Section
Category: Features
241 stories
Influencer non-disclosure can draw ₹50 lakh fines
India's legal net around influencer marketing is tightening: repeat non-disclosure can draw ₹50 lakh, and personality rights now protect digital creators.
Festive adex tops ₹60,000 cr as East gets cultural
Regional festivals in East and North-East India are reshaping festive marketing, with ₹60,000 cr-plus adex, local culture and participation-led campaigns.
78% of brands see connected CX; only 25% of buyers agree
Bain's 2005 CX gap barely moved by 2026: 78% of firms say they deliver connected CX, only 25% of customers agree. Culture is the…
AI can draft, but marketers must own the decision
A veteran marketer says AI should assist execution, not own strategy. Here's where to draw the line, question recommendations, and stay accountable.
Marketing Automation Is Moving Faster Than Customer Trust
Hyper-efficient funnels can lift short-term metrics while eroding customer trust and marketer agency. Here's where to draw the line and what to protect.
From Khata Book to Cloud: The Kirana’s New Day
The kirana's familiar khata book is giving way to digital ledgers, reordering how small shops serve repeat customers and see their own business.
Jio’s Ordinary Data Day Behind Chai, Class and Road Trips
Jio's everyday utility is now a chai stall UPI ping, a video-call study group and maps on a road trip: a study in invisible,…
Five Everyday Users Behind Jio’s Data Decade
Five everyday users show how the data decade rewired habits: the saver, the midnight binger, the digital kirana, the creator and Dadi's first video…
Why Brands Build on Shared Memories Like Jio’s 2016 Moment
The first video call home became a collective memory. Here's the psychology behind that shared moment and why brands build on it.
What the 2016 Welcome Offer Taught Marketers
The 2016 Welcome Offer bundled unlimited 4G data, voice, video and apps, then reached 100M subscribers in 170 days. Here is what marketers learned.
Jio Story: 2016 Changed the Shape of an Ordinary Day
From rationed data and cyber cafe queues to unlimited plans and a phone in every pocket, revisit the everyday shifts Jio triggered after 2016.
Jio Story: Village Calls, Hostel Wi-Fi and Festivals
From village-to-city video calls to hostel hotspots and regional creators, this Jio Story maps India's everyday media shift.