Blogs

Two Indian brands launched identical self-love campaigns within a fortnight. Nykaa’s celebrity-driven approach with Deepika Padukone managed just 37K views in 22 hours, while Mia by Tanishq’s authentic storytelling racked up 2.7M views in four days. As someone who understands both makeup rituals and jewellery selection, I can tell you exactly why one feels like Miss Havisham’s theatrical performance while the other captures genuine self-celebration. The difference isn’t in the mirror—it’s in what we’re really looking for when we look into it.

When Royal Enfield’s latest Meteor 350 campaign whispers sweet nothings about “unhurried journeys and undemanding motorcycling,” it’s rather like suggesting a leisurely spa day in the middle of a construction site. Here’s a brand crafting poetry about “perfect geometry, ample torque, and a whole lot of horizon” whilst the rest of us are performing daily gymnastics over Mumbai’s 8,000 documented craters.

This fascinating collision between aspirational marketing and comedic reality reveals everything wrong with campaigns that choose poetic abstraction over practical acknowledgement. From a digital marketing perspective that ignores AI personalisation opportunities to UX writing that assumes road conditions existing only in creative imagination, Royal Enfield’s campaign becomes unintentionally satirical when comedians are getting standing ovations for GPS jokes about “turning right at the truck stuck in the crater.”