Are OTT Actors the Next Big Opportunity for Brand Endorsements?
You probably remember the name and style of the main actor, and perhaps their handle on social media. It’s that same connection that is making OTT actors for brand endorsements…
Marketing
Retail Media Networks: Why E-commerce Platforms Are Becoming the New Advertising Giants
Open Amazon or Flipkart and search for a face wash. The first few results are often ads, not organic picks. That small moment explains why retail media networks have become…
The Rise of Hyperlocal Marketing: How Brands Are Targeting Consumers at the Neighbourhood Level
Think about the last time you ran out of milk at 10 pm. You opened an app, and it showed a pack from a store two streets away. That is…
Why Celebrity-Led Digital Campaigns Are Becoming More Performance-Focused
Remember when having a big name on a poster was all that was needed? A celebrity posed for a picture, a product was close by, and brands wanted you to…
Influencer Marketing vs Performance Marketing: Which Should Brands Invest In 2027?
Growth, something every brand strives for and marketing teams desperately strive to provide. Today, nothing has caused more a buzz in the marketing world than “influencer marketing vs performance marketing”.…
Brand Recall vs Brand Recognition: What Should Marketers Prioritise?
Ask ten people to name a toothpaste brand. A few names pop up fast. Now show them a logo and ask if they know it. Almost everyone says yes. That…
How to Build an Effective Email Marketing Strategy from Scratch
Every Indian founder hears the same advice: build an email list. Yet most brands never turn that advice into a working email marketing strategy. They send random offers, hope for…
The Future of Marketing: How Consumer Behaviour Will Change in 2027
Marketing has never stood still but it seems to be moving at a faster pace. Consumers discover products through chatbots, short videos and recommendations from a friend. They shop across…
Why Ranking on Google Is No Longer the Only Goal of SEO?
Until recently, SEO was just about ranking on Google. If your page came out near the top of the results, you won. If it didn’t, you lost. It was straightforward,…
ROAS Is Not Everything: 7 Metrics Every Marketing Manager Should Track
Imagine your brand spends ₹1 lakh on a digital campaign and generates ₹5 lakh in attributed revenue. The ROAS looks impressive at 5x. However, is the campaign actually profitable? This…