Category: Marketing
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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,…
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From Discounts to Experiences: How India’s Festive Shopper Is Rewriting the Retail Playbook
For nearly two decades, India’s festive retail calendar has revolved around one simple proposition: offer the deepest discount and consumers will come. Whether it was Diwali electronics sales, fashion mega-events, or end-of-season offers, the festive season became synonymous with price wars. Retailers conditioned consumers to postpone purchases until brands slashed prices, while marketplaces competed on…
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Festive Commerce at Scale: Why Accuracy Is the Real Growth Driver
Every festive season, India’s brands compete for the same consumer attention. Advertisements become louder, discounts grow deeper, celebrity endorsements multiply, and marketing budgets reach their annual peak. For years, success during this period was largely defined by the strength of campaigns and the attractiveness of offers. However, as Indian commerce evolves, the rules of competition…
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Your Customers Can Tell When a Brand Is Faking ‘Human’ – Here’s What Authentic Marketing Looks Like in 2026
Marketing has never been more efficient—or more crowded. Generative AI has enabled marketers to produce blogs, emails, social media posts, advertising copy, and customer communications at unprecedented speed. Every brand now has access to tools that can create content in minutes, helping teams publish more frequently and operate at greater scale than ever before. As…
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From Print to Presence: How Mercedes-Benz Turned a Newspaper into a Driving Experience
In a world where attention spans are shrinking and digital noise is deafening, it’s ironic that one of the most immersive brand experiences comes not from a screen but from a newspaper. The recent print innovation by Mercedes-Benz flips the script on traditional advertising, reminding us that creativity is not dependent on technology, but on…
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Swiggy’s ‘Write to CEO’ Feature Shows Why Customer Exits Are Becoming the Next Competitive Battleground
In digital businesses, customer experience has traditionally focused on acquisition, onboarding and retention. The moment a user decides to leave has often been treated as the end of that journey—a churn event to be recorded, analysed and eventually forgotten. Swiggy‘s new ‘Write to CEO’ feature challenges that thinking. Instead of allowing users to silently uninstall…
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Meta Ads Aren’t Broken. The Rules of Performance Marketing Have Changed.
For years, Meta has been one of the most predictable growth engines in digital marketing. Businesses refined audience targeting, optimised campaigns, monitored return on ad spend (ROAS), and scaled what worked. While the platform evolved, the fundamentals remained familiar. That assumption no longer holds. Throughout 2026, advertisers across industries have reported rising acquisition costs, inconsistent…
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When Print Stops Being Static: How Hero Destini Turned a Newspaper into an Interactive Customer Journey
Most advertisements are designed to deliver a message. The most memorable ones invite people into a story. That’s the difference between capturing attention and creating participation. As artificial intelligence and connected customer journeys reshape marketing, the brands making the biggest impression are no longer asking people to simply watch a campaign; they’re asking them to…
