Brand Story

How a home-grown product used local consumer insights and the psychology of touch to take on an established market leader

More than 9 million Indian expatriates live in West Asia, accounting for the second-largest share of remittances to India. But Iran's strikes on American bases in the UAE, Bahrain, Saudi Arabia and other regional countries have dented confidence.

Priced from ₹39, Glam Pass offers shoppers a 10% discount, up to ₹300, on their first three purchases and is valid for three months.

The story of Santa’s success as a brand is about the position he has taken in our minds. Sure, Coca-Cola played a big role. But the clarity of his positioning was assured by a strategic enemy: Dr. Seuss’s Grinch. This is a lesson for every brand—what it’s against should be as clear as what it’s for.

Facing fierce competition, rising customer acquisition costs, and product similarities in the mass market, Indian beauty brands are launching ultra-premium or prestige lines.

AI won’t replace PR, but will expose which organisations never took it seriously. If PR once seemed downstream of performance, today it’s upstream. The future of PR isn’t about faster press releases or clever headlines. It’s about creating a brand story that humans believe in and machines amplify.

They are winning customers at home and abroad

Anushka Sharma’s apparel brand ‘Nush’ and Salman Khan’s ‘Being Human’ started out with a bang but barely whimper today. Meanwhile, Katrina Kaif’s cosmetics brand Kay Beauty is raking in the moolah. So, why is it that most celebrity brands sink and only the odd one soars? Read on to find out.

In an era of extraordinary turnover at top fashion houses, brands often lean into their classics—from Gucci’s bamboo-handle bags to Chanel’s tweed suits.

In India, colour schemes are about emotion, tradition and meaning. While the perfect shade can elevate a brand, the wrong choice can alienate consumers and tarnish trust. Here’s how to steer clear of missteps.