Section
Category: Features
241 stories
Which One Are You? Data Saver, Binger, Hotspot, Reel Royalty
India's data decade created four media habits: Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty. Here's what they mean for marketers.
Cricket, Finales and Reels on One Shared Jio Screen
From cricket nights around one phone to web-series finales and wedding reels, a look at how one connection became the shared screen of Indian…
Jio Story: 5G, cloud and AI in everyday life
Inside Jio's quiet shift from data pricing to everyday AI, and what 5G, cloud and 'AI Everywhere for Everyone' mean for Indian homes and…
3 Questions to Separate Useful AI Advice From Noise
Much of today's AI advice is questionable. A three-question filter can help marketers separate useful guidance from hype before spending tokens and budget.
B2B Marketing’s Real Problem: Evidence, Not ROI
B2B teams often report campaign-level ROI, but the real gap is evidence connecting marketing influence to revenue across the full sales cycle.
LinkedIn Marketing Playbook: Tools, Ads and Video Trends
From vertical video and Thought Leader Ads to CAPI and RAR, here is what B2B marketers need to know to turn LinkedIn into a…
AI Has Shifted Media Planning from Experimentation to Proof
AI adoption no longer earns credit. The next fight is proving outcomes, fixing incrementality standards, and separating media value from ease of buying.
What 714 Suppression Campaigns Show About Negative Results
An analysis of 714 suppression campaigns finds starting rank and top-10 placements matter more than volume, and Page 2 may not hide results from…
AI’s Real Role in India’s Festive Marketing
India's festive campaigns are moving from fixed plans to real-time decisions. Here is where AI helps—and where human cultural judgement still wins.
The CMO Survival Playbook: Execution, CFOs and AI
Jessica Apotheker of BCG on why CMOs get squeezed, why granular execution matters, and how AI should be framed as a growth lever, not…
Campari’s Playbook for Evolving Heritage Brands
Campari America's Allison Varone on keeping Aperol, Campari and Crodino relevant through spritz rituals, mindful drinking and bartender education.
AI speeds marketing up, but decision quality still lags
Generative AI can accelerate drafts and variants, but faster output doesn't fix unclear briefs or weak decision criteria. Here's where marketers should shift focus.