Editorial / Blog

The longer argument.

Written investigations, research notes and episode-linked analysis for ideas that need more evidence, more context and more room.

On the editorial desk

Stories being built properly.

Pieces go live only when the argument, evidence and source trail are publication-ready.

Indian consumers are unusually good at making imperfect systems work. Businesses should be careful not to mistake that adaptability for satisfaction.

AI did not suddenly break the agency model. It exposed how much of it had already been reduced to labour, process and underpriced execution.

Advertising wants differentiation. Its processes have an awkward habit of producing convergence.