Festive Season Media Planning: How to Allocate Your Diwali Budget Without Burning It in Two Weeks

by Alliance Team | Sep 28, 2026 | Brand Strategy, Market Planning, Media Planning

Why Diwali Budgets Burn Out So FastRethink the Calendar: Diwali Is a Six-to-Eight-Week SeasonA Starting Framework for AllocationWhere the Money Goes: Channel Thinking by ObjectiveTelevision and connected TV/OTT: build the season’s moodPrint: still the local...

How to Set KPIs for Brand Advertising When You Cannot Track Every Click

by Alliance Team | Sep 24, 2026 | Brand Strategy, Data Analytics, Market Planning, Media Implementation, Media Planning

Why Brand Advertising Cannot Be Measured Like Performance MarketingThe KPI Framework That Works for Brand AdvertisingTier 1 — Delivery KPIsTier 2 — Brand Response KPIsTier 3 — Behavioural Proxy KPIsTier 4 — Commercial Outcome KPIsMarketing Mix Modelling: The Most...

AI in Advertising — What Indian Brands Should Embrace, What They Should Question, and What They Should Refuse

by Alliance Team | Sep 11, 2026 | Brand Strategy, Digital Planning, Market Planning, Media Buying, Media Planning, Sports Planning

What Indian Brands Should EmbraceProgrammatic Buying and Real-Time Bidding OptimisationAI-Driven Audience Intelligence and Lookalike ModellingCreative Testing and Multivariate OptimisationAnomaly Detection and Real-Time Campaign MonitoringNatural Language Analytics...

Programmatic Advertising in India: How AI-Driven Buying Is Changing the Way Brands Reach Consumers

by Alliance Team | Sep 4, 2026 | Data Analytics, Digital Marketing, Digital Planning, Market Planning, Media Implementation, Media Planning

What Programmatic Advertising Actually IsHow AI Has Changed the Programmatic Buying ProcessFrom Rules to PredictionsBid Optimisation in Real TimeAudience Modelling Beyond DemographicsCreative Optimisation and Dynamic CreativeThe Indian Programmatic Landscape: What Is...