The Challenger Brands Are Eating the Legacy Brands’ Lunch
Something is shifting in the food and beverage aisle. Not gradually. Structurally.
The world's largest CPG companies spent much of 2025 shrinking. Portfolio rationalisation…
Culture Is Not a Campaign. It’s a Context.
Here is a question most brand teams cannot answer cleanly: What does "culture" actually mean in your marketing strategy?Not the word. The word is everywhere. Every b…
Categories Advertising
What Pet Food Can Learn From the Human Food Aisle
A quiet but consequential shift is underway in how consumers around the world relate to the food they buy. They are no longer simply eating - they are engineering their health out…
Categories Marketing
Burnt, Then Burnished – What Brands That Survived Public Backlash Did Differently
There is a particular kind of panic that sets in when a brand becomes a trending topic for the wrong reasons.The notifications multiply. The screenshots circulate. Somewhere in a …
Categories Marketing
The Generation That Refuses to Be Sold To- Gen Z
What Indian brands need to unlearn and relearn, to earn Gen Z's attention
There are roughly 380 million Gen Z consumers in India. They are between 13 and 28 years old…
Categories Marketing
AI Has Crossed the Rubicon in Marketing – And Indian Brands Cannot Afford to Look Away
There is a moment in every technology cycle when a tool stops being a novelty and starts being a necessity. For artificial intelligence in marketing, that moment has not just arri…
Why Legacy FMCG Brands in India Must Stop Treating Social Media Like a Billboard
There’s a quiet but dangerous disconnect playing out inside the marketing rooms of India’s legacy FMCG giants. On one side sits the perfectly polished television commercial, metic…
Categories Marketing
Signal Is the New Currency
Campaigns launch faster. Dashboards refresh in real time. Optimisation feels almost automatic. But beneath that smooth interface, the real competitive ground has shifted.
It is…
Categories Business
Why Most Companies Destroy Themselves: The Internal Diseases That Kill Businesses-And How Leaders Can Cure Them
Business bookshelves groan under the weight of success stories. Every year, another title promises to decode the habits of winning companies and visionary leaders. But there’s a c…
How Ulta Beauty Built a 44-Million-Member Loyalty Machine – And What Indian D2C and Retail Brands Can Learn From It
In an age where customer acquisition costs are spiralling, and brand switching is one tap away, Ulta Beauty has done something remarkable. It has turned a rewards programm…
Categories General
Fun Series: Lessons on a Banana Leaf – Parallels Between a Sadya and Corporate Life
A traditional Sadya, the grand Kerala feast served on a banana leaf, is not just a meal. It is an experience carefully arranged with order, balance, and etiquette.
Interestingl…
Categories General
Clear Spirits: What Vodka Teaches Us About Corporate Life
Vodka rarely gets the poetic admiration of whisky or the ritual of tequila. It is simple, clear, and often underestimated. Yet, that simplicity hides an interesting lesson.
In …
Categories General
Fun Series: Neat Lessons – What Whisky Teaches Us About Corporate Life
Whisky and corporate life may seem like unlikely companions. One lives in oak barrels and crystal glasses; the other in boardrooms and spreadsheets.
Yet, the deeper you look, t…
Categories General
Fun Series: The Tequila Theory of Corporate Life
At first glance, tequila and corporate life seem to belong to two entirely different worlds. One lives behind the bar counter, the other inside glass-walled boardrooms. Yet, if yo…