How Heinz and Heineken turned a fridge habit into a World Cup talking point
Some brand collaborations need a brief, a deck, and six months of legal review before anyone agrees …
How Guinness turned a stadium seating problem into one of the World Cup's smartest pieces of marketing
There's a particular kind of misery known to every fan who has ever paid …
Open any premium pet food bag today, and the front panel screams "protein". Real chicken. Grass-fed lamb. Wild-caught salmon. Nobody puts the antioxidant blend on the front of the…
For years, the Indian pet industry has run on one assumption: the dog owns the home, and the cat is an afterthought. Walk into any pet store in Bengaluru, Mumbai or Delhi, and the…
Kishore Biyani did not invent retail in India, and he did not need to. What he did was something harder: he took organised, large-format retail and made it work for the Indian mas…
India's pet industry is growing rapidly, but the real story is not about dogs, cats, food, toys, or supplements. It is about a generation that is redefining what family means.
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Most pet wellness brands in India still plan around a single buyer persona: the "aware urban pet parent". That shorthand is convenient and increasingly wrong. A behavioural lens, …
Nutrition labels for dogs. Cold-pressed treats for cats. Probiotic chews that sound like they belong in a wellness clinic, not a pet store. India's pet food shelf has quietly begu…
Five years ago, the world adopted pets at a pace it had never seen before. In the United States alone, nearly one in five households brought home a new pet during the COVID-19 cri…
A consulting firm tracking the American pet category recently released a figure that surprised even people within the industry: the pet wellness market, when measured properly, ha…
Every brand manager wants a loyal customer base. It is the metric that justifies the marketing budget, the line that gets read out first in the board meeting, and the reason categ…
Most brand managers track repurchase rates and call it loyalty. It is not.
Repurchase happens when:
Switching is inconvenient
The product is the cheapest option availabl…
Some brands are bought. Others are believed in.
Walk past an Apple Store on launch day, and you will see queues that look more like pilgrimages than purchases. Spend a Sunday w…
In 1915, Root Glass Company designed a Coca-Cola bottle meant to be recognised in the dark and identifiable even in shards. The brief was unusual: make a shape that survives break…
