Everyone knew about GPay. But cash-first users and merchants didn’t see why they should change what already worked.

Fevicol was trusted, but not chosen. Contractors in Punjab kept switching brands for incentives, not performance.

Presence wasn’t the problem, preference was. Despite Borosil’s reliability, Larah needed to show it belonged in modern homes every day.

NIC Ice Creams had 75 flavours of ice cream, all delicious. But they were not able to claim its rightful place as a brand in people’s minds.

In spice aisles that scream sameness, Suhana needed an aroma of its own to stand out and stick in Mumbai’s kitchens.