←

Perspectives

Field notes, essays, and opinions from the studio floor. What we're thinking about brand strategy, packaging, the craft of making things, and how all of it lands in the market.

  1. Marketing Technology 6 min read

    Who's watching your AI agents?

    India's IT majors now sell tools to keep AI agents in check. What AI agents in marketing can change in your ad accounts and CRM, and five controls to set.

     Read →
  2. Brand & Content Strategy 5 min read

    Zepto's Seoul Street

    What a 300-guest Korean street in Delhi says about fandom marketing in India, and how a smaller brand can borrow the idea.

     Read →
  3. Brand & Content Strategy 7 min read

    Your brand in ChatGPT's answers

    A plain guide to generative engine optimisation — how AI engines choose the brands they name, what Google says actually helps, and what a small business in India can start on this month.

     Read →