Somewhere along the way, marketing acquired an interesting distinction. Activities that generate clicks, leads, conversions and immediate sales came to be called performance marke…
Marketing has never had more tools to measure performance. Every click can be tracked, every conversion attributed, every campaign optimised, and every rupee of advertising expend…
Advertising can build a brand faster than a business can build the capabilities to back it up. But every unfulfilled promise creates a gap between what customers expect and what t…
A holistic marketing strategy is no longer optional for Indian businesses that want to turn consumer awareness into action and build lasting brand loyalty.
In a marketplace wh…
In a price-sensitive market like India, consumers don't just notice price increases. They question value, reconsider priorities and sometimes rethink their relationship with brand…
Dupe culture is changing how consumers perceive brands, evaluate products, make purchase decisions, and define value. It is also challenging some fundamental principles of marketi…
Harpic's No Toilet, No Wedding campaign showed how advertising can change social attitudes by turning a clean household toilet into a symbol of dignity, status, and an essential m…
What if a brand could persuade its biggest competitor's customers to experience its product without buying it, visiting a store, or even owning it? In 2023, Samsung and its creati…
How FCB Chicago transformed closed captions from functional subtitles into an emotional storytelling experience, challenging Hollywood to rethink accessibility.
Imagine watchin…
The ESAF Dabba Savings Account is a remarkable example of how an ordinary object can become a tool for social change. What began as a familiar practice among rural Indian women, s…
Imagine watching a football match. The players race across the pitch, the crowd roars, and millions of viewers are glued to their screens. Suddenly, something catches your attenti…
What happens when nature creates something that looks remarkably like one of the world's most recognisable cookies? For Oreo, it became the starting point for an inventive marketi…
Most marketing campaigns try to persuade consumers to buy a product. In 2026, Heinz took a different approach. It redesigned how people consume its product, turning a humble Frenc…
Most retailers believe growth comes from offering more choices, creating attractive stores, running bigger advertising campaigns, and persuading customers to buy.
Costco took a…
