When India’s fitness icon admits to being lazy, what does it say about our relationship with rest—and the brands that […]
The Lazy Genius: How Prime Video’s Milind Soman Campaign Redefines Wellness Marketing Read More »
MG Motor’s “EV Sahi Hai” campaign represents a masterclass in testimonial-driven marketing, systematically addressing India’s electric vehicle adoption barriers through authentic customer voices. Launched in August 2025, this strategic initiative employs real customer testimonials to tackle specific concerns: range anxiety, charging infrastructure, and running costs.
The campaign’s greatest strength lies in its authenticity—featuring unscripted testimonials with natural speech patterns and regional accents that resonate with Indian consumers. From Sai Datta Vamshi’s interstate journey to Dr. Jitesh Sahgal’s ₹10 lakh savings claim, each testimonial provides concrete evidence against EV scepticism.
However, the campaign exhibits notable vulnerabilities. Its predominantly urban demographic may inadvertently reinforce perceptions that EVs suit only metropolitan consumers. Most critically, it fails to address service infrastructure concerns—a significant adoption barrier identified in multiple studies.
The campaign succeeds in reducing consumer scepticism through strategic authenticity, but whether it translates into sustained market leadership depends on MG Motor’s ability to maintain testimonial quality whilst scaling consumer education across India’s diverse automotive landscape.
MG Motor’s “EV Sahi Hai” Campaign: A Strategic Deconstruction Read More »
This in-depth analysis examines how Suresh and Priyanka Raina’s #EffectiveBabyCare×Maate campaign transformed a simple baby care product launch into a cultural movement about ingredient transparency and conscious parenting. Written in The New Yorker’s signature style, the piece dissects the strategic brilliance and potential pitfalls of founder-led marketing, exploring how the campaign capitalised on millennial parents’ research obsessions while addressing their blind spots in baby care product selection.
The article reveals how Maate’s authenticity-driven approach—combining cricket celebrity credibility with entrepreneurial expertise—successfully bridged traditional Indian Ayurvedic wisdom and modern safety standards. Through detailed analysis of their digital storytelling techniques, cultural positioning, and competitive landscape, the piece offers valuable insights for digital marketers seeking to balance authentic brand building with measurable performance outcomes in an increasingly skeptical consumer environment.
The Label-Reading Revolution Read More »
There’s something rather marvellous about watching a marketing campaign succeed for precisely the wrong reasons. OPPO India’s “Live the Aawara Life” campaign for the Reno14 Series has achieved that rarest of modern marketing miracles: it’s made people voluntarily choose not to skip an advertisement. In an era where ad-blocking is a survival skill, this represents nothing short of a cultural coup. Yet, beneath the surface of this viral triumph lies a paradox—music and emotion have so thoroughly eclipsed the product that the ad’s greatest triumph may also be its greatest flaw. This is the curious anatomy of a campaign where nostalgia, melody, and the hunger for authenticity collide, leaving even the most seasoned marketers wondering: what, exactly, are we selling when we sell a feeling?
When Music Becomes Memory: The Aawara Triumph That Shouldn’t Have Worked Read More »
It begins, as so many things do, with a confession. To admit that marketing is about influencing human behaviour—Holly Pound’s phrase, not mine—is, in certain circles, rather like declaring a secret fondness for cheesy rom-coms and obscure jazz. Yet this is the world we inhabit: a society in which the art of persuasion has become less the province of snake-oil salesmen and more the daily occupation of well-heeled professionals with PowerPoint decks, fMRI scans, and a penchant for the Oxford comma. The modern marketer, a curious hybrid of amateur neuroscientist and corporate dramaturge, now perambulates the corridors of commerce with the quiet confidence of someone who knows which neural buttons to press.
The mind games behind your shopping cart Read More »