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01Insights
Positions rather than press releases. Short pieces on the parts of marketing, media and talent that most decks skip over.
Talent · 5 min · 10 August 2026
India now has more creators than most countries have internet users — and two-thirds of them live outside the metros. The centre of gravity is exactly where Tamil, Telugu, Kannada and Malayalam are spoken.
Creative · 4 min · 27 July 2026
Nine in ten new Indian internet users consume content in Indian languages. A campaign translated into Tamil is not a Tamil campaign — the audience can tell in the first three seconds.
Media · 5 min · 8 July 2026
Coimbatore, Madurai, Vijayawada, Mysuru, Kozhikode — the towns most media plans treat as 'phase two' are where the growth, the creators and increasingly the money already are.
Media · 4 min · 22 June 2026
Telangana and Andhra Pradesh share a language and a film industry — and behave like two different countries on a media plan. Treating 'Telugu' as one line item is the most common mistake in the region.
Performance · 4 min · 4 June 2026
Reach is the easiest number to move and the least useful one to report. What happens after the impression is the actual job — in Chennai, in Kochi, everywhere.
Media · 4 min · 18 May 2026
Owning distribution changes what you can promise a client — and what you have to be honest about. Especially in markets where audience numbers get rounded up freely.
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