The Kitkat Convoy Stunt
A 12‑tonne shipment of limited‑edition Formula 1 KitKats vanished en route from Italy to Poland, prompting Nestlé’s KitKat brand to deny an April Fool’s joke and launch a “Stolen KitKat Tracker” for fans. The incident sparked a flood of social media chatter, with the brand and its agency Courage Inc. treating the loss as a live‑action marketing stunt. Global brands such as Domino’s, KFC, Ryanair and several Indian companies joined the conversation with witty posts, amplifying the story. The episode has turned a potential crisis into a participatory digital treasure hunt.
Cruise Industry Seeks Defensive Rebrand as "Social Progress" Partner
The cruise industry is rebranding itself as a partner for social progress after a World Travel & Tourism Council (WTTC) report framed cruising as a driver of inclusive growth, job creation, and cultural preservation. Operators such as MSC and Carnival...
With New Brand Identity, Olectra Greentech Pivots to Integrated Energy and Heavy-Vehicle Logistics
Olectra Greentech, India’s leading electric‑bus maker, has launched a new brand identity to signal its shift from a pure hardware supplier to an integrated provider of electric mobility and energy services. The company aims to expand beyond municipal bus fleets...
The Death of the Social Dining Table
The article argues that India’s rise in dual‑income, nuclear households is dismantling the traditional home‑hosting model, where women performed invisible kitchen labor. As women entered the workforce, dining out became a way to reclaim social presence, shifting impression management from...
Good on Paper, Wrong in Market: Where Business Doesn't Shy Away From Talking About Failures
Marico’s first foray into healthy baked snacks with Saffola Zest flopped because taste lagged behind health claims, prompting a deep dive into consumer insight. The insight reshaped product development, leading to Saffola Masala Oats, which now commands about 80% of India’s savoury‑oats...
Marketing’s New Mandate: Less Hype, More Honesty
The marketing world is pivoting from flashy hype to authentic storytelling, driven by evolving consumer expectations. Japan's $9 billion Sakura marketing engine faces a crisis as its iconic cherry‑blossom trees age, prompting a shift toward more sustainable branding. Voltas Beko is redefining...
Is Sakura Marketing in Danger in Japan?
Japan's iconic cherry‑blossom (Sakura) season drives roughly $9 billion in annual revenue, fueling a wave of limited‑edition products from Starbucks to Uniqlo. However, the aging Somei Yoshino trees—many 60‑80 years old—are becoming brittle, causing safety hazards and diminishing bloom displays. Overtourism forced the...
The Happiness Assembly Line: Why Voltas Beko Opened up Its Factory to Influencers
Voltas Beko, the Tata‑Arçelik joint venture, has turned its Ahmedabad plant into a "Factory of Happiness," inviting more than 20 influencers to film the production of refrigerators and washing machines. The influencer program, now in its third year, aims to...
Grey Market: India Is Ageing Faster than Its Care Systems Can Keep Up
India's population aged 60+ will jump from 100 million today to over 300 million by 2050, creating a massive silver economy. A new wave of age‑tech startups—offering cognitive‑health platforms, assisted‑living ecosystems, AI‑driven fall‑risk monitoring, and community‑based work opportunities—are emerging to fill the...
From Product to Proposition: Redefining Affluent and Business Banking for the Next Decade
India's affluent banking is shifting from transactional services to a holistic, lifestyle‑focused ecosystem. Banks are leveraging AI and historic data to deliver hyper‑personalized wealth‑management, while co‑creation platforms let customers shape products and services. This evolution integrates investments, insurance, ESG considerations,...
Group Health Cover for Idiosycrasies, Too
India’s group health insurance market is moving toward flexible, points‑based policies that let employees assemble personalized coverage from a menu of riders such as dental, vision, mental health and even pet insurance. Companies allocate a budget—about INR 15,000 (≈ $181) per employee—which...
The Phone- A-Friend Brand
The article highlights how brands that stay open during holidays, strikes or peak‑demand periods—such as bakeries, pharmacies, 24/7 convenience stores and ride‑hailing apps—strengthen a "Friend‑in‑Need" (FIN) attribute and attract new, loyal customers. It cites examples from Mumbai, Vietnam, Singapore and...
NCR Housing Market Shows Early Signs of Slowdown
The National Capital Region (NCR) housing market is showing early signs of slowdown as developers delay launches and offer incentives amid weakening demand. While FY26 unit sales in NCR rose marginally to 59,892, they remain well below the 64,114 sold...
UAE Shoppers Pull Back and Stash Cash as War Drags On
UAE households are tightening belts as the Iran‑Israel war drags on, with roughly two‑thirds cutting discretionary purchases and boosting savings. Luxury spending in Dubai has slumped, with 70% of affluent buyers postponing big‑ticket items. The government responded with a $272 million...
Banking On Silence: Can Credibility Cushion the Silence of HDFC Bank?
HDFC Bank’s part‑time chairman Atanu Chakraborty resigned abruptly, citing vague “values and ethics” misalignment, sparking immediate governance concerns. Within a day, the Reserve Bank of India installed veteran Keki Mistry as interim non‑executive chairman and affirmed the bank’s financial soundness....
The Singles Economy: How Music Is Being Marketed Differently
Music labels are abandoning full‑album drops for film soundtracks in favor of staggered single releases, a move designed to stretch audience buzz and maximize per‑track revenue. Recent Bollywood films such as *Dhurandhar: The Revenge* have released one or two songs...
Metals, Models and Mandates: Decoding the Cultural Translation of Modern Marketing
Oura, the Finnish maker of premium smart rings, is launching its recovery‑focused wearable in India, positioning the device as a fashion status symbol rather than a step counter. Chief Marketing Officer Doug Sweeny is shifting the narrative from bio‑hacking metrics...
The Most Respectful Thing a Brand Can Say Is “No”
Brands that simply ignore customer feedback erode trust, but a well‑explained “no” can reinforce respect and loyalty. By treating input as evidence rather than a vote, companies can close the feedback loop with a brief, transparent note that outlines the...
Oura’s India Play: Why the Future of Health Tech Is Screenless
Finnish wearables maker Oura is launching its smart ring in India, partnering with premium retailers such as Cromā to preserve its high‑end unboxing experience. The company emphasizes a screenless, design‑first philosophy that positions the ring as a status symbol for...
How to Build an Award-Winning Social Media Campaign
The ET Trendies Awards recognize India’s most viral and effective influencer and social‑media campaigns, judging impact, brand metrics, and business results. Winners start with a human insight‑driven story, then choose a single platform—Instagram Reels, YouTube, or X—and tailor content to...
Tech Prices Surge: Phones, Appliances Set to Cost More
Entry‑level 5G smartphones in India have jumped from under ₹10,000 to ₹13,000‑14,000 and are projected to exceed ₹17,000‑18,000 by the next quarter, matching FY21 levels. Similar price spikes are seen in televisions, air conditioners, refrigerators and washing machines, with a...
The Russian Roulette of Customer Service
The article warns that the rapid shift to AI‑driven customer service agents is eroding the human touch essential for brand trust. While chatbots promise cost savings, many consumers encounter endless loops and unresolved issues, especially when seeking refunds. The author...
Retail Reinvention: How Heritage Fashion Brands Are Expanding in a Digital Era
Heritage fashion houses such as Burberry, Chanel and Louis Vuitton are reshaping their business models for the digital age, building dedicated e‑commerce channels and partnering with curated online platforms. While Indian luxury shoppers still prefer tactile, in‑store experiences for high‑value...
EU Finds 30% of Online Traders 'Cheat' On Black Friday Sales
The European Commission’s cross‑border audit of 314 online retailers revealed that roughly one‑third violated EU consumer‑protection rules during last year’s Black Friday and Cyber Monday sales. Thirty percent displayed discounts that did not reflect the lowest price in the prior...
FMCG Companies Plan to Hike Prices, Cut Grammage
Fast‑moving consumer goods (FMCG) firms are preparing selective price hikes and smaller pack sizes as crude oil prices surge amid the West Asia conflict. Packaging and logistics costs have jumped 15‑20%, prompting companies like Parle, Dabur and AWL Agri to...
Delay in FSSAI Finalising Front of Pack Labelling Rules Unusual by Its Own Norm
The Food Safety and Standards Authority of India (FSSAI) has extended the front‑of‑pack labelling (FOPL) rulemaking process to roughly a decade, far longer than its typical two‑year turnaround for new regulations. Despite multiple drafts and stakeholder consultations since 2015, the...
ICC Men's T20 World Cup 2026: JioStar Flags Low TV-Digital Ad Overlap, Strong Incremental Reach in BARC-Nielsen Data
JioStar released a BARC‑Nielsen study of the ICC Men’s T20 World Cup 2026 showing that television and digital advertising audiences overlapped by less than ten percent. The low duplication indicates that integrated TV‑digital campaigns deliver substantial incremental reach, reaching distinct...
A Summer of Worry for Food Delivery, Quick Commerce Companies
India’s food‑delivery and quick‑commerce platforms are bracing for a summer surge driven by the IPL season, but rider availability is uncertain as many gig workers return to rural areas for harvest work and elections. Demand for gig labor could rise...
Samson and the Art of Resurrecting Brands
Sanju Samson’s dramatic comeback at the 2026 T20 World Cup illustrates how self‑belief and timing can turn a setback into triumph, offering a vivid parallel for struggling brands. The wicket‑keeper’s rise, aided by personal mentors, mirrors corporate turnarounds such as...
‘Campaigns Shouldn’t Just Be Seen, They Should Be Experienced’
Goodies Narayanan, marketing director of Bacardi India, argues that brands must move from noisy, trend‑driven tactics to authentic, experience‑focused engagements to win India’s youth. He stresses that AI should act as a co‑pilot, enhancing personalization without replacing the human context...
Some U.S. Car Buyers Envy What They Cannot Have - Affordable Chinese EVs
U.S. consumers are eager for affordable Chinese electric vehicles, but tariffs exceeding 100% keep models from BYD, Geely and Zeekr off American roads. With the average new‑car price approaching $50,000, nearly half of surveyed buyers rate Chinese EVs as excellent...
TVS Gains as Hero, Bajaj Lose Share in India’s 2W Market Since 2022
TVS Motor Company lifted its Indian two‑wheeler share from roughly 15.1% in December 2021 to 19.6% in February 2026, driven by a steady stream of new commuter and premium models and a strong electric‑scooter lineup. In the same period, market leader Hero...
West Asia Crisis Hits Smartphone Supply, India Shipment Outlook Cut Again
Smartphone shipments in India are being revised downward for a second time due to the ongoing West Asia conflict and a parallel component shortage. Counterpoint Research now projects 139 million units for 2026, while Omdia and IDC cut forecasts to 142‑145 million...
The Forgotten Growth Lever: How Distribution Helps Brand Building
Indian FMCG firms spent over INR 31,000 crore (≈$3.7 billion) on advertising in 2024, but fragmented audiences and rising digital costs are eroding its effectiveness. The article argues that distribution—especially high‑frequency, pull‑based replenishment—offers a more reliable growth lever by ensuring products are available...
AI Fear Is Overstated: UpGrad’s Ronnie Screwvala
UpGrad announced a term‑sheet to acquire Unacademy in an all‑stock transaction, marking the first major consolidation in India’s bruised edtech sector. Founder Ronnie Screwvala argues that the prevailing AI‑driven job‑loss panic is largely a marketing narrative, not a reality. UpGrad positions...
Stationery Major Luxor Launches Crayola in India
Crayola has partnered with Indian stationery leader Luxor Writing Instruments to invest roughly Rs 400 crore over the next five years, establishing India as a key manufacturing and sourcing hub for its global art‑supply portfolio. The move follows a strategic shift to...
How AI Is Enabling Hyper-Personalisation at Scale for Online Marketplaces
In 2026 Indian online marketplaces are shifting from simple, history‑based recommendations to AI‑driven, intent‑led experiences. Real‑time interpretation of queries, browsing signals and context enables hyper‑personalisation across search, recommendations and support. AI also cleans and standardises chaotic multi‑vendor catalogs, creating a...
Influencer Marketing Around IPL Set to Touch ₹700 Crore in 2026: Report
Influencer marketing tied to the Indian Premier League is projected to hit roughly ₹700 crore by the 2026 season, according to Qoruz. Spending has risen from about ₹250 crore in 2023 to ₹550 crore in 2025, reflecting a 40 % compound annual growth rate....
One Good Startup Deserves Another...
India’s second‑generation high‑growth startups have given rise to a third‑generation “startup mafia,” with 184 former executives launching about 203 new firms over the past decade. Razorpay leads the cohort, having produced 39 founders, followed closely by Cred, Meesho and PhonePe....
Market Research Is a $100 Billion Industry. AI Will Make It a Trillion-Dollar One.
Market research, a $100 billion industry, is poised to become a trillion‑dollar market as artificial intelligence converts massive behavioral data into real‑time consumer intelligence. AI will accelerate study cycles from months to hours, slash costs, and democratize insights for startups and...
Consumer Giants Boost Legal Teams Amid Growing Compliance Risks
Consumer giants are accelerating legal hires as stricter regulations, a new Labour Code and the Digital Personal Data Protection Act increase operational complexity. Companies such as AB InBev, Pidilite, Philip Morris and Vishal Mega Mart have appointed senior counsel to...
Pepsi Ropes in Saiyaara Star Pair Ahaan Panday, Aneet Padda as New Brand Face
PepsiCo India has appointed rising actors Ahaan Panday and Aneet Padda as the new faces of its summer campaign, aiming to deepen ties with Gen Z consumers. The move continues the beverage giant’s long‑standing practice of leveraging pop‑culture icons to reinforce...
The Quiet Rise of ‘Dark Brands’: Companies That Win Without Being Famous
The article highlights the emergence of “dark brands” – private‑label and marketplace‑native products that thrive without consumer awareness. Growth in e‑commerce and algorithmic recommendation engines now drives sales, eclipsing traditional brand visibility. In the United States, store brands account for...
Brands Don’t Have a Messaging Problem. They Have a Signalling Problem.
Indian brands are spending more on advertising yet seeing weaker recall, prompting a reassessment of strategy. Author Avinash Joshi argues that the core issue is not messaging but signalling—what brands repeatedly do. Sustained, observable actions transform into symbols that generate...
Travel Risk: Domestic Destinations to Gain Ground This Summer
Travel inquiries in India are shifting sharply toward domestic destinations this summer as the West Asian conflict heightens global uncertainty. Early‑booking data from MakeMyTrip, Cleartrip and industry bodies show a strong preference for cooler, experiential locales, with hill stations and...
Delhi HC Seeks Reply on Hero Moto's 'MotorHunk' Plea
The Delhi High Court directed the Registrar of Trademarks to respond to Hero MotoCorp’s appeal against the registration of the “MotorHunk” mark owned by Nitin Khanna’s automotive‑accessories platform. Hero argues that “MotorHunk” is deceptively similar to its own “Hunk” trademark...
Make 'No Wi-Fi' An Airline Sales Pitch
Air India launched domestic in‑flight Wi‑Fi in January 2025, positioning itself as a tech‑forward carrier. A year later, the article questions whether the service truly adds value for business travelers. It argues that the enforced disconnection of a flight provides a...
The Edges Are Winning: Sudhir Sitapati, Godrej Consumer
India’s FMCG market is undergoing a K‑shaped recovery, with affluent consumers driving rapid premiumisation while price‑sensitive shoppers fuel explosive growth in low‑cost sachets and incense sticks. Sudhir Sitapati, CEO of Godrej Consumer Products, says the sector’s “middle” is stagnant, forcing brands...
Hotels in Desert City Wear a Deserted Look
Dubai’s hotel occupancy plunged to roughly 20 percent last week and is projected to dip into single‑digit levels as regional conflict deters travelers. Average daily rates have slashed about 50 percent week‑on‑week, prompting luxury resorts like FIVE Palm Jumeirah to launch ultra‑low‑price...
Successful Brands Are Built on One Fundamental Principle: Purpose
Purpose is emerging as the strategic spine of enduring brands, guiding everything from product design to capital allocation. Companies like Ben & Jerry's and Ørsted illustrate how a clear directional purpose combined with a specific, measurable goal fuels growth and resilience....