No. 01
Gambling, betting, sports books
Even for legal Indian gaming sites. The category is a regulatory landmine and the SEO playbook for it is link-spam and PBN games. We are not the team that survives the next Google Spam Update.
Six things we say no to
These are not aspirational principles. Each one is a position we already hold in our Statement of Work, our pricing floor, or our service FAQ. We put them on one page so a CMO can decide in three minutes whether we are the right shop for the next call.
No. 02
Personal loans, payday loans, BNPL
Consumer debt categories. The paid-media targeting and creative angles required by these products do not match how we want to spend our day. There are agencies who do this work well. We are not one of them.
No. 03
Engagements below Rs 1.5L per month
Our economics need a senior strategist owning every account from week one (see /about). Below Rs 1.5L per month, the senior hours do not exist and the work becomes ad-hoc. Below this floor we are bad for the client and worse for our retention.
No. 04
Annual lock-in contracts
Every Statement of Work has a mutual kill-switch after 90 days. No 12-month auto-renewals. If we are not earning the fee, leave. We do not protect revenue with paperwork.
No. 05
Senior handoff after kickoff
The strategist who scoped the work runs the work. We do not hand you off to a junior account manager after the first call. If the senior leaves the account, we let you out of the contract.
No. 06
Guaranteed rankings or guaranteed AI citations
We will not promise rank-1 on Google. We will not promise N citations in ChatGPT or Perplexity. We track share-of-answer weekly and explain what moved and why every Friday. The dashboard is the contract.
Still here? Then we are probably the right shop for your next call.
A senior strategist takes the first call. The Dcrayons Score audit takes 14 days and Rs 1.5L. From there it is month-to-month, mutual kill-switch after 90 days.