Most financial apps want more users. CRED did something much more interesting. It made people want to qualify. That difference is at the heart of CRED’s marketing strategy. Instead of...

Imagine Rahul has just moved into a new house. His parents have bought a beautiful wooden dining table. A few months later, one of its legs becomes loose. Rahul calls...

Imagine Rahul is walking through a busy street in Mumbai after a long day at work. He’s tired. His phone is almost out of battery. He has an online meeting...

Think about the last time you bought an energy drink. You probably weren’t simply thirsty. Maybe you were studying late. Maybe you had a long day at work. Maybe you...

You’ve probably heard this conversation before. “₹10 lakh for a watch? Why?” And then someone says: “But bro, it’s a Rolex.” That’s actually a very interesting marketing question. Because if...

When you think about Nike, what comes to your mind first? Shoes? Sportswear? Athletes? The Swoosh? Or “Just Do It”? That’s interesting. Because Nike sells shoes, clothes and sports equipment....

You’ve probably heard this before: “Yaar, iPhone mein features comparatively kam hain, phir bhi itna expensive kyun hai?” A lot of people compare phones this way. One phone has more...