MAM
Dfx-CCI introduces new ad behaviour concept
MUMBAI: A new way for the Indian advertising and marketing community to study consumer behaviour and build a stronger brand connect! That is what Dfx -CCI, a new age consulting firm, has come up with. The firm has introduced the concept of Quantum Brand Positioning.
This helps unlock the mystery of the Quantum Brain which it has defined as the buy button and also helps to transform brands into trust agents. This creates customer bondages.
The Quantum Brain – The Mysterious Buy Button: The company notes that most brand marketing efforts are focussed either to trigger the creative brain (emotional) or the logical brain (rational). But most recent findings are proven that the real processing, filtering of information happens in much more deeper states of the brain. This is what the company calls The Quantum Brain. This is the subtle part of the brain, where information and energy transmits, this part of the brain programmes several belief systems both positive and negative.
The Quantum Brain filters information out of experiences from the five senses and intuition and validates with its set primary characteristics and natural traits to form set belief, which may prompt the upper levels of the brain, certain signals for action to be taken. Dfx-CCI states that Quantum Brain Semantics is all about understands the core characteristics of the “Quantum Brain”. It acts beyond reason, logic and emotions. Dfx-CCI works with clients in an interactive manner to explain how the “Quantum Brain” takes inputs from the left brain (the logical brain) and the right brain (the creative brain) and controls the decision-making process.
Quantum Brain Positioning in its initial interactive sessions, help client teams to understand the natural characteristics of the “Quantum Brain” and use that knowledge to structure strategic brand marketing initiatives. This helps them to respond to the new-age trends, including age, sub-culture, and gender-based groups.
Most brain research experts validate that most times the consumer himself is not in a position to answer the reasons for his decision. This is why most tests on focus groups fail miserably. What is called conscious experience and the feeling of willing an action or intentionally doing something is an illusion. Dfx-CCI states that its research and observations reveal that there is a disconnect between behaviour and the conscious feeling of choice and control. The feeling of having made a conscious choice can spring to the mind well after behaviour favouring that choice has started.
For example, feeling like you want a Coke happens after your hand starts reaching for Coke. Of course making a choice is certainly done by the conscious brain. But the special feeling of deciding is an act of the Quantum Brain. This is the subtle side of the brain, the place where information and energy transmits which has already chosen a set pattern, information and experience, established from the five senses and intuition and validates it with its natural characteristics.
Quantum Brain positioning proposes innovative ways to create marketing programmes. The company states that companies and brand marketers need to understand how the most primitive part of human evolution The Quantum Brain works, rather than just relying on customer behaviour patterns and trends.
Brands
From mega bills to spontaneous dates: Swiggy Dineout Valentine’s report
From mega bills to last-minute plans, India celebrated love with flair
MUMBAI: Valentine’s Day 2026 was a feast for the senses and wallets alike, according to Swiggy Dineout. India’s on-demand dining platform revealed how the nation celebrated romance with big gestures, lively nights out, and plenty of spontaneous bookings.
Metropolitan hubs continued to rule the roost with Bengaluru, Delhi, and Hyderabad seeing the most reservations. Emerging cities aren’t far behind, with Ahmedabad, Jaipur, and Chandigarh joining the party. Growth was particularly striking in Surat (up 180 per cent), Vadodara (155 per cent) and Bhubaneswar (145.5 per cent) compared with the previous Saturday.
Mumbai stole the headlines with a single customer splashing out Rs 130,155 – the highest bill in the country. The city also hosted the largest single group booking, with 30 diners coming together to celebrate in style. Most Valentine’s transactions took place between 10pm and 11pm, proving love, and hunger, strike late.
Mumbai stole the spotlight with a mega-spender whose bill made everyone else blush, while savvy diners were cashing in on discounts, including a Pune customer saving 60% and another in Bengaluru saving 50 per cent. Fine dining was on fire, with bookings up 121 per cent year-on-year, though pubs, bars, and lounges remained the crowd favourites, accounting for 30.6 per cent of all reservations. Last-minute romance was the order of the day, with 66 per cent of diners booking within two hours of heading out. Together, India saved over Rs 6 crore, proving that love can be grand, yet thrifty.
Bengaluru, Mumbai, and Delhi led the premium dining rush, showing a growing appetite for curated, high-end experiences. Meanwhile, spontaneous bookings reinforced modern lifestyles, where convenience and instant gratification rule the day.
Whether it was big spends, huge groups, or a last-minute romantic dash, Valentine’s Day 2026 proved love and dining go hand in hand – and sometimes, they go all out.
