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.
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
Meta Ads
Meta quietly changed what a "click" means
Several of this year's Meta changes did not touch your campaigns. They touched the definitions underneath the report — which is why results moved while nothing you did had changed.
· 7 min read