Digital Marketing
Jio Story: The Day Data Stopped Being Rationed
A marketer's look at how 2016's unlimited data offer rewired everyday life, from cyber cafe timers to a connected habit in every pocket.
growth marketing.
Social Media
A Field Guide to India’s Four Data Decade Archetypes
Data Saver, Midnight Binger, Hotspot Hero or Reel Royalty? A field guide to the four intent patterns that explain India's data decade.
E-commerce
The Kirana Shop’s Second Shift: From Khata to Cloud
Paper khata to cloud dashboard: how India's kirana shops are becoming local demand signals, and what changes for shopkeepers, customers and marketers.
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.
Digital Marketing
Jio Story: Data in Every Normal Day
From a chai stall UPI ping to a study group video call and a family road trip map, everyday data changed the brief for Indian marketers.
Digital Marketing
Stretch Denim Drives 90% of Mugsy Sales
How a comfort-first denim product became a creator system where athletes, comics and everyday customers demonstrate the sale.
Viral Campaigns
Fanta’s Zero-Ad Halloween Playbook: 7 Billion Impressions
How Fanta claimed Halloween as a cultural white space, leaned on TikTok fan content and collectible cans, and earned 7 billion impressions with zero paid media.
Growth Hacking
Only 10.15% of AI Citations Point to Brand Sites
Most content dies in 48 hours. Foundation's 2026 research shows only 10.15% of AI citations point to brand-owned domains—here's how to build a distribution engine that compounds.
Throwback
Flipkart Kids Are Back: The 2014 Ad That Made India Shop Online
How Flipkart's 'Kids Are Back' used surly children to mirror adult online-shopping excuses and turn e-commerce into a habit in India.
Throwback
Unsung Hero: Thai Life Insurance’s Kindness Masterclass
How a 2014 Thai Life Insurance film traded product talk for small acts of kindness and became one of marketing's most shared emotional ads.
