News & Views

ZGC constantly evolves with new methods and disciplines to meet the need of changing times for our clients.

Why Linear Funnels Make Gen Z Yawn

Remember the classic marketing funnel? Awareness → Consideration → Conversion → Retention. Everyone learns it in school like it’s the ultimate playbook. But honestly? Gen Z doesn’t follow that path. Not even close.

The Harsh Reality of Social Media

Not every post gets its moment in the spotlight. Some do, sure, they blow up, get shared around, spark comments, and make you feel like a genius. But most? They get swallowed by the scroll, lost somewhere between a celebrity reel and someone’s dinner photo.

You Can’t Make People Listen, But Curiosity Will Hook Them

Ever shouted “LISTEN TO ME!” at a toddler, a cat, or your internet audience? Yeah, it doesn’t work. They just blink, walk away, or knock something off the table. And yet, that’s basically advertising in 2025.

Let’s Be Real, No One Buys Products, They Buy Results

People don’t wake up craving your product. No one rolls out of bed thinking, “Wow, today’s the day I buy that shiny new thing.” They wake up with problems they want solved.

The Not-So-Subtle Role of Emotions in Advertising

People don’t remember ads, they remember how ads make them feel. That’s the truth at the heart of every campaign. A brief isn’t just about what we say; it’s about the feeling we want people to carry once they’ve heard it.

Stop Selling Products. Start Selling Vibes.

A vibe. A mood. That delicious, sparkly energy that makes them point at your brand and go, “Okayyy, I see you. You get me.” Welcome to the era of vibe marketing, where selling a feeling isn’t just the strategy. It’s the whole game.

The Art of Ads…Backed by Science

When you think of advertising, you probably picture flashy visuals, funny commercials, or that one slogan that won’t leave your head. Sure, creativity is part of it, but the real magic? That’s the science behind the scenes.

In the Age of LaBubu, Does Your Brand Have Originality?

Originality today isn’t about chasing every fleeting trend, it’s about filtering culture through a consistent perspective. The brands that stand out are those that remix and localize ideas in a way that feels authentic to their audience, rather than just copying what’s popular. In a world of copy-paste, the ability to curate and reinterpret is what makes a brand truly memorable and valuable.

A Day In a Copywriter’s Brain

On the surface, copywriting looks like choosing the right words. But inside a copywriter’s mind? It’s fascinating and honestly messy. Each sentence you see has likely been written, rewritten, and questioned more times than anyone would guess. The final result might be clean and confident, but the process behind it is anything but linear.

The Advertising Mindset

You don’t just work in advertising. At some point, maybe earlier than you realized, you started thinking in it. It’s a strange shift. One day you're watching a movie, and the next you're dissecting the typography on the poster and wondering what the tagline would be if it had to sell popcorn. The advertising mindset doesn’t clock in at 9 and clock out at 6. It becomes the way you see the world, a filter you can’t (and honestly, don’t want to) turn off.

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?

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.

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.

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.

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

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.

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.

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.

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.

Diversity: the art of thinking independently together — Malcolm Forbes

We are open, welcoming, and responsive. We are vibrant, eclectic and creative. And because of our diversity we are a success story. Our diversity means we are competitive. Welcoming means we can do business with the world. Diversity for us is much more than just a motto.

Subject Matter Expert – Who ?

My father is M.D. Physician, even after years of Doctorate study and practice of Medicine. As a child, I often found him between pages of Indian Medical Journals or pharma books about new medicine composition, technology or procedure. His learning never stopped.

Apology: Because Humans are flawed!

Mistakes are an inherent part of living. There can be an oversight, lack of prioritisation, or poor influence. There could be many ways one can make a mistake unintentionally or intentionally simply because of the wrong information that amounts to a bad decision.

Entrepreneur or Professional – Who are you?

Listening to a Ted Talk, watching Shark Tank, thinking about breakthrough ideas, reading about successful founders, attending startup meet-ups, manifesting and planning a venture, writing about it, and talking to friends and family about it is inspiring.

Capsules Of Inspiration !

Youth these days is chasing the excitement, next big thing, or looking out for purpose. Regular isn’t aspirational. While, on ground level an average human attention span has shrunk. They say that the average attention span is down from 12 seconds in the year 2000 to eight seconds now. That is less than the nine-second attention span of your average goldfish.

How Important are follow-ups?

Today the world faces a common enemy, yet the individual challenges are different. All of us are gripped with the same uncertainty—fear of unknown future and the present has a crisis for which we don't have ways and means to solve it.

How To Think About The Future In Uncertain Times!

Skill Shifting During Pandemic!

Companies, agencies, corporates, organizations, and workforces, skilled workforces always work in order. The order comes from predictability, clarity and we are attuned to derive that with basic working protocols, SLAs, Job Roles and Responsibilities, ROIs, and measures.

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

In the servicing industry, a lot depends on how well your client perceives your work. Standards in excellence in service sectors are few. We worship scale and problem-solving capability of the product industry, but the service industry is the backbone of it all.

UNLOCK CREATIVITY IN LOCKDOWN

Upon lockdown, most of the creative folks were elated about being home and in their own creative universe. Many have acknowledged the fact that they have been more productive and focused during the lockdown with their work and assignments.

New Role Of Advertising Agencies!

Your brand, your product, or your service wasn’t ready for what was thrown at it, but it can sure be prepared for what is coming ahead of it because this is the biggest ever level playing field one can ask for. The biggest of your competition is on the same ground zero currently.

An abundance of Digital Content: The Classic Problem of Plenty

The minute you open Instagram, you are bombarded with a series of Instagram lives. This big influencer is live with a clothing brand, discussing at-home dressing styles. The further you scroll you see IGTV videos made out of TikTok challenges. And, then there are throwback posts and not-so-needed motivation video by a car brand.

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

Every single print ad, outdoor campaign, or catalog goes through rigorous proof check by smallest to biggest agencies. Clients seek out an agency with best practices and experience who can handle their brand communication with necessary maturity but when the time comes for digital narrative lax attitude kicks in.

The Art of Grabbing Consumer Attention

Khushboo Solanki Sharma, the author of this article, is the founder of Zero Gravity Communications. Here, she talks about how cracking the consumer’s point of view is a task, but all you need to do is put in all your creative energies into making your product a head turner on this runway that the supermarket shelf is.

Cyber Safety: Think before you share…

Every time my daughter giggles, or learns a new dance step, I record it. The other day, she was reciting a lovely poem she learnt at playschool and, like any other mother, I felt the need to document it on my phone – to show it to her grandparents and our friends.

The business of balancing Advertising and the rest of it!

Advertising is all about emotions; how to capture the imagination of masses with a common humane denominator like love, emotion, Religion, relationships, goals. Our shared history & culture define who we are and how collective behavior come naturally to us.

Small is the new Big!

A new journey is always a bit frightening since there is never a defined path. The ‘fear of unknown’ is something we can all relate to on any undefined path as we do not know how long or how far we will go. On this path, it’s all about getting started and surviving.

Hiring an Advertising Agency: Must Consider Points

Advertising is a necessary evil in today’s time. It is one of the utmost vital aspects of growing any business and letting it reach to the world masse. Most of the world’s notable brands were built on the back of strong advertising strategy, and whether your organization is big or small, you too can benefit from a carefully considered agency.

Art of Entrepreneurship

When you say anything as “ART”, it can’t be defined. Art of Entrepreneurship, like any other art form this can be only achieved via practice, discipline and dedication. Though you can sure follow some of the following to strengthen your art

Startup Rebranding : Instagram Case Study

When a brand’s visual representation form, in other words, the logo, that has been in the market for quite a long period of time, it is difficult for not only for the consumers to adapt to this change, but also proves to be wearisome for decision makers to begin with.

A brand that didn’t kick off !

Working with #startups is always an intriguing experience. It is more like walking on an unchartered lane. There are no definitive, there aren’t any precedents. Along with branding, there are many strategies that come into play to make a #startup success.

Startup : Design “the brand” at the start!

So, have you stumbled upon a unique idea that will change the world in your own small way? Have you also figured the revenue model and implementation plan of your new startup? The team, technology, co-founder, prototype, proof of concept and all else in place?

Managing during a crisis situations

At our organization, we handle crisis situations with strong leadership, clear communication, and teamwork. A designated leader plans and manages the response, ensuring everyone’s safety and work continuity.

5 Insane Benefits of Video Marketing in 2024

On the off chance that you’re hoping to patch up or rethink your substance advertising methodology, you need video. Doesn’t make any difference which web-based media stage you’re utilizing Facebook, Instagram, YouTube, Snapchat, or LinkedIn, video is the most remarkable advertising apparatus.

Finance With a Twist: How We Bought mPokket First Campaign To Life!

When you think of instant personal loans, what comes to mind? Numbers, interest rates, fine print? But what if a FinTech brand could feel like a friend; someone you trust, rely on, and turn to when you need help?

2baconil rolls out its #BreakupwithSmokeBreaks campaign

The launch of the campaign falls with children...

2baconil’s new campaign urges people to break up with smoke breaks

The campaign coincides with Children’s Day and is conceptualised by Zero Gravity Communications...

Jivraj9’s rolls out a new campaign ‘Sangharsh’ for Independence Day campaign

Conceptualised by Zero Gravity Communications, the campaign is currently....

Campaigns We Like: 2baconil rolls out new campaign for World No Tobacco Day

2baconil, the Smoking and Tobacco Cessation product of Rusan...

Jivraj9’s Father’s Day campaign encourages GenZ to spend more time with their dads

Tea brand Jivraj9 has launched a social media campaign..

Zero Gravity Communications crafts OOH campaign for Vadilal Enterprises

Zero Gravity Communications has come up with an exclusive OOH...

Zero Gravity Comms crafts campaign for Vadilal

Zero Gravity Communications has come up with an exclusive OOH...

Mybyk bicycle-sharing service launches campaign

Mybyk, the bike rental and sharing app, launches...

MYBYK appoints Neel Shah and Shreyansh Shah to drive its next stage of expansion

Pratik Gandhi’s nostalgic moments with old locations in new real estate ad

The ad film by Venus Infrastructure and Developers features Pratik Gandhi talking about Nehru Nagar....

Jivraj9 weaves the story of Pratik Gandhi’s journey in their latest TVC

Jivraj9 tea group launches their latest campaign “Sangharsh Ka Saathi”....

Havmor and Zero Gravity Communications launch new campaign

Havmor Ice Cream and Zero Gravity Communications has launched the...

MEDIABRIEF | Havmor Ice Cream launches #DessertOfLove campaign

Havmor Ice Cream has launched its latest digital..

Jivraj9 Tea rolls out new TVC with actor Pratik Gandhi

The ad film portrays the story of Pratik Gandhi’s journey with the tea brand…

Zero Gravity designs Havmor’s new campaign #MOR2GO

Zero Gravity Communications is the communication agency for Havmor Ice Cream...

MXM India | With an eye-catching Havmor campaign, there’s #MOR2GO for Zero Gravity Communications

As brands try to find a sign of semblance post a period...

The Financial Express | Khushboo Sharma Solanki, founder, Zero Gravity Communications

How brands can make the most of the shift towards digital