The rules
changed.

Halftone cutout of an old CRT television
Halftone cutout of a hand holding a megaphone
Most brands
didn't.

Hi, I'm Suraj. I write about how brands actually get seen and remembered now, for the CMOs and founders tired of pretending the old stuff still works.

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Culture
Attention

Latest
thinking

The hot take lives on LinkedIn. The full argument lives here. Pick your depth.

Start here
Why I went
off brief

What this is, why it exists, and why I think the brief most brands are working from was written for a world that no longer exists.

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Portrait of Suraj Nedungadi
Head of Strategy, YAAP
The guy behind this

Hi, I'm Suraj.

I lead Planning and Strategy at YAAP, India's largest independent digital agency network. For a decade, I've helped brands look past the next campaign and build wider communication systems that actually keep them remembered, because the old campaign-first playbook stopped doing that job a while ago.

This is where I think out loud about what replaces it.

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Free, obviously

Steal these
ideas before
your competitors do.

Brands I've had the pleasure (and pain) of working with
Adani ✶ NPCI ✶ Tinder ✶ National Stock Exchange ✶ MRF ✶ Del Monte ✶ Parle ✶ Narayana Health ✶ Adani ✶ NPCI ✶ Tinder ✶ Adani ✶ NPCI ✶ Tinder ✶ National Stock Exchange ✶ MRF ✶ Del Monte ✶ Parle ✶ Narayana Health ✶ Adani ✶ NPCI ✶ Tinder ✶ Adani ✶ NPCI ✶ Tinder ✶ National Stock Exchange ✶ MRF ✶ Del Monte ✶ Parle ✶ Narayana Health ✶ Adani ✶ NPCI ✶ Tinder ✶ Adani ✶ NPCI ✶ Tinder ✶ National Stock Exchange ✶ MRF ✶ Del Monte ✶ Parle ✶ Narayana Health ✶ Adani ✶ NPCI ✶ Tinder ✶ Adani ✶ NPCI ✶ Tinder ✶ National Stock Exchange ✶ MRF ✶ Del Monte ✶ Parle ✶ Narayana Health ✶ Adani ✶ NPCI ✶ Tinder ✶ Adani ✶ NPCI ✶ Tinder ✶ National Stock Exchange ✶ MRF ✶ Del Monte ✶ Parle ✶ Narayana Health ✶ Adani ✶ NPCI ✶ Tinder ✶