Branding, Marketing and Advertising

Would You Like a Burger With Those Fries? McCain Steps onto McDonald’s Turf

6 min read
McCain’s most interesting move is the change in the sentence it hopes consumers might say. “Buy McCain” already makes sense in the freezer aisle. “Let’s go to McCain” asks considerably more of the brand
FIR Meets mCaffeine: The Case Of The Lotion That Smells Like Goa
Google would like a familiar instruction to retain its usefulness as the task changes. ChatGPT would like a newer instruction to become equally natural
For a brand with so many lines behind it, the most valuable outcome may be a very short sentence at the counter: add a Sprite
Niraj Wadhwa, managing director of Telephone Sat-Isabgol, with the brand’s familiar green packs. The challenge: giving Gen Z a fresh reason to reach for a household staple
Gen Z Calling: Can Telephone Sat-Isabgol Answer?
8 min read
A defence that says “men use it too” quietly accepts that male participation is the certificate of legitimacy. It leaves the insult’s underlying assumption untouched
Fashion’s latest accessory? A pharmaceutical sponsor. Eli Lilly’s Vogue World tie-up puts the maker of Mounjaro beside an industry that has long prescribed the ideal body
Thin Is Back. This Time, It Has a Sponsor
5 min read
Red Bull vs FSSAI: Delhi HC Cancels Order Asking Red Bull to Drop ‘Energy Drink’ Label
Red Bull’s legal battle with FSSAI puts the energy drink industry’s identity, advertising claims and consumer rights under scrutiny.

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Sachin Tendulkar said he would share practical uses he discovers through the partnership
Why does the daughter need to become the person who helps the mother find her way out? As a dramatic device, it is affecting. It completes the brand’s idea of strength passing between generations
Advertising is often tempted to make men heroic for participating in care. Stayfree’s idea is strongest when the boy remains ordinary. Buying a packet of pads should not confer special moral status. It should make the next purchase less remarkable
Read together, the three campaigns suggest a commercial opportunity in fatigue with constant striving. Blissclub addresses the pressure to perform most directly; ColorPlus and Pride of Cows approach it through pace and setting
In ixigo’s recent film for TARA, its AI travel assistant, the tourists have sheep’s heads. One traveller consults the app, finds a quieter seaside spot and regains his human appearance. The instruction is succinct: “Don’t follow the herd."