Section
Category: Features
242 stories
Kirana to Cloud: The Counter That Remembers
How small Indian shops are moving from the khata book to the cloud, and what changes for the counter, its customers and marketing.
Jio Story: The Utility Layer in an Ordinary Indian Day
A chai stall UPI scan, a study group call, a family road trip map—normal days run on quiet data. Here's the utility layer and…
Dadi’s First Call, the Binger and the Kirana’s Cloud
Five everyday habits show how India moved from data rationing to presence: the saver, binger, kirana, creator and Dadi's first video call.
Jio Story: The 170-Day Memory That Outlasted the Offer
Marketers chase attention; shared memory builds belonging. What Jio's 2016 welcome moment teaches about nostalgia as durable brand infrastructure.
Jio Story: The Brief Behind India’s Data Reset
The 2016 Welcome Offer was less a promo and more a brief: remove friction long enough for new habits to form. Here's what marketers…
Jio Story: From Rationing to Routine
From the cyber café timer to the always-on pocket, a look at the small everyday shifts that quietly rewired India's data habits since 2016.
Jio Story: One Connection, Many Local Voices
From village-to-city video calls to hostel Wi-Fi rituals and regional creators, how local voices became the creative layer of India's data decade.
Which Data Persona Fits You? Saver, Binger, Hotspot, Reel Royalty
A marketer's field guide to four everyday data personalities India built after 2016: the saver, binger, hotspot and reel.
Jio Story: Cricket Finales, Wedding Reels and a One-Phone Huddle
Cricket finales, web-series nights and wedding reels turned one connection into a shared venue. What that means for marketers.
Jio Story: Mummy’s Dal Question and the AI That Just Answers
From free data to a spoken dal recipe: how 5G, cloud and AI Everywhere for Everyone could play out in everyday life and marketing.
67% of B2B Buyers Prefer Rep-Free: Funnels Still Miss Intent
McKinsey, Gartner and Salesforce data show B2B buyers use ten channels and prefer rep-free buying—yet funnel stages still get read as buyer intent.
How Brooks Brothers and Eddie Bauer rebuild legacy brands
An Adweek Adspeak conversation unpacks how Brooks Brothers and Eddie Bauer are turning decades of brand equity into modern retail relevance.