Category: Branding
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Colgate Is Moving 60% of its Ad Spend to Digital: What This Signals About the Future of Brand Building
For decades, television was the engine behind FMCG brand building: reach millions, build familiarity, and stay top of mind. Now, one of India’s biggest FMCG names is rewriting that playbook. Colgate-Palmolive India is putting around 60% of its advertising spend into digital—a shift that says less about where Colgate is buying media and more about…
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From Discovery to Trust: How Brands Can Win in the Fragmented World of Social Commerce
A customer can discover a product on Instagram, watch a creator talk about it on YouTube, ask about it in a WhatsApp group, compare it on a marketplace, buy it through a quick-commerce app, and encounter the same brand again in a physical store. The journey is no longer linear. It is fragmented across platforms,…
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The Attention Reset: Why the Smartest Brands Are Learning to Be Quiet
For over a decade, marketing has operated on a simple rule: more visibility equals more growth. The louder, faster, and more frequently a brand appeared, the greater its chances of winning attention. The problem is no longer a lack of content—it is an overwhelming excess of it. Consumers are not just scrolling; they are filtering,…
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From Discounts to Experiences: How India’s Festive Shopper Is Rewriting the Retail Playbook
For nearly two decades, India’s festive retail calendar has revolved around one simple proposition: offer the deepest discount and consumers will come. Whether it was Diwali electronics sales, fashion mega-events, or end-of-season offers, the festive season became synonymous with price wars. Retailers conditioned consumers to postpone purchases until brands slashed prices, while marketplaces competed on…
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From Print to Presence: How Mercedes-Benz Turned a Newspaper into a Driving Experience
In a world where attention spans are shrinking and digital noise is deafening, it’s ironic that one of the most immersive brand experiences comes not from a screen but from a newspaper. The recent print innovation by Mercedes-Benz flips the script on traditional advertising, reminding us that creativity is not dependent on technology, but on…
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Why Clean Data Is the Foundation of Every AI Strategy
Artificial intelligence has quickly become the centrepiece of business strategy. From customer service chatbots and personalised marketing to predictive analytics and automated decision-making, organisations across industries are investing heavily in AI to improve efficiency and stay competitive. Yet, despite these investments, many AI initiatives struggle to deliver the results businesses expect. The reason is surprisingly…
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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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“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…
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Spotify’s Reserved Gives the Most Dedicated Fans First Access to Tour Tickets
Streaming platforms are increasingly expanding their role beyond music discovery, looking for new ways to strengthen fan relationships and offer more tangible benefits to subscribers. Live events, in particular, have emerged as a key touchpoint, allowing platforms to bridge the gap between artists and their most engaged audiences. Spotify is tapping into this trend with…
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Why Adidas Uses Three Logos — And What Marketers Can Learn From It
For most brands, consistency is considered the ultimate branding virtue. One logo, one visual identity, one unified message. The logic is simple: consistency drives recognition, and recognition builds trust. But as brands scale across markets, generations, and consumer segments, a new challenge emerges. The same identity that resonates with one audience may feel irrelevant to…
