Digital Agencies
Digital Quotient launches operations in Mumbai & Singapore
MUMBAI: The data-driven social and mobile marketing firm, Digital Quotient has expanded into western India and south east Asia, with the launch of its Mumbai and Singapore offices. With more than 200 million internet users in India and 42 per cent of the world internet users in Asia, Digital Quotient plans to leverage its expertise to help marketers and brands reach out to these digital consumers. The expansion comes on the heels of the launch of its path breaking audience marketing platform, ARQ, couple of months ago.
This expansion to new markets is in response to the growing demand of digital marketing and in specific the mobile marketing space where Digital Quotient has pioneered a ‘mobile first’ approach. Digital Quotient leverages its data driven approach to strategies and execute innovative solutions across social media, mobile, videos and data analytics.
Digital Quotient chief operating officer Vinish Kathuria said, “While we have been working with Mumbai and south Asia clients in the past, increasing importance of digital marketing in business strategy made us decide to be closer to our customers and help them charter their digital journey. Our relentless focus on leveraging creativity, technology and analytics to enhance user experience across multiple digital platforms has been well appreciated by our customers. We plan to leverage our technology platforms and innovation attitude to continue on the mission of ensuring maximum impact and ROI for our clients and partners.”
Kathuria added, “Our financial strength and revenue growth in excess of 50 per cent quarter over quarter also makes this the most appropriate time to grow. We plan to be in five to six new locations by 2015 and target an increase in revenue by over 100 per cent in coming two years. We see a strong demand from FMCG, financial services, entertainment and travel & tourism in these markets.”
The Mumbai operations will be headed by Digital Quotient strategy and operations head Girish Mahajan.
Commenting on the launch, Mahajan said, “Indians have superseded their global counterparts when it comes to mobile video sharing. As per the market statistics, 65 per cent of Indians share their videos through mobile as compared to 53 per cent globally. We see a strong Video + Mobile + Social play in immediate future. We are confident that the marketing intelligence derived from our technologically-fueled products will leverage the above phenomenon for driving maximum impact across social, mobile, web and videos.”
Some of the leading brands Digital Quotient has worked with include Cleartrip, Indigo Airlines, Tropicana, Mountain Dew, GSK, Nestle, Dabur, McDonalds, Yepme, Hyundai, PVR Cinemas, Karbonn Mobiles, Hindustan Times, CenturyPly and Monsanto.
The expansion mission takes off with a goal of creating value not only for the company but for the partners and consumers as well.
BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.
But as we head into 2026, that tolerance is wearing thin.
Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.
The real problem isn’t feedback, it’s how it’s given
Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.
In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.
Scale has changed rverything
Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.
Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.
Guesswork quietly wears teams down
One of the less talked-about impacts of unclear feedback is what it does to people.
When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.
Actionable feedback is a shared skill
Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.
Actionable feedback answers three basic questions:
What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.
Tools shape behaviour (whether we admit it or not)
The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.
When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.
From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:
● Does this meet the brief?
● Does this solve the problem?
● Does this align with the goal?
This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.
2026 Is About Fewer Loops, Not Faster Loops
There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.
In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.
Ending guesswork is a mindset change
Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”
Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.
