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

  The festive season is not one season

  Treating October to November as one long peak is how brands arrive late in one state, early in another, and out of stock in both.

  7 min read

• Digital Marketing

  The cheapest marketing you already own and never touch

  Before anybody visits your website, they have already seen a box on the right of the search results with your name, your hours and your rating. That box is doing more selling than the site is.

  7 min read

• Meta Ads

  You do not choose the audience any more

  For years the skill sat in the targeting panel. That panel keeps getting smaller, and the campaigns that still win are not the ones with the cleverest stack of interests.

  6 min read

• Google Ads

  One is a question. The other is an interruption.

  Nobody scrolls Instagram looking for a water tank. Somebody typing "water tank price 1000 litre" is already halfway to buying one. Those two people need entirely different advertising.

  6 min read

• Events

  A launch is not one day. It is three.

  The launch day gets the budget, the photographs and the nerves. The two phases on either side of it decide whether the product actually arrives in the market.

  6 min read

• Branding

  The board outside the shop outlasts the campaign

  A campaign is a season. A board is a decade. One of them gets the meeting time and the budget scrutiny, and it is not the one people actually see most often.

  6 min read