What we are working out in public.
Notes on where marketing is actually moving, written for the people making the decisions. No listicles, no recycled thought leadership.
Four essays so far. The latest, on what a retainer really costs, went up on 13 September 2026.
All insights
The retainer is not the price
A ₹1.5 lakh monthly retainer leaves one company’s account at ₹1.5 lakh and another’s at ₹1.77 lakh. The difference sits on the same invoice, and no pricing guide in India shows you where.
↗ 02Four questions that nobody puts on the list
Every guide hands you fifteen questions to ask a marketing agency. In a real meeting you will ask four. These are the four worth spending them on.
↗ 03Generative Engine Optimisation, without the hype
A growing share of buying research now happens inside ChatGPT, Perplexity and AI Overviews, where the answer cites three sources and everyone else is invisible.
↗ 04GEO vs SEO: what changes, and what does not
The two are not competing disciplines, and treating them as a choice is how brands end up doing neither properly.
↗Rather talk it through?
Thirty minutes on your brand, your market, and what is actually possible. Nothing sold.