Notes & Ideas

Thinking on brand strategy, creative direction, and what actually moves the needle for the founders and D2C brands we work with.

How to Brief a Product Photoshoot (Free Checklist)

Production

How to Brief a Product Photoshoot (Free Checklist)

A practical guide to briefing a product photoshoot — what to specify, how many shots you actually need, and the mistakes that waste a shoot day.

What's a Good Cost Per Lead in India? (2026 Benchmarks)

Performance

What's a Good Cost Per Lead in India? (2026 Benchmarks)

Realistic cost per lead benchmarks for Indian D2C and local businesses in 2026 — and why the number on its own tells you almost nothing.

7 Signs Your Social Media Agency Isn't Working

Working with agencies

7 Signs Your Social Media Agency Isn't Working

How to tell whether your social media agency is actually delivering — seven specific warning signs, and what to ask before you decide to leave.

How to Grow a Jewellery Brand on Instagram (2026 Playbook)

Strategy

How to Grow a Jewellery Brand on Instagram (2026 Playbook)

A practical playbook for growing a jewellery brand on Instagram — what to photograph, what to post, and why most jewellery accounts stay stuck.

Social Media Marketing Cost in India (2026 Pricing Guide)

Pricing

Social Media Marketing Cost in India (2026 Pricing Guide)

What social media marketing actually costs in India in 2026 — real monthly ranges, what's included at each level, and the hidden costs nobody mentions.

Welcome to The Alpha's Journal

10 Aug 2026

Welcome to The Alpha's Journal

Notes on brand strategy, creative direction, and what we're learning from the campaigns we run for founders and D2C brands.

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