Most Indian app marketers are running campaigns that get seen. The install numbers look decent. The ROAS holds up for a quarter. And then the brand disappears from a user’s mental shelf, replaced by the next thing that showed up at the right moment. An impression without context is just a number on a dashboard. It fills a slot until something better comes along. Seventy-six percent of top executives globally expect generative AI to significantly reshape their business. For Indian app marketers, that statistic understates the urgency. The shift is already happening at the user level: how people discover, evaluate,…

Every cricket season, brands spend crores chasing attention. Most of them drop the catch. In cricket, a single dropped catch can cost a team the match. In a campaign, a weak creative can cost you thousands of users and those who were right there, phone in hand, fully engaged, and completely unreachable because your ad didn’t speak to them. The pressure is real. The stakes are high. And unlike a Test match, you don’t get five days to recover. T20 cricket moves fast, and so does your audience. The Real Battlefield: Attention Let’s be honest about what cricket actually is…