Section
Category: Features
242 stories
Kirana to Cloud: What Shifts When the Shop Learns to Talk Digital
Inside the corner shop's quiet move from paper ledger to cloud record, and what it changes for the person behind the counter.
Jio Story: The Quiet Data Under a Normal Day
From UPI at a chai stall to video study groups and family road trip maps, the most telling Jio story is the ordinary day…
South India marketing budgets: skip the fixed formula
South India is five distinct markets. Here's how brands should align marketing budgets with LTV, competition, cultural fit and ROI.
Jio Story: Five Lives Built Around Data
A phone, a kirana counter, a late-night queue and Dadi's first video call: how Jio's 2016 data shift became ordinary daily behaviour.
Why India’s First Video Call Home Became a Shared Jio Memory
Shared memories turn a data launch into collective nostalgia. Here's why the first video call home still works for Indian brands.
Swiggy unifies brand and performance, lifts recall by 6 points
Swiggy merged its brand and performance teams after recall went flat for over six quarters. The move lifted Gen Z recall by 6 points…
Jio’s 2016 Welcome Offer Was a Habit Engine
The 2016 Welcome Offer reset India's data expectations. Here's what marketers can learn from the shift from cost anxiety to data utility.
When the Cyber Cafe Timer Stopped Mattering
From cyber cafe timers to a phone in every pocket, the 2016 shift from rationed data to unlimited changed how India works, watches and…
Jio Story: The Local Voice Bridge Across India’s Screens
How village-to-city video calls, hostel hotspots, regional creators and festival streams turned local voice into India's digital culture.
Which Data Decade Archetype Are You?
Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty: four consumer types that explain India's post-2016 data decade.
Jio’s Shared Screen: 100M Subscribers and a Roomful of Viewers
How one phone became the shared screen for cricket nights, web-series finales and wedding reels, and what marketers can learn from co-viewing.
Brand Safety for Kids: Put Experience First, Logo Second
KidZania says child-facing brand safety should start with what the child gains, not where the ad appears—and offers a three-question screen and a logo-removal…