Authors Corner

If you look at the Indian consumer today, someone's ordering groceries on Blinkit while their partner's watching a creator try...

For decades, advertising followed its own sacred scripture: Build one big campaign. Blast it across mediums. Buy enough GRPs. Pray...

Trust was once a byproduct of banking but now it has become an integral part of how Banks market and...

When was the last time you bought your jeans, joggers, or T-shirt from an app rather than a store? If...

For years, influencer marketing in India grew on a foundation of shallow indicators—follower counts, likes, and impressions. These vanity metrics...

These are the times when you get up in the morning and half of your world changes, at least digitally....

In boardrooms across India, the same question echoes every month: “How is our engagement looking?” The answer is almost always...

In early December, the Pantone Colour Institute announced its Colour of the Year (COTY) 2026: Pantone 11-4201 Cloud Dancer —...

The digital transformation of India began with a simple but powerful shift: smartphones became affordable, data costs dropped dramatically, and...

For many years, advertising agencies were known for one thing: Creative concepts. A funny film, a catchy jingle, a nice...