Authors Corner

The traditional marketing funnel has long been the backbone of performance marketing. Given the linear structure of the funnel with...

As marketing becomes more intertwined with data and digital platforms, the tools we use to optimize campaigns are evolving just...

I spent most of my formative years in Madras (now Chennai), studying in schools spread across different areas. The college...

Remember When Marketing Was Easy? It used to be simple. People saw your ad, visited your website, and bought your...

Cricket Icons' Enduring Appeal to Fans of the Game: Cricket and celebrity go hand in hand in India, and the...

The rise of regional content is not just a trend it's a transformation. As digital access deepens across India's non-metro...

These days, people do not just pick up a nutrition product and accept what the package says. They are checking...

We live in a time where speed has overtaken substance. Marketing teams today are under constant pressure to keep showing...

From measurement gaps and agency inertia to digital’s siren call and broadcasters missteps - an industry reckoning and a three‑point...

In a world where content is king of the screen, a souvenir is being prepared for the remake. ‘Kyunki Saas...