6+ day, 6+ hour ago   (1035+ words) Influencer marketing may be firmly embedded in the D2C marketing mix, but brands are taking increasingly different routes on where they put their creator money. The contrasting approaches come at a time when rising creator fees are forcing marketers to scrutinise…...

2+ week, 2+ hour ago   (137+ words) Three founders, three different bets, one shared conviction: mithai has earned the right to be taken seriously, packaging, price tag and cultural respect included. Whether Indian consumers are actually ready to pay up for that seriousness, or simply keep loyally…...

2+ week, 4+ day ago   (1089+ words) For years, the D2C story in India was largely about challenger brands disrupting large FMCG companies. Marico’s latest numbers suggest that the relationship may be changing. The incumbent is no longer simply watching the digital-first wave; it is scaling a portfolio…...

2+ week, 5+ day ago   (1221+ words) AI is no longer sitting in a separate experimental corner of advertising budgets. From deciding how much to bid for an impression and which consumer to target to generating creative variations and predicting conversions, artificial intelligence is increasingly sitting underneath…...