ITC MangaldeepThe Maha Kumbh Mela 2025, considered to be the world's largest human gathering, presented a plethora of options for brands to do a good deed or two. Considered a once-in-a-lifetime event, the Maha Kumbh attracted millions of devotees who …

Disruption in a commoditised category isn’t a regular occurrence. Most often, breakthrough campaigns happen where there is a clear insight-driven idea. Tata Salt has been one such brand that has found success through deep consumer listening. The brand was …

The Maha Kumbh Mela, the world’s largest religious gathering, has long been a playground for brands to connect with consumers on a deeper level. Many activations from the event have become classic marketing case studies. One recent example is the Amazon ‘ …

When legacy brands enter new-age categories, the challenge is not only to gain market visibility but also to establish relevance. Himalaya's PartySmart, a pill designed to prevent hangovers, is a classic example of this. The brand, which targets an …

When you think of destination marketing, your mind might jump to tourism campaigns and traveller hotspots. But it’s much more than that – it’s a powerful tool for businesses of all types to connect with their local community and attract new customers. In …

The stories of legacy brands are often masterclasses in consistency, creativity, and cultural relevance. Even in a world saturated with marketing noise, some brands manage to cut through with ideas that feel both fresh and familiar. Fevicol, Pidilite’s …

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