Digital Marketing
The Data Saver, the Binger, the Creator and Dadi’s Call
From midnight binge watches to a grandmother's first video call, four everyday users show how India stopped asking what data costs and started asking what it can do.
Creator Economy.
Viral Campaigns
Myntra’s Folks in the Building micro-drama, explained
Myntra’s four-part micro-drama puts internet personalities in one building, with a delivery executive as the recurring character.
Social Media
NOBULL’s 428-Creator Playbook for Going Mainstream
NOBULL expanded from CrossFit to mainstream sportswear. New HypeAuditor data shows 428 creators driving the conversation. Here's the playbook.
Digital Marketing
Dadi’s First Video Call and the Data Habits India Kept
A decade of data changed how India saves, streams, sells and connects. Five everyday habits show what marketers can learn.
Digital Marketing
Brand vs Performance Is the Wrong Debate, Says Chime Growth Chief
Nick Fairbairn argues brand lift and direct response belong in one system, TV can be measured like performance, and AI adoption beats buying tools.
Social Media
Jio Story: Local Voices, From Village Calls to Reels
One data habit turned village-to-city video calls, hostel hotspots, regional creators and festival reels into India's shared content culture.
Digital Marketing
The Four Archetypes of India’s Data Decade
From data savers to midnight bingers, four user habits reveal how India moved from counting megabytes to living on unlimited data.
Social Media
Jio Story: Midnight Bingers, Kirana Owners and Dadi’s First Call
The Jio Story's human chapter: the data saver, midnight binger, kirana owner, creator and Dadi's first video call—and what they teach marketers.
New Ads
Crocs Feel It All turns KL Rahul’s feed into festive style
Crocs India's social-first Feel It All film uses KL Rahul's feed as a dhoom scroll through four festive personalities and the brand's holiday capsule.
Social Media
YouTube Shorts Now Favours Originals Over Re-Uploads
YouTube is reducing Shorts reach for channels that mostly repost other creators' clips. Here is what counts as original and why advertisers should care.
