Great Activations: Smack for Heinz
How a Bottle Ritual Became Guerrilla Brand Activism
In early April 2024, Heinz pulled off one of the smartest pieces of guerrilla OOH seen in recent years, not by launching a n…
Great Activations: Oreo – Square Cookies
In 2025, Oreo did something almost unthinkable. After 113 years of defending one of the most recognisable shapes in global branding, the brand introduced a square Oreo, not as a n…
Categories Marketing
When Privacy and Personalisation Pull Consumers in Opposite Directions
Indian consumers today live with a contradiction they rarely articulate but experience every day.
They want convenience, relevance, and a seamless shopping experience.
They …
The US Department Store Decline: A Warning and an Opportunity for India
Over the last decade, the United States has witnessed a steady and highly visible retreat of traditional department stores. Once-dominant names that defined American retail cultur…
Great Activations – Thanks for Coke Creating
When Coca-Cola Stopped Policing Its Logo - and Started Thanking the World
For decades, Coca-Cola did something most global brands do instinctively: it protected its logo like s…
Why Digital-First Pet Brands in India Are Moving Offline
For years, India’s new-age pet brands followed a familiar playbook: launch online, build a loyal D2C audience, control the narrative, and grow through digital marketing. That appr…
Young Pet Parents Are Redefining How India Buys for Pets
India’s petcare market is being quietly reshaped – not in pet shops or vet clinics, but on social media feeds.
According to recent industry observations, Millennials and Gen Z …
Beyond Attention: The Age of Meaningful Recognition
For a long time, attention was treated as the ultimate prize. If something could go viral, dominate feeds, or trend for a moment, it was assumed to have value. That assumption is …
The Pet Plate Revolution
How Human Food Trends Are Redefining Pet Nutrition in India in 2026
Step into any modern Indian household, and you’ll see a quiet revolution underway-not in wardrobes, gadgets,…
Categories Business
Lightning Decision Jam: A Fast, Structured Approach to Better Decisions
In today’s world of remote teams, rapid market changes, and information overload, traditional meetings often fail to deliver clear direction or actionable outcomes. The Lightning …
Categories Business
Decide Smarter, Move Faster: The Speed-Reversibility Matrix
Decision-making is becoming increasingly complex in a world defined by rapid technological change, fluid markets, and uncertainty. Yet most organisations still treat all decisions…
Beyond Silos: Why Integrated Thinking Is the New Imperative for Business and Society
In an age when complexity is the defining characteristic of markets, organisations and societal challenges, the traditional model of siloed thinking – where departments, disciplin…
Building a High-Impact Brand Advocacy Strategy: Why Word-of-Mouth Still Wins
Every brand aspires to have passionate advocates—people who voluntarily recommend, defend, and amplify the brand because they genuinely believe in it. And for good reason: advocat…
When Brands Encounter AI Bots: Reinventing Customer Experience for a New Era
Retailers and brands are entering a radically different landscape – one where customers increasingly rely on autonomous AI agents to search, compare, transact, and even negotiate …