Skip to main content

Posts

I Analyzed 50 Indian Brand Campaigns — Here Are the 10 Patterns I Found

Over the past few months, I closely studied 50 Indian brand campaigns across categories—FMCG, fintech, edtech, D2C, and legacy brands. Some were widely celebrated, some quietly effective, and a few… just noise. But once you strip away the surface-level creativity, clear patterns start to emerge. Not trends, but repeatable principles that separate campaigns that work from those that just exist . Here are the 10 patterns that consistently showed up: 1. Cultural Context Drives Virality The campaigns that performed best weren’t random bursts of creativity—they were rooted in culture. Whether it’s: Zomato’s real-time topical ads Amul’s decades-long topical creatives Swiggy capitalizing on IPL or festivals They all plug into what people are already talking about . Timing + cultural relevance = disproportionate reach. 2. Simplicity Outperforms Cleverness Many underperforming campaigns tried too hard to be witty or abstract. The winners were simple: Clear message Clear ...
Read more
Recent posts

The Real Difference Between Marketing That Looks Good and Marketing That Sells

Scroll through LinkedIn or Instagram and you’ll see no shortage of “great marketing.” Sleek carousels, cinematic videos, clever taglines, and perfectly curated brand aesthetics. It all looks impressive. But here’s the uncomfortable truth: a lot of it doesn’t sell. Some campaigns win awards. Others win customers. Rarely are they the same thing. The difference between marketing that looks good and marketing that sells lies in intent, execution, and—most importantly—measurement. 1. The Objective: Applause vs Action Marketing that looks good is often built for validation. It’s designed to impress peers, clients, or internal stakeholders. You’ll hear things like “This will go viral” or “This aligns with our brand image.” Marketing that sells is built for one thing: action. That action could be a click, a signup, a purchase, or even a reply. Every element—headline, visual, CTA—exists to move the user one step forward in the funnel. A visually stunning campaign that generates zero con...
Read more

Why Most Startups Fail at Marketing in the First 6 Months

Whenever a startup is launched, most founders focus heavily on building the product. They spend months developing features, designing the website, and preparing the launch. But one area that often gets neglected in the early stage is marketing. After observing many startups closely and interacting with founders, I have noticed a common pattern. Many startups struggle not because their product is bad, but because their marketing approach is weak or unclear during the first six months. The early stage of a startup is critical. The decisions made during this period often determine whether the business gains momentum or slowly fades away. Here are some of the major reasons why most startups fail at marketing in their first six months. 1. They Believe the Product Will Sell Itself One of the most common mistakes founders make is assuming that a good product will automatically attract customers. In reality, people do not buy products they do not know about. Even if the product solves a r...
Read more

7 Marketing Lessons I Learned After Publishing 10 Books

When I published my first book, I believed the biggest challenge was writing it. I thought if the content was good, people would naturally discover it. But after publishing ten books in the domain of marketing and advertising, I realized something important: writing a book is only half the work. Marketing the book is the real game. Over the years, through successes, mistakes, and experiments, I learned some powerful marketing lessons. These lessons are not just about selling books; they apply to marketing any product, service, or personal brand. Here are seven marketing lessons I learned after publishing ten books. 1. A Great Product Does Not Market Itself One of the biggest myths in marketing is that a good product will automatically find its audience. I believed this in the beginning. I focused heavily on writing valuable content but did not pay enough attention to promotion. The reality is simple: even the best products need visibility. Without marketing, people simply do not k...
Read more

Brand Management in the Age of AI: Why Control Is Dead and Co-Creation Wins

For decades, brand management was about control . Control over messaging. Control over perception. Control over how a brand “shows up” in the market. That era is officially over. Today, brands don’t live in boardrooms or brand guideline PDFs. They live in algorithms, conversations, comment sections, AI outputs, and community screens . And the biggest shift in modern brand management is this: Brands are no longer managed. They are co-created. The Rise of AI-Shaped Brand Perception A consumer today might first “meet” your brand through: A ChatGPT response A Google AI Overview A Midjourney-generated visual A Reddit thread A WhatsApp forward None of these are fully under your control. AI systems are now interpreting, summarizing, and retelling your brand story based on: Online content Reviews Social conversations Website copy Public sentiment This has given rise to a new reality in brand management: If AI doesn’t understand your brand clearl...
Read more

How to Create Your Own Personal Brand in the Digital Age?

Your personal brand already exists. The only question is— are you shaping it, or is the internet doing it for you? In the digital age, your name is no longer just an identity. It is a search result, a first impression, and often a deciding factor in opportunities—jobs, collaborations, speaking invites, clients, and credibility. Building a personal brand today is not about being famous. It is about being clear, consistent, and trusted . Let’s break down how you can intentionally create your personal brand in a world driven by algorithms, attention, and authenticity. 1. Start With Clarity, Not Content Most people make the mistake of starting with posting. The right place to start is positioning . Ask yourself: What do I want to be known for? Who do I want to help or influence? What problems can I genuinely solve? Your personal brand should sit at the intersection of: Your skills Your experiences Your interests Clarity comes before visibility. Without it, ...
Read more

Business Analytics: Things You Must Have on Your CV to Stand Out

Business Analytics has moved from being a “good-to-have” skill to a core business function across industries. Companies today are not just looking for people who can work with data—they want professionals who can translate data into business decisions. If you are aspiring to build a career in Business Analytics, your CV plays a critical role in getting shortlisted. Recruiters often spend less than 10 seconds scanning a resume. This makes it essential to present the right information, in the right structure, with business relevance. Here are the key elements every strong Business Analytics CV must include . 1. A Clear Professional Summary Start your CV with a short professional summary of 3–4 lines. This section should immediately answer three questions: Who are you? What analytics skills do you bring? What business problems can you solve? Avoid generic statements like “hardworking and passionate candidate.” Instead, focus on analytics and impact. Example: Business Ana...
Read more

How to Read Case Studies in Marketing: A Marketer’s Guide to Learning from Real-World Stories

In marketing, some of the best lessons don’t come from textbooks — they come from real stories . And those stories are captured beautifully in case studies. A good case study is like an X-ray of a brand’s strategy — it shows you what worked, what failed, and why. But here’s the catch: most students and professionals read case studies passively — like a story — instead of analytically , like a marketer. So, how should you read a marketing case study to truly learn from it? Let’s break it down step-by-step. 1. Start with the Context Before you jump into numbers and results, understand the background . Ask yourself: What industry is this brand in? What was happening in the market at that time? Who was their target audience? What problem were they trying to solve? Example: If you’re reading about Amul’s “India Runs on Amul” campaign, understand the social and economic mood of India during that time. The context explains why the campaign existed in the first place. 2...
Read more

Piyush Pandey: The Man Who Made India Smile

When I first heard the news of Piyush Pandey’s passing , I felt a strange silence inside me — the kind that comes when you realize an era has truly ended. For me, and for so many marketers, he wasn’t just a creative genius; he was the soul of Indian advertising . Over the years, I’ve studied hundreds of campaigns, from global brands to local startups. But every time I think of what made Indian advertising truly Indian , one name stands out — Piyush Pandey . His work wasn’t about flashy visuals or celebrity endorsements. It was about people, emotions, and everyday life. It was about us . The Storyteller Who Spoke India’s Language Piyush Pandey’s magic lay in his ability to find stories in the simplest corners of life — the chai stall, the crowded bus, the festival laughter, the mother’s scolding. He didn’t just sell products; he celebrated people. Think about Fevicol’s “Bus Ad” — a bunch of villagers crammed together, yet no one falls off. Simple, humorous, unforgettable. That’s In...
Read more

Diwali & the Best Marketing Strategies Adopted by Brands — A Marketer’s Perspective

As a marketer, Diwali has always been one of my favorite times of the year — not just for the lights, sweets, and celebration, but for the brilliance brands display in their campaigns. Every year, I watch how companies transform festive emotions into engaging stories, clever discounts, and unforgettable brand moments. Diwali is more than a festival — it’s a marketing goldmine where emotions meet economics, and creativity meets conversion. Here’s my take on some of the best marketing strategies brands adopt during Diwali, and what we, as marketers, can learn from them. 1. Emotional Storytelling that Connects The strongest Diwali campaigns aren’t about products — they’re about people . Brands like Tanishq , Surf Excel , and Coca-Cola have mastered the art of weaving emotions into their ads. One campaign I’ll never forget is Tanishq’s #WhenItRingsTrue — it wasn’t about gold, it was about relationships, trust, and genuine moments of togetherness. Similarly, Surf Excel’s “ Daag Achhe ...
Read more