Case Studies

It’s Friday night. You tell yourself you will watch one episode before bed. The opening credits roll, you lean back, and by the time the first cliffhanger hits, you are reaching for the remote to press “Next Episode.” Except you never press it. The next episode starts by itself. That tiny gap, or lack of […]

It’s 11:58 PM. The city is quiet, the streetlights are humming, and you’re halfway through a mindless scroll before bed. You’re not hungry. At least, you weren’t a minute ago. Then your screen lights up.“Still awake? So is your ice cream.” No hard sell. No giant tub photo. Just a line that makes you pause.

It’s raining outside. Not the heavy, movie-scene kind, just that steady drizzle that slows the city and fills the air with the smell of wet earth. You’re curled up in bed, caught between the idea of making tea and the temptation of doing absolutely nothing. That’s when your phone buzzes. “Rainy day? Order pakoras. We’ve