Ruchi Roy
Rage baiting: New Creative Drivel or a Misguided Front?
Advertising has always been about grabbing attention. It’s about creating conversations, shaping perceptions, and influencing decisions. But somewhere along the way, the quest for attention, visibility, and rapid growth has led some brands into murky waters. The line between thoughtful creativity and manipulative outrage — or rage baiting — is becoming harder to distinguish. In…
Navigating CTV Measurement Without Nielsen: The Great TV Currency Shift
Nielsen’s panel-only currency is on borrowed time. By the end of 2025, it will be retired, marking one of the most consequential shifts in TV and CTV measurement in decades. With connected TV (CTV) expected to account for 40.2% of the $83.25 billion advertisers will spend on linear and CTV combined this year—and nearly a…
Marketing Insight ‘Famine’: Over 50% Of Brands Lacks Quality Insight
Advertising and marketing industry is suffering from a marketing insight famine. 51% of brands say their insights are too weak for creative work, according to State of Creativity by Cannes Lions 2025. Every week and month, hundreds of reports and studies, packed with graphs and pie charts from the Moon to Venus, keep flooding the…
Channelize Memories in your Festival Marketing Strategy for Sales Growth
We are entering the time of festivals in the midst of inflation and tariffs. The talk for festival marketing strategy is significant where consumers are running away from stores or buying anything. If a purchaser thinks more than once while going through the aisle, your brand is on the line of getting ignored or not…
Customer Loyalty Demystified: 4 Bonds That Actually Work
Customer loyalty isn’t a program, it’s survival. For brands, it’s the thin line between being the GOAT and being ghosted. Sure, freebies and coupon codes can win a click, but can they win a customer’s mindshare? Not for long. Ogilvy’s recent study reminds us of a brutal truth: loyalty isn’t built on discounts or gimmicks.…
August Marketing Rundown: 6 Must-Know Stories That Shaped the Month
The landscape of August marketing was set already due to back-to-school and back-to-college campaigns. However, there were other players in the same set of markets ready to steal the attention. Right, we are talking about attention whether it is deserving or not. Attention is the market’s new currency and we have deep dived in our…
What Makes CTV Advertising Delicious for DoorDash
When you think about DoorDash, your first thought is probably hot pizza, but not CTV advertising charts. Yet here we are: DoorDash’s name is stamped on a joint report with eMarketer about how Americans are spending their time on connected devices. The sponsorship feels unusual at first glance, but it might be the clearest signal…
An In-house Marketing Agency: Broke Pepsi but Made Duolingo
An in-house marketing agency is the brand’s own creative and media operation sitting inside the company, serving one client only: the business. External agencies bring cross-category perspective and scale. In-house teams trade that breadth for deeper brand intimacy, faster turns, and tighter data control. While we compare both, neither model is a religion. It is…
From LinkedIn to Substack: Choosing Intimacy Over Virality
The online professional world has always had its “default hangouts.” LinkedIn became the de facto digital conference hall, a mix of résumés, industry chatter, and thought-leadership one-liners. But recently, a quieter, more intimate platform has been making noise very differently. Once a scrappy newsletter startup, Substack has grown into a powerhouse where experts, leaders, and…
Cindy Rose, New WPP CEO, Faces a Set of Challenges, Aims to Woo Clients
Cindy Rose has become the new WPP CEO, succeeding Mark Read. Mark Read is set to retire from the company’s Board and as the CEO on 31st Dec, 2025, after completing more than 3 decades of his professional career. Meanwhile, the news did not shock the marketing industry, as everyone had seen this coming for some…
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