01
Culture
12 Oct 2026
No, you don’t have taste
Don’t worry, nobody does. Most of it was picked for us by an algorithm.
The rules
changed.Attention
Most brandsCulture
didn't.
didn't.
Notes on how brands get seen and remembered. Written for the CMOs, founders and brand teams who have to make it happen.
Start readingLatest
thinking
The hot take lives on LinkedIn. The full argument lives here. Pick your depth.
Start here
Why I went
off brief
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.
Read the essay →02
Behaviour
5 Oct 2026
The AI double standard
My AI is efficiency, your AI is laziness, and it’s costing all of us.
03
Attention
10 Mar 2026
The multi-billion hour blindspot
YouTube is TV now, so why do brands still treat it like a digital attic?
04
The Business
10 Feb 2026
The usual suspects
Your platform plan is on autopilot, and the audiences you want have moved on.
05
Craft
5 Jan 2026
The rise of process art
When anyone can make polished work, visible effort becomes the edge.
Elsewhere
Longer pieces I've written for India's marketing press.
IMPACT16 Feb 2026
The Big, The Small & Everything In Between
Six realities of influencer marketing, and why the future sits in the middle tier.
Social Samosa12 Feb 2026
Beyond the spike
Why culture-first brands outlast viral success.
ETEdge Insights16 Jan 2026
Craft vs Code
AI in content creation: what actually scales, and what's just hype.
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.
More about me →
Free, obviously
Steal these
ideas before
your competitors do.
Brands I've had the pleasure (and pain) of working with