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Raj Gaurav built Roastify Media on a contrarian read of performance marketing: that the ads are rarely the thing holding a brand back. Raj Gaurav, Founder and CEO of Roastify Media, at the agency’s New Delhi office. A direct-to-consumer brand hits a ceiling, so it does the obvious thing: it raises the ad budget. Acquisition costs climb, the creative fatigues, and returns flatten anyway. The instinct to spend through a plateau is common. According to Raj Gaurav, it is usually