The longer argument.
Written investigations, research notes and episode-linked analysis for ideas that need more evidence, more context and more room.
Stories being built properly.
Pieces go live only when the argument, evidence and source trail are publication-ready.
The AI Advertising Problem
When advice becomes advertising, the question is no longer simply what brands know about us. It is what they should be allowed to do with that knowledge.
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Famous Faces. Not So Famous Brands.
Indian brands spend heavily to borrow celebrity fame. But attention is not ownership. The real test is what the brand still owns when the famous face leaves.
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The Adjustment Tax
Indian consumers are unusually good at making imperfect systems work. Businesses should be careful not to mistake that adaptability for satisfaction.
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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.
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How Brands Become Interchangeable
Advertising wants differentiation. Its processes have an awkward habit of producing convergence.
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