Pause Ads, Screensaver Ads, and Menu Ads: The New Real Estate in CTV Advertising
Not all ad inventory needs to interrupt something to be effective. In fact, much of CTV's most exciting ad space...
Random Acts of Marketing Will Kill You More Than Competition
In October 2010, something unusual happened in the world of marketing. Gap Inc., which had built one of the most...
Beyond Pink Marketing: Why Data, Not Assumptions, Should Drive Women-Centric Campaigns
Women represent one of the most powerful consumer segments in the global economy. Today, they control or influence nearly 70–85%...
Why Indian Marketers Need to Rethink the “Soul” of Nepal
For more than two decades, I have worked at the intersection of Indian and global brands and the Nepali consumer....
The Rising Tide: India’s Three Sutras as a Compass for the AI Age
The global AI discourse is no longer speculative. it is accelerating. Recent commentary from Matt Shumer, CEO of Otherside AI,...
Great Ads Don’t Work If Nobody Sees Them Enough
A few years ago, when my primary forte was digital, I was having a heated discussion with a colleague who...
The underrated Brand Assets that last longer than CMO’s
Everyone wants the billboard. No one wants the barcode. In most marketing meetings, there’s a moment when the lights dim,...
The Rise of Contextual Creativity: How AI is Transforming Marketing: Adaptive Campaigns for Today’s Fast-Changing Audiences
Creativity has always been shaped by the world around it, yet today that world changes faster than any marketer can...
The Future of Creative Agencies: Hybrid Models That Combine Tech, Strategy & Production
The current creative agency structure is undergoing a structural reset and now is changing. For decades, the operating model was...
In a World of Deepfakes and Cloned Voices, Listening Late Is a Brand Risk
Deepfakes, cloned voices and synthetic content are no longer experimental curiosities confined to research labs, they have now become mainstream...
