Category: Marketing
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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…
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What Shiprocket’s IPO Signals for India’s Next E-commerce Phase
When Shiprocket entered the public markets on August 19, 2026, investor interest was immediate. The e-commerce enablement company listed at ₹131, a 35% premium to its ₹97 IPO price, and closed its first session at ₹143.50—nearly 48% above the issue price. The momentum continued into the following session, with the stock rising further as institutional…
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The Attention Economy Is Facing a New Test: What Meta’s Trial Means for Brands
Meta’s ongoing youth-safety trial is raising questions that extend far beyond social-media regulation. At its core is a larger debate about how platforms turn human attention into a measurable and monetisable business asset. For marketers and business leaders, that matters because engagement has long been treated as one of the clearest indicators of digital success.…
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India’s Festive Demand Is Rising. The Real Test Is Turning It Into Profitable Growth
India’s 2026 festive season is shaping up to be a stronger one for consumer businesses. Forty-five per cent of surveyed shoppers say they expect to spend more than they did in 2025, while FMCG demand is projected to rise 9–11% between August and November. Yet the opportunity comes with a complication: stronger demand does not…
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The AI Readiness Gap: Why Marketing’s Biggest AI Problem Isn’t AI
For the modern Chief Marketing Officer, artificial intelligence has moved from an experiment to a budget priority. The pressure is no longer simply to understand what AI can do, but to demonstrate why the organisation should be investing in it at all. That creates an uncomfortable contradiction. Gartner’s 2026 CMO Spend Survey found that marketing…
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From Discovery to Trust: How Brands Can Win in the Fragmented World of Social Commerce
A customer can discover a product on Instagram, watch a creator talk about it on YouTube, ask about it in a WhatsApp group, compare it on a marketplace, buy it through a quick-commerce app, and encounter the same brand again in a physical store. The journey is no longer linear. It is fragmented across platforms,…
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The Attention Reset: Why the Smartest Brands Are Learning to Be Quiet
For over a decade, marketing has operated on a simple rule: more visibility equals more growth. The louder, faster, and more frequently a brand appeared, the greater its chances of winning attention. The problem is no longer a lack of content—it is an overwhelming excess of it. Consumers are not just scrolling; they are filtering,…
