We may be many years away from finding if life exists elsewhere, but we have created many, many worlds on this one planet. And it is because of the social media revolution. There is no one news that affects us all, there isn’t one emotion that binds us all. We…

The headline didn’t permit a longer description, so here it is. A yet-to-be-funded, few-months-from-launch (or in the early stages of it), bootstrapped, working out of basements or coworking places, hoping-someone-will-pay-for-their-coffee sort of a start up. That’s what every settled, networked advertising agency needs. Because for these large shops, every brief…

MoByCy is a start up that has sprinkled Delhi-NCR liberally with bicycles. These are bright green in colour, easy to spot, GPS enabled, and connected to an app that lets you find the bike closest to you, unlock it by scanning the code on the bike, and lock it back…

A lot is said about targeted advertising. That it reaches only the right people, at just the right time. That it is the perfect push, sending across the message to the perfect target audience, at that point in his or her day when they just couldn’t have done without your…

What’s that got to do with start ups? Because for the years or months since you first came up with the idea of your start up, it had taken up every single moment of yours. Nights and days and holidays and weekends. Everything merged into everything else and your idea…

We the people in advertising never pause to think about the way our words are changing behaviour and conversations in the world around us. And I am not talking about what we do for our clients. That can be debated. …

Traditionally, brands invested — and many still do — a lot of time and effort in getting their audience, their product, their use cases, their baselines and packaging and everything else nailed to perfection. So when they launched their product or service, they had to live with the choices they…

There was a tailor. For three years, he locked himself up and worked on a piece of garment that would stay dry in the rain, stay cool under the sun, and would never crease. After all these years of hard work and toil, he finally stepped out, thinking the world…