted pet …
As Cat Ownership Rises in India, Are Pet Food Companies Catching Up?
Dogs have long dominated India's pet care industry. But the winds are shifting. Cat ownership is rising sharply, especially among Gen Z and Millennial pet parents in urban metros.…
Why Kellogg’s Lost Its Place at the Breakfast Table: Strategic Missteps in a Changing Market
Few brands in consumer history embody both innovation and cautionary tale as clearly as Kellogg’s.
What began in 1906 with Corn Flakes as a revolutionary “health food” grew in…
Categories Advertising
Taste, Price, Culture: The Real Rules of India’s Health Food Market
Most Indian food brands today are making the same mistake: they’re trying to sell avocado toast to a nation raised on aloo paratha.
You can pitch cold-pressed juices, kombucha,…
Unforgotten Brands: Blue Star
The story of Blue Star began in 1943, when Mohan T. Advani established the company with just two employees and an initial capital of ₹2,000. India was still under colonial rule, a…
Unforgotten Brands: Airtel
Bharti Airtel, commonly known as Airtel, was founded by Sunil Bharti Mittal in 1995. The story began earlier, in 1984, when Sunil Mittal started assembling push-button phones in I…
Unforgotten Brands: A.H. Wheeler & Co
At a time when independent booksellers are vanishing worldwide, the legacy of A.H. Wheeler & Co. stands out. Founded in 1877 at Allahabad (now Prayagraj) railway station, this…
Why Labubu Triggers Obsession: The Hidden Psychology of Collectibles
Walk into any pop culture store or scroll through collectible forums, and you’ll inevitably come across one name whispered with awe, frustration, and obsession: Labubu. These quir…
Consistency: The Invisible Force That Builds Iconic Brands
In a marketplace overflowing with choices, trends, and constant noise, brands struggle to hold attention. While many chase innovation, speed, or viral moments, the secret to long-…
Starbucks’ Revival: Why Experience, Not Just Coffee, Is Its New Growth Engine
For years, Starbucks has been more than a coffee chain. It has been a cultural touchpoint, a lifestyle symbol, and—most importantly—a “Third Place” between home and work where peo…
Brewing More Than Coffee: How Indian Café Chains Can Build Thriving Communities
The Problem: Cafés Without Connection
Most café chains in India focus on ambience, menu variety, and Instagram-worthy interiors — but often overlook the human glue that keeps c…