News & Views

The Art of Performance Marketing

Performance marketing is where strategy meets storytelling, and both are held accountable. It’s not just about getting clicks; it’s about earning them through sharp ideas, smart targeting, and creatives that work. The best campaigns don’t just chase metrics; they shape them.

The psychology of colour in the Branding World

Colour is one of the most powerful forms of non-verbal communications. There is great diversity in the use of colours and their associations between cultures, and even within the same culture in different time periods. The same colour may have very different associations within the same culture at any time.

The Psychology of Design: How to Make Brands Irresistible (Like a Great First Date)

Think about your favourite brand. The one you swear by, the one you’d defend in an argument like it’s your best friend. Was it love at first sight? Or did it woo you over time? Because let’s be real—branding is basically dating.

We Don’t Generate Followers, We Cultivate Fans

You pour your heart into it, set up a sleek Instagram page, and wait. You get some likes, and maybe a few comments, but it feels…flat. It’s like shouting into a void. That’s because you don’t need just followers—you need fans. People who don’t just consume your content but connect with it, who don’t just buy your product but believe in your brand. So, how do you get there?

Dear Brands: Gujarat Is Not Living Under a Rock

You know that moment in a meeting when someone leans forward, half-whispering, “But… will people in Gujarat get it?” as if the entire state is still stuck buffering on 2G internet and emotionally invested in Times New Roman? Yeah, that.

Slowfluencers: The New Icons of Slow Living

Once upon a very recent time, we all wanted to be busy. Booked and bustled. Hustle was the holy word, and rest was for the weak. But the tides are turning—and they’re turning slow. There’s a new vibe in town, and it smells like lavender oil and freshly prepared “subah ki chai” in a quiet kitchen.

ZGC March: A Month Of New Launches

The month of closures. You probably tallied your books, documented reports, reconciled accounts, and now are reflecting on the past quarter. It’s a month of wrapping up, of looking back before moving ahead.

What Do Numbers Really Mean in a Qualitative World?

In a digital landscape ruled by numbers, it’s tempting to believe that more is always better. More followers. More likes. More views. But in a world where qualitative impact trumps quantitative noise, it’s time we ask, what do these numbers really mean?

Dear Brands, Kindly Hold Your Horses Love, Every Agency Ever

Working with brands shouldn’t feel like a fire drill. But between last-minute deadlines and feedback like “Not feeling it,” agencies are constantly chasing clarity. It’s time to ditch the chaos. Great ideas need direction, space, and trust—not rushed rollouts and vibes-only reviews.

SEO Is Finally Cool Again

SEO is no longer limited to search engines alone. More people are getting answers directly from AI, which means content needs to be clear, structured, and contextually relevant to be included in those responses. This isn’t about gaming algorithms, it’s about making sure your content is genuinely helpful and easy for AI systems to understand.

Decoding The ‘Right’ Content Strategy for Brands

Social Media strategy is often treated like a rigid system, a calendar with perfect spacing, daily uploads, analytics dashboards, and a whole lot of pressure to “do it right.” But in reality, strategy doesn’t need to follow a fixed formula.

The Dark Side of Storytelling: Where the Line Blurs

Storytelling is as old as humanity itself, evolving from cave paintings to viral TikToks. It has always been a tool to connect, engage, and inspire. Stories activate empathy, making us feel, think, and remember better than plain facts ever could. Today, storytelling has transcended its role as a form of expression to become a business superpower.

Relax, AI’s Just Your Next Flex

Here’s a thought: If AI is “coming for your job,” maybe your job was just a little too easy to begin with? Relax, take a sip of that overpriced oat milk latte, and let’s zoom out for a second. Every generation has had its “we’re doomed” moment. Radio was going to kill books. TV was going to kill radio. The internet was going to kill attention spans.

To All the Brands We’ve Loved (For 11 Years and Counting)

More than a decade of shaping, reshaping, and sometimes, completely reimagining what branding can be. It’s been 11 years of unlearning and relearning, of obsessing over the smallest nuances—why a tagline works in one context but not another, why a colour shift by just a few degrees can change brand perception, why what worked yesterday may not work today.

Navigating the Cultural Shift & Narrative in the Beauty Industry

Brands played on underlying gaps, needs, or mass beliefs to sell their products. They shaped perceptions, reinforced existing narratives, and tapped into what resonated with the masses. And for a long time, it worked.

What’s This Obsession With Numerology and Astrology?

Is your brand name's power from stars or strategy? Discover why deep market insights, consumer understanding, and brand alignment are more impactful than numerology for lasting success.

This Is Gen Z’s Era But That’s Not the Whole Story

Every few years, a new generation steps into the spotlight like it’s been waiting for this moment its entire life. Enter Gen Z: unapologetic, unfiltered, and ready to ask “but why?” in meetings, emails, and group chats. They’re setting boundaries like pros, normalising burnout memes, and rewriting the whole “work culture” in lowercase letters and BeReal updates.

Retail Readiness isn’t Just a Buzzword in 2025

Today’s customers don’t just browse; they multitask. They swipe, compare, price-check, and purchase across five tabs, three platforms, and two moods. To them, your brand is one big, connected experience. If your retail presence feels disjointed, you’re not invisible, you’re forgettable.

Not Another MarTech vs EQ Debate

For some inexplicable reason, the world of marketing has always reveled in its melodrama, setting Performance against Brand, Organic against Paid, and Content against Copy. And now, it is MarTech versus Emotional Intelligence.

How Social Media Can Be a Game-Changer for Startups

Starting a business is like taking a roller-coaster ride. It’s thrilling, full of twists and turns, and sometimes a bit scary! For startups in India, where competition is fierce and customer attention spans are fleeting, social media can be the secret weapon to stand out and grow.

India’s Economic Growth and Price-Sensitive Consumer Market

India’s economy is growing at a significant pace, but price sensitivity continues to define the market. What has really changed, however, is the way consumers—especially the younger generation—approach their buying decisions.

What Is SDC & How It Will Affect Advertising Agencies?

I overheard my team struggling to explain the Self Declaration Certificates (SDC) to a real estate client. I stepped in and explained that this is related to the Real Estate Regulatory Authority (RERA) for advertising.

How to Scaling Up An Independent Agency

Starting an independent agency is one challenge—finding your footing and holding it steady through a mix of trials and triumphs. But once that foundation is set, a new challenge emerges: expanding while staying grounded.

What’s Next for Indian Digital Advertising?

In the ever-evolving landscape of digital advertising, India is poised to witness significant advancements and opportunities. With a rapidly growing digitized population and increasing connectivity, the future of Indian digital advertising is set to unfold in a multi-media-multi-window era.

5 Insane Benefits of Video Marketing in 2024

Managing during a crisis situations

11 ways we manage during a crisis situation.

Startup : Design “the brand” at the start!

So, have you stumbled upon a unique idea that will change..

Startup Rebranding : Instagram Case Study

#instagram #rebranding Visualisation is very personal and perspective driven..

A brand that didn’t kick off !

Yet another fun #branding assignment!..

Art of Entrepreneurship

Art of Entrepreneurship

Hiring an Advertising Agency: Must Consider Points

Hiring an Advertising Agency: Must Consider Points

Small is the new Big!

Small is the new Big!

The business of balancing Advertising and the rest of it!

The business of balancing Advertising..

Cyber Safety: Think before you share…

Cyber Safety: Think before you share…

The Art of Grabbing Consumer Attention

The Art of Grabbing Consumer Attention..

Why Brands We Need Stronger Checks and Balances on Digital Platforms!

Every single print ad, outdoor campaign, or...

An abundance of Digital Content: The Classic Problem of Plenty

The minute you open Instagram..

New Role Of Advertising Agencies!

Your brand, your product, or your service wasn't ready for...

UNLOCK CREATIVITY IN LOCKDOWN

Upon lockdown, most of the creative...

Dear Service Partners, what kind of Clients do you want to work with?

Last week I ran this quick poll on my LinkedIn

Skill Shifting During Pandemic!

Companies, agencies, corporates, organizations, and workforces...

How To Think About The Future In Uncertain Times!

Today the world faces a common enemy..

How Important are follow-ups?

Early in my career, while I was liaising...

Capsules Of Inspiration !

Mundane can be magic !...

Entrepreneur or Professional – Who are you?

Listening to a Ted Talk, watching Shark Tank, thinking....

Apology: Because Humans are flawed!

Human begins are flawed....

Subject Matter Expert – Who ?

Which is that moment when one becomes an authority....

Diversity: the art of thinking independently together — Malcolm Forbes

Zero Gravity Communications is a firm that prides itself..

The famous 70 hours/week work debate!

I vividly recall my initial work experience in Europe. I was stationed at our partner office in Helsinki during the harsh winter months of January and February, where

Mind Space Odyssey: Overcoming Creative Roadblocks in Orbit

Whether you are an artist, writer or marketing expert, we have all been there. The moments of a beautiful blank page staring at you when you yearn for an original creative concept and the perfect words, but you get nothing. And what is more frustrating is trying hard to push through, but every idea you get seems lame and uninspiring.