The Silent User: Marketing When Your Audience Cannot Speak
There is a peculiar paradox in modern marketing.
The person who uses a product is often not the person who can evaluate it.
A baby wearing Huggies diapers cannot assess com…
Categories General
Unforgotten Local Brands: Koshy’s: The Café That Time Forgot
Walk into Koshy's on St Mark's Road, and you step into a different era. Not by accident, but by design, or perhaps by defiance.
The Beginning: A Banker Becomes a Baker
P.O. …
Categories General
Unforgotten Brands: Vidyarthi Bhavan – From Student Canteen to Bengaluru Icon
Tucked away in Gandhi Bazaar, Basavanagudi, stands a small eatery that has managed to do something extraordinary: remain exactly as it was while the world changed around it. Vidya…
Harley-Davidson Needs a Jump-Start
Harley-Davidson just launched "RIDE" - a new global brand platform. There's a 60-second TV ad, Willie Nelson's On the Road Again in the background, real riders on re…
Categories Marketing
Loyalty Isn’t Broken. Your Strategy Is.
Most brands think they have a loyalty programme. What they actually have is a discount engine with a fancy name.
Points for purchases. One-off coupons. Maybe a bi…
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…