Solving the problem of Discovery

The real problem that Google solves, is the problem of availability. When you have a problem and are searching for the solution, Google provides you with a list of most likely content that can address the problem. The problem is created by information asymmetry. You just don’t know and are willing to try out or […]

Are we over zealous on Remarketing?

One of the major shifts in online advertising that I have observed recently is the rampant use of re-marketing campaigns of late. What are remarketing campaigns? I like to think of remarketing campaigns in the form of a popular ad campaign that Vodafone (then Hutch) ran in India. This brilliant ad campaign that was run […]

Is there a point to Social Media Management?

Life is short. It is time to point out an ugly truth, and to be the brave person that you are, the intelligent rational assessor of reality that you are, and kill all the organic social media activity by your company. All of it. Seems radical, but let’s take it one step at a time.… via […]

Responsibility and Liberty in Advertisements

Airtel recently (March 2016) launched a series of Television Commercials (TVCs) bringing out the benefits of it’s 4G network. This followed by a slew of Ads featuring the Airtel 4G Girl (if you don’t know who, then Google this). So now, apart from claiming a lifetime of free telephone bills (I don’t know how many […]