Consulting · Media Strategy
Stop renting attention by the second.
Every year you pay more for less of a glance. That’s not a buying problem you can optimise your way out of — it’s the structure of the market.
Deciding what your media budget should own rather than rent — environments, voices, properties, moments — and then planning, buying and measuring the rest against a number that means something.
Seconds inside someone else’s environment. Re-bought every morning. Priced up every year.
A property, a voice or a moment you keep. Bought once. Compounds while you sleep.
Media efficiency is falling and the plan looks identical to last year’s. You’re in a regulated category where the usual playbook is off the table. Your agency is optimising a strategy nobody senior has questioned in three years. Or you can’t answer what your media spend bought that you still own.
An audit of what your money currently rents versus builds. Then the environment strategy — where your audience already stands — alongside the performance engine, with measurement wired to business outcomes rather than platform dashboards.
I’ve led ₹80–100 crore annual budgets and built media firsts: a full metro-station takeover, a news-studio takeover, and a viral collaboration in a category where celebrity endorsement is restricted.
The proof: the Malad metro takeover · credibility over celebrity.