From reframing ‘Zubaan Pe Rakhe Lagaam’ to ‘Dimaag Pe Rakhe Lagaam’ and launching the India Overthinking Report, the brand stress-tests legacy through cultural insight.
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Perfetti reworks cultural memory, without rewriting it
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Azorte’s bid to be Gen Z’s ‘safe space’
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Reframing mediocrity as transition, the Reliance Retail fashion brand’s caregiver-led campaigns used reassurance over aspiration to drive footfalls, relevance and measurable retail outcomes.
How Perfetti’s marketing formula endures amid India’s changing tastes
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Nikhil Sharma explains how grounded fundamentals, humour-led assets and distribution scale continue to anchor Perfetti Van Melle’s playbook in the country’s fragmented, fast-shifting confectionary market.
Kotak’s marketing shift: From Solitaire to scalability
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Its marketing chief, Kedarswamy Ravangave, explains how products like Solitaire and campaigns like ‘Hausla’ signal BFSI’s pivot from eligibility to access.
Franklin Templeton courts change—but will women and young investors commit?
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With #ChangeTheSoch and ‘Date A Mutual Fund,’ the brand bets on social shifts and Gen Z’s investment mindset—will it pay off?