Marketing

When a Bib Number Became a Movement In 2023, Adidas launched Runner 321-not as a campaign in the traditional sense, but as a structural intervention inside global marathon cult…

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…

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…

Indian consumers today live with a contradiction they rarely articulate but experience every day. They want convenience, relevance, and a seamless shopping experience. They …

Over the last decade, the United States has witnessed a steady and highly visible retreat of traditional department stores. Once-dominant names that defined American retail cultur…

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…

For years, India’s new-age pet brands followed a familiar playbook: launch online, build a loyal D2C audience, control the narrative, and grow through digital marketing. That appr…

India’s petcare market is being quietly reshaped – not in pet shops or vet clinics, but on social media feeds. According to recent industry observations, Millennials and Gen Z …

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 …

In an age when complexity is the defining characteristic of markets, organisations and societal challenges, the traditional model of siloed thinking – where departments, disciplin…

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…

Retailers and brands are entering a radically different landscape – one where customers increasingly rely on autonomous AI agents to search, compare, transact, and even negotiate …

Retail is entering one of the most profound transitions since the birth of e-commerce. What began with online catalogues, search bars, and shopping carts is evolving into an era w…

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…