Notes on the craft.
Working thoughts on copywriting, branding, 3D and the business of being senior. The personal writing lives in Explorations.
Indian Advertising Spend, 2016 to 2025: Where the Money Went
Indian ad spend grew 2.3 times between 2016 and 2025, and digital took 70% of that growth. The decade by medium, from two industry reports, side by side.
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3D Product Rendering vs AI: Why Brands Using AI Risk Losing Customer Trust
3D product rendering vs AI: reputable brands risk their customers' trust for a small saving on the advertising budget. What generative AI cannot keep the same.
Why Splitting Your Creative Work Across Multiple Freelancers Costs More Than You Think
The hidden cost of splitting creative work across multiple freelancers, and why one multi-disciplinary creative partner gets you coherent work in fewer rounds.
Quick Commerce Packaging Design: Your Pack Has Half a Second on Blinkit
Packaging design for quick commerce is a different brief. On Blinkit your pack is a 200-pixel thumbnail, seen for half a second by someone scrolling one-handed.
Logo vs Brand Identity: Your Logo Alone Is Not Your Brand
Logo vs brand identity: founders spend three months on the logo, then wonder why the brand feels thin. The most visible decision, and the most overrated.
The Deck That Gets a D2C Brand Onto Shelves
The deck that gets a D2C brand onto shelves: to list on quick commerce or in modern trade, a brand needs a document built to sell, not to admire.
When a D2C Brand Actually Needs a Designer, and When Canva Is Fine
When a D2C brand needs a designer, and when Canva is fine. Spending on design you do not need yet is as wasteful as skimping where it matters.
Your Brand Looks Like Five Different Brands, and Your Customer Notices
Your brand looks like five different brands: website, listing, Instagram, pack and last ad side by side. For most D2C brands, the fix is not more design.
What 3D Product Rendering Actually Is (and When to Use It)
What 3D product rendering is: your product built in software and photographed there, why it now looks like a photograph, and when a brand should use it.
What You're Actually Paying For When You Buy Copywriting
What you pay for when you buy copywriting: why 200 words of pack copy can cost more than a 2,000-word article. The word count was never the product.
The maker behind the work
Carpentry, resin, paper-cutting, vocals and writing — Musings of a Material Girl. Where the eye and the patience come from, kept separate from the commercial work on purpose.
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