Author Archives: Inception

Working with Boutique & Cult Brands

Boutique or cult brands are typified by a distinct, differentiated brand personality that is amplified in a consistent, powerful brand voice. They are usually passionately built by their founders with painstaking attention to every aspect of the brand. In fact, such highly differentiated brands often struggle to find the right marketing partner who ‘get them’. […]


Digital Marketing – The Garmin for Marketers

    Imagine you’re driving in a new city and there is no GPS, Google maps or Garmin. All you have is a plain old roadmap! So, how does the drive go? Seems old school in this day and age right? We draw the same parallel between traditional media marketing and digital marketing, where the […]


The Power of the Personal Brand or How a Personal Brand can help You and your Business

Today, or rather last night, my state lost a dynamic leader – Selvi Dr. J Jayalalithaa, fondly referred to as Amma. This post is not a political tribute or even a personal eulogy to a tough stateswoman.  In her passing however, and in replaying the most remarkable aspects of her public persona, I was reminded of the […]




5 Hacks to Improve ROI on Facebook Spends

For businesses that have invested in social media, there is a strong need to understand and improve the return on investment (ROI). As marketers, we spend a fair bit of time on this subject and we believe that ROI is an important aspect while making decisions about incremental spends on social media. While ROI considerations […]


5 Key Email Metrics You Need to Start Tracking

1. Open Rate Open rate is an indication of how many people in your target audience thinks your email is worth their attention. Simply put, it is the number of people who opened your email. When seen in comparison to past email campaigns, this metric is a great way to understand what subject lines, email […]



Social Media for Brands – How do you decide

Marketing online might conjure up images of building a presence across multiple platforms. With everyone and their neighbour getting online, there is a lot of emphasis on finding a way to stand out in the crowd. But, this shouldn’t be the sole factor in motivating a brand to build its presence on every imaginable social […]


Case Study: MakeMyTrip – Empowering the Indian Traveller

What’s the campaign all about? MakeMyTrip.com is the pioneer that kicked off the online travel revolution in India by allowing users to book tickets on flights and to arrange for hotels and accommodation across the world. The Indian travel industry found a revolutionary addition in the form of convenience in planning and arranging for trips […]