Notes from the work.

No trend pieces and no predictions. What we have learned running cable, paid media and generative video for brands that expect the number to move — written down while it is still true.

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Paid Media/12 August 2026/6 min read

How to Find Leads from PPC

Most accounts are not short of clicks. They are short of a definition of what a lead is worth — and everything downstream of that gap is guesswork.

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Cable TV/29 July 2026/5 min read

Why Cable TV Still Outperforms in Tier 2 India

National television sells you the whole country. Cable sells you the neighbourhood your store actually draws from — at a fraction of the rate.

AI Video/14 July 2026/7 min read

Shooting Nothing: AI Video at Campaign Speed

A shoot gives you one film. The campaign needed nine — every ratio, every language, every cutdown. Here is where generative video actually earns its place, and where it does not.

Programmatic/26 June 2026/6 min read

Programmatic Buying Without the Wasted Spend

Programmatic promised precision and delivered a supply chain. Most of the waste is structural, and most of it is fixable in an afternoon.

Notes from the work.

How to Find Leads from PPC

Why Cable TV Still Outperforms in Tier 2 India

Shooting Nothing: AI Video at Campaign Speed

Programmatic Buying Without the Wasted Spend

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