There are movies that surprise you, and then there are movies that make you think they won’t surprise you, only to pull the rug from under you when you least expect it. Apartment 7A, now streaming on Netflix, falls neatly into the latter category. A psychological horror-thriller, it takes Rosemary’s Baby, rewinds the clock, and lets us peek into the sinister history leading up to one of the most iconic horror films of all time. The result? A slow-burning, paranoia-fueled descent into madness that grips you—even when you think you know where it’s all heading.
Apartment 7A – Netflix Series
The premise is deceptively familiar. Our protagonist, an aspiring dancer is on a relentless quest for the big stage. There’s just one problem—her leg, which she spectacularly broke in a fall, refuses to cooperate. She auditions. She fails. She auditions again. She fails harder. The rejections pile up until she gets one last shot at a major role, but the auditioner, Mr. Marchand (who is the producer) not only dismisses her but tries to degrade her in the process.
Unlike the usual horror heroines who make questionable life choices, this girl has some fight in her. She walks out (hobbles out, technically) rather than suffer his cruelty. But things take a darker turn when she starts feeling unwell—maybe it’s the pills, maybe it’s the universe conspiring against her—until she’s “rescued” by a seemingly kind elderly couple. And if you’re a Rosemary’s Baby fan, you already know who these people are. The Castevets’ presence looms over the film like a creeping shadow, their intentions masked under unsettlingly sweet smiles.
What makes the film so gripping is that, despite knowing exactly where this is going—come on, we know this story ends with a Satanic baby—you still can’t look away. The eerie silences, the unsettling kindness of strangers, the sense that something deeply wrong is lurking beneath all the “we’re just here to help, dear” pleasantries. The performances elevate it all—every single actor commits to their role so fully that even when you think you know what’s coming, you still sit there wide-eyed, gripping your blanket, waiting for the inevitable.
And when the final act unspools, it does so in a way that is deeply satisfying—tying up loose ends while setting the stage for the horror that will later unfold in Rosemary’s Baby. Maybe you won’t be shocked, but you will be engrossed. It’s the kind of horror-thriller that doesn’t just rely on jump scares but builds a slow, creeping dread that sticks with you long after the credits roll.
Final verdict? If you love a good psychological horror that expertly connects to a classic, Apartment 7A is well worth a watch. Just maybe keep your distance from overly friendly elderly neighbors.
Ah, Valentine’s Day—a time when love is in the air, chocolates are in the shopping carts, and marketers are in overdrive. In 2025, brands worldwide pulled out all the stops to woo consumers’ hearts (and wallets). From grand romantic gestures to cheeky anti-Valentine’s messages, here are the top campaigns that made us laugh, cry, and, most importantly, buy.
Global Campaigns
1. Burberry’s “British Romance”
This year, Burberry decided to drape us in more than just their iconic trench coats. Their “British Romance” campaign featured a series of short films set in picturesque UK locales, showcasing couples (and a few well-dressed singles) navigating the complexities of modern love. The twist? Each story was subtly tied to a Burberry product, making it clear that while love might be complicated, choosing the right outfit shouldn’t be.
2. Ben & Jerry’s “Chocolate Covered Strawberry” Flavor Launch
Ben & Jerry’s knows the way to our hearts is through our stomachs. They introduced a limited-edition “Chocolate Covered Strawberry” ice cream, combining a creamy strawberry base with rich chocolate fudge flakes. The campaign featured couples sharing a pint, emphasizing that while relationships can be rocky, ice cream is always smooth.
3. Bath & Body Works x Sweethearts Collaboration
Nostalgia, meet fragrance. Bath & Body Works teamed up with Sweethearts candies to create a line of scented products that transported us back to passing notes in class. With scents like “Be Mine Berry” and “Cutie Pie Citrus,” the collection was a hit among those looking to relive their teenage crushes—minus the awkward braces phase.
4. LEGO’s “Botanical Love”
For those who prefer plants that don’t require watering, LEGO’s “Botanical Love” campaign was a godsend. They introduced buildable flower sets, allowing customers to construct their own everlasting bouquets. The campaign featured DIY tutorials and showcased how building together can be a bonding experience—because nothing says love like arguing over missing pieces.
5. Savage X Fenty’s “Love Your Way”
Rihanna’s lingerie brand, Savage X Fenty, continued its mission of inclusivity with the “Love Your Way” campaign. Featuring individuals of all genders, sizes, and relationship statuses, the campaign celebrated self-love and confidence. The message was clear: whether you’re single, taken, or “it’s complicated,” you deserve to feel sexy.
6. Hershey’s “Sometimes, Love Sounds Like”
Hershey’s melted our hearts with their “Sometimes, Love Sounds Like” campaign. Through a series of short films, they highlighted the sounds that signify love—from the crinkle of unwrapping a Hershey’s Kiss to the sizzle of a home-cooked meal. It was an auditory journey that reminded us that love isn’t just seen; it’s heard (and tasted).
7. Crocs’ “Lonely Hearts Club”
Embracing the singletons, Crocs launched the “Lonely Hearts Club” collection, featuring limited-edition designs for those flying solo. The campaign encouraged self-love and comfort, proving that you don’t need a partner to rock a pair of stylish (and comfy) footwear. After all, who needs a date when you’ve got Crocs?
8. Lidl’s “Random Acts of Kindness”
Supermarket chain Lidl took a philanthropic approach with their Valentine’s campaign. They offered half a million customers £5 off their next shop and free treats as part of “Random Acts of Kindness Day.” It was a sweet reminder that love isn’t just about grand gestures; sometimes, it’s about a free croissant.
9. Benny Blanco’s “Cheesy Love”
Music producer Benny Blanco took an unconventional route by gifting Selena Gomez a bathtub filled with nacho cheese for Valentine’s Day. Complemented by a trail of chips leading to the tub, the gesture was both hilarious and heartwarming. It served as a reminder that love doesn’t always have to be serious—sometimes, it’s downright cheesy.
10. Costco’s “Loveflation” Roses
Costco made headlines when the price of their Valentine’s Day bouquets skyrocketed overnight from $18.99 to $34.99. Dubbed “Loveflation” by amused customers, the incident sparked debates about supply and demand, and served as a cheeky reminder that love can be costly—especially when procrastinating on flower purchases.
11. Knorr x Tinder’s “Unlock Your Green Flag”
In a delightful fusion of culinary passion and modern dating, Knorr partnered with Tinder to launch the “Unlock Your Green Flag” campaign. Recognizing that 93% of Gen Z singles find cooking an attractive trait, the initiative encouraged Tinder users to highlight their culinary skills in their profiles. This collaboration not only spiced up dating conversations but also underscored the universal appeal of a good meal in forging connections.
Indian Campaigns
1. Cadbury 5 Star’s “Destroy Valentine’s Day”
Taking a humorous stance, Cadbury 5 Star’s “Destroy Valentine’s Day” campaign enlisted “uncles” to disrupt romantic traditions. Targeting those indifferent to the holiday, the campaign featured comedic scenarios where well-meaning elders hilariously intervened in young couples’ plans, reminding us that love isn’t always a smooth ride.
2. Zepto’s “Gifts for Every Love Story”
Quick commerce platform Zepto celebrated love in all its forms with the “Gifts for Every Love Story” campaign. From young couples to lifelong partners, the ads showcased diverse relationships and highlighted Zepto’s wide range of gifts, making thoughtful gestures accessible and convenient.
3. Girl Effect’s “#SacchaPyaarKyaHaiYaar”
Girl Effect India’s Chhaa Jaa initiative sparked essential conversations with the “#SacchaPyaarKyaHaiYaar” campaign. Through engaging podcasts, it focused on themes of love, consent, and gender roles, encouraging young audiences to reflect on the true meaning of love beyond traditional norms.
4. FNP’s “#PyaarAisaKaro”
Ferns N Petals (FNP) collaborated with over 165 brands for the “#PyaarAisaKaro” campaign, including Giva, The Body Shop, Tata Play Binge, Simpl, and Pizza Hut. Emphasizing meaningful gifting during the Valentine’s season, the campaign featured strategic partnerships and co-branded content, encouraging consumers to express love in thoughtful ways.
5. Revaa’s “Love the Hidden You!”
Revaa, a brand synonymous with comfort and sustainability, launched the “Love the Hidden You!” campaign, focusing on self-care during the Valentine’s season. Running from 7th to 16th February 2025, the initiative encouraged individuals to prioritize their well-being. The campaign included engaging social media content and interactive activities, promoting self-acceptance and confidence. As part of the initiative, Revaa offered a “Buy 2, Get 2” promotion on reusable period panties, aligning with its focus on comfort and sustainability.
6. Cadbury Silk’s “Say It with Silk”
Cadbury Silk continued its tradition of being the messenger of love with the “Say It with Silk” campaign. This year, they introduced packaging featuring pre-written love notes, making it easier for the romantically challenged to express their feelings. The campaign reinforced the chocolate as a symbol of love and romance, ensuring that even the most tongue-tied lovers had a sweet way to convey their emotions.
7. MakeMyTrip’s “Love Travel Stories”
Capitalizing on the wanderlust of young couples, MakeMyTrip’s “Love Travel Stories” campaign offered special Valentine’s travel packages. The campaign featured real-life couples sharing their travel experiences, inspiring others to create their own romantic getaways. With discounts on couple-friendly destinations and curated itineraries, MakeMyTrip made it easier for lovebirds to explore new horizons together.
8. Myntra’s “Fashionable Together”
Myntra’s “Fashionable Together” campaign targeted couples looking to flaunt coordinated outfits. The online fashion retailer curated a special Valentine’s collection featuring matching ensembles for couples. With influencers showcasing their #FashionableTogether looks, the campaign encouraged partners to celebrate their unity in style.
9. Swiggy’s “Food Is Love”
Understanding that the way to many hearts is through the stomach, Swiggy’s “Food Is Love” campaign offered special Valentine’s Day meal deals. Partnering with popular restaurants, Swiggy provided curated menus for couples, singles, and even groups of friends celebrating together. The campaign also featured a contest where users shared their most memorable food-related love stories, with winners receiving free meals.
10. Tanishq’s “When It Rings True”
Jewelry brand Tanishq’s “When It Rings True” campaign focused on the significance of rings in expressing commitment. Through a series of heartwarming ads, the campaign showcased diverse couples exchanging rings to mark various milestones, not just engagements. Tanishq emphasized that a ring is a symbol of any promise that rings true, resonating with both traditional and modern couples.
11. Domino’s “Eau de Passion” Perfume Launch
Taking an unconventional route, Domino’s introduced “Eau de Passion,” a limited-edition perfume inspired by the tantalizing aroma of pepperoni pizza. With spicy top notes and a warm, cheesy base, this fragrance playfully suggested that the way to someone’s heart might just be through their sense of smell. The campaign generated buzz with influencer partnerships and exclusive giveaways, making it a hot topic among pizza lovers and fragrance enthusiasts alike.
Conclusion: Love, Laughs, and Legendary Campaigns
Valentine’s Day 2025 wasn’t just about roses, chocolates, and cringeworthy love songs on repeat. Oh no, it was a full-blown marketing spectacle, where brands went all out to prove that love—whether for your partner, your pet, or your favorite food delivery app—deserves a grand celebration. From AI-generated love letters to ring exchanges that had nothing to do with proposals, these campaigns reminded us that love comes in all forms, flavors, and, apparently, cashback offers.
If this year taught us anything, it’s that brands now understand their audiences better than some people understand their significant others. Whether you were wooed by Tanishq’s emotional storytelling, chuckling at Tinder’s unapologetic singles’ parade, or just using Swiggy’s deals as an excuse to eat your feelings—there was something for everyone.
So, as we wrap up another season of heart emojis, let’s raise a toast (or a cocktail) to the brands that made us feel, laugh, and spend just a little more in the name of love. Here’s to 2026—where we can only imagine what’s next. AI-powered cupid drones, anyone?
Some Saturday nights, you just want to shake things up a little. Do something different. Not just sit around watching yet another football match with the lads who, at this point, care more about their fantasy league points than actual human interaction. So, in a fit of spontaneity (or mild existential dread), we decided to head to North Goa. No plan, no reservation, just vibes.
And somehow, as if the universe was guiding us with a benevolent yet slightly mischievous hand, we ended up in Aguada.
Now, if you haven’t been to Aguada in a while, let me tell you—it’s changed. Gone are the days when you could just wander in and explore. No, now there’s an entry fee to get inside the interior of what was once the Aguada Jail. I mean, who would’ve thought that after years of trying to avoid jail, we’d willingly pay to get into one? But there we were, wallets out, because at this point, curiosity had taken over.
Entrance to Aguada
Once inside, we were met with two dining options. On one side was Motley Brew, which looked like the inside of a fever dream—music blaring, people dancing, drinks flowing. It was either a very elaborate private party or the kind of place where you’d walk in and somehow end up with a new best friend, a lost wallet, and an invitation to a yacht party you’d regret by morning. Tempting, yes, but not the vibe for the evening.
Instead, we chose Black Sheep Bistro. Because sometimes, you want an experience that doesn’t feel like a night out in Ibiza but more like an elegant, well-lit affair where you can still hear yourself think.
Entrance to Black Sheep Bistro, Aguada
The first impression? Nice. Classy. The kind of place that makes you sit up a little straighter and pretend you know things about wine. The lighting was just right—not so dim that you needed a flashlight to read the menu, but not so bright that it felt like a hospital cafeteria. The walls were dotted with eclectic paintings, the kind that make you want to lean in and say, “Hmm, interesting,” even if you have no idea what’s going on.
The InteriorsThe Bar
Now, onto the important stuff—the food and drinks.
We started with the signature garlic bread because you can tell a lot about a place by how they handle something as simple as bread and butter. And let’s just say, if garlic bread was a love language, we’d be fluent.
Signature Garlic Bread
Next came the burrata salad—fresh, creamy, and delicate enough to make you feel momentarily virtuous before diving into whatever deep-fried deliciousness comes next.
Burrata Salad
For drinks, the cocktail menu was exciting. Like, the kind of menu that makes you question all your previous life choices and wonder why you’ve been drinking the same old gin and tonic for years. We ordered the Theek Mirsang cocktail, which turned out to be a delightful concoction of feni, pineapple, jalapeños and more. This was not for the faint-hearted. The first sip lulled us into a tropical daydream, all smooth and citrusy, and then—bam!—the jalapeño kicked in, bringing just enough heat to remind us we were drinking something bold, something that meant business. It was the kind of drink that playfully smacked you on the back and said, “Come on, have another sip.” And we did.
Theek Mirsang cocktail
Now, the 75 Dry Rub Chicken—this was the starter you order thinking you’ll just nibble, only to find yourself in a committed relationship with it by the second bite. Perfectly crisp on the outside, juicy on the inside, and coated in a rub so flavorful that we briefly considered asking the chef for the recipe (or at the very least, the ingredients). It had that addictive quality—the kind where you tell yourself, just one more piece, only to realize you’re reaching for the last one while your dining companions glare at you. Worth it.
75 Dry Rub Chicken
But let’s take a moment to appreciate the real genius of Black Sheep Bistro—the cocktail names. Each one a playful nod to classic Goan surnames, making you feel like you were about to sip on the liquid essence of a local legend. The Negroni D’Costa, The Desai Old Fashioned— probably someone’s grandfather’s favorite drink. The Naik Feni Sour—a clever Goan twist on a classic, making feni the star of the show. And the Coriander Paes—because nothing says Goa like a cocktail with coriander in it. It’s the kind of menu that makes you smile before you even take a sip. And once you do? Well, let’s just say, you’re in for a good night.
The Cocktail Menu The Cocktail Menu
Dessert was, of course, the Basque cheesecake. Because, let’s be real, no matter how much we claim to love “trying new things,” when it comes to dessert, we all just want something comforting and familiar. And this one did not disappoint—rich, creamy, with that perfect caramelized top that makes you wonder why you don’t eat cheesecake every single day.
Basque Cheesecake
The atmosphere? Delightfully mellow. The music was set at the perfect level—not the kind that makes you shout across the table, but just enough to add a little je ne sais quoi to the evening.
Interiors and Seating
After dinner, we decided to take a stroll and soak in the surroundings. We walked right up to the edge, hoping to get a glimpse of the fort, only to be met with a firm “No entry beyond this point” sign. A bit of a letdown, sure, but after good food, great drinks, and a night of easy conversation, who were we to complain?
Aguada
As we left, full and pleasantly tipsy, I realized something: spontaneity can go one of two ways. It can either end in disappointment (a flat tire, a terrible restaurant, a rogue karaoke session you regret instantly), or it can lead you to unexpectedly brilliant places.
Black Sheep Bistro? Definitely the latter. A night well spent. A meal well enjoyed. And if nothing else, a reminder that sometimes, the best plans are the ones you don’t make.
Introduction: Marketing is Like Dating (Yes, Really!)
Marketing and dating have one thing in common: You need to impress, not annoy. If you’re too aggressive, people run away. If you’re too subtle, nobody notices you. But if you get it just right—boom! Love at first sight (or click).
Now, let’s break down The 10 Golden Rules of Marketing with real-world case studies (2 from India, 2 global for each). Buckle up, because this is going to be fun.
Rule #1: Know Thy Audience (Or Prepare for Ghosting)
Ever tried selling luxury watches to college students? Or discount food coupons to billionaires? That’s what happens when you don’t understand your audience.
Case Studies:
✅ India: Fevicol – Sticking to the Right Audience
They don’t just sell glue; they sell stickiness with humor. Their ads work because they understand Indian humor and daily life.
✅ India: Zomato – Mastering the Hungry Millennial Mind
From cheeky push notifications to meme marketing, Zomato speaks its audience’s language.
✅ Global: Nike – Talking to Dreamers
Nike doesn’t sell shoes; they sell motivation. That’s why “Just Do It” speaks to athletes and non-athletes alike.
✅ Global: Airbnb – Selling More Than Just Rooms
They don’t market properties; they market experiences—something travelers truly want.
Key Takeaway:
If you don’t know your audience, you’re just shouting into the void. Listen, learn, and speak their language.
Rule #2: Consistency is Key (Or Risk Becoming Forgettable)
If you changed your name every week, would anyone remember you? Same with brands.
Case Studies:
✅ India: Amul – 50+ Years of the Same Witty Amul Girl
Same character, same style, decades of trust.
✅ India: Asian Paints – “Har Ghar Kuch Kehta Hai”
Their brand story remains the same: every home has a story.
✅ Global: Coca-Cola – The Red Empire
They’ve been red, fizzy, and happy for over a century.
✅ Global: McDonald’s – Lovin’ It for Decades
Even if you’re blindfolded, hearing “I’m Lovin’ It” screams McDonald’s.
Key Takeaway:
Stick to your brand voice, colors, and message. Familiarity breeds trust.
Rule #3: Simplicity Sells (Don’t Make People Work Too Hard)
If your customers need a PhD to understand your ad, you’ve already lost them.
Case Studies:
✅ India: Paytm – “Paytm Karo”
No complicated explanations—just scan and pay.
✅ India: Paper Boat – Selling Childhood Memories, Not Just Drinks
Instead of product specs, they use nostalgic storytelling.
✅ Global: Apple – Minimalist, Yet Powerful
They don’t sell “phones with A17 Bionic chips”; they sell an experience.
✅ Global: Google – The King of Simplicity
One search bar. No distractions. Yet, it changed the world.
Key Takeaway:
Confusion kills conversions. Keep it simple, keep it sharp.
Rule #4: Emotion Beats Logic Every Time
People don’t buy with logic; they buy with feelings.
Case Studies:
✅ India: Tanishq – Ads That Feel Like a Warm Hug
Their emotional storytelling (like the remarriage ad) connects on a deeper level.
✅ India: Vicks – “Touch of Care” Campaign
Who knew a vapor rub brand could make people cry?
✅ Global: Dove – Real Beauty, Real Impact
By celebrating real women, they changed the beauty industry.
✅ Global: Google India – Reunion Ad
A tearjerking ad about two childhood friends separated by Partition.
Key Takeaway:
Facts tell, stories sell.
Rule #5: Adapt or Die (Change is the Only Constant)
Marketing is like fashion—what worked yesterday might be outdated today.
Case Studies:
✅ India: Flipkart – From Kids in Ads to Big Billion Days
They evolved their strategy as e-commerce matured.
✅ India: Bajaj – From “Hamara Bajaj” to “Pulsar Mania”
They reinvented themselves for younger buyers.
✅ Global: Netflix – From DVD Rentals to Streaming Giant
Had they stuck to DVDs, Blockbuster would’ve laughed last.
✅ Global: Instagram – From Photo App to Video & Reels Hub
They adapted before TikTok could steal their audience.
Key Takeaway:
Innovate, or get left behind.
Rule #6: Social Proof Sells (Nobody Trusts an Empty Restaurant)
People trust brands that others trust.
Case Studies:
✅ India: Cred – “Not Everyone Gets It”
Exclusivity and social proof make people crave it.
✅ India: Swiggy – 5-Star Ratings Everywhere
Ratings & reviews make or break food orders.
✅ Global: Amazon – The Review King
Products with thousands of reviews convert better.
✅ Global: Tesla – Fans Market for Them
Their loyal customers do the advertising.
Key Takeaway:
People follow crowds. Make sure you have a crowd.
Rule #7: Free Stuff Works (Everyone Loves a Good Bribe)
Give people a taste, and they’ll come back for more.
Case Studies:
✅ India: Jio – Free Internet, Anyone?
They gave free data, and India never looked back.
✅ India: Mamaearth – Free Samples, Big Sales
Their free trials turned skeptics into customers.
✅ Global: Dropbox – Free Storage for Referrals
Genius move that helped them grow.
✅ Global: Spotify – Free Plan Hooks Users
People get addicted, then upgrade to premium.
Key Takeaway:
Give value first, then cash in later.
Rule #8: Scarcity Creates Urgency (FOMO is Real!)
People hate missing out. Use that to your advantage.
Case Studies:
✅ India: Myntra – Limited Time Fashion Sales
Flash sales trigger FOMO buying.
✅ India: OnePlus – Invite-Only Launches
Made their phones feel exclusive.
✅ Global: Supreme – The Hype Machine
Limited drops = insane demand.
✅ Global: Black Friday – Shopping Chaos
Deals that disappear fast drive panic buying.
Key Takeaway:
If something feels scarce, people want it more.
Rule #9: Make It Shareable (Go Viral or Go Home)
Create content people want to share.
Case Studies:
✅ India: Dunzo’s Funny Tweets
Their humor keeps them viral.
✅ India: Byju’s – Teaching Through Stories
Engaging content = word-of-mouth marketing.
✅ Global: Old Spice – The Man Your Man Could Smell Like
In the ever-evolving world of marketing, going viral is the holy grail. It’s like catching lightning in a bottle—rare, electrifying, and often the result of a perfect storm of creativity, timing, and a sprinkle of luck. But what exactly is viral marketing?
What is Viral Marketing?
Viral marketing is the digital equivalent of juicy gossip at a high school reunion. It’s when content spreads rapidly from person to person, achieving widespread reach in a short period. Think of it as the marketing world’s version of a catchy tune you can’t get out of your head, no matter how hard you try.
Now, let’s dive into some of the most memorable viral marketing campaigns from the past year. We’ll explore 10 global sensations and 10 Indian marvels that had everyone talking, sharing, and occasionally scratching their heads.
Global Viral Marketing Case Studies
1. Oslo’s “Is it even a city?” Campaign
Overview: In a bold move, Visit Oslo launched an “anti-advertising” campaign questioning its own existence. The campaign featured content that humorously pondered whether Oslo was even a real city, playing on its under-the-radar reputation.
Why it Went Viral: The self-deprecating humor and reverse psychology intrigued audiences. By downplaying itself, Oslo piqued curiosity, leading to increased interest and tourism. It’s like when someone says, “Don’t think about pink elephants,” and suddenly, that’s all you can think about.
2. Michael Cera’s CeraVe Stunt
Overview: Actor Michael Cera was spotted in New York carrying bags of CeraVe Moisturizing Cream, signing bottles, and placing stickers of himself on products. This unexpected behavior led to widespread speculation and buzz.
Why it Went Viral: The randomness of a celebrity engaging in guerrilla marketing tactics caught people’s attention. It blurred the lines between spontaneous celebrity behavior and planned marketing, making it a hot topic of discussion.
3. Specsavers’ Parking Blunder in Edinburgh
Overview: Specsavers orchestrated a stunt in Edinburgh where a car was humorously “parked” in an unusual spot, causing a spectacle. This was later revealed as a cheeky marketing move by the optical chain.
Why it Went Viral: The unexpected visual and the brand’s clever play on their tagline, “Should’ve gone to Specsavers,” resonated with audiences, leading to widespread sharing and discussions.
4. British Airways’ Minimalist OOH Campaign
Overview: British Airways launched a minimalist out-of-home campaign, displaying less than 25% of their logo with no tagline, relying on brand recognition.
Why it Went Viral: The confidence and simplicity of the campaign intrigued viewers, sparking conversations about brand identity and the power of minimalism in advertising.
5. Little Caesar’s “Burn the Burns” Campaign
Overview: Little Caesar’s launched a campaign encouraging people to “burn” their bad haircut photos in exchange for free pizza, playing on the idea of shedding past embarrassments.
Why it Went Viral: The relatable concept and the incentive of free pizza motivated people to participate and share their experiences, amplifying the campaign’s reach.
6. Dove’s “The Face of 10” Campaign
Overview: Dove’s campaign highlighted the impact of social media filters on self-esteem by showcasing women without filters, promoting natural beauty.
Why it Went Viral: The empowering message resonated with audiences, leading to widespread sharing and discussions about beauty standards and authenticity.
7. Liquid Death’s Marketing Spoof
Overview: Liquid Death created a spoof marketing campaign, satirizing traditional beverage advertisements with over-the-top dramatizations.
Why it Went Viral: The humorous take on conventional marketing tropes entertained audiences, leading to shares and discussions about the brand’s unconventional approach.
8. McDonald’s “As Featured In” Collaboration
Overview: McDonald’s launched a campaign highlighting its appearances in various movies and TV shows, creating a sense of nostalgia and cultural relevance.
Why it Went Viral: The trip down memory lane and the recognition of McDonald’s in pop culture resonated with audiences, leading to widespread sharing.
9. Gymshark’s “Change Your Life” Campaign
Overview: Gymshark encouraged individuals to share their fitness transformation stories, promoting a message of health and perseverance.
Why it Went Viral: The inspirational stories and the sense of community fostered by the campaign motivated people to share their journeys, amplifying the campaign’s reach.
10. Barbie and Oppenheimer’s Joint Promotion
Overview: In an unexpected collaboration, the marketing teams for “Barbie” and “Oppenheimer” joined forces, creating joint promotional content that blended the contrasting themes of both movies.
Why it Went Viral: The juxtaposition of the two vastly different films intrigued audiences, leading to widespread sharing and discussions about the innovative marketing approach.
Indian Viral Marketing Case Studies
1. Mountain Dew’s “Risk Takers” Campaign
Overview: Mountain Dew launched a campaign celebrating individuals who take risks and challenge the status quo, featuring stories of real-life heroes.
Why it Went Viral: The inspiring narratives and the brand’s alignment with the spirit of adventure resonated with the Indian audience, leading to widespread sharing.
2. CRED’s Celebrity-Fueled Ads
Overview: CRED released a series of humorous ads featuring celebrities in unexpected roles, such as Rahul Dravid showcasing his “Indiranagar ka Gunda” persona.
Why it Went Viral: The surprising and humorous portrayal of well-known personalities caught viewers’ attention, leading to extensive sharing and discussions.
Overview: Reliance Digital launched a heartwarming campaign showcasing how technology can bridge generational gaps. The advertisement featured an elderly man learning to use modern gadgets to connect with his family, emphasizing that technology is a friend, not a foe.
Why it Went Viral: The emotional narrative resonated with audiences, especially in a country where multiple generations often live together. It highlighted the accessibility of technology for all age groups, encouraging families to embrace digital tools.
4. Dream11’s Collaboration with Khaby Lame
Overview: Dream11 partnered with social media sensation Khaby Lame, known for his humorous takes on overly complicated life hacks. In the campaign, Khaby simplified fantasy cricket, making it more approachable for newcomers.
Why it Went Viral: Leveraging Khaby’s global appeal and unique style, the campaign demystified fantasy sports, attracting a broader audience. The blend of humor and simplicity made it highly shareable.
5. Mamaearth’s “Plant Goodness” Initiative
Overview: To celebrate planting over 300,000 trees, Mamaearth released a campaign contrasting those who complain about environmental issues with those who take action. The ad depicted a man lamenting a fallen sapling, while a young girl quietly replants it.
Why it Went Viral: The campaign’s positive message and focus on individual action struck a chord with environmentally conscious consumers, encouraging them to share and support the brand’s mission.
6. McDonald’s India’s #EatEqual Campaign
Overview: McDonald’s India introduced a special burger holder designed for individuals with limb disabilities, ensuring they could enjoy their meals comfortably. The #EatEqual campaign highlighted this initiative.
Why it Went Viral: The focus on inclusivity and thoughtful design garnered praise, with many sharing the campaign to raise awareness about accessibility and equal experiences for all.
7. Cadbury 5 Star’s “Do Nothing” Campaign
Overview: Cadbury 5 Star embraced minimalism by highlighting existing five-star ratings across various platforms, subtly associating them with their brand.
Why it Went Viral: The clever play on the brand name and the ubiquitous five-star rating system made the campaign both humorous and relatable, encouraging shares and discussions.
8. YesMadam’s Controversial Layoff Stunt
Overview: YesMadam, an Indian beauty startup, sent an email to employees announcing mass layoffs due to stress survey results. This was later revealed as a marketing stunt to highlight workplace stress and mental health issues.
Why it Went Viral: The shocking nature of the announcement led to widespread outrage and discussions on social media. While the intention was to spark conversations about mental health, the deceptive approach received significant backlash.
9. Durex India’s Focus on Female Pleasure
Overview: Reckitt Benckiser, the parent company of Durex, launched campaigns in India targeting women and rural consumers, addressing the cultural stigmas around female pleasure and contraceptive use.
Why it Went Viral: By directly addressing taboo topics and promoting open conversations about female pleasure, the campaign challenged societal norms, leading to widespread discussions and increased brand visibility.
10. Motorola’s “Deep Connect” Campaign
Overview: Motorola’s campaign highlighted the isolation faced by mine workers who spend long hours underground without connectivity. The initiative aimed to provide solutions to keep them connected with their loved ones.
Why it Went Viral: Shedding light on an often-overlooked issue, the campaign’s emotional appeal and focus on human connection resonated with many, leading to widespread sharing.
11.Spotify India’s “Wrapped” Campaign
Overview: Spotify’s annual “Wrapped” campaign provided users with personalized insights into their listening habits, encouraging them to share their unique stats on social media.
Why it Went Viral: The personalized and shareable nature of the content, combined with the fun insights into individual music preferences, made it a social media sensation.
12.Swiggy’s “Voice of Hunger” Challenge
Overview: Swiggy launched a challenge encouraging users to recreate food shapes using voice notes, with the most creative entries winning prizes.
Why it Went Viral: The innovative use of voice notes and the interactive nature of the challenge engaged users, leading to a flood of creative submissions and shares.
Key Takeaways
1. Authenticity Wins the Internet – Audiences can smell inauthenticity from a mile away. The most successful campaigns are rooted in real stories, emotions, and experiences that people can genuinely connect with.
2. Humor is a Superpower – If you can make people laugh, you can make them share. Witty, self-aware, or even downright ridiculous campaigns (like Cadbury 5 Star’s “Do Nothing”) prove that humor is one of the fastest ways to go viral.
3. Shock and Awe (But Don’t Cross the Line) – Controversy can generate buzz, but there’s a fine line between bold and outright offensive. YesMadam’s fake layoff stunt backfired, showing that brands must tread carefully when using shock tactics.
4. AI, Tech & Personalization Are Game-Changers – Campaigns like Spotify Wrapped and Cadbury’s AI-generated “Shah Rukh Khan-My-Ad” show that people love content tailored just for them. The more interactive and personalized, the better the engagement.
5. Social Media Drives Virality – Whether it’s Instagram Reels, TikTok trends, or Twitter banter, brands that understand social media’s power (like Barbie’s aesthetic domination) stay ahead. The key? Go where the audience is, and speak their language.
6. User-Generated Content is Free Gold – If you can get people to create content for you (think Swiggy’s “Voice of Hunger” challenge), you’ve won half the battle. Contests, challenges, and shareable formats make campaigns spread faster.
7. Emotion Over Everything – The campaigns that go viral aren’t just seen; they are felt. Whether it’s the nostalgia of a childhood ad (Cadbury), the joy of inclusivity (McDonald’s #EatEqual), or the power of empowerment (Durex’s female pleasure campaign), emotions drive shares.
8. Cross-Cultural Appeal Boosts Virality – Some of the biggest viral campaigns, like Dream11’s Khaby Lame collaboration, worked because they tapped into global pop culture. A universally relatable message can take a campaign beyond borders.
9. Memes Are Marketing Currency – If people meme your campaign, you’ve hit jackpot. Brands that lean into meme culture (like Zomato’s witty social media presence) benefit from organic shares without additional spend.
10. Don’t Just Sell, Entertain – The best viral campaigns feel less like ads and more like entertainment. Whether it’s Barbie turning the world pink or Ryan Reynolds effortlessly promoting Mint Mobile with his signature wit, making marketing enjoyable is the real secret to virality.
Conclusion
Viral marketing isn’t just about getting eyeballs; it’s about making people feel something—whether it’s nostalgia, humor, inspiration, or even outrage. The best campaigns of the past year, both globally and in India, show that brands willing to take creative risks, challenge norms, and engage audiences in meaningful ways are the ones that truly break through the noise.
From Cadbury’s AI-powered nostalgia to Dream11’s Khaby Lame collab, and from Barbie’s pink takeover to Durex’s taboo-smashing conversations, the lesson is clear: Viral marketing works when it sparks conversations, creates shareable moments, and, most importantly, doesn’t feel like marketing at all.
So, whether you’re a marketer looking to craft the next big viral hit or just someone who enjoys watching brands fight for attention in the most bizarre ways—remember, the internet loves authenticity, creativity, and, of course, a little bit of chaos.
And if all else fails? Just get Ryan Reynolds to tweet about it.
Some restaurants are like exes—you think about them often, you make vague plans to visit, and yet, somehow, you never quite end up there. Pings Bia Hoi in Sangolda was my restaurant equivalent of that. Always on the list, but never quite the final destination.
But this time, it was my birthday. A day for indulgence, for treating oneself, for finally acting on all those “we should go there” conversations instead of letting them collect dust. So off we went, in search of good food, good vibes, and—hopefully—a good reason to come back.
First Impressions: Quirk, Neon, and a Fake Barbershop
Now, the entrance is the kind that makes you pause for a second, wonder if you’re about to get a haircut, and then quickly realize that no, this is all part of the “cool” aesthetic. There’s a faux barbershop setup on the right, a bunch of t-shirts hanging overhead (because, why not?), and the unmissable “Love You Long Time” sign winking at you suggestively. It’s the kind of decor that says, we want you to Instagram this before you even sit down.
Inside, it’s spacious, lantern-lit, and comfortably buzzy—busy enough to feel like a spot that’s “happening” but not so packed that you’re left hovering awkwardly by a table of strangers, willing them to hurry up and finish their dumplings. There’s a good mix of people—young groups, middle-aged diners, even a few seniors.
The Food: Somewhere Between “Ooh” and “Meh”
We started off optimistically. Salmon sushi and veg sushi—because one should always begin with something that requires skill, precision, and a respect for ingredients. And? They were fine. Not offensive, not outstanding. Just…sushi that existed in the world.
Salmon SushiVeg Sushi
Next came the dim sums, which were good and edible but not particularly memorable. If you had told me these were steamed and then left near a warm lamp for a bit, I would have believed you.
Chicken Dimsums
Finally, we had the drunken chicken noodles, which sounded like the kind of dish that should bring you pure, umami-filled joy—that perfect balance of slippery, spicy, slightly boozy goodness. In reality, they tasted like a sober Tuesday night in a household.
Drunken Chicken Noodles
Drinks? No Idea. Service? Quite Lovely.
Now, I can’t say much about the drinks because, shockingly, we didn’t have any. Maybe a few cocktails would have tipped the food into the “actually quite good” category, but I’ll never know.
The Bar
The service, however, was warm and welcoming. The staff were friendly and efficient. There’s something genuinely lovely about good service—it makes even an average meal feel better.
Final Thoughts: Good for a Visit, But Not an Affair to Remember
So, the big question: Would I go back?
Look, if someone insisted on going, I wouldn’t protest. If I found myself accidentally in Sangolda with a mild hunger and no strong opinions, I might even wander in. But would I actively plan another evening around it? Probably not.
Pings Bia Hoi is one of those places that looks great, feels fun, but doesn’t quite leave a lasting impression. It’s the kind of restaurant where you go, enjoy the evening, and then promptly forget what you ate by the next morning.
So, love you long time? Well, Pings, maybe just the one night.
Imagine this: You’re sitting atop a serene mountain, meditating with monks, absorbing cosmic energy… and then, your phone buzzes with a “limited-time travel deal” notification. Welcome to Spiritual Tourism, the fascinating blend of inner peace and strategic Instagram check-ins!
Spiritual tourism is the practice of traveling to destinations with spiritual significance, aiming for personal transformation, peace, or enlightenment (and sometimes just a really cool retreat experience). Unlike traditional tourism, which may be driven by adventure, history, or relaxation, spiritual tourism focuses on self-discovery, healing, and connection to something greater.
When Did This Concept Come Into Being?
Well, let’s be honest—humans have been packing their bags for spiritual journeys since forever. Pilgrimages to Mecca, the Vatican, Varanasi, and Machu Picchu date back centuries. However, the modern “Spiritual Tourism” industry really picked up speed in the late 20th and early 21st century, thanks to the wellness movement, self-care culture, and, of course, Eat, Pray, Love convincing everyone that finding enlightenment is just a plane ticket away.
With stress levels skyrocketing and people looking for more meaningful vacations (read: vacations with fewer shopping malls and more meditation retreats), spiritual tourism has grown into a multi-billion-dollar industry.
How Can a Destination Enhance or Promote Spiritual Tourism?
For destinations looking to attract spiritual travelers, here are some winning strategies:
1. Create Transformative Experiences – It’s not just about temples and holy rivers; people want guided meditations, healing workshops, yoga retreats, and immersive spiritual experiences.
2. Leverage Storytelling – Spirituality is as much about stories as it is about places. Promote legends, myths, and sacred narratives tied to the destination.
3. Offer Digital Detox Zones – Encourage visitors to disconnect from their phones and reconnect with themselves. (Warning: This might scare some tourists away!)
4. Blend Tradition with Modern Comforts – People want to chant mantras in the morning, but they also want good Wi-Fi and organic smoothie bowls. Strike a balance!
5. Host Spiritual Festivals – Events like Kumbh Mela, Holi, or Tibetan spiritual retreats draw global audiences and bring authenticity to the experience.
5 Global Case Studies: Destinations that Thrived on Spiritual Tourism
1. Bali, Indonesia – The “Eat, Pray, Love” Effect
Bali transformed from a surfer’s paradise to a spiritual haven, thanks in part to Eat, Pray, Love making Ubud the place for soul-searching. With yoga retreats, healing spas, and temple tours, Bali has become a top-tier destination for those seeking spiritual awakening… or just a really good vegan smoothie.
2. Sedona, Arizona, USA – The Energy Vortex Capital
Sedona is believed to be home to energy vortexes that promote healing and spiritual growth. Whether or not you believe in the power of these mystical swirls, Sedona successfully attracts thousands of visitors who come for meditation, reiki healing, and astral projection attempts.
3. Kyoto, Japan – Zen in Every Corner
With its peaceful temples, Shinto shrines, and traditional tea ceremonies, Kyoto is a hub for spiritual seekers. Tourists flock here to experience Zen Buddhism and take part in silent retreats (because nothing says ‘finding inner peace’ like not speaking for five days).
4. Santiago de Compostela, Spain – The Ultimate Pilgrimage Walk
The Camino de Santiago is an ancient pilgrimage route that thousands walk each year, seeking spiritual renewal (and some serious calf muscles). Travelers walk hundreds of kilometers, finding camaraderie, self-reflection, and a deep connection to history and faith.
5. Machu Picchu, Peru – The Lost City of Spiritual Awakenings
Machu Picchu is not just an Incan ruin—it’s a spiritual powerhouse. Many believe the ancient city holds sacred energy, and visitors embark on shaman-led rituals, yoga sessions, and treks to reconnect with nature and the cosmos.
5 Indian Case Studies: Spiritual Tourism Success Stories
1. Varanasi, Uttar Pradesh – The Spiritual Heart of India
Varanasi, one of the oldest living cities in the world, is where spirituality meets chaos. Millions visit to cleanse their sins in the Ganges (and occasionally get scolded by a boatman for taking too long). The city thrives on spiritual tourism, with temples, Ganga aartis, and meditation centers drawing visitors from across the globe.
2. Rishikesh, Uttarakhand – The Yoga Capital of the World
Thanks to the Beatles’ 1968 visit to the Maharishi Mahesh Yogi Ashram, Rishikesh skyrocketed in popularity. Now, it’s the place for yoga, meditation, and spirituality seekers. Every year, thousands of foreigners arrive to find peace (or at least to master the perfect downward dog).
3. Amritsar, Punjab – The Golden Glow of Spirituality
The Golden Temple is more than just a stunning monument; it’s a symbol of Sikhism’s core values of humility and service. Tourists from all over the world come not just to pray but also to experience the incredible langar (community kitchen), which feeds thousands daily, proving that spiritual tourism can be deeply communal.
4. Bodh Gaya, Bihar – The Land of Buddha’s Enlightenment
Bodh Gaya is the Mecca of Buddhism, where Siddhartha Gautama attained enlightenment under the Bodhi tree. It’s a magnet for spiritual seekers, monks, and those hoping to absorb some wisdom—because if Buddha found enlightenment here, maybe we have a chance too?
5. Tirupati, Andhra Pradesh – The Land of Devotion (and Laddu Prasadam!)
With millions of pilgrims visiting the Tirupati Balaji Temple annually, this destination is a major hub of spiritual tourism. The combination of devotion, scenic hilltop temples, and world-famous laddus makes it a perfect example of how faith-driven tourism can power a local economy.
Pros and Cons of Spiritual Tourism
Pros:
✅ Cultural Exchange – Brings people from different backgrounds together through shared spiritual experiences.
✅ Economic Boost – Many rural/spiritual destinations thrive on tourism revenue.
✅ Inner Transformation – Provides travelers with self-discovery and healing experiences.
✅ Preservation of Heritage – Encourages the upkeep of temples, monasteries, and historical sites.
Cons:
❌ Over-commercialization – Some spiritual spots become too “touristy,” diluting their authenticity (yes, we’re looking at you, overpriced temple gift shops).
❌ Environmental Strain – Popular destinations suffer from over-tourism, pollution, and waste.
❌ Misinterpretation of Spirituality – Not everyone is here for enlightenment; some just want cool profile pictures in front of temples.
❌ Exploitation of Local Traditions – Some practices become gimmicks rather than authentic spiritual experiences.
Key Takeaways
1. Spiritual Tourism is Big Business – It’s not just about faith; it’s about transformation, wellness, and storytelling.
2. Balancing Commercialization & Authenticity is Crucial – Destinations must maintain their sanctity while embracing global visitors.
3. Digital Detox & Inner Growth – The best spiritual experiences often involve disconnecting from technology and reconnecting with oneself.
Conclusion
Spiritual tourism is proof that travel isn’t just about seeing new places—it’s about rediscovering yourself (or at least trying to). Whether it’s walking the Camino, meditating in Bali, or bathing in the Ganges, this form of tourism offers a deeper connection beyond sightseeing. So pack your bags, open your heart, and remember: true enlightenment comes from within… but a great retreat center with Wi-Fi never hurts!
Welcome to the wild, wonderful, and often baffling world of client briefs—where words don’t always mean what they should, expectations change faster than a TikTok trend, and the creative team is often left wondering, “Wait… what are we even making?”
If you’ve ever worked in advertising, branding, design, or marketing, you already know: a good client brief is rarer than a unicorn with WiFi.
• Sometimes, clients don’t know what they want.
• Sometimes, they think they know what they want.
• Sometimes, they change what they want after they’ve gotten what they originally wanted.
It’s a beautiful disaster, and we’re here to break it down.
What is a Client Brief (And Why Is It More Important Than Your Morning Coffee)?
A client brief is supposed to be a clear and structured document that tells an agency, designer, or creative team exactly what the client wants.
But in reality? It’s a puzzle, a riddle, and a stress test—all rolled into one.
A good client brief should include:
✅ The Objective – What’s the goal? Are we selling a product, launching a brand, or making people fall in love with a talking avocado mascot?
✅ The Target Audience – Who are we talking to? Gen Z? Millennials? Boomers who still think Facebook is cool?
✅ Key Messages – What do we need to say?
✅ Tone & Style – Should it be funny? Serious? Edgy? Should it rhyme?
✅ Budget & Timeline – How much money? How much time? (Spoiler: usually not enough of either.)
Sounds simple, right?
WRONG.
Because sometimes, this is what a client brief actually looks like:
❌ “We want something fresh, but nothing too different.”
❌ “We love minimalism, but make it pop!”
❌ “It should feel premium, but affordable.”
❌ “We want a viral ad! But don’t take risks.”
❌ “Just make it look ‘WOW.’”
Translation? Nobody knows what’s happening.
How Client Briefs Get Lost in Translation
Here’s the thing: Clients don’t always say what they mean.
And agencies don’t always hear what was meant.
Example 1: The Logo Disaster
Client: “We want something sleek, modern, and simple.”
Designer: Delivers a clean, minimalist logo.
Client: “Hmm… it’s too plain. Can we add some swirls? Maybe a gradient? And a drop shadow? Actually, let’s add a tagline inside the logo.”
Designer: Creates the Frankenstein version.
Client: “This looks cluttered. Can we go back to simple?”
Designer: Screams internally.
Example 2: The ‘Viral’ Ad Request
Client: “We want a viral campaign! Like that one ad that got a million shares!”
Agency: “Great! Viral usually means something bold, different, and a little risky.”
Client: “Oh no, we don’t want to take risks.”
Agency: “Then… how will it go viral?”
Client: “Just make it viral without doing anything too crazy.”
Agency: Deep sigh.
Example 3: The “Surprise Us” Brief
Client: “We trust your creativity. Do whatever you think is best!”
Agency: Creates an original, mind-blowing concept.
Client: “This is amazing! But can we make it look exactly like what our competitors are doing?”
Agency: Flips table.
Case Studies: When Client Briefs Go Hilariously Wrong
1. Pepsi’s Kendall Jenner Ad (2017) – The World’s Most Confusing Protest
Brief (probably): “We want a socially conscious, youth-driven ad that promotes unity.”
Execution: Kendall Jenner handing a Pepsi to a police officer at a protest.
Public Reaction: Global backlash. People were like, “What does Pepsi have to do with activism?”
Lesson: If your brief lacks depth, your campaign might lack impact.
2. The Gap Logo Redesign (2010) – $100 Million Down the Drain
Brief (probably): “We want to modernize our logo!”
Execution: The design team created a boring new logo that looked like it came from Microsoft Word Art.
Public Reaction: People hated it so much that Gap went back to the old logo within a week.
Lesson: Changing things just for the sake of change isn’t always a good idea.
3. The McDonald’s #McDStories Disaster (2012)
Brief (probably): “Let’s create an online campaign that gets people talking about our brand!”
Execution: McDonald’s launched the hashtag #McDStories, expecting positive customer experiences.
Public Reaction: The internet hijacked it with horror stories about bad food, bad service, and bad stomachaches.
Lesson: If you don’t predict how people might twist your campaign, they will.
How to Write a Good Client Brief (Without Causing a Meltdown)
If you’re a client, here’s how to help your agency help you:
1. Be Specific, But Not Too Specific
❌ BAD: “We want something cool.”
✅ GOOD: “We want a vibrant, playful campaign that appeals to Gen Z. Think bold colors, meme culture, and humor.”
2. Define the ‘Why’ Behind the ‘What’
❌ BAD: “We need a new logo.”
✅ GOOD: “We need a new logo because our brand is shifting to a younger audience, and our old one feels outdated.”
3. Give Examples of What You Like
Clients often say they don’t know what they want until they see what they don’t want. Avoid this by sharing reference images, ads, or designs you admire.
4. Respect the Experts
If you’ve hired a creative agency, trust them. Saying, “Do your thing,” and then rejecting everything because it’s not what you imagined defeats the purpose.
5. Budget and Timeline Matter
Want Hollywood-level production on a fast food budget? Not happening.
Want a full-fledged campaign by next Tuesday? Also not happening.
A good brief acknowledges realistic constraints.
How to Decode a Confusing Client Brief (For Agencies & Creatives)
If you’re an agency trying to make sense of a vague brief, here’s your survival guide:
1. Read Between the Lines
• “We want it fresh” = They’re bored of their current branding.
• “We want a viral campaign” = They want lots of engagement but are afraid of real risks.
• “We love minimalism, but make it stand out” = They want clean design but will ask for 15 extra elements later.
2. Ask The Right Questions
If the brief is vague, don’t guess—ASK.
• “What does ‘fun’ mean to you? Can you give an example?”
• “When you say ‘edgy,’ do you mean bold colors or controversial messaging?”
• “Are there brands whose style you admire?”
3. Clarify The No-Gos
Clients rarely tell you what they don’t want—until you present it.
Before you start, ask:
• “What are some styles, colors, or themes you dislike?”
• “Are there any references you absolutely want to avoid?”
Key Takeaways
1. A bad brief = a bad campaign. Clarity is everything.
2. Clients must know what they want. If they don’t, the agency must help them figure it out.
3. Creatives must decode vague language. Learn to read between the lines.
4. A great campaign starts with a great brief. And a great brief is one that leaves zero room for confusion.
So, the next time someone says, “We need something that just… pops!”—take a deep breath and ask, “Can you define ‘pop’?”
Welcome to the ultimate showdown of digital shopping: Social Commerce vs. E-Commerce. In one corner, we have E-Commerce, the OG of online shopping—home to big-name retailers and checkout pages that sometimes ask for your great-grandmother’s maiden name before letting you buy a T-shirt.
In the other corner, we have the flashy, young, and dynamic Social Commerce, where influencers sweet-talk you into adding things to your cart while you’re just trying to mindlessly scroll through memes.
So, which one is winning? Which one is better for brands? And which one is more dangerous for your bank account (spoiler alert: both)?
Let’s dive in, dissect, and make this a shopping smackdown for the ages.
What is Social Commerce?
Picture this: You’re scrolling through Instagram, and boom—your favorite influencer is rocking a pair of sneakers that look too good to ignore. Before you know it, you tap “Shop Now,” check out without leaving the app, and five to seven business days later, those sneakers are on your feet. That’s social commerce.
Social commerce is shopping without leaving social media. It’s the evolution of window shopping, but instead of a mall, your “window” is your phone screen.
Where Does Social Commerce Happen?
• Instagram Shops – Where influencers sell products faster than you can double-tap.
• TikTok Shop – Where viral trends make you buy a heated eyelash curler you never knew you needed.
• Facebook Marketplace – Where you can find anything from handmade jewelry to a literal pet goat.
• Pinterest Shopping – Where everything looks aesthetic and makes you believe you need a new lifestyle.
• WeChat, Douyin (China’s TikTok), Xiaohongshu (Little Red Book) – The places where China is absolutely crushing social commerce.
The golden rule of social commerce? The less time a buyer has to think, the more likely they are to purchase. No second thoughts. No abandoned carts. Just instant gratification.
What is E-Commerce?
Now, let’s talk about E-Commerce—the OG king of online shopping.
E-Commerce is when you buy stuff from a brand’s website, an online marketplace, or an app. It’s a standalone experience, separate from your social media distractions (unless you have 50 tabs open, which, let’s be honest, you do).
Where Does E-Commerce Happen?
• Amazon – The land where you search for batteries and leave with an inflatable pool.
• Shopify-powered brand websites – Where DTC (Direct-To-Consumer) brands thrive.
• eBay – Where nostalgia meets insane bidding wars.
• Walmart.com, Target.com, BestBuy.com – Big retailers flexing their online muscle.
• Etsy – The paradise of handmade everything (and quirky, overpriced mugs).
E-Commerce boomed during the pandemic and became the preferred way to shop for literally anything. But social commerce is creeping up, ready to steal the crown.
Social Commerce vs. E-Commerce: The Key Differences
Table
Case Studies: Brands Winning at Social Commerce
Global Success Stories
1. SHEIN – The Fast Fashion Social Commerce Giant
• SHEIN has cracked the code on TikTok and Instagram by leveraging influencers and viral trends.
• Their TikTok hauls generate millions of views, and guess what? People buy in bulk.
2. Kylie Cosmetics – Instagram’s Beauty Empire
• Kylie Jenner turned her Instagram into a shopping platform.
• Instagram Stories + Shopping Links = Millions in sales without leaving the app.
3. Douyin (China’s TikTok) – A Billion-Dollar Social Commerce Machine
• In 2023, Douyin users spent over $200 billion on in-app purchases.
• Livestream shopping is huge in China—people buy from influencers live, in real-time.
Local Success Stories
1. Meesho (India) – The Social Commerce Revolution
• India’s largest social commerce platform where resellers sell products via WhatsApp, Instagram, and Facebook.
• Targeting small businesses, Meesho democratized social selling.
2. Nykaa (India) – Beauty Meets Social Commerce
• Started as an e-commerce beauty platform but now leverages influencers on Instagram and YouTube for social commerce domination.
Case Studies: Brands Crushing E-Commerce
Global Leaders
1. Amazon – The Undisputed King of E-Commerce
• The “one-click buy” experience has redefined convenience.
• Whether it’s groceries or gadgets, Amazon’s global presence is untouchable.
2. Nike – The Power of DTC E-Commerce
• Nike’s website and app allow for customization, membership perks, and exclusive drops.
• A case study in brand-owned e-commerce success.
Local Champions
1. Flipkart (India) – The E-Commerce Giant
• Competes head-to-head with Amazon in India.
• Big Billion Days Sale? Absolute madness.
2. Ajio (India) – The Fashion Powerhouse
• Reliance-backed Ajio has carved a niche in online fashion.
• Their strong e-commerce infrastructure is giving Myntra a run for its money.
❌ Limited control – Brands depend on platform policies and changes.
E-Commerce Pros
✅ Full brand control – Own your site, your rules.
✅ Better data insights – First-party data helps with better marketing.
✅ Scalability – Brands can expand globally with structured growth.
E-Commerce Cons
❌ More friction in checkout – Redirects = higher abandoned carts.
❌ Marketing expenses – SEO, ads, and PPC can be expensive.
❌ Less organic discovery – Customers must search for you.
Key Takeaways & Conclusion
1. Social commerce = impulse-driven, influencer-powered, and viral. It’s great for discovery and fast conversions.
2. E-commerce = structured, brand-controlled, and intentional. It’s ideal for customer retention and long-term brand building.
3. A hybrid approach works best. Brands should leverage social commerce for discovery and e-commerce for deeper engagement.
4. If you’re not selling on social media yet, you’re missing out. The future of shopping is social, mobile, and seamless.
So, what’s your take? Are you team Social Commerce (impulsive, instant, and influencer-driven)? Or are you loyal to E-Commerce (structured, strategic, and search-driven)?
Either way, your wallet is definitely going to feel the impact.
Gather ‘round, dear readers, as we embark on the epic tale of Publicis Groupe—a story filled with ambition, strategy, and a dash of French flair. How did this once modest agency rise to become the behemoth of the media world? Let’s dive in.
A Brief History of Publicis Groupe
In the roaring ‘20s, while flappers were dancing the Charleston and jazz filled the air, a visionary named Marcel Bleustein-Blanchet founded Publicis in 1926. Little did he know, this Parisian agency would one day outshine its rivals on the global stage. Fast forward to today, and Publicis isn’t just playing in the big leagues; it’s leading them.
The Many Hats of Publicis: Exploring Their Business Verticals
Publicis isn’t your run-of-the-mill advertising agency. Oh no, they’ve diversified like a hipster’s investment portfolio. Here’s a glimpse into their multifaceted empire:
• Advertising: Crafting compelling campaigns that make you want to buy that fifth pair of sneakers.
• Public Relations: Spinning stories so good, even your grandma would be impressed.
• Direct Marketing: Sliding into your DMs with offers you can’t refuse.
• Customer Relationship Management (CRM): Remembering your birthday better than your best friend.
• E-commerce: Making online shopping dangerously easy.
• Healthcare Communications: Because even doctors need good branding.
• Consulting Services: Offering advice that even your know-it-all uncle would appreciate.
• E-mobile Services: Keeping you connected, even when you’re off the grid.
Show Me the Money: Publicis’ Revenue Model
So, how does Publicis keep its coffers overflowing? Let’s break it down:
• Client Fees: Charging clients for their top-notch services, from ad campaigns to strategic consultations.
• Media Buying: Acting as the middleman between clients and media outlets, pocketing a tidy commission.
• Data and Analytics: Selling insights that predict your next craving before you do.
• Technology Solutions: Providing digital tools that make businesses run smoother than a jazz sax solo.
Climbing to the Top: Publicis’ Rise to Global Supremacy
Now, let’s get to the juicy part. How did Publicis outmaneuver its competitors to claim the throne?
Strategic Acquisitions: Publicis went on a shopping spree that would make a shopaholic blush. Key purchases like Sapient and Epsilon bolstered their digital prowess, making them a force to be reckoned with.
Data-Driven Approach: While others were throwing darts in the dark, Publicis harnessed data to target audiences with laser precision. Their investment in AI and analytics turned heads and opened wallets.
Integrated Services: Publicis adopted the “Power of One” model, offering clients a seamless blend of creativity and technology. It’s like getting a gourmet meal with a side of tech-savvy sauce.
Global Expansion: They didn’t just stick to their Parisian roots. Publicis spread its wings worldwide, capturing markets faster than a viral TikTok dance.
Competitor Showdown: How Publicis Stands Apart
Let’s size up Publicis against its main rivals:
Impressive Roster of clients across various industries.
While specific client lists are proprietary, available information highlights several key partnerships:
• Automotive Sector: Publicis has collaborated with major automotive brands, contributing to approximately 13% of its net revenue.
• Financial Services: The financial sector accounts for about 17% of Publicis’ net revenue, indicating significant engagements with leading financial institutions.
• Consumer Products: Non-food consumer products represent around 13% of the company’s net revenue, reflecting partnerships with prominent brands in this category.
Notable clients include:
• Samsung: Publicis has been associated with Samsung, providing various advertising and media services.
• Google Chrome: The company has worked on campaigns for Google Chrome, showcasing its digital marketing expertise.
• Bank of America: Publicis has provided services to Bank of America, contributing to its financial sector portfolio.
• Carrefour: Publicis has partnered with Carrefour to modernize its operations, enhancing the retail giant’s digital presence and customer engagement strategies.
• Sonepar: In collaboration with Sonepar, Publicis has driven digital transformation initiatives, focusing on innovation and improved customer experiences.
• Marriott: Publicis has worked with Marriott to develop a global home rental platform, contributing to the hospitality leader’s growth in the home-sharing market.
• Nissan: Through the use of artificial intelligence and machine learning, Publicis has assisted Nissan in increasing conversion rates and enhancing marketing effectiveness.
• Dodge: Publicis has provided advertising services to Dodge, contributing to the automotive brand’s marketing campaigns.
• Humira: The company has worked with Humira, offering communication strategies in the healthcare sector.
• Marriott Bonvoy: Publicis has been involved in promoting Marriott’s loyalty program, Marriott Bonvoy, enhancing its visibility and member engagement.
• ESPN: Collaborations with ESPN have included media and advertising services, supporting the sports network’s promotional efforts.
• Advil: Publicis has provided advertising solutions for Advil, focusing on brand messaging and market reach.
• Miller Lite: The company has worked with Miller Lite on advertising campaigns, contributing to the beer brand’s marketing strategies.
• Dawn: Publicis has been involved in advertising initiatives for Dawn, enhancing the brand’s market presence.
• Allstate: The company has collaborated with Allstate, providing advertising and communication services to the insurance provider.
These collaborations underscore Publicis Groupe’s extensive experience and capabilities in delivering tailored advertising and communication solutions across diverse sectors.
Key Takeaways from Publicis’ Media Strategy
1. Embrace Data: Publicis didn’t just collect data; they turned it into actionable insights, making their campaigns more effective than a double shot of espresso.
2. Invest in Technology: By diving headfirst into AI and digital solutions, Publicis stayed ahead of the curve, leaving competitors playing catch-up.
3. Integrated Services: Offering a one-stop-shop experience ensured clients received cohesive strategies without the hassle of juggling multiple agencies.
4. Strategic Acquisitions: Thoughtful purchases expanded their capabilities and market share, proving that sometimes, you have to spend money to make money.
5. Global Presence: Establishing a worldwide footprint allowed Publicis to tap into diverse markets, ensuring they’re always in the right place at the right time.
Conclusion
Publicis Groupe’s journey from a small Parisian agency to the world’s largest media conglomerate is a masterclass in strategic growth, innovation, and adaptability. By embracing data, investing in technology, and offering integrated services, they’ve set a benchmark in the industry. So, the next time you see an ad that feels eerily tailored to you, remember: it’s probably Publicis working its magic.
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