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

  You cannot automate a mess

  Every enquiry you have ever received is somewhere. That is the problem — somewhere is not one place, and no software can automate a pipeline it cannot see.

  6 min read

• Performance Marketing

  Who gets the credit for the sale?

  Add up what every platform claims it delivered and you will have sold roughly twice as much as you actually did. All of them are telling the truth as they see it.

  6 min read

• Meta Ads

  Your ad did not stop working. People stopped seeing it.

  Week one was excellent. Week four is quietly bad. Nobody touched the targeting, the budget or the bid — and that is exactly the point.

  6 min read

• Digital Marketing

  The ad was fine. The page you sent them to wasn't.

  Somebody clicked. They were interested enough to leave what they were doing. Then they landed on your homepage, could not find the thing the ad promised, and left within seconds.

  6 min read

• Experiential Marketing

  What works in a village does not work in a mall

  In a mall you are competing with lunch. In a village you are competing with nothing at all — and that turns out to be a harder problem, not an easier one.

  6 min read

• Events

  What a wedding planner is actually for

  You can book the venue. You can book the caterer. The question is who is standing there at 6am when the flowers have not arrived and three hundred people are coming at seven.

  6 min read