emotional marketing

2 min read

Brand Journal

Complan and Horlicks Fought Over Which Drink Made Kids Taller. The Real Product Was a Parent’s Anxiety

For two decades, India's biggest health drink brands built entire ad campaigns around a parent's fear that their child wasn't growing fast enough. The science was a footnote. The anxiety was the strategy.

Aug 21, 2026 · Editor's Desk

2 min read

Brand Journal

Vicco Has Not Changed Its Jingle Since 1979 and Has Never Hired a Celebrity. The Cream Still Sells

Vicco Turmeric Skin Cream built decades of market share on an ayurvedic promise and a jingle that has barely changed since 1979, without ever putting a Bollywood face on the brand.

Aug 20, 2026 · Editor's Desk