For brand leaders
Marketing
What marketing teams are doing, and why
Related topics
Follow this topic
How electronics brands can win festive big-ticket sales
Croma and Google break down five moves to win India's festive electronics shoppers, from AI-assisted search to omni-attribution.
Smartphone brands recast festive ad spends after 20% slump
India's smartphone festive ad budgets face a sharper conversion test after Q3 shipments fell 20%; brands are choosing selective allocation over cuts.
Four Data Selves, One Indian Phone
India’s data decade created four consumers: the Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty. Here’s what brand leaders should see.
United Spirits lifts ad spend 57% for festive season
United Spirits raised A&P spending 57% to ₹378 crore in Q2 FY27, lifting reinvestment to 11.6% of NSV even as volumes fell and policy hit popular…
Kirana to Cloud: The Shop’s Day Moves From Khata to Memory
The kirana's khata book is moving to the cloud. It changes what the shop remembers, what the customer sees, and how both decide.
Data’s New Job: Disappear Into Chai, Class and Road Maps
From UPI at a tea stall to a video-call study group and live maps on a highway, data has become the quiet layer of an ordinary…
Jio Story: The Users Who Taught India to Use Data
The data saver, midnight binger, kirana owner, creator and Dadi became the decade's real case studies in living online.
Why India Remembers Its First Jio Video Call
The 2016 data moment became collective nostalgia because it marked a before and after. Here's why 'my first video call home' still works.
Jio Story: How the Welcome Offer Wrote a New Marketing Brief
The 2016 Welcome Offer was less a tariff and more a category reset; what Indian marketers learned when data stopped being the product they sold.
Jio Story: Then vs Now, Cyber Café to Invisible Utility
In 2016, data was rationed like a household budget. Today it is an invisible utility. A Jio Story on the everyday shift for brand leaders.
A Field Guide to India’s Four Data Archetypes
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are four behaviour states India's brand leaders should design for.
Fossil picks a maharaja, not another Bollywood face
Fossil names Sawai Padmanabh Singh, the Maharaja of Jaipur and polo player, as global ambassador for its Signature watch collection. Here's the strategy.