Digital Marketing
Jio Story: Data Left the Budget Line
The 2016 shift from rationed data to unlimited access rewired how India plans, buys and measures. A marketer's read of the change.
growth marketing.
Digital Marketing
Jio Story: The Quiet Utility Layer of an Ordinary Day
UPI at a chai stall, a study group on video call, maps on a family road trip: how Jio's everyday utility became the marketing floor.
Digital Marketing
Dadi’s First Call, the Midnight Binger and Jio’s Data Reset
Five everyday lives show how India moved from saving data to sharing moments: the saver, the binger, the kirana owner, the creator and Dadi.
Digital Marketing
Meta’s creator ads hit $15bn run rate, up 97%
Partnership ads now annualise at $15bn after 97% YoY growth. Nearly 10M advertisers used Meta's AI creative tools, and Muse passed 10M setups.
Digital Marketing
Jio Story: The Welcome Offer That Rebuilt India’s Data Habits
In 2016, Jio's Welcome Offer reset India's data expectations. Here's the habit shift marketers can still apply to growth campaigns.
Digital Marketing
Then vs Now: The Everyday Jio Reset India Forgot It Lived
From rationed data and cyber cafe queues to an always-on pocket, the real shift was never gigabytes. It was habit—and it changed India's marketing brief.
Digital Marketing
Campbell’s Bets 85% of Media on Digital for Weeknight Meals
Campbell's will put roughly 85% of its working media budget into social, creator, e-commerce and AI channels in fiscal 2027 to own everyday meals.
Growth Hacking
Jio Story: The Welcome Offer as a Behaviour-Change Launch
How the 2016 Welcome Offer reset India's data expectations and what marketers can reuse: sell the unlocked habit, not the megabyte.
Digital Marketing
Jio Story: The Decade Data Stopped Being a Cost
From cyber cafe queues to a phone in every pocket, India's 2016 data reset changed the marketing brief. Here's what growth teams should unlearn.
Digital Marketing
Jio Story: A Chai Break, a Study Call and One Quiet Data Layer
UPI at the chai stall, a study group on a video call, maps on a road trip—the best campaign is the one that disappears into the errand.
