UNFOLDING

Spikiness = growth

that scales

It’s official. Game changing brands and marketers go after brand memorability or “spikiness” as a business commitment. Bain highlights this with its 5-dimensional Outer Game Playbook in the latest edition of the India Insurgent Brands Report. While iconic brands have always embraced this spikiness, it is the scalability context that changes its value for marketers and businesses across the board in 2026. By engaging sharp audience sets and leveraging multiple channels, they are tapping into high-intent customers. The result: a funnel that aligns to their vision for scalable growth.

The economic case for brand differentiation

The first half of 2026 hasn’t been easy, and it reflects in the spending sentiment of Indian consumers. While they are doing well on the financial well-being index, impulse spending isn’t exactly at a high. Instead, they are focusing their spends on purchases that they associate with high value at both ends of the spectrum - essentials and special experiences. As a marketer, this calls for you to invest in brand perception at every stage of your funnel, including the leaky middle, to drive consistency and differentiation.

WORK TALK

New win: the mandate that has us

in good spirits

At Asymmetrique. we have partnered with NV Group, one of India’s leading players in the alcobev industry, to market three of its brands - Stainley Whiskey, Blue Moon Gin, and Blue Moon Vodka. As its integrated growth partner, we will be responsible for building sharper brand presence, stronger market relevance, and more consistent consumer engagement for these brands across channels.

Say cheese!

Our latest campaign for D’lecta Foods has been a special one. A full-funnel campaign positioning its new offering,zero-preservative, perfect-melt Individually Wrapped Slices, as a kitchen pantry must-have! We have blended high-impact creative storytelling with a strategic multi-tiered influencer rollout across platforms! The seamless integration with quick commerce has further ensured the campaign engages high-intent consumers at the final stage in the funnel.

PERSPECTIVE

Blog #19: 7 ways to drive organic growth for your ecommerce brand

If you are an ecommerce marketer, chances are you have been losing sleep over top and bottom funnel campaigns to drive growth. But the mid-funnel? You have been telling yourself it can wait. But that’s the exact multiplier your competitors have been leveraging. Read our latest blog to know why your organic growth hinges on the messy middle.