Why India's T20 World Cup Victory Shouldn't Taste as Sweet for some Brands
India’s T20 World Cup win was eclipsed by bowler Arshdeep Singh’s unsportsmanlike ball‑throw at New Zealand’s Daryl Mitchell, prompting a backlash against the athletes’ conduct. Brands that have signed Singh – Oppo India, Jivo Wellness, BoldFit and Oliver Batteries – now face a credibility test as they weigh short‑term exposure against long‑term integrity. The article argues that victory does not grant immunity from ethical scrutiny and that decisive brand action could reshape endorsement norms. It calls for a shift from opportunistic sponsorship to values‑driven partnerships.
Juice, Blend or Grind? Choosing Your Marketing Blade for 2026
Indonesia’s $102 billion CPG sector is feeling a squeeze: volume grew 6% while value rose only 3%, and net‑profit margins fell 64 basis points. Portfolio values dropped 14.5% against a market index gain of 12.7%, highlighting a widening inflation gap. Marketers...
Restaurants Bring More to the Table to Regain Diners
India’s leading restaurant operators are pivoting back to dine‑in by launching exclusive dishes, app‑only discounts and weekday coupons, aiming to revive footfall after years of delivery dominance. Chains such as Jubilant FoodWorks, Devyani International, Restaurant Brands Asia and Speciality Restaurants...
Marketing Matters: Why Did V-Guard Make Summers Romantic?
V‑Guard’s "Hum Tum Aur V‑Guard" campaign turned summer into a romantic backdrop, positioning the brand as an invisible enabler of comfort across AC stabilisers, smart inverters, air coolers and fans. The strategy relied on a series of micro‑moment films that...
Soft Drink’s Jio Moment? RIL’s Campa Tests Coke-Pepsi Duopoly of 30 Years
Reliance Industries has revived the legacy Campa Cola brand, pricing bottles at INR 10 and quickly gaining a foothold in India's carbonated soft‑drink market. Within a year, Campa grew to roughly 7% market share and generated about INR 1,000 crore in revenue, contributing...
The "Unlearning" Curve for India's FMCG Giants
India’s seven FMCG powerhouses posted a modest 7.4% sales rise in Q3 FY26 despite an unusually supportive macro backdrop of tax cuts, GST tweaks and low‑interest rates. The growth gap is widening as digital‑first food and beauty brands have seized...
The Death of the Ad, the Birth of the Episode
In 2026 brands are abandoning the traditional 30‑second spot for vertical, episodic micro‑dramas that unfold on smartphones. Campaigns like Prada’s global series, Ajio’s *Suit Yourself*, and Cash App’s financial‑literacy reels treat the product as a background character while foregrounding emotion. The...
"B2B Is Human to Human": Why Anjali Gupta Is Replacing Machine-Talk with Storytelling
Anjali Gupta, founder of The Fractional CMO Company, says B2B marketing is reverting to brand‑centric, human‑to‑human storytelling amid a flood of AI tools. She warns that over‑reliance on superficial metrics like MQLs can distort true intent, while AI is reshaping...
Big Food Pours Millions Into Rebrands as Obesity Drugs Reshape US Demand
US food and beverage giants are accelerating rebranding and product reformulation as GLP‑1 obesity drugs reshape consumer demand. Appetite‑suppressing medications are projected to erase up to $12 billion in snack sales over the next decade, prompting companies like PepsiCo, Coca‑Cola and...
Ranbir Kapoor Fronts the New ‘Farm-to-Bag’ Lay’s Identity
PepsiCo India is rolling out a refreshed brand identity for Lay’s in the country, anchored by a new “Lay’s ke liye kuchh bhi” campaign fronted by Bollywood star Ranbir Kapoor. The redesign emphasizes the farm‑to‑bag journey, featuring on‑pack cues like...
Rapido Unveils Its New Brand Identity to Drive India’s Mobility Future
Rapido, India’s leading mobility platform, has unveiled a new word‑mark logo, shedding its original bike‑centric icon to reflect a broader service suite. The rebrand comes as the company processes over five million rides daily across more than 400 cities, now...