For decades, the formula for “Premium Advertising” was predictable: cinematic visuals, serious voiceovers, and an untouchable sense of distance.The logic was that to be respected, a brand had to be stoic. But in 2025, the definition of status has shifted. We are entering an era where humour in advertising is replacing exclusivity as the ultimate...
The CMO vs. The Admin Imagine this scenario: A global brand spends six months and ₹50 Lakhs developing a polished TVC. They focus-group every frame. They launch it. It gets a polite nod from the industry. Meanwhile, a 22-year-old social media admin at a rival startup spends 10 minutes making a meme on Canva about...
The IndiGo Paradox: Saying “Sorry” Isn’t Enough We are currently witnessing a masterclass in how not to handle brand tone with the unfolding IndiGo airlines crisis.When hundreds of flights were cancelled and passengers were stranded at airports, the airline issued a full-page “We Are Sorry” advertisement, in the newspaper, the words were correct. But in...
We are living through a content explosion. In just the last two years, Generative AI has fundamentally changed the internet. It has lowered the barrier to creation so drastically that the web is now flooded with infinite text, infinite images, and infinite video.But in economics, when supply becomes infinite, value creates scarcity. And right now,...
Most people think dark mode is just a cool design trend. But the truth is much bigger: dark mode changes how we feel, how we focus, and even how likely we are to take action on a website.This is why more brands and websites are treating it as a serious part of user-centred design, not...
In 2025, a static website is like showing up to a party in last year’s outfit. The web and the people using it move fast. What separates a forgettable website from one that feels alive? Adaptive personalisation. Adaptive personalisation (or real-time website personalisation / AI-driven website design) means a site doesn’t wait for you to...
In a world overwhelmed by information overload, economic instability, and digital fatigue, consumers are yearning for an escape, a respite from the relentless pace of reality. Enter escapism in marketing: a strategy that transports audiences into immersive, fantastical realms where imagination reigns supreme. The Rise of Escapism in Marketing Escapism in marketing isn’t just a...
A Tale of Two Campaigns Imagine two brand campaigns hitting your inbox in the same week. One is polished, clever, and hits just the right emotional note. The other is fast, factual, and-let’s be honest-kind of forgettable. The difference? One was created by a human, the other by AI. AI can write. AI can generate....
What’s Changing in B2B Visual Language Remember when corporate brand films were mostly stock footage, monotone narrators, and bullet-pointed “features & benefits”? That era is fading. Industrial giants are opting for brand film production that’s cinematic-rich visuals, mood, craftsmanship, letting product speak louder than pitch decks. Why Brand Films Matter for Industrial Giants Here’s what’s...
The Goosebump Effect Ever watched a brand film that gave you goosebumps? That tingling sensation isn’t just a physical reaction; it’s your brain’s way of signaling a deep emotional connection. According to research from Harvard Business Review, companies that connect with customers’ emotions can see significant increases in customer loyalty and sales. The Secret Sauce...
