Samik Sarkar

Co-Founder @Rustorange, Brand Guy, Design. Food . Startups. Spiritualism. Views are personal.

[Shashank Agnihotri @shashankagnihot]

This is what is wrong with Delhi’s fight against pollution. Photo taken in Dwarka at 10:45 AM. Can’t this ‘beautification’ work of footpaths be delayed? Why are we digging up footpaths and relaying them now when GRAP 4 is in place? And what about the burning of waste while digging up footpaths?
@Saurabh_MLAgk @Sonal_MK @VishnuNDTV @mssirsa @CMODelhi

[Samik Sarkar @samikwrites]

When I first started diving deep into performance marketing, I focused obsessively on acquisition and top-of-funnel metrics. But over time, I realized one of the most powerful — yet underrated — levers for driving real returns is the size of the Middle of Funnel (MOF).

I’ve seen firsthand that when you have a sizeable MOF, product launches and targeted campaigns to this segment can deliver a 6–8x ROAS. This does wonders for your overall ROAS, especially when you consider that new user acquisition campaigns typically run at just 2–3x ROAS at best.

What’s worked for us?
•Structuring our funnel so roughly 60% of efforts are on new acquisition.
•Relentlessly focusing on nurturing that middle group, with continuous refresh of new merchandise to keep things relevant and exciting. 

If you’re a founder building out your growth strategy, don’t sleep on your MOF. Build for it, launch for it, and watch how it balances and boosts your overall returns. In the end, it’s not just about how many people you bring in — it’s about how well you nurture the ones who are already interested. 

#PerformanceMarketing #GrowthStrategy #ROAS #StartupLessons #MarketingTips

[Samik Sarkar @samikwrites]

I often find Founders (including me in initial years) blame performance marketing agencies when sales don’t meet expectations or drop unexpectedly. On the other hand, agencies frequently promise 4-5x sales growth in their pitches.

Here’s my take: Treat your performance marketing team as an extension of your sales team. They can drive traffic and optimize campaigns, but scaling sustainably on platforms like Meta and Google requires founders to first crack the fundamentals — the product, the brand, and the content.

Without strong product-market fit, compelling brand positioning, and engaging content, even the best performance campaigns struggle to maintain a healthy ROAS. To truly multiply sales, founders must own these core elements and work closely with their marketing teams to build scalable, profitable growth.

Building a robust foundation in product, brand, and content is the key to unlocking the full potential of performance marketing.

#StartupGrowth #MarketingStrategy #PerformanceMarketing #Founders #GrowthMarketing #ROAS #BrandBuilding #ProductMarketFit

[Samik Sarkar @samikwrites]

@Qamarcheema A bankrupt nation taking a loan to promote terrorism. Pakistan doing Pakistan things.

[Samik Sarkar @samikwrites]

@IMFNews Dear IMF , Did not know you have started investing in terrorists Shame!

[Aloke Bajpai @alokebajpai]

Enough is Enough! Blood and Bookings wont flow together. We are suspending all flight and hotel bookings for Turkey, China and Azerbaijan on ixigo.

[Ambreen Zaidi @Ambreenzaidi]

I am a soldier’s wife. I have family and close friends in uniform, deployed up north, in the line of action, ready for whatever comes next. No one is talking about de-escalation , they want to give Pakistan a Muh Tod Jawab.

Dear DE-ESCALATE Gang, Just shut up. SHUT THE EFF UP!
Let the Armed Forces do their job.

Stand with them. Or stand aside.

Jai Hind 🇮🇳

[MJ @MJ_007Club]

🔥 Big Announcement by Truck Owners Association in Madhya Pradesh.

They've offered 7.5 lakh trucks to Modi to carry goods or soldiers, whenever & wherever it wants.

Nation first. Jai Hind 🇮🇳

[News Matrix @NewsMatrixIND]

Humble request to every Indian page to post about Manohar Parrikar Sir and thank him bcz He was the man who want S-400 & Rafael Jets in India!!

[Manoj Naravane @ManojNaravane]

Abhi picture baki hai…

[Shashank Agnihotri @shashankagnihot]

What is the North Star metric for Myntra Ads? For Meta and Google we all know what we are optimising for. For Myntra, not so sure. Is it RPLC? If yes, then why am I seeing so many good products with high RPLCs not getting enough spends?

[Shekhar Kapur @shekharkapur]

The question today from the immigration officer in London was not ‘How long are you staying , Sir’.. but ‘Congratulations Sir, on your ‘Moon Landing’. .. #passport

[Arindam Paul @arindam___paul]

First thing first, this is not a Sachin vs Dravid imaginary debate. Both are legends and been role models for me. But this was an exercise to show how and why brand associations happen

56 percent people thought that Rahul Dravid was a better test batsman on pitches that suited fast bowling against the best bowling attacks

And these are the facts

Sachin averages 53 and 46 in Australia and South Africa.

Dravid averages 41 and 29 in Australia and South Africa

In both countries, Sachin also has significantly more runs. By stats, there is absolutely no comparison

But still, more people spontaneously thought Dravid was the better test batsman on bowling friendly pitches against best bowling attacks

You know why?

Because of 2 things:

- So much has been spoken about Dravid’s defensive prowess( the wall etc) and the narrative has been consistent throughout his playing career

- And Dravid walked the talk. He blunted many attacks and played the same way throughout his career. And his legendary innings( Adelaide 2003, Jo’burg 1997) are something that all of remember

These 2 things ( consistent narrative, and living up to the narrative more often than not) built the very strong association amongst many cricket fans that Dravid was the best player of his generation on bowling friendly wickets

Despite Sachin being one of the greatest of all time and dominating attacks everywhere

And i think this is how we also choose many brands. It uses implicit decision making( brain doesn’t have bandwidth to think explicitly about every decisions )

Forming strong perceptions which sometimes may not fully correlate with product performance. Specially in categories where performance anyway can’t be easily measured apple to apple( which is true for most cases)

[Arindam Paul @arindam___paul]

Just saw an article that reports on financial irregularities at Mojocare

With Bharatpe, Trell, Zilingo, GoMechanic etc all happening within 12 months( and i don’t know what’s the truth in each) I wonder if these events will have macro implications/build a bad narrative on the Indian startup ecosystem and global investors start asking deeper questions around Business ethics of Indian founders

Failure to scale is totally fine and should be celebrated too if we want to progress as an ecosystem. But these incidents of financial irregularities if true will definitely set us back by years

And i know for a fact that for every 1 such case, there are 100s of founders who are honest to the core.

But the thing with perception is that once it is formed, it is difficult to change. The ecosystem needs to come together and ensure that these issues are nipped in the bud and corporate governance is given extreme importance right from day 1

[Norgard @BrianNorgard]

The Industrial Revolution rewarded the intensity of one’s labor, The Information Age the clarity of one’s thought and the AI Revolution the purity of ones’s taste.

[Samik Sarkar @samikwrites]

Last I knew Punjab came under jurisdiction of India. Why don’t these people mind their own business.

[Sonia Sidhu @SoniaLiberal]

I am receiving calls from my residents and am deeply concerned about reports coming out of Punjab, India regarding SMS and internet blackouts.
I hope the situation is resolved soon & Canadians travelling to the region are able to connect with their families and friends in Canada.

[Samik Sarkar @samikwrites]

Hoping India will bat out the entire day today and get a lead above 200. #BGT2023

[Samik Sarkar @samikwrites]

SRK is damaging is reputation by being part of such fake pr campaign. The person he is replying to has 224 tweets in lifetime , 50 of them in last 24 hours(did not scroll below it) and all about Pathan. Clearly a fake profile.

[Shah Rukh Khan @iamsrk]

Beta ek hafta ho gaya abhi tak honeymoon nahi kiya!!! Now go see #Pathaan with wife and do honeymoon later…

[Kevin Cannon @multikev]

The future of email with ChatGPT.

[Rishi Bagree @rishibagree]

No Full page message
No Front page message
No State sponsored message

A small prayer message insert in between middle pages of a local vernacular newspaper in the condolence section which cost just Rs 1500.