Luxury has always carried a fascinating contradiction. People buy luxury products because they offer something beyond basic functionality: craftsmanship, design, heritage, exclusi…
We spend a lot of time arguing that creativity is a business tool. Oatly is a rather remarkable demonstration of what that can actually mean. The company did not inv…
A wildfire is exactly what most viral content actually behaves like: it spreads through a medium that's already primed to burn, it moves faster than anyone contr…
In a marketplace where consumers are bombarded with advertisements, humour can give brands something increasingly valuable: attention. A funny advertisement can interrupt scrollin…
Competition is usually something companies prefer to manage quietly. Marketers track competitors, compare prices, study product launches and monitor advertising, but most brand co…
Some products have a marketing problem that cannot be solved simply by better advertising. They may be innovative, useful, sustainable and commercially viable, yet consumers hesit…
There is something strangely powerful about seeing a number increase on a screen. Seven days, fifteen days, thirty days, one hundred days. The behaviour …
Packaging is not just a container. It can change how much we buy, how much we consume, and what we believe we are getting for our money.
We often think of packagi…
South Korean brands have mastered something that many marketers talk about, but few execute consistently: turning a brand into a world people want to enter.
They do not compete…
A customer buys a product. They use it. They pay for it. And then they move on.
That is the basic transaction.
But some brands manage to become much more than transactions. …
The Curious Gap Between Attitude and Behaviour
A fascinating contradiction lies at the heart of marketing. Consumers can say they love a brand and still buy something else. The…
For years, pet food conversations have often revolved around one question: “What is in the food?”
That sounds reasonable. After all, pet parents want to know what they are feed…
For years, pet food in India was largely viewed as a source of calories, convenience and basic nutrition. That is changing.
As dogs and cats live longer, veterinary diagnostics…
For decades, feeding a dog or cat was largely treated as a routine part of pet ownership. Today, that is changing.
Indian pet parents are becoming increasingly conscious of wha…
