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.
Google Ads
Should you pay Google for your own name?
Somebody types your company name into Google. You already rank first. So why is there an ad above it, and why are you paying for the click?
· 6 min read
Brand Activation
How do you prove an activation worked?
The event went well. Everyone says so. There are good photographs. Now finance wants to know what it returned, and nobody wrote down the one number that would have answered them.
· 6 min read
Performance Marketing
Performance marketing cannot sell what nobody wants
A performance campaign is a very good net. It is not a very good reason. If nobody wants the thing, a better net just proves it faster and more expensively.
· 6 min read
Branding
The brand guideline nobody on your team has opened
Somewhere in a shared drive is a PDF with your logo's exact clear space, in millimetres, on four different backgrounds. Nobody making tomorrow's banner has ever opened it.
· 6 min read
Google Ads
The one Google Ads report almost nobody reads
You chose the keywords. Google chose who actually saw the ad. The search terms report is the only place that shows the gap between the two — and the gap is usually where the budget goes.
· 6 min read
Reach & Distribution
Reaching a million people once is not the same as reaching them
One glance at a billboard from a moving car is a reach number. It is not a memory. The difference between the two is frequency, and most campaigns are built to maximise the wrong one.
· 5 min read