Most brands don’t have an awareness problem.
They have a memory problem.
People know you exist.
They just don’t think of you when it’s time to buy.
That’s the real job of marketing:
Be remembered at the right moment.
Cash → QR → UPI.
Now imagine the next one:
“Find me the cheapest flight to Goa under ₹8k, book it, pay for it.”
And your AI just… does it.
AI agents + UPI could be a much bigger shift than people realise.
Would you trust AI with your UPI PIN? 👀
Most brands don’t have an awareness problem.
They have a memory problem.
People know you exist.
They just don’t think of you when it’s time to buy.
That’s the real job of marketing:
Be remembered at the right moment.
The regulatory process will determine the specifics, but as marketers, we spend years trying to build that kind of emotional connection that Old Monk built. The product had to keep earning it.
Nostalgia brings people back. Quality and honesty give them a reason to stay.