INSIGHTS
& STRATEGY
Unfiltered thoughts on marketing, UGC, and the changing landscape of attention in India.
Deep dives into specific industries. Identifying the pain points, street concepts, and trust factors that make ads convert.
Latest Articles
WHY 'STREET INTERVIEWS' ARE THE NEW FOCUS GROUPS
Focus groups are expensive, slow, and biased. Street interviews are cheap, fast, and brutally honest.
THE 'MADRAS' MISTAKE: WHY NATIONAL BRANDS FAIL IN KERALA
Treating South India as one homogenous block is your biggest ROI killer. Here is the nuance you are missing.
WHY YOUR "NORTH INDIAN" ADS ARE BURNING MONEY IN KERALA
You can translate the copy to Malayalam, but you can't translate the vibe.
THE PERFUME PARADOX: YOU CAN'T SELL A SMELL
Selling fragrance or food online? Stop using photos. Start using reactions.
STOP PAYING INFLUENCERS TO LIE ABOUT YOUR PRODUCT
The era of the 'Unboxing Video' is dying. Consumers are smart. They know the script.
SCALE OR DIE: WHY ONE 'HERO AD' ISN'T ENOUGH ANYMORE
Facebook's algorithm feeds on fresh creative. If you aren't shipping 5 new ads a week, you're invisible.
YOUR FOCUS GROUP IS LYING TO YOU. THE STREET WON'T.
People in focus groups are polite because they want the gift card. People on the street are busy and brutal.
WHY "UGLY" ADS OUTPERFORM YOUR STUDIO SHOOTS
Polished ads look like interruptions. Raw videos look like entertainment.
YOUR CAC IS HIGH BECAUSE YOUR ADS LOOK LIKE ADS
The Facebook algorithm hates your glossy studio shoot. Why "Lo-Fi" street content is the only way to survive the 2025 ad auctions.
THE "COD" TRAP: WHY THEY DON'T TRUST YOUR WEBSITE
Indian shoppers pick Cash on Delivery because they fear scams. Real street testimonials fix the "Trust Deficit" instantly.
BEYOND BANGALORE: WHY ENGLISH ADS FAIL IN TIER 2 INDIA
You can't scale a DTC brand on "South Bombay" vibes alone. To win the mass market, you need vernacular street content.
READY TO
HIT THE STREETS?
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