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.

• Reach & Distribution

  Why reach is cheaper outside the metros

  The same rupee buys several times more impressions in a small town than in a metro. The reason is not that those people are worth less. It is that almost nobody is bidding against you.

  6 min read

• Automation

  What AI does in a marketing team, honestly

  Two years of demos have produced two camps: people who think AI has replaced the agency, and people who think it is a toy. It is neither, and both camps are wasting money.

  7 min read

• Digital Marketing

  People stopped clicking. They still need the answer.

  A question that used to produce ten blue links now produces a paragraph. Nobody visits the sites it was assembled from. Being the source of that paragraph is the new version of ranking first.

  7 min read

• Events

  The destination wedding that does not leave the city

  A destination wedding used to mean Udaipur or Goa. Increasingly it means a resort on the edge of your own city, with everything a destination promises and none of the flights.

  7 min read

• Google Ads

  Google is upgrading your Search campaigns whether you asked or not

  The account you set up carefully is being restructured underneath you. Most of it is survivable. Two settings are not, if you leave them on default.

  7 min read

• Events

  A hybrid event is not half an event

  The room has two hundred people in it and a laptop at the back streaming to four hundred more. The two hundred had an event. The four hundred watched a meeting.

  6 min read