More stories
Incrementality Testing: When 4x ROAS Is Really 1.5x
Platform dashboards may show 4x ROAS while incrementality testing reveals 1.5x. Here's how better evidence gives marketers the confidence to cut unprofitable spend.
Jio Story: The 170-Day Reset That Rewrote India’s Data Expectations
The Welcome Offer made data the background and daily behaviour the product. What marketers still take from Jio's 2016 reset, from attention to habits.
Durga Puja OOH ad spends rise up to 30% in 2026
Durga Puja OOH spending is up 25-30% in 2026 as brands shift to large-format billboards, pandal gates and digital screens across Kolkata.
Jio Story: Cyber Cafe to a Phone in Every Pocket
A 2016 welcome offer rewired everyday habits: from rationed data and cyber cafe queues to an always-on pocket. Here is the shift marketers still…
Cadbury Celebrations turns neighbourly nok-jhok into Diwali gifting
Cadbury Celebrations' Diwali 2026 film makes everyday neighbourly tiffs the reason to gift, with a new Milky Mithai range and premium packs.
Publicis CEO sparks debate: the agency pitch is evolving, not dying
Publicis' AI-led CEO talks reignite debate: are agency pitches dying or evolving? Indian leaders say relationships open doors, capability closes.
