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.
Digital Marketing
The TV ad that knows who is actually watching
A television ad used to mean paying for an audience you could only guess at. A connected TV ad is shown on the same screen, in the same living room, to someone the platform can actually identify.
· 6 min read
Audience Building
The influencer worth paying is not the one with the most followers
A metro macro-influencer with a million followers and a district creator with eight thousand are no longer the same trade. The data now says the smaller one wins.
· 7 min read
Reach & Distribution
The cheapest reach you own is fifteen seconds long
A static post asks to be looked at. A vertical video plays whether anyone asked or not — and in India right now, that difference is worth roughly three times the engagement.
· 6 min read
Performance Marketing
Did the ad cause the sale, or just arrive before it?
Every dashboard answers a question you did not ask — which ad stood closest to the sale. The question you wanted answered is whether that sale would have happened anyway.
· 7 min read
Meta Ads
The ad that works in Indore does not work in the village
The targeting is the easy part. What decides a rural campaign is the language on screen, the weight of the file, and where the person is asked to go next.
· 7 min read
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