The Siren Strategy

These days, we cannot take a step without stumbling upon articles, posts and videos on AI.  Honestly, as I was contemplating writing this article, I felt: do I also want to be a part of the conversation where we talk about how AI took over things we thought it couldn't take over? (Yes, I am looking at you, AI fruit reels). In the field of marketing, adjectives such as 'creativity' and 'innovative' constantly float, but what people feel really excited about is 'originality' or, more importantly, human originality, where prompts are not a part. When I see advertisements that are seriously not a result of human imagination, it feels like the virus has spread. Not to discount its worth, but AI in the field of creativity is not always exclusive. It is like a paradox. Creativity is a byproduct of thoughts and imagination, but when a prompt takes over, ideas take a back seat.  I could say without a doubt that a campaign idea born in a room where soul, psyche and ce...

Nostalgia isn't about the past. It is about how the past felt, and how brands strategically bring them back. It is an emotion that is carefully triggered, strategically positioned, and commercially powerful. It sells comfort, identity and a version of life we once experienced and found comfort. NOSTALGIA AS A MARKETING LOVER At its core, nostalgia marketing is not about looking back, it is about emotional recall to influence present behaviour.  When consumers encounter something familiar, their brains process it faster. It feels safer. More trustworthy. More personal. This reduces friction in decision-making.  In a crowded, fast-moving digital ecosystem, that familiarity becomes a competitive advantage. It cuts through noise not by being louder, but by being recognizable. Brands don't just replicate the past, they translate it into modern relevance. HANNAH MONTANA: WHEN CONTENT BECOME IDENTITY Hannah Montana was more than a show about the double life of a pop star. It was a cu...

Selena Gomez's Rare Beauty has dipped its toes in the fragrance market, and they are already doing wonders. Their siren strategy is installing three scratch & sniff billboards in Soho and Chelsea, New York City. This prompts the passerby to stop, scratch and smell notes of creamy caramel and pistachio, giving way to an unexpected duality of rich vanilla and spicy ginger, then dries down to an earthy sandalwood. To complement this experience, the passerby can scan the QR code on the billboard and order themselves a sample of the Rare Eau de Parfum . From impressions to conversions, Ms. Gomez and team have really done it this time. A perfect execution of guerrilla marketing that creates an experience for potential customers of a particular brand or product. Oftentimes, it becomes difficult to advertise a perfume to customers, so to sell a scent, brands rely on sensory storytelling by relying on emotions, visuals and setting the mood. Nevertheless, this usually does not comply wit...