#BrandStrategy

How to measure influencer campaign ROI without getting fooled by vanity metrics
How brands are using AI to personalise ads at scale without crossing the creepy line
Measurement or Mythology — What Indian Brands Actually Believe About CTV ROI
Virtual influencers in India — gimmick or genuine marketing opportunity
How Nykaa built a micro-influencer army and what other brands can learn from it
The Rise of Nano Influencers — Why 10,000 Followers Can Outperform 1 Million
How Zepto used creator-led content to build brand love, not just app downloads
What Made Blinkit’s Billboard Marketing So Effective — A Breakdown
How Quick Commerce Quietly Became a Media Channel
The Rise of the She-conomy: Why Women’s Purchasing Power Must Shape Marketing All Year
The Attention Economy Surcharge: Why Quality Over Quantity Has Become a Survival Metric for Brands Shouting Into the Void
Are Specialist Agencies Replacing Full-Service Models?
In conversation with Udit Malhotra, Head of Marketing, Morris Garages India
The 2026 Digital Blueprint: From AI Experimentation to Operational Intelligence
Creators as Brands: What This Means for Agencies and Advertisers