Authors Corner

For the longest time, influencer marketing has operated on a dangerous mix of instinct, hindsight, and hope. Brands picked creators...

Two months ago, this publication carried an analysis of India's digital ad fraud losses the scale, the sectors most exposed,...

The influencer economy isn’t evolving. It’s being rebuilt. For years, brands have relied on human influencers to drive awareness, relatability,...

There is a new surface where your brand is being described to investors, buyers, and consumers every day. Nobody in...

The founders winning today are not necessarily the ones building the most sophisticated products. They are the ones articulating the...

The way India shops for footwear has undergone a fundamental shift. What was once a largely store-driven purchase journey is...

In conversations around IPL 2025, a recurring pattern has been hard to ignore. Brands are investing more, reaching larger audiences...

Delivery speed alone does not determine quick commerce. Instead, quick commerce is transforming the way companies gain visibility and maintain...

For decades, customer engagement in BFSI has been built on a relatively stable assumption: that behaviour can be influenced through...

Last December, McDonald's Netherlands released a 45-second Christmas ad built entirely with AI. No crew. No director. No talent on...