Insights In Focus

Love them, hate them but can you ignore them – do influencers truly inspire brand connect

Unless you were in the Himalayas for the past month or so, enjoying the serene & the quiet of the hills, away from your phones, this raging debate would have piqued your interest.

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The IPL conundrum for brands: join, skip, ditch

The Indian Premier League (IPL) is the new festive season for marketers. Every marketer, cricket lover or not has an inherent FOMO with this annual cricket extravaganza. At Decrypt we try to answer this in our way – what’s the consumer truth – do IPL spots & integrations really matter?

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Is the Bento Box phenomenon built to last in UI design

A new UI phenomenon is sweeping Indian apps – especially e-commerce, food delivery & quick commerce. Swiggy, Zepto, even Phonepe are adopting a design inspired by the humble Japanese – bento box, looking at structured compartmentalization.

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Decrypt Insights

April 29, 2025
LLMs ushering in the next wave of neuromarketing

Advanced AI can process & interpret terabytes of data – ushering in a new era of consumer insights. As commercial adoption of Large Language models (LLMs) grow, there is fervent hope that its sheer capability to learn & process extensive datasets will usher in the next era of neuromarketing automations.

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April 29, 2025
Multigeneration relevance: Unicorn or possibility for today’s digital first brands

Gen Z had just settled into its role as the new lead, the new Avenger of our multiverse of marketing madness, when Gen Alpha walked in through the door.

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April 29, 2025
In film placements, passe or still relevant

Millennials would recall watching Mohabattein and thinking Coke, missing Bournvita while enjoying Koi Mil Gaya and several other instances of in-film placements.

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April 29, 2025
It’s all yellow – live concerts and the marketing opportunity

Were you crooning the eponymous Coldplay number in Mumbai or Ahmedabad or were you let down by the ticketing experience. In either case do you recall the brands integrated at these venues? Does anyone? Decrypt decodes impact & RoI of live concert partnerships even as interest skyrockets in them

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April 29, 2025
Got Milk but no cookies – life after cookies

For two decades or more, third party cookies have formed the foundation layer of consumer insights, enabling advertisers to go beyond name personalization & research giants provide viewership & engagement statistics.

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April 29, 2025
Ting ting ta ting – do we still feel the sonic ring

Britannia’s iconic mogo or musical logo, still resonates with boomers & millennials, so does Titans. In recent times Zomato, PayTM & Google Pay have made some efforts to resurrect the ghost of sonic marketing. Is it back, how can neuromarketing dovetail with brands and help them build a sonic boom. Decrypt Decodes

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April 29, 2025
Connected, discrete, standalone – what’s a TV again?

Viewing experiences have transformed, linear TV is now connected TV – but what really is a TV, more importantly what happens to that beast called TV advertisements – museum material or blast from the past. Decrypt decodes the future of TV advertisements

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