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Strategy

Positioning, planning and the thinking behind the work

The Psychology of a Shared Memory: Jio’s 2016 Data Moment
Strategy19 Oct

The Psychology of a Shared Memory: Jio’s 2016 Data Moment

The psychology behind why 'my first video call home' and the 2016 data moment work as collective nostalgia—and why brands keep building on shared memories.

The Four Data Archetypes Marketers Should Read Beyond Demographics
Strategy18 Oct

The Four Data Archetypes Marketers Should Read Beyond Demographics

Data Saver, Midnight Binger, Hotspot Hero, Reel Royalty: India's four data routines are sharper than age or city. Here's how to brief each one.

Jio Story: Mummy Asks AI for Dal, and the Future Explains Itself
Strategy18 Oct

Jio Story: Mummy Asks AI for Dal, and the Future Explains Itself

A family recipe becomes a plain-language way to understand 5G, cloud and Jio's 'AI Everywhere for Everyone' ambition.

Jio Story: A Normal Day Runs on Quiet Data
Strategy18 Oct

Jio Story: A Normal Day Runs on Quiet Data

From UPI at the chai stall to a study video call and maps on a family drive, Jio's quiet utility tells marketers what data has become.

Why the First Video Call Home Became Shared Memory
Strategy18 Oct

Why the First Video Call Home Became Shared Memory

The psychology behind why a private first video call became collective nostalgia, and what it teaches brand leaders about shared memory.

Jio Story: Mummy’s Dal and the AI Everywhere Future
Strategy17 Oct

Jio Story: Mummy’s Dal and the AI Everywhere Future

How a home kitchen explains Jio's 5G, cloud and AI Everywhere future for Indian brand leaders—and why daily utility is the next brand asset.

Why a Shared Memory Outlasts a Campaign
Strategy17 Oct

Why a Shared Memory Outlasts a Campaign

How the 2016 data moment became collective nostalgia, and why brand builders return to shared memories they never owned.

Jio Story: The Dal Recipe That Explains 5G, Cloud and AI
Strategy13 Oct

Jio Story: The Dal Recipe That Explains 5G, Cloud and AI

Jio's 5G, cloud and AI Everywhere promise, explained through Mummy's dal recipe and what it means for India's brand leaders.

Kirana to Cloud: The Shopkeeper’s Second Memory
Strategy13 Oct

Kirana to Cloud: The Shopkeeper’s Second Memory

What changes when the paper khata becomes a cloud ledger: a digital memory for the shop, sharper service for regulars, and better demand signals.

The Shared-Memory Playbook Behind Jio’s Data Moment
Strategy13 Oct

The Shared-Memory Playbook Behind Jio’s Data Moment

Why a personal “first video call home” became a collective 2016 memory—and what it teaches brand leaders about building on shared moments.

What Changes at the Counter When the Khata Moves to the Cloud
Strategy12 Oct

What Changes at the Counter When the Khata Moves to the Cloud

Indian kiranas are moving from the paper khata to cloud tools. Here's what changes for the shop and its customers—and why the counter stays human.

The product, not marketing, is the real moat: Scapia CEO
Strategy12 Oct

The product, not marketing, is the real moat: Scapia CEO

Scapia CEO Anil Goteti tells ET DigiPlus Fest 2026 why the product is the real moat, from daily card use to zero forex transparency.