Category: Branding
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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…
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How Melody Became One of India’s Biggest Unexpected PR Moments
A ₹1 candy rarely becomes the centre of a national marketing conversation. But when Prime Minister Narendra Modi handed Italian Prime Minister Giorgia Meloni a pack of Melody toffees after their Rome meeting on 19 May 2026, the moment quickly escaped diplomacy and entered India’s internet‑culture‑economy. Within hours, meme pages, marketing professionals, brand accounts, and…
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Who’s Playing the Long Game?Mapping the Marketing Playbook Behind the ICC Women’s T20 World Cup 2026
Women’s cricket has quietly transformed from a “CSR‑flavoured experiment” into one of the fastest‑expanding commercial properties in global sport. In earlier editions of the ICC Women’s T20 World Cup, brands largely treated the event as a marginal add-on, with limited fan-facing campaigns and a narrow, TV-centric gaze. The 2020 edition, held in Australia, drew 136,549…
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From Vanity to Value: How Cannes 2026 Redefined What Brands Expect From Creators
For decades, brands have treated Cannes as a destination, somewhere you send people to be seen, to pose on the red carpet, and to trade image for exposure. But what changed at the 79th Cannes Film Festival is less about where they went and more about who they brought, why they brought them, and what…
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Instagram’s Instants Feature Brings Casual Sharing Back Into the Spotlight
Instagram has launched Instants, a feature that pushes the platform closer to more casual, real-time sharing. Instead of polished posts or heavily edited Stories, Instants is built for quick, disappearing photos shared in the moment, giving Instagram a more private and immediate way to connect with close friends and mutual followers. The launch reflects a…
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The New Logic of Reach: How Attention Is Changing Brand Media Strategy
For years, brand media strategy was built around a simple idea: buy enough reach, and the message would eventually land. That logic is starting to break down. In a fragmented media environment, visibility alone no longer guarantees impact, because audiences are distributing attention more selectively and filtering more aggressively across platforms. Brands are increasingly learning…
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The Growing Importance of Personal Branding in an AI-Driven Economy
In an economy increasingly shaped by generative AI, human reputation remains one of the few assets machines cannot replicate at scale. India’s AI talent acquisition rate stands at about 33%, according to the Stanford AI Index Report 2025 cited by PIB, showing how quickly AI is reshaping the professional landscape in the country. (Source: PIB.…
