“In the Search of Reach, Advertisers Lost Awareness,” says Arun Raghav, President of CTV Scale
For decades, Linear TV advertising was the undisputed champion of brand-building. It offered massive reach, a larger-screen video experience, and...
The Forgotten Power of Imperfection in PR and Marketing: Why Authenticity Is the New Influence
For years, the world of marketing and PR has revolved around the pursuit of perfection. We’ve spent decades curating flawless...
Real Is the New Relatable: The Return of Raw Content in 2025
In 2025, it is abundantly clear that in our rapidly changing social media and digital storytelling landscape, there is definite...
From Personal Exploration to Public Expression: The Link Between Creativity and Branding
The strongest ideas rarely arrive from a single direction. They come from an ongoing conversation between two impulses. One is...
The Creator Economy 2.0: How Agencies Can Help Brands Leverage Authentic Voices at Scale
Introduction The creator world has evolved faster in the last three years than in the decade before it. Gone are...
How Purpose-Driven Marketing Is Redefining Brand Leadership
From e-commerce in the metros to phygital and physical in the rural hinterlands, the consumer is no longer one who...
AI Is Changing What It Means to Build and Who Builds it
AI is no longer just a backend or operational tool it has moved to the centre of how brands engage...
AI + Creativity: The New Power Couple Redefining the Advertising Playbook
Artificial intelligence has become a defining force across global industries, with a UN Trade and Development (UNCTAD) report projecting the...
The Age of Predictive Marketing: Anticipating Consumer Needs Before They’re Expressed
We are moving past the era when personalization alone could impress consumers. Marketing is no longer just “data-driven” — it...
How AI, Privacy Shifts and Fragmented Attention Are Forcing a Rethink of Audience Targeting in India’s Ad Ecosystem
AI has moved into everyday marketing faster than many of us expected. It’s in our dashboards, our audience tools, even...
