Insights

Writing about the industry, honestly.

27 essays, playbooks, and uncomfortable observations. Written by the founders — not ghostwritten, not templated.

Ranchi · India → World · MMXXV

Why content goes viral: the shareability formula behind every post that spreads in India

Viral is not luck. Every post that spreads passes the same tests — emotion, identity, utility and timing. Here is the formula, with the Indian context that most global guides miss.

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Browse by topic

Playbook 6 Strategy 5 Data study 2 Industry 2 Diagnosis 1 Measurement 2 Content 1 Technical 1 AI 2 Point of view 1 Growth 1 Guide 3

Playbook02

How to get more Instagram followers in 2026: the organic growth playbook for Indian brands

What actually grows an Instagram account now — reels, hooks, consistency and community — and the follower-buying traps that quietly kill your reach forever.

By Saurabh Aditya · 13 min · Oct 2026

Playbook03

How to get your business recommended by ChatGPT: the 90-day GEO playbook for India

A practical, week-by-week programme for making answer engines name your business — built from what we observed in our own citation audit, not from theory.

By Saurabh Aditya · 16 min · Oct 2026

Strategy04

Zero-click search in India: what to do when Google answers without sending you traffic

AI Overviews now answer most informational queries without a click. Here is which traffic is actually at risk, which is safe, and how Indian businesses should reallocate.

By Saurabh Aditya · 12 min · Oct 2026

Data study05

India Digital Ad Benchmarks 2026: CPM, CAC, ROAS

Real numbers from live Indian ad accounts: Meta CPM by city tier, Google CPC by intent, fully-loaded CAC and payback by category. Published, not guessed.

By Anamitro Mondal · 18 min · Sept 2026

Data study06

Who AI actually cites: an audit of ChatGPT, Perplexity and Google AI Overviews for Indian marketing queries

We ran a repeatable set of commercial queries through the major answer engines and recorded which sources they cite. The pattern is not what SEO teams expect — and it is very gameable, in a good way.

By Anamitro Mondal · 14 min · Jul 2026

Industry07

The pricing transparency test: what Indian marketing agencies actually publish

We looked at how Indian agencies present cost — and found an industry that treats its own price as a secret to be revealed only after a discovery call. Here is what that costs the buyer.

By Saurabh Aditya · 11 min · Jul 2026

Strategy08

In-house vs agency in India: the real cost comparison, with the maths

A fully-loaded cost model for building an internal marketing team versus retaining an agency in India — including the three costs founders forget and the point at which in-house genuinely wins.

By Saurabh Aditya · 13 min · Jul 2026

Diagnosis09

5 signs your marketing agency is failing you

The vanity metric trap, the template factory, and three quieter symptoms most founders miss until the quarter ends.

By Saurabh Aditya · 8 min · Jun 2026

Industry10

Why your ₹40 lakh campaign generated ₹3 lakh in sales

A breakdown of the incentive structures that make agencies profitable when their clients aren't.

By Saurabh Aditya · 10 min · May 2026

Measurement11

The metrics your agency won't tell you about

CAC, LTV, contribution margin — and why impressions belong nowhere near your board deck.

By Anamitro Mondal · 9 min · May 2026

Strategy12

How to build a marketing strategy that doesn't suck

A step-by-step positioning framework we use with every new client. No template, but a repeatable method.

By Saurabh Aditya · 12 min · Apr 2026

Playbook13

The honest audit: what a real marketing review looks like

What we look at, what we ignore, and the four questions that separate a real audit from a sales pitch.

By Saurabh Aditya · 11 min · Apr 2026

Strategy14

Category positioning for brands nobody understands yet

SaaS, fintech, foundations, new formats — how to name a category when the market can't.

By Saurabh Aditya · 10 min · Mar 2026

Strategy15

Brand or performance: the false choice that keeps marketers small

Why 'brand vs performance' is a bad frame — and what to do instead.

By Saurabh Aditya · 9 min · Feb 2026

Playbook16

The first marketing hire — and how to not screw it up

Why your first marketing hire matters more than any of the next ten.

By Saurabh Aditya · 8 min · Feb 2026

Playbook17

Agency versus in-house — and the third option

How to think about the make/buy decision as your marketing function scales.

By Saurabh Aditya · 9 min · Jan 2026

Content18

Content that compounds and content that dies

Why 90% of Indian brand content is dead within 90 days.

By Rahul Doley · 11 min · Dec 2025

Technical19

The Core Web Vitals conversation nobody is having

Why site speed is a revenue lever, not a technical vanity metric.

By Suraj · 10 min · Dec 2025

Measurement20

Attribution is dead — long live measurement

How to measure marketing when attribution no longer works.

By Anamitro Mondal · 12 min · Nov 2025

AI21

Why AI slop content is going to hurt your brand for years

The reputational cost of AI-drafted content is bigger than the productivity gain.

By Naman · 10 min · Oct 2025

Point of view22

Marketing from Ranchi — why our address is a feature

Building an agency outside Tier-1 India isn't a limitation. It's a competitive advantage.

By Saurabh Aditya · 8 min · Oct 2025

Growth23

The Indian brand going global — five specific mistakes

What we've learned from watching Indian D2C, SaaS, and services brands ship to the US, UK, and GCC.

By Saurabh Aditya · 11 min · Sept 2025

AI24

Top Agentic AI marketing agencies in India (2026)

A first-principles look at the agencies actually shipping agentic AI work in India — who they are, what they build, what they charge, and where they fall short.

By Naman · 14 min · Jul 2026

Guide25

Best Digital Marketing Agency in Varanasi: 2026 Guide

How to choose a digital marketing agency in Varanasi in 2026 — realistic CPM and CPC ranges, what retainers should cost, and the questions that expose weak shops.

By Saurabh Aditya · 12 min · Sept 2026

Guide26

Best Digital Marketing Agency in Vijayawada: 2026 Guide

Choosing a digital marketing agency in Vijayawada — Telugu-English search behaviour, real CPM and CPC ranges, fair retainer pricing, and the questions that expose weak shops.

By Saurabh Aditya · 12 min · Sept 2026

Guide27

Best Digital Marketing Agency in Bengaluru: 2026 Guide

How to choose a Bengaluru digital marketing agency in 2026 — real CPM and CPC ranges, B2B SaaS and D2C CAC benchmarks, fair retainers, and the questions that expose weak shops.

By Saurabh Aditya · 13 min · Sept 2026

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