Media, sponsorships, branded content and social, planned and negotiated by people who spent years on the seller's side of India's biggest media houses. We know where the padding hides, because we used to put it there.
Media is one of the only things Indian businesses buy where the published price bears almost no relationship to the transacted price, and where the person quoting it is measured on how much of their inventory they clear this quarter, not on whether it worked for you.
That isn't dishonesty. It's just how the incentive is built. A seller with a fill target will always have a reason why the premium slot is the right slot. Unless somebody in the room is measured on your outcome, nobody is.
Most Indian media overspend isn't caused by bad negotiation. It's caused by buying the wrong unit at a good discount. A 40% discount on a placement your buyer will never see is a 100% loss with paperwork.
More on this: what a media rate card actually hides →
Revenue delivered across media, sponsorships and integrated campaigns inside The Times of India, ET Edge and Pepper Content. We have written the rate cards you're being quoted from, and structured ₹6Cr+ of sponsorship across 20+ CXO-level summits.
If a platform won't move your business, you'll hear it from us before you pay for it. Losing a line item costs us less than losing your trust, and that's the whole point of having your own person in the room.
We plan and negotiate media. We don't run hands-on Google or Meta ad operations. Strategy yes, daily ad-ops no. When a campaign needs a performance specialist, we'll say so and help you brief one. You'll always know which is which.
A stated fee, agreed up front, so our income doesn't rise when your spend does. Commission-on-spend quietly pays an agency to recommend bigger budgets; we'd rather be paid for judgement. If a media house offers us anything on the side of your deal, you'll be told.
Yes, and it's one of the most useful things we do. Send the proposal and the rate card. You'll get back a marked-up version: what's real, what's filler, what it should cost, and what to ask for instead.
Below a certain point, media planning isn't the right spend at all. You're better off putting the money into the site, the collateral and one sharp campaign. We'll tell you plainly if that's where you are, rather than taking a fee to spread a small budget thinly across four channels.
No, and be careful with anyone who does. What we can commit to is the process: the plan is written around your buyer, the price is benchmarked against what we know these deals actually close at, and you see what ran and what came back every month.
Yes. That's the same skill from the other side. Inventory design, tier structuring, pricing and the pitch that gets a sponsor to say yes. Structuring ₹6Cr+ of sponsorship across 20+ summits was the day job for years.
Content design and calendar, posting and handle management, community and DM responses, plus a monthly report and a strategy call. It's a running commitment rather than a one-off, and it works far better once Brand has settled what the account is allowed to sound like.
Bring us your next media proposal, and we'll tell you what it should actually cost.
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