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STORY OF THE WEEK
V-Guard: When Letting Go Became The Greatest Act Of Moving Forward This Holi
March 2025, Holi. As India prepared for its most exuberant festival—when colors fly, water flows, and the past year's grievances traditionally dissolve in joyous celebration—V-Guard Industries launched a campaign that would do something remarkable in the crowded landscape of Holi advertising. While other brands focused on colors, sales, and surface-level festivity, V-Guard chose to address something deeper, more necessary, and ultimately more aligned with Holi's true spirit:
2 hours ago8 min read
When Walls Prepare For Bappa: A Child's Wish That Painted Home Into Haven
August 2025, Ganesh Chaturthi. As India prepared to welcome Bappa into homes and pandals across the nation, Birla Opus Paints released "Special Mehmaan Aayenge?" (A special guest is coming?)—a digital film that would earn the 64th spot in IMPACT's Hall of Fame 2025 and capture something profound about the festival's essence. Through a child's innocent eyes and heartfelt wish to welcome Bappa home for the very first time, the campaign would demonstrate how paint transcends dec
1 day ago8 min read
Find Your India: When Axis Bank Made Every Journey A Discovery Of Self And Nation
August 2023. As Independence Day approached and brands across India prepared their patriotic campaigns—typically adorned with tricolors, freedom fighters, and familiar nationalist symbols—Axis Bank chose a profoundly different path. Their "#FindYourIndia" campaign, launched ahead of Independence Day, would celebrate the nation not through symbols but through experience, not through monuments but through moments, not through what India was but through what India could become f
2 days ago8 min read
Saluting Everyone In Uniform: When Zomato Made Delivery Partners The Heroes Of Republic Day
Republic Day, when India celebrates its constitutional values and honors those who serve the nation. As brands across the country prepared their patriotic campaigns—typically featuring flags, parades, and familiar symbols of nationhood—Zomato chose a radically different approach. Their "Salaam Sabko Wahi" (Same Salute to Everyone) campaign would redefine what serving the nation looks like by celebrating the most overlooked people in uniform: delivery partners. In doing so, Zo
3 days ago8 min read
CRED's Gamified Rewards System as Engagement Marketing
Executive Summary CRED, founded in 2018 by Kunal Shah, emerged as India's first members-only credit card bill payment platform that transformed a utilitarian financial transaction into an engagement-driven experience through gamification. By restricting access to individuals with credit scores above 750 and integrating game mechanics into routine bill payments, CRED created a distinctive positioning in India's fintech landscape. The platform's gamified rewards system—featurin
2 hours ago11 min read
Spotify Wrapped as an Annual Data-Driven Brand Campaign
Executive Summary Spotify Wrapped, launched in 2016 as an annual personalized summary of user listening behavior, evolved into one of the most successful data-driven marketing campaigns in the digital era. By transforming user data into shareable, personalized content delivered each December, Spotify created a self-amplifying brand experience that generates massive social media engagement, reinforces platform value, and drives user retention without traditional advertising ex
2 hours ago13 min read
HDFC Bank's Trust-Centric Brand Strategy in Indian Banking
Executive Summary HDFC Bank Limited, established in 1994 as one of India's first private sector banks in the post-liberalization era, built its brand identity fundamentally on trust, reliability, and customer-centric service delivery. Operating in a market historically dominated by public sector banks with entrenched customer relationships, HDFC Bank positioned itself as a modern, efficient, and dependable banking partner that prioritized customer experience and technological
2 hours ago15 min read
PepsiCo: Diversification into Health and Snacks
Executive Summary PepsiCo Inc., founded in 1965 through the merger of Pepsi-Cola and Frito-Lay, has undergone a significant strategic transformation over the past two decades, systematically diversifying its portfolio from traditional carbonated soft drinks toward healthier beverages and convenient snack foods.This case study explores PepsiCo's strategic shift toward health-conscious products and expanded snack offerings. Under CEO Indra Nooyi (2006-2018), PepsiCo adopted the
6 hours ago9 min read
Built in Six Weeks, The Uber Eats India Story
In 2014, Uber built a food delivery app in just six weeks, leveraging parts of their ride-sharing technology to create something entirely new. They called it UberFRESH and launched it in Santa Monica, California, offering lunch from 11 AM to 1:30 PM and dinner from 5:30 to 8 PM to a handful of restaurants. Fast forward eleven years, and that six-week experiment became one of the world's largest food delivery services, operating in over 11,000 cities across six continents with
2 hours ago8 min read
Chalti Hi Jaye: The Natraj Pencil Story
In 1958, three friends from Mumbai made a decision that would change how generations of Indians would learn to write. B.J. Sanghvi (affectionately called Babubhai), Ramnath Mehra, and Mansookani didn't just want to start a pencil company—they wanted to master the craft first. So they traveled to Germany, a nation renowned for precision engineering and manufacturing prowess. This wasn't a sightseeing trip. It was a pilgrimage to learn the art and science of pencil making. When
1 day ago8 min read
From UTI's Child to India's Third-Largest: The Axis Bank Transformation
On December 3, 1993, when India's financial sector opened to private enterprise, seven public sector financial institutions came together to create something unprecedented—a private bank with public sector backing. They named it UTI Bank after its principal promoter, the Unit Trust of India. On April 2, 1994, Finance Minister Dr. Manmohan Singh inaugurated its first branch in Ahmedabad. Thirteen years later, on July 30, 2007, the bank shed its government legacy and rebranded
2 days ago8 min read
From Dutch Street Soap to India's Smile Revolution: The Colgate Story
In 1806, a 23-year-old English immigrant named William Colgate started a humble starch, soap, and candle business at 6 Dutch Street in New York City. When he died in 1857, his son Samuel reluctantly took over—not wanting to continue but thinking "it would be the right thing to do." One hundred thirty-one years later, in 1937, Colgate entered India when people cleaned teeth with neem twigs, charcoal, salt, and ash. Today, Colgate commands over 50% market share in Indian toothp
3 days ago8 min read
Modern Brand Architecture Map: How India's Smartest Companies Organize Their Brand Portfolios
When Tata Motors launched the Tiago in 2016, they made a subtle but significant decision. The car wasn't called "Tata Tiago"—it was just Tiago, with the Tata logo quietly sitting in the corner. Meanwhile, every Maruti Suzuki car proudly carries both names: Maruti Suzuki Swift, Maruti Suzuki Baleno, Maruti Suzuki Brezza. Both are massive automobile companies. Both sell multiple products. But their brand architecture—the way they organize and relate their portfolio of brands—is
4 hours ago6 min read
Digital Credibility Stack: Why Trust is the New Currency in Indian Marketing
In 2019, the Bangalore-based skincare brand Minimalist launched by publishing ingredient breakdowns, clinical study references, and pH values on every product page, focusing on transparent data rather than celebrity endorsements. Within three years, they achieved ₹100 crore in revenue. Meanwhile, Mamaearth emphasized certifications, toxin-free badges, and "Made Safe" messaging, becoming a publicly listed company valued at thousands of crores. These brands realized that in the
1 day ago5 min read
Shareability Factor Formula: Why Some Moments Become Movements
Three years ago, a middle-aged man in Bhubaneswar recorded a simple video of himself dancing to a Bollywood track. Within 48 hours, "Dancing Uncle" had 25 million views. Meanwhile, a major FMCG brand spent ₹8 crores on a campaign that barely registered a ripple online. What separates content that spreads like wildfire from content that vanishes into the void? The answer lies in understanding the Shareability Factor Formula —a predictable pattern that governs why humans pass c
2 days ago6 min read
Emotional Frequency Model: Why Some Brands Live in Our Hearts While Others Just Pass By
Last Diwali, my neighbor Priya spent twenty minutes choosing between two similar boxes of sweets. She chose the one with the tagline: "Mithai jo ghar ki yaad dilaye" (Sweets that remind you of home). "My mother used to make something similar," she said, eyes distant with memory. "It just... feels right." That moment stayed with me because Priya wasn't just buying sweets; she was buying a feeling, a memory, a connection. This is what I call the Emotional Frequency Model—the in
3 days ago7 min read
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