Category: Marketing
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What India’s Corporate Renames Teach Us About Strategic Brand Evolution
Corporate names are often treated as permanent assets. Once established, they become synonymous with history, trust, and recognition, making the idea of changing them feel inherently risky. Yet some of India’s most successful companies have demonstrated the opposite: their most significant transformations were often accompanied by a willingness to rethink something many organisations consider untouchable,…
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From Bollywood Soundtracks to Kulfi Collaborations: Why Wimbledon Is Embracing Indian Culture
When Wimbledon posted a Roger Federer highlight reel on Instagram set to the Bollywood classic Pehla Nasha, many viewers assumed it was a fan-made edit. It wasn’t. The video came from Wimbledon’s official account, and it signalled a broader shift in how the tournament is engaging with Indian audiences. Throughout this year’s Championships, Wimbledon paired…
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From Covered Logos to White Boots: The FIFA Playbook for Standing Out When Everyone Follows the Same Visibility Data
The FIFA World Cup has long been one of marketing’s biggest stages. Every tournament brings together billions of viewers—and with them, brands competing for the same prize: attention. For years, the playbook has been straightforward. Increase visibility through sponsorships, bold campaigns, celebrity partnerships, and real-time marketing to maximise share of voice. But what happens when…
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Regulated Influence: What the New 2026 Rulebook Means for Creator and Brand Partnerships
Influencer marketing was built on trust long before it was built on regulation. For years, the industry operated on a simple equation: the larger the audience, the greater the opportunity. Brands prioritised reach, engagement, and virality, while creators built communities that often rivalled traditional media in both influence and cultural relevance. As investment in the…
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Why Experiential Marketing Is Making a Comeback in 2026—and Why Brands Are Paying Attention
For much of the past decade, marketing has been dominated by digital-first strategies. Performance marketing, programmatic advertising, and data-driven campaigns have become the primary engines of customer acquisition, while experiential marketing was often treated as a complementary tactic rather than a strategic priority. Live events, pop-ups, and brand activations were viewed as nice-to-have additions to…
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The New Geography of Influence: 8 Indian Creators Who Broke the Metro Myth
For years, influencer marketing in India was largely a metro phenomenon. Brand collaborations, agency relationships, and creator campaigns were concentrated in cities like Mumbai, Delhi, and Bengaluru, where access to production resources and brand networks was strongest.But the creator economy has undergone a dramatic transformation.The rapid adoption of smartphones, affordable mobile data, expanding internet access,…
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From Campaign to Community: The Strategy Behind Polycab’s Electricians’ Day Initiative
In most industries, the individuals who keep critical systems functioning rarely find a place in brand storytelling. Marketing often celebrates products, innovation, and customer success, while the professionals who enable those outcomes remain largely in the background. In India’s electrical ecosystem, electricians occupy exactly this position. Their expertise influences safety, reliability, and purchasing decisions every…
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Campa’s Return Is a Marketing Case Study, Not a Memory Trip
Every few years, a company rewrites the assumptions of an industry. Not because it invents an entirely new category, but because it proves that the rules everyone accepted were never as fixed as they seemed. For decades, India’s carbonated soft drink market appeared to be one of those industries. Coca-Cola and PepsiCo had spent years…
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The Best World Cup Campaigns Didn’t Chase Attention. They Earned It.
Every four years, the World Cup becomes far more than a football tournament. It transforms into a global cultural moment—one that dominates conversations, captures attention across continents, and gives brands a rare chance to speak to billions of people at once. For marketers, the temptation is obvious: join the frenzy, ride the wave, and claim…
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“As Tough As Glass” – Saint Gobain India Turns Product Performance Into Storytelling
Every Indian who has ever played cricket in a narrow lane, housing society, or neighbourhood park shares a common memory. The ball connects perfectly with the bat. For a brief second, it feels like a six. Then comes the sinking realization: the ball is heading straight toward someone’s window. What follows is equally familiar: a…
