New Delhi / Mumbai, 3rd February 2026: Justin Cohen, Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science, Adelaide University, recently visited India to share the Institute’s latest global research on brand growth with leading marketers across Delhi and Mumbai.
During his visit, Cohen conducted masterclasses and closed-door sessions with senior marketing leaders, focusing on the Ehrenberg-Bass Institute’s globally recognised ‘Laws of Growth a body of evidence-based principles that explain how brands grow through building mental and physical availability, reaching all category buyers, and leveraging distinctive brand assets.
“India’s marketing community is showing a strong appetite for evidence-based approaches to growth,” said Cohen. “The Laws of Growth” demonstrate that sustainable brand building is driven by consistent, broad-reach strategies rather than short-term tactics, and it was encouraging to see Indian marketers actively engaging with these principles.”
Across multiple sessions, Cohen also shared insights from recent global research, highlighting how brands can translate long-term marketing effectiveness into real business impact across categories and markets.
As part of the India visit, Cohen led an exclusive workshop in Mumbai with the team and select clients of Mumbai-based marketing agency Admatazz, where discussions centred on applying the Ehrenberg-Bass growth framework to real-world marketing and business challenges.
“The conversations during this visit reflected a growing shift toward long-term brand thinking,” Cohen added. “More organisations are looking beyond short-term performance metrics and embracing proven, research-led frameworks to drive enduring growth.”
The visit underscored the increasing relevance of Ehrenberg-Bass Institute’s research in the Indian market, as brands seek scalable and scientifically grounded approaches to marketing effectiveness. Cohen also introduced the Institute’s How Brands Grow Live! For Executives program that merges learning about the latest discoveries of the Institute.
