From Delivery App to Retail Brand: What Swiggy Instamart’s Private Label Move Means for Marketing
The rise of the Swiggy Instamart private label marks a powerful shift in how platforms think about growth. Swiggy is no longer just a delivery intermediary. With the launch of its own brand offerings and experiments beyond the app ecosystem, Instamart is stepping into the role of brand owner, retailer, and ecosystem builder — all…
The Death of Influencer Marketing (As We Know It)
Influencer marketing isn’t dying. But the version brands relied on for the past decade is. The era of one-off paid posts, vanity metrics, and surface-level collaborations is collapsing under its own inefficiency. Audiences have evolved. Creators have evolved. And brands that still treat influencers as temporary media inventory are falling behind. The real shift? Influence…
Creator-Owned Brands vs Brand-Owned Creators: Who Really Holds the Power?
The debate around creator-owned brands vs brand-owned creators is becoming central to modern marketing strategy. As creators build businesses and brands build in-house talent ecosystems, the balance of power is shifting. But which model is stronger? And more importantly, which one is sustainable? Let’s break it down. What Are Creator-Owned Brands? Creator-owned brands are businesses…
Thums Up Music Collaboration: How a Legacy Brand Blended Nostalgia With Now
The Thums Up music collaboration with Vishal Dadlani and Humankind wasn’t positioned like a traditional advertising campaign. It was released like a music drop. That distinction is important — because this collaboration wasn’t designed to sell a product immediately. It was designed to reassert cultural relevance for a legacy brand without losing its identity. And…
Music-Led Brand Campaigns: Why Brands Are Dropping Songs, Not Ads
Music-led brand campaigns are redefining how brands connect with audiences today. Instead of launching traditional advertisements, brands are increasingly releasing full-fledged songs, collaborations, and music-driven content that audiences choose to engage with. This shift reflects a bigger change in consumer behaviour. People don’t want to be interrupted by advertising. They want brands to show up…
Dark Social: The Invisible Channel Driving Real Brand Growth
Dark social influences more buying decisions than most marketing dashboards can reveal. Not all brand conversations happen in public. Not all recommendations leave a digital trail. And not all trust can be measured through likes, shares, or clicks. Yet some of the most powerful decisions are shaped quietly — in private messages, shared links, and…
Zero-Click Marketing: Why Brands Must Win Without the Click
For years, marketing success was measured by one thing — the click. Today, that metric is quietly losing its power. Search results answer questions instantly. Social platforms reward engagement without exits. Audiences consume content without ever visiting a website. Welcome to the era of zero-click marketing. What Is Zero-Click Marketing? Zero-click marketing refers to strategies…
The End of Performance-Only Marketing: Why Brands Need More Than ROAS
For years, marketing success was measured by numbers alone.Clicks. Conversions. Cost per acquisition. Return on ad spend. Performance marketing promised clarity and control — and for a long time, it delivered.But today, something has changed. Brands are spending more, tracking more, optimising more — and still feeling stuck. This signals a shift: performance-only marketing is…
Marketing Fatigue: Why Louder Marketing Is No Longer Working
Marketing today is everywhere. Ads follow people across platforms. Brands post constantly. Notifications never stop. And yet, despite this increased activity, engagement is declining. This growing disconnect has a name: marketing fatigue. Audiences aren’t ignoring brands because they don’t care. They’re tuning out because they’re overwhelmed. What Is Marketing Fatigue? Marketing fatigue occurs when audiences…
De-Influencing: Why Honest Marketing Is Replacing Hype
For years, marketing followed one rule — sell harder.Bigger claims, louder messaging, constant persuasion. Today, that approach is breaking. Consumers are no longer impressed by perfection. They are drawn to honesty. And this shift has given rise to a powerful trend: de-influencing. Instead of pushing people toward a purchase, brands are earning trust by telling…
