Brands
Napkin AI for Marketing Teams: Turning Campaign Plans Into Clear Visuals
Explore Napkin AI for funnels, budget explanations and creative plans, with community perspectives and an editorial framework for checking visual clarity.
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Creator Economy
Creator Economy
KL BRO Biju Rithvik: The Bus Driver Who Built a YouTube Family
A broken phone, a helpful friend and a family with stories to tell: explore KL BRO Biju Rithvik’s YouTube journey and lessons for creators.
Creator Economy
Justin Bieber’s YouTube Return: Why Seasons Went Beyond the Songs
Why did Justin Bieber return to YouTube with Seasons? Explore the documentary’s storytelling and lessons for behind-the-scenes brand content.
Creator Economy
Ed Sheeran on YouTube: The Small Performance Behind a Big Story
An early acoustic video offers a useful way into Ed Sheeran’s YouTube story, from showing his craft to supporting music education.
Creator Economy
MrBeast’s YouTube Playbook: Turning Viewers into a Movement
Why do people do more than watch MrBeast? Explore the clear storytelling and community campaigns behind his YouTube reach.
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Practical marketing guides
Offline & OOH
TV Advertising Cost in India: 10-Second Rates by Channel
A 10-second prime-time spot on a national Hindi channel such as Star Plus costs ₹1.5 lakh to ₹4 lakh, a regional channel ₹25,000 to ₹1 lakh, and an IPL live spot ₹18 lakh. TV is still India’s second-largest ad medium at ₹32,855 crore, but it shrank 5% in 2025 and lost its ratings in July 2026. This guide gives the rates by channel and what a campaign costs.
Performance Marketing
Facebook and Instagram Ads Cost in India 2026: CPM, CPC and CPL Benchmarks
Meta ads in India cost roughly ₹50 to ₹250 per 1,000 impressions, ₹5 to ₹30 per click and ₹150 to ₹2,000 per lead in 2026, among the cheapest rates in the world. Cheap reach is not cheap results, though. This guide gives the 2026 benchmarks for Facebook and Instagram, what moves the price, realistic daily budgets, GST, and how to read the numbers.
Performance Marketing
How to Calculate ROAS (and Why 4x Can Still Lose Money)
ROAS is revenue divided by ad spend, and it is the most misread number in Indian performance marketing. A 4x ROAS can lose money once GST, discounts, shipping, returns and COD failures are taken out. This guide shows the ROAS formula, a worked example in rupees, how to calculate your breakeven ROAS, and the three adjustments that turn a dashboard figure into a real one.
Brands
Zepto Marketing Strategy: Case Study
Zepto spent ₹1,389 crore on advertising in FY26 while losing ₹5,905 crore, and doubled revenue to ₹22,624 crore. Its marketing runs like a creator studio, chasing shares and memes rather than reach, while its own ad business now earns more than it spends on promotion. This case study follows the spend, the campaigns and what the paused IPO says about it.
Brands
Nykaa Marketing Strategy: Case Study
Nykaa built India’s largest beauty retailer on content before commerce: tutorials, creators and a blog that taught a generation what to buy. It now spends about 12.5% of revenue on marketing, runs sale events with 3.5 crore visitors, and crossed ₹10,000 crore revenue in FY26. This case study follows the spend, the playbook and what owned brands changed.
Brands
Cadbury Marketing Strategy: Case Study
Cadbury has spent two decades teaching India that chocolate is mithai, and it spends over ₹1,500 crore a year doing it. Kuch Meetha Ho Jaaye, Shubh Aarambh and an AI campaign that gave Shah Rukh Khan to 2,000 local shops built the most loved brand in the category. This case study follows the spend, the campaigns and the year cocoa prices nearly erased the profit.
Performance Marketing
What Small Businesses Can Learn From Elon Musk’s Marketing
You do not need a celebrity audience to build a trusted business. Translate the useful parts of Musk’s approach into small tests, clear promises and measurable customer value.
Brands
boAt Marketing Strategy: Case Study
boAt took a commodity category, earphones, and made it a fashion purchase for 20-year-olds, selling on Amazon and Flipkart first and spending close to ₹390 crore a year on cricketers, actors and a founder on Shark Tank. In FY26 it cut that spend, lost revenue and made more profit. This case study follows the spend, the ambassadors and the pivot ahead of its IPO.
Offline & OOH
Metro Advertising Cost: Delhi, Mumbai, Hyderabad, Bengaluru
A single metro station panel starts at about ₹35,000 a month in Delhi and ₹50,000 in Hyderabad, a full exterior train wrap runs ₹8 lakh to ₹40 lakh depending on the city, and five Mumbai Metro station names sold for ₹216 crore. Metro is the fastest-growing transit audience in India. This guide gives the 2026 rates by city and format, and what a real campaign costs.
Agencies
Client Feedback and Creative Approval: A Workflow for Advertising Agencies
A good approval process helps clients make decisions and gives designers usable direction. Here is a practical workflow from brief to final sign-off.
Ad Tech & Martech
How to Track Qualified Leads and Site Visits in Google Ads
A form submission tells you that somebody enquired. A reliable CRM feedback process helps you understand whether that enquiry became a relevant sales opportunity.
Offline & OOH
Radio Advertising Cost in India 2026
A 10-second FM radio spot in India costs anywhere from ₹100 in a small town to ₹1,500 on Radio Mirchi Mumbai, and a two-week single-city campaign lands between ₹75,000 and ₹2.5 lakh before GST. Radio is the only mass medium in India whose rates fell in 2025. This guide gives the 2026 rate cards by city, what moves the price, and what a real campaign costs.
Performance Marketing
How to Calculate Break-Even ROAS After Returns, Shipping and Payment Fees
A revenue multiple becomes useful only when it connects to the money left after fulfilment. Build a break-even target from your own order economics.
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Search, social & platform updates
Offline & OOH
At GTOOH 2026, HCF's Amit Parikh Makes the Case for Daily Outdoor Reach
Amit Parikh of HCF told GTOOH 2026 in Ahmedabad that outdoor advertising still wins for regional brands, citing a Gujarat-wide Fortune push and a papad launch that put most of its media plan on OOH.
Offline & OOH
DOOH's AI Shift Starts With Inventory Data, Not Creative
A DOOH media CEO argues AI's biggest impact on digital out-of-home will be behind the screen: smarter inventory data, faster planning and tighter links between direct and programmatic sales.
Social Media
LinkedIn B2B Institute: Why Customer Voices Need to Move Earlier in the Buying Journey
A new LinkedIn B2B Institute article argues that AI-assisted B2B buyers now lead with their own needs, so customer proof should appear early in discovery and brand campaigns, not only in late-stage sales content.
Offline & OOH
Aldi Turns a York Parking Bay into a Halloween OOH Moment
Aldi has added a broomstick parking bay outside its York store, using a custom sign and ground graphic to give Halloween shoppers a playful brand encounter before they walk in.
Offline & OOH
Alberta Cancer Foundation Turns Movie Spoilers Into a Mammogram Reminder
The Alberta Cancer Foundation's 'Life-Saving Spoilers' out-of-home campaign borrows famous plot twists to nudge people toward breast health checks and GetAMammogram.ca.
Ad Tech & Martech
Ad-Supported Streaming Now Reaches Most US TV Viewers. The Ad Load Is the Catch
Ad-supported streaming now carries most US TV viewing, but ad time per hour varies widely between premium AVOD, FAST channels and cable. Here is how media buyers can plan around that gap.
Ad Tech & Martech
Prebid 11.44.0 adds opt-in priority bids and a batch of new adapters
Prebid 11.44.0 lets publishers opt in to priority-adjusted bid ranking and adds several new bid adapters, privacy updates and bug fixes to the open-source wrapper.
Ad Tech & Martech
IAB Opens Public Comment on Cross-Channel Measurement Decision Guide
The IAB has published a draft decision guide for cross-channel measurement and is taking public comment through November 4, 2026. It aims to help teams reconcile conflicting evidence from MMM, incrementality testing and attribution.
SEO & Search
Search Console Adds Multimodal Reporting: What to Measure First
Google adds multimodal reporting to Search Console. Learn how to assess visual discovery without confusing extra visibility with business results.
SEO & Search
Google Curates Two YouTube Playlists for SEO Learning
Google's Search Central channel now offers two curated YouTube playlists for SEO beginners and technical specialists, aiming to simplify learning paths from scratch.
SEO & Search
Google's September 2026 Spam Update: Global Rollout Completed in Two Weeks
Google released the September 2026 spam update on September 24, applying globally to all languages, and completed its rollout by October 8. Here's what site owners should know.
SEO & Search
PR Budgets Could Double by 2027 as Brands Chase AI Search Visibility
An industry projection suggests PR budgets could double by 2027, as AI-powered search leans on third-party sources and pushes PR and SEO toward shared visibility goals.