In an era where attention is fragmented and digital engagement is transient, The Salt Inc. has launched MindLink, a psychographic intelligence platform that is redefining how brands connect with consumers. Recognizing its groundbreaking contribution to psychographic intelligence and audience strategy, MindLink was recently awarded Gold in the ‘Most Innovative Tech for Consumer Insights’ category at Ad:tech India 2025.

Unlike traditional analytics that rely heavily on demographics and behavioural data, MindLink delves deeper, mapping thought patterns, emotional triggers, and cognitive motivations to uncover why consumers think, feel, and act the way they do. This helps brands craft messages that don’t just reach audiences they resonate, build trust, and drive action. This platform empowers businesses with rich, real-time psychographic data to build emotionally intelligent campaigns that reflect what truly matters to their audience.

"With MindLink, we’ve created a system that adapts to human nuance giving brands the tools to understand not just what people do, but why they do it. This enables more meaningful engagement, powered by science and empathy." said Dr. Tarun Abhichandani, Chief Product Officer at The Salt Inc.

Designed specifically for marketers, strategists, and brand custodians, MindLink integrates AI with psychographic science to offer insights that are actionable, scalable, and deeply human. As the platform evolves, it aims to shift the industry from reactive targeting to proactive understanding—fueling a new era of precision storytelling and consumer trust.

“At The Salt Inc., we believe the future of marketing lies in authentic conversations,” said Neena Dasgupta, Founder & CEO. “MindLink helps brands move beyond guesswork and tap into real consumer intent. It’s not about targeting behaviors—it’s about connecting with people.”

As The Salt Inc. continues to innovate at the intersection of technology and emotional intelligence, MindLink marks a shift toward marketing rooted in empathy, not just impressions.