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Brand Positioning and Communication

Can Creativity be measured?

Marketers understand the importance of advertising to deliver on key metrics but sometimes get caught-up in the creative execution. Some even question whether one can judge advertising, after all it’s a creative process…..We believe that creativity in advertising is goal oriented and it can be measured. We present a simple 3 point framework to evaluating advertising. Its always easier to sieve the rotten tomatoes vs. differentiating between good vs truly memorable advertising. In the cluttered environment of today, many marketers are happy with advertising that is able to garner attention. Could we be greedy and ask for more?

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Selling dreams or cans?
Fueling innovation via Brand Codes

Many a times we limit or restrict our brands into manufacturer led category definitions. However, brands connect with consumers at a deeper emotional level and transcend categories. Entrepreneurs and businesses which are able to leverage brand semiotic codes can always find new growth avenues leveraging their current brand assets, without getting restricted into current technology or formats.


In this article we study the soft drink category and talk of the opportunity Brand Pepsi has to redefine youth cool and keep growing its franchise!


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Can premium propositions find scale?
Brand Equity & Pricing Power

Identifying the key codes of premium brands which have been able to scale-up successfully


Does your brand have a potential to price up? - An analysis between brand equity and pricing.


Vocal for Local is not a marketing strategy.

Vocal for local

Consumer Empathy, CX and Retention

The changing Yin-Yang codes of modern India

The emergent codes of "the Beard guy" and "the Diva" reflect the new balance of yin and yang energies in-line with the changing social norms around work, childcare, and nuclear households. Women are increasingly required to be assertive & have a voice while the men are expected to be in touch with their nurturing side, while being confident in their masculinity 

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The buzz around D2C brands and winning with the new-age consumer

Are D2C brands preferred over legacy brands? What are the drivers of consumer trust, quality and value for money?

Do D2C brands have an advantage to deliver to consumer needs? What are the levers that D2C brands are pulling effectively? Are there any common drivers or is each category a game to be played by its own rules? 

Read more here.

Catch them yes, but retain them??
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Staying top-of-mind and driving conversion and repeats is critical for all brands. According to an HBR report, repeat customers spend 33 percent more than existing ones and a 5 percent increase in customer retention can lead to at least 25 percent increase in profits.

However, in our effort to remain top-of-mind, we may be doing more harm to the brand than helping increase transactions or improve retention. How do we leverage existing category habits and consumer behavior to ensure the right frequency, tonality and personalization of content?

Read more to find out Elevate Insights learnings on Customer Retention and Performance Marketing

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Masters of CX: Developing a Winning Streak
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Despite the increasing realization about the need for consumer-centricity as a way of life, the various pulls-pressures of the business make it very difficult to practise this consistently. Also, we sometimes confuse having customer data or consumer experience team as true consumer-centricity. Consumer empathy is a deeper and broader concept than customer experience metrics. It requires a focused effort and is typically a cultural pillar one builds over a period of time.


In this article, we bust 5 key myths and give insights on how to build a consumer empathy culture that can unlock profitable growth for us.

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Market Research 101: For Early stage Founders, Growth stage Businesses and Product Leaders

Many of us may know how market research can help bring consumer-centricity and enable better decisions, unlock growth, find win-win business possibilities. Many a times we may not be sure of how and where to start. How should I define my research? What questions to ask? Who to go to for the research? Conduct it in-house or via expert partners? ……..finally you may be unsure of the expected outputs.

Read more here.

Levers for a successful marketing equation
Never let a crisis go waste
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Winning in India requires nailing the Affordability, Accessibility and Aspiration marketing equation correctly. 

Are we really listening-in and taking this opportunity to pivot or are we just happy to survive?  

Innovation and Product-Market-Fit

Flavour Map of India

A unique methodology to decode the flavours of India and identify innovation opportunities for F&B companies.

Inside India's budding alternative meat movement
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India has a Gemini Soul where consumers straddle between the Western and traditional Indian concepts of food and health. While alternate meats are gaining momentum due to Western influences, as per the traditional template these are “unnatural” foods. Artificial and fakes are by and large to be avoided!

Why is biryani getting branded all over the country?

What branded biryani brings to the plate for Indian consumers.

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