Companies use time to their advantage by carefully crafting their interactions with customers and capitalising on certain junctures in societal, economic, and cultural settings. T…
The concept for KamaSutra condoms originated with Raymond’s Gautam Singhania, who partnered with a Korean company interested in manufacturing condoms in India. Singhania then appr…
Films have always been a mirror to society, reflecting the changing expectations, desires, and struggles of the common man. In India, Bollywood has consistently adapted to the cou…
Durex has been a leader in the field of sexual wellness education since it launched its first commercial for a condom in 1970. But getting it into India, a country with rich cultu…
In contrast to the more conventional "survival of the fittest" strategy, which emphasizes aggressive rivalry and personal power, the "survival of friendliest" theory posits that c…
The want to amass possessions is universal among humans, yet some of us have a stronger desire than others. Psychologists think that when we amass a lot of things that attract or …
Despite their apparent similarities, humanisation and anthropomorphism have different but complementary effects on the pet products business, especially on the creation and promot…
India faced the twin crises of extreme poverty and rapid population growth sixty years ago, in the 1960s. In 1964, the country's population was around 470 million, expanding frigh…
Marlboro's transformation from a brand aimed at women to the archetypal "man's cigarette" is a prime illustration of effective brand repositioning. The strategy and backstory behi…
In his 1984 book Influence, author Robert Cialdini first used the term "social proof."
As a psychological phenomenon known as "social proof," it occurs when individuals tr…
Despite being nearly 120 years old, Heinz has managed to maintain its relevance. This is how you maintain your brand's relevance and avoid it becoming a throwback. This way, you c…
In 2006, Angela Ahrendts took the helm at Burberry, a brand steeped in heritage but facing an uncertain future. Despite its iconic trench coat and illustrious past, Burberry lacke…
Spotify's "Sound Tour" initiative stands out as an innovative and imaginative marketing campaign geared towards highlighting the vibrancy of Japanese culture and landscapes to its…
In the landscape of corporate battles, few skirmishes stand out quite like the clash between Paraguay's underdog, Mickey S.R.L., and the entertainment behemoth, Disney. Nestled wi…
