01
Art direction before posting schedule
A beautiful feed with no idea behind it still gets scrolled past. We start with a visual direction and a set of recurring formats, then build the calendar inside it — so the grid reads as one considered thing rather than twenty separate good-looking posts.
02
Creators as a channel, not a campaign
Mumbai's creator density means the right ongoing partnerships outperform one-off paid posts by a distance. Proper briefs, scripted angles that actually sell, and usage rights negotiated so the content can run as paid media — that's where the leverage is.
03
Trends, but on your terms
Trend-jacking works when the format fits the brand and fails embarrassingly when it doesn't. We filter hard, move within 48 hours on what fits, and skip the rest rather than chasing every audio because it's trending.