What we have learned, written down.
Notes on running events, activations and campaigns in India — costs, timelines, what goes wrong, and what we would do differently. Written because clients keep asking the same questions, and the answers deserve better than a sales call.
Brand Activation
Navratri brand activation ideas: build a useful experience around the celebration
A Navratri activation should earn a few minutes of attention without getting in the way of the celebration. Choose a relevant experience, agree the organiser's boundaries and decide how you will measure useful engagement.
· 5 min read
Meta Ads
A conversation started is not a sale made
The ad's button now opens a chat instead of a form, and Meta says more than 200,000 Indian small businesses use it every month. The dashboard counts conversations. Your business needs sales.
· 6 min read
Experiential Marketing
Three objections keep brands out of experiential marketing
Almost nobody argues against experiential marketing any more. The brands that still are not doing it give the same three reasons, and each one has a practical answer.
· 7 min read
Digital Marketing
Sixty-four paise of every ad rupee now goes to digital
The country's most-quoted ad-spend report says digital took 60% of the market in 2025 and is heading for 64%. The average is real. Whether it describes your customers is a separate question.
· 7 min read
Reach & Distribution
The scarcest asset this festive season is a good hoarding
Outdoor advertisers expect festive revenue to grow 15–20% this year, and Diwali lands on 8 November. The best sites go first. The good news is that the best site was never the only way to be seen.
· 7 min read
Branding
The AI-generated look is starting to cost brands trust
The tool that let every business afford a polished visual has also given every business the same polished visual. That sameness is starting to read as a warning sign, not a quality mark.
· 6 min read