THE NOTEBOOK
Field notes from inside the machine.
What eight years of running content for India's biggest creators keeps teaching us. New essays twice a month.
5 JUN 2026
You can pour ₹15 lakh into a video and set it on fire
Three titles went head to head — the winner moved watch time share by seven points.
2 MIN
7 APR 2026
12 guests, 1,000+ sources, 6 hours
Every interview a guest has ever given, every gap nobody's explored — before the host walks on set.
1 MIN
10 MAR 2026
My boss told me to quit. So I built Machine House.
The post that launched Machine House Media, written the morning the site went live.
3 MIN
20 JAN 2026
I spent 40 hours doing work I don't charge for
A strategy client, a video I could see in my head, and 40 hours in Premiere.
2 MIN
16 DEC 2025
Celebrity guests get views. Experts build the show.
We tagged every episode by guest type, topic, mood, and fame level, then ran the numbers — the data disagreed with the playbook.
2 MIN