Brand and communication strategist bringing analytical rigour, cultural observation and a healthy distrust of fashionable nonsense to Oh TBK’s editorial direction.
Full profile →Paul Dueman
Founder, Host & Editorial Lead
Brands. Business. Advertising. Culture.
The truth.No filter.All impact.
Oh TBK cuts through marketing noise to examine what brands say, what businesses do and what the evidence actually shows.
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Featured investigations
Watch the argument.
Visual, evidence-led stories that question the comfortable explanation and follow the consequences.
Editorial / Blog
Read the longer argument.
Written investigations, research notes and episode-linked analysis for ideas that need more evidence, more context and more room.
Consumer Behaviour / CX
The Adjustment Tax
Indian consumers are unusually good at making imperfect systems work. Businesses should be careful not to mistake that adaptability for satisfaction.
Read article →
Agencies / AI
The Prompt Is Not the Problem
AI did not suddenly break the agency model. It exposed how much of it had already been reduced to labour, process and underpriced execution.
Read article →
Brands / Advertising
How Brands Become Interchangeable
Advertising wants differentiation. Its processes have an awkward habit of producing convergence.
Read article →
We love
the craft.
We question
the work.
We follow
the evidence.
We expect
better.
Why Oh TBK exists
Because brands matter beyond what they sell.
We have worked on both sides of the table. We know the pressure, the compromise and the extraordinary potential in the room.
Oh TBK exists to question lazy thinking, demand accountability, respect the audience and celebrate work that earns its place.
Craft
Care beyond the transaction.
Accountability
Power carries responsibility.
Respect
Audiences are not fools.
The territory
What we cover.
The decisions, incentives and cultural signals that shape what people buy, believe—and expect.
01
Brands
Distinctiveness, stewardship and the gap between promise and behaviour.
02
Business
The decisions, incentives and trade-offs behind the public story.
03
Advertising
Creative choices, agency accountability and the economics shaping the work.
04
Consumers
How brands earn attention, trust and the right to influence.
05
Culture
How commercial communication shapes—and is shaped by—the world around it.
Behind Oh TBK
Built by practitioners.
Editor, director and film-production practitioner with 17 years across craft and execution, shaping Oh TBK from concept to final frame.
Full profile →Raju Pandit
Co-Founder & Creative Production Lead
Social media and community lead combining audience engagement, digital research and coordination to keep Oh TBK’s community timely, thoughtful and human.
Full profile →Pooja Jaiswar
Social Media & Community Lead