Section
Category: Features
241 stories
Jio Story: What Marketers Learned From the 2016 Data Reset
The 2016 Jio launch changed the pitch from what data cost to what data made possible. Here are the marketing habits that still apply.
Jio Story: From Data Meter to Everyday Layer
A marketing editor's look at the everyday shift from cyber cafe data rationing to an always-on phone, told through habits and memories.
Jio Story: The Local Voice Economy in Three Everyday Rooms
Village calls, hostel Wi-Fi and regional creators show how daily connectivity became a habit layer for local voices. A Jio Story feature.
Jio Story: Four Data Decade Archetypes, One Pocket
The end of the data meter didn't end its habits. Four household personas from India's data decade—and what they teach marketers.
Jio Story: Cricket, Finale, Wedding Reels, One Phone
Cricket night with fourteen people around one phone, a web-series finale, and wedding-season reels show how pop culture moves through shared screens.
Jio Story: What Mummy’s Dal Request Says About AI
A spoken dal recipe request shows how Jio's 5G, cloud and AI Everywhere for Everyone could become part of Indian daily life.
Why ₹40,000 in Affiliate Sales Can Beat ₹50,000 for D2C
Last-click rules can make profitable affiliates look expensive. Here's how India's D2C teams should set windows, compare net orders and pay fairly.
ROAS is a compass, not the scoreboard: Jason Pirock
At Brandweek 2026, former Outrigger global brand marketing VP Jason Pirock argues ROAS is directional, creator fit beats reach, and alignment outranks titles.
Marketing’s Next Leaders Will Design Workflows, Not Just Buy AI
AI speeds creative and copy, but approvals and unclear roles still delay campaigns. Next leadership skill: design how work flows, not buy more tools.
Kirana to Cloud: The Counter’s New Daily Brief
The neighbourhood shop's paper khata is turning into a cloud memory. Here's what changes for the counter, the customer and the marketer.
Jio Story: A Morning Chai, a Night Map, and the Data in Between
At the chai stall, in the study group, on the road trip, data disappears into daily habit. A Jio Story for marketers on ambient…
Mastercard’s 6,000-campaign lesson on marketing ROI
ETBrandEquity and Mastercard gathered BFSI leaders on balancing performance spend and brand ROI. Key figures: 6,000 campaigns, a 60:40 split.