Author: TrustCircle
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Beyond Adoption: How the GCC Region Is Turning AI Into a Workplace Advantage
The conversation around artificial intelligence has spent the last few years focused on a familiar question: Which companies are adopting AI? In the GCC, that question may already be becoming outdated. The more important question now is what businesses do once AI becomes part of everyday work. According to Boston Consulting Group’s latest AI at…
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Mamaearth’s ChatGPT Move Signals the Next Shift in Digital Advertising
The next shift in digital advertising may not begin with a search query. It may begin with a question. Mamaearth has become the first Indian brand to advertise on ChatGPT, marking an early but significant moment in the evolution of digital brand discovery. Honasa Consumer, Mamaearth’s parent company, has partnered with commerce media company Criteo…
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CTV Has Crossed the Scale Barrier: JioHotstar Wants Brands to Look at the Living Room Differently
Connected TV (CTV) in India occupies an interesting position in the advertising ecosystem. It had the premium environment brands wanted, the big-screen impact television promised, and the data capabilities digital platforms offered, but its relatively limited scale kept it from becoming a central part of mainstream media planning. That equation is beginning to change. As…
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From Hutch to Vi: How a Telecom Logo Became a Story of Reinvention
A logo is often the first thing a consumer remembers about a brand, but for a telecom company, it can become much more than a visual signature. It can represent an era, a business strategy, and even the changing expectations of millions of customers. Few Indian brands demonstrate this better than the journey from Hutch…
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ChatGPT Ads Cross $1 Bn: The Next Advertising Battle Will Be Won Inside Consumer Decisions
Digital advertising has competed for attention for years. Brands bought search keywords, social feeds, video placements and display inventory in the hope that a consumer would stop scrolling, notice a message and eventually make a purchase. ChatGPT is beginning to challenge that model by placing advertising much closer to the moment when a consumer is…
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Meta’s $18 Bn Settlement Has A Bigger Message For India: Teen Safety Needs A Product-Level Reset
The conversation around children and social media has largely revolved around harmful content: what platforms should remove, how quickly they should act, and whether moderation systems are capable of keeping pace. Meta’s latest $18 Bn settlement in the US moves that conversation somewhere more consequential — towards the design of the platforms themselves. (Source: inc42)…
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The 2X–3X Quick-Commerce Surge Is Rewriting the Meaning of Festive Gifting
Festive gifting used to be a planned purchase. Consumers would decide what to buy, visit a store or website, compare options, and place an order well ahead of the occasion. That behaviour is changing. Today, a forgotten gift can be ordered minutes before a family dinner, a dessert can arrive after a celebration has already…
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The Bigger Lesson: Brands Need to Track Contribution Margin, Retention and LTV—Not Just GMV, Orders and ROAS
Growth can look impressive on a dashboard while quietly weakening the business underneath. For brands entering their next phase, the real question is no longer how much they sell, but how much value each customer and each order actually creates. For years, three numbers have dominated the D2C growth conversation: GMV, orders and ROAS. They…
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The ROAS Illusion is Fading: Why D2C Brands Are Rewriting the Growth Equation
For years, ROAS was the number that could make a D2C marketing dashboard look healthy. A campaign delivering 3x or 4x returns appeared to justify higher budgets, more acquisition, and faster scale. But as customer acquisition costs rise and competition for digital attention becomes fiercer, that familiar equation is starting to lose its shine. A…
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Colgate Is Moving 60% of its Ad Spend to Digital: What This Signals About the Future of Brand Building
For decades, television was the engine behind FMCG brand building: reach millions, build familiarity, and stay top of mind. Now, one of India’s biggest FMCG names is rewriting that playbook. Colgate-Palmolive India is putting around 60% of its advertising spend into digital—a shift that says less about where Colgate is buying media and more about…
