Blog

We’ve reviewed a lot of brand content over the years. And the pattern is almost always the same.The company has been publishing blog posts for two years. Fifty-three articles. Each one took three to five hours to write. They cover topics ranging from ‘top 10...

We had a conversation last year with a performance marketing manager at a D2C brand in Mumbai. Her entire retargeting strategy was built on third-party pixel data pooled from publisher networks. When we mentioned the DPDP Act she said, and we’re quoting almost exactly:...

A client of ours — a physiotherapy clinic in Kandivali West — spent ₹80,000 on a website redesign last year. Beautiful site. Proper mobile-responsive design. Fast loading. She then told us her new patient numbers hadn’t moved.We looked at her Google Business Profile. It...

We’re going to start with the thing nobody in marketing wants to say out loud: most AI-generated content is immediately obvious to anyone who reads a lot.It has a particular rhythm. Sentences of similar length. An over-reliance on certain phrases (‘delve...

We’ve managed Reels content for brands across real estate, healthcare, food, fashion, and finance in Mumbai. And the single most common mistake we see — across every industry, every budget — is brands treating Reels like a shorter version of their TV ad.It isn’t....

A home baker in Chembur we know does ₹3 lakhs a month in revenue. She has no website. She has an Instagram page, a WhatsApp Business account, and a very organised catalog of voice-noted orders.She’s not the exception anymore. She’s the early proof of a shift...

We had a client come to us last quarter — a skincare brand from Lower Parel — with a straightforward complaint. They’d spent ₹4 lakhs on Meta ads in three months and could trace exactly ₹90,000 in revenue back to those campaigns. Their previous agency had called this...

Here’s a thing that happened to us recently. We were running a training session for a client’s internal marketing team in Powai — a reasonably sharp group of people. We asked the room: ‘Has anyone here Googled something in the last week and NOT scrolled past...

There’s a running joke in our office that the best indicator of which brands are winning on quick commerce is the state of the co-founder’s phone at 11pm. Open Zepto. Search your category. Is your brand on the first screen? Or are you watching your competitors get...

Last month, one of our clients — a chartered accountant in Bandra — asked us something that stopped us mid-conversation. He said: ‘My nephew told me he found his last CA by asking ChatGPT. Am I on ChatGPT?’We checked. He wasn’t. And that’s a problem...