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
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
