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✦When Your Job Stops Being Your Identity✦Thums Up: The Cola Indians Refused To Give Up✦When A Brand Runs Ads From A Creator's Handle✦What Generated Advertising Does To Bharat✦Does Every Big Idea Need A Campaign?✦Why Sports Beyond Cricket Finally Found Sponsors✦How Raymond Sold Cloth By Describing A Kind Of Man✦What A Pre-Production Meeting Actually Decides✦The Meeting Transcript Became The Brief✦What Happens When Nobody Has Time To Teach✦When A Creator Leaves The Platform That Made Them✦Live Sport And The Creative Made During The Match✦When Your Job Stops Being Your Identity✦Thums Up: The Cola Indians Refused To Give Up✦When A Brand Runs Ads From A Creator's Handle✦What Generated Advertising Does To Bharat✦Does Every Big Idea Need A Campaign?✦Why Sports Beyond Cricket Finally Found Sponsors✦How Raymond Sold Cloth By Describing A Kind Of Man✦What A Pre-Production Meeting Actually Decides✦The Meeting Transcript Became The Brief✦What Happens When Nobody Has Time To Teach✦When A Creator Leaves The Platform That Made Them✦Live Sport And The Creative Made During The Match
Feature

Social-First

53 stories

Discover social-first marketing, creator campaigns, meme culture, social commerce, UGC, communities and digital trends shaping Indian brands.

A halftone collage of a young person’s face, offset in two bands, beside a blank smartphone on a flat blue background
Social First

From Creators to Communities: Why Brands Need to Build Offline Connections With Gen Z

Gen Z still gathers online. The question they are actually asking each other is where everyone is going afterwards.

A halftone collage of festive lamps and phones filming a celebration, on amber

How Internet Culture Is Changing Festive Advertising in India

A halftone hand writing at a keyboard, surrounded by speech bubbles and window frames

The New Role of Copywriters in Meme and Creator Campaigns

More

How Brands Balance Speed, Approval and Creativity on Social Media

Why Founder-Led Content Is Becoming a Brand Asset

How Social-First Brands Build Trust Through Everyday Content

The Risk of Chasing Trends Without a Brand Strategy

How Brands Measure Social-First Campaigns Beyond Likes and Shares

Why Social Search Is Becoming as Important as Google Search

More in Social-First
Cut-out portraits of regional creators scattered across an orange ground

How Regional Creators Are Changing Brand Communication

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The Future of Brand Communities in India

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Why Meme Pages Became Powerful Advertising Partners

A halftone portrait of a woman beside a clapperboard, a cricket ball and music notes

How Brands Use Pop Culture Without Looking Desperate

A collage of overlapping speech bubbles and a hand holding a phone, on a bright blue ground

The Anatomy of a Great Brand Reply

A halftone newsroom of people at desks beneath a wall clock, on a red ground

Why Social Media Teams Are Becoming Mini Newsrooms

A halftone hand holding a phone above a shopping bag and a tick, among cut-out eyes

How Influencer Marketing Moved From Awareness to Performance

A halftone hand holding a tangled red scribble as a figure walks away, on magenta

The Creator Brief: What Brands Get Wrong Before the Content Is Made

Four cut-out portraits of the same figure in differently coloured frames

How Brands Build a Distinct Voice on Instagram, X, LinkedIn and YouTube

A halftone magnifying glass over a tangle of speech bubbles, flanked by two faces

Why Comment Sections Are the New Focus Groups

A halftone hand stacking blocks beside a crowd and a comic starburst

The Difference Between Viral Content and Brand-Building Content

A halftone hand cupping a swirl of headphones and sound, on a blue ground

How Social Listening Turns Into Campaign Ideas

22

Why Gen Z Can Smell Forced Brand Content Instantly

23

How Brands Choose the Right Influencers Beyond Follower Count

24

Why Every Brand Wants to Sound Like a Creator Now

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