INSIGHTS
Ideas worth thinking about.
Perspectives on brands, culture, technology and AI — and the ideas shaping how people discover, trust and choose.
LATEST
AI SEARCH
Why your competitor shows up in ChatGPT and you do not
How assistants decide whom to name, the six gaps that usually explain it, and a test you can run on your own business in ten minutes.
10 min read · Read →
MARKETING BUDGETS
How much should a small business in India spend on marketing?
A starting range by revenue, the floor below which a budget cannot work, and where the money quietly leaks.
9 min read · Read →
EDUCATION MARKETING
Why your admission enquiries are flat, and what actually moves them
Enquiries are decided months before registration opens. The Delhi calendar, what parents actually check, and the four things that move the number.
7 min read · Read →
AI SEARCH
SEO, AEO and GEO: what is actually different
Two of the three describe nearly the same job. What each one optimises for, where the results show up, and what to do about each.
9 min read · Read →
MARKETING BUDGETS
Agency, freelancer, or in-house: what each actually costs an Indian business
Real 2026 numbers for all three, including the statutory and tool costs that never make it into a pricing guide.
7 min read · Read →
HIRING AN AGENCY
12 questions to ask a marketing agency before you sign
The questions that surface how an agency behaves after the pitch — with what a good answer sounds like, and what should worry you.
8 min read · Read →
DIGITAL GROWTH
Does SEO still matter if your customers are asking ChatGPT?
Assistants search before they answer — so ranking is now how you get into the answer, not how you win the click.
8 min read · Read →
IDEAS WE KEEP COMING BACK TO
AI can make marketing faster. It can’t decide what matters.
Being visible isn’t the same as being remembered.
More content doesn’t always mean more connection.
Strategy is what makes creativity useful.
The future of search is bigger than search engines.
Our thinking on strategy, AI, and growth — evidence of how we approach the work, not just what we make.
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Strategy First. Technology Always.
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