In today's digital age, attention has become the most valuable currency. With endless content vying for people's focus, capturing and retaining attention is a formidable challenge…
What do Liquid Death, Ola Electric, Tesla, Dropbox, Nothing, and Apple have in common? In the business world, creating excitement before the product even exists can often lead to …
Some of the world's biggest brands don't sell unique products—they sell unique stories. Whether energy drinks, soap, or cereal, the best companies transform ordinary products into…
Ikea did it. Zerodha did it. And so did Jio.
They dominated the market by tossing the rulebook aside.
While everyone else followed the "smart" approach, they took the unconv…
The endowment effect is a psychological phenomenon where people assign a higher value to things they own compared to similar items they do not own. This bias occurs because owners…
Every great transformation begins with a bold decision, and Citibank made its moment in 1999. Fallon, a renowned advertising agency, had encountered numerous bank clients. Banks w…
In 2007, Louis Vuitton sought to redefine its legacy as the pioneer of luxury travel and craftsmanship.
The Brief and the Winning Agency
The brand aimed to create a campaig…
As consumer markets evolve, the once-bright shine of many brands is starting to fade, leaving behind a blur of indistinguishable offerings.
Whether it's beverages, technology, …
It was 1993, a year overshadowed by the Gulf War and its economic uncertainty. Yet amidst the sombre backdrop, Renault introduced a car that was anything but bleak. This car, burs…
Many brands, alongside Nike (which announced recently as a part of the reset), are shifting their focus from performance marketing to brand building as part of a strategic reset. …
Dr Pepper, the iconic soft drink known for its distinctive flavour, has achieved a remarkable milestone by overtaking Pepsi to become the second most popular carbonated soft drink…
In the late 19th century, a new cigarette brand debuted: Silk Cut. Introduced in the 1890s, it promised sophistication and innovation. However, this early foray into the tobacco m…
In 2006, Nespresso partnered with Hollywood star George Clooney for its European advertising campaign. At the time, the coffee market was crowded with mass-market brands competing…
More and more Indian pet owners treat their animals like family members and are prepared to spend money to ensure their well-being and longevity. Functional supplements, which tar…
