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…
Advertising
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…
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…
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 …
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…
The Functional Pet Food Revolution: Why Science Must Meet Storytelling
Walk into any pet store today, and you'll be overwhelmed. Joint health treats. Gut wellness kibble. Anxiety-reducing supplements. Probiotic chews. Even daily multivitamins for dog…
The Unfair Advantage: Deciphering the Psychology of ‘Good Enough’ Product Success
Some brands win not because their products outperform everyone else, but because their story does.
You’ve seen this play out in real life.
A quirky, borderline pointless pro…
Categories Advertising
Anticipating the Next Consumer Shift: How Retailers Can Stay Relevant in a Volatile World
Consumer behaviour used to change in cycles. Today, there are changes in pulses.
In every major retail market, from India and Southeast Asia to North America and Europe, shoppe…
Iconic Ads: Crest – Look Mom – No Cavities
In the mid-1950s, Procter & Gamble had a scientific breakthrough on its hands. Researchers at Indiana University, led by Dr Joseph Muhler and Dr William Nebergall, discovered …
Iconic Ads: US Army – Be All You Can Be
The late 1970s were tough years for the United States Army.
The Vietnam War had left deep scars, and with the draft abolished, the country was adjusting to a new kind of milita…
Iconic Ads: Isuzu- Lying Joe Isuzu
In the mid-1980s, Isuzu found itself in a tight spot. The Japanese automaker had entered the American passenger-car market with sound engineering and solid reliability—but in a co…
Iconic Ads: Saturn – A Different Kind of Company. A Different Kind of Car.
In the late 1980s, General Motors faced a daunting reality — Japanese automakers were dominating the compact car market with reliability, innovation, and value. GM needed a comeba…
Iconic Ads: Nike – Bo Knows
It began, as all great legends do, with an absurdly simple idea.
Two words, scribbled in the middle of the night by an ad man with a wry sense of humour: Bo Knows.
The year …
Rethinking Gen Z: Why India’s Young Consumers Don’t Hate Advertising — They Just Demand Better
1. The Myth of the Unreachable Generation
Marketers across India are increasingly obsessed with decoding Gen Z — a generation that is vocal, hyperconnected, and reshaping how b…