Paid influencer contracts in India buy the words and skip the label. How brand deals really work, what ASCI’s 97.3% violation rate shows, and how…
Indian edtech’s boom was an advertising boom. Byju’s spent Rs 8,029 crore on ads at 69% of revenue. When the funding crashed, the marketing machine…
Zudio has 765 stores, H&M India has 47, Shein has none. How Tata’s Trent built India’s fastest-growing fashion brand by spending on doors, not ads.
Paytm RBI ban explained: how the 2024 order against Paytm Payments Bank broke India’s widest super app overnight, and the structural flaw behind it.
Cadbury Kuch Khaas Hai launched in 1994, and the brand kept just two taglines across 30 years. Here is why that patient consistency became its…
Quick commerce unit economics, decoded. Blinkit earns about Rs 1.35 per order, Instamart loses Rs 76, Zepto burned Rs 5,905 crore in FY26. The real…
The Fevicol bus ad won a Silver Lion at Cannes in 2002 and still tops every best Indian ads list. Here is the strategy no…
Zepto raised $400M at a $7 billion valuation in 2025, but its average order is just Rs 410, the lowest in Indian quick commerce. The…
Tata Neu, Paytm, PhonePe, and JioMart all tried to build India’s super app. Open rails, fierce competition, and user behaviour make it structurally impossible.
Does brand purpose sell more shampoo? The data shows product benefit sells; purpose only works baked into a better product. Here’s what the numbers say.
