Chirag Bhujbal

Chirag BhujbalMay 17, 2026

Everyone thinks they understand marketing. And honestly, that is the whole problem. The CEO wants virality, the CFO wants to cut the budget, and the founder saw a reel last night and now has three new campaign ideas. The marketer sits in the middle of all of it, filters every opinion in the room, and still has to build something that actually works. Nobody talks about that part. Marketing is not content or ads or a creative campaign. At its core, it is behavior change. You are trying to make a stranger trust something they have never experienced, at scale, with limited resources, while everyone around you is debating what the colors should be. The hardest thing about marketing is not the writing or the data. It is taking what a brand truly means and translating it into something a person feels without even knowing why they feel it. That takes psychology, strategy, cultural understanding, and years of quiet craft that never shows up in a campaign report. Marketing looks effortless from the outside, but that is kind of the point. The best marketing always does.

Chirag BhujbalMay 22, 2026

Our Prime Minister visited Rome last week and gifted Italian PM Giorgia Meloni a packet of Melody toffees She posted it. Called it a "very very good toffee." And the internet just stopped 13 crore views in hours, 226M currently. Melody went out of stock on Blinkit, Zepto, Instamart the same day. Google searches for Parle Melody jumped 4,750% Parle's CMO said they were "pleasantly surprised." No campaign behind this. No brief. No agency. Nobody planned for this moment And that's the thing worth sitting with Melody isn't just a candy for most Indians. It's a memory. The corner shop. Five toffees as change. The school canteen. That Rs 1 toffee reached every pocket, every home, every childhood So it became part of everyone When the moment came, Parle just posted five words. "Sweetening relationships since 1983." That's it That's what 40 years of quietly showing up looks like. You don't need to explain yourself when the feeling is already there Which Indian brand do you think carries that same quiet power, just waiting for its moment?

Chirag BhujbalMay 18, 2026

Nobody wakes up and randomly searches for a product. There is always something that happens before the search. Understanding that something is the real game in consumer psychology, and most brands never even play it. It starts with The Quiet Itch. Something feels slightly off in your life but you cannot name it yet, no product in mind, no search query, just a low hum of dissatisfaction sitting somewhere in the background. Then The Envy Spark shows up. You see a friend, a reel, someone's life that looks a little better than yours, and something stirs inside. This is where buying behavior begins, quietly, before intent even forms. That slowly turns into The Identity Pull, a question that keeps coming back in your head: why am I not there yet? This is the deepest layer of consumer decision making, and almost no brand ever speaks to it. Then one moment cracks it all open, The Breaking Point. A bad day, a broken thing, a number that stops making sense, and suddenly the vague discomfort has a name and a direction. Here is what consumer behavior research actually confirms. By this point, the purchase decision is already emotionally made. What follows is just The Justification Game, your brain building logic around what your gut already decided. Only then does The Green Light happen. The customer journey officially begins in the browser, but the real journey started long before that. Most brands compete only at the search bar and wonder why their marketing psychology is not converting. The brands people truly connect with show up at the quiet itch, before it even has a name. This is purely based on my observation of how people buy. Open to conversations on this.