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Temporary bamboo structures, pandal branding and local sponsorships are swelling the festive ad market, but much of this spend sits outside conventional OOH measurement
Sandhi Sarun Oct 1, 2026 9:01 AM
Cinema may have an attention advantage, but it still weighs in at less than 1% of AdEx. With the industry now selling more than the screen, is that enough to move the needle on budgets?
Sandhi Sarun Sep 30, 2026 9:25 AM
Six developers break down where the digital journey loses potential buyers, as rising acquisition costs put greater pressure on lead quality and conversion
Sandhi Sarun Sep 28, 2026 9:42 AM
As Indian cultural codes find their way into global products, experts weigh in on what brands are really trying to unlock beyond the Indian consumer
Sandhi Sarun Sep 26, 2026 8:59 AM
This festive season, BARC uncertainty, digital-first spending and scarce premium inventory are giving OOH a bigger role in the festive advertising mix
Sandhi Sarun Sep 25, 2026 9:15 AM
This festive season, beauty brands are spending on creators, social, marketplaces, quick commerce and physical retail but marketers are finding it harder to isolate what actually drove sales
Sandhi Sarun Sep 24, 2026 9:05 AM
As festive ad spends climb 10-15%, nearly half of high-value campaigns are going multi-platform, forcing broadcasters to bundle airtime with digital, creators and activations to stay in the game
Sandhi Sarun Sep 23, 2026 9:39 AM
As brands increasingly name rivals to cut through advertising clutter, marketers weigh sharper differentiation against the risk of giving competitors free attention
Sandhi Sarun Sep 21, 2026 9:44 AM
Ad fraud is no longer the only worry. As festive CPMs rise and audiences fragment across screens, marketers are looking at another source of wasted spend: repeated exposure
Sandhi Sarun Sep 18, 2026 9:24 AM
Brands are using unexpected collabs to trigger conversations, reach and social amplification; industry experts say while it is a smart marketing move the need is to start meaningful associations
Sandhi Sarun Sep 18, 2026 8:54 AM
Stakeholders say OOH has made significant measurement progress, but the next step is building greater consistency, trust and commercial relevance around the numbers
Sandhi Sarun Sep 16, 2026 8:42 AM
As Apple entered the foldable smartphone category, Samsung used the moment to put seven years of category experience, humour and global coordination into one campaign
Sandhi Sarun Sep 12, 2026 8:22 AM
As audiences fragment across platforms, experts weigh in on why iconic celebrities remain valuable
Sandhi Sarun Sep 9, 2026 9:16 AM
As OTT platforms compete for attention, OOH is emerging as more than a media buy, with launches designed to travel from the street to social
Sandhi Sarun Sep 8, 2026 9:36 AM
New-age brand marketers say the next marketing battle may be less about reaching young consumers and more about earning a place in their culture
Sandhi Sarun Sep 3, 2026 9:10 AM
As consumer journeys fragment across apps, CTV, search and retail, Branch Discovery Ads’ Kunik Patel says, marketers are looking beyond clicks to measure what truly drives outcomes
Sandhi Sarun Sep 2, 2026 9:07 AM
Before competitive ads go viral on social media, they often begin with OOH. Industry experts break down the gamble, the costs and the potential payoff
Sandhi Sarun Aug 31, 2026 9:13 AM
Industry experts say there is typically a 15–20% uplift in seasonal budgets for Kerala during Onam
Sandhi Sarun Aug 26, 2026 9:11 AM
With a shorter festive window this year, digital platforms are looking to make the most of premium inventory, sharper audience targeting and measurable outcomes, say industry watchers
Sandhi Sarun Aug 24, 2026 9:32 AM
The latest CEO transitions indicate a sector increasingly looking for leaders who can navigate growth, premiumisation and changing consumer behaviour
Sandhi Sarun Aug 21, 2026 5:38 PM
CMO Tanmay Prusty says the larger opportunity behind rebranding was to connect Crompton's different product businesses and move the conversation from individual categories
Sandhi Sarun Aug 19, 2026 9:26 AM
From Kochi Metro to airports and malls, brands are expanding their OOH play beyond traditional hoardings
Sandhi Sarun Aug 17, 2026 9:25 AM
With 100 million users in under a year and microdrama already contributing 30% of revenue just months after monetization began, Neha Markanda breaks down the growth story
Sandhi Sarun Aug 17, 2026 8:51 AM
As AI floods the internet with visually similar content, brands are investing in what machines and screens cannot easily replicate! Experiences that speak to your senses
Sandhi Sarun Aug 13, 2026 8:29 AM
Consumers are getting sceptical of conventional advertising and artist collabs help build long-term cultural partnerships that have the power to build and sustain trust, say marketers
Sandhi Sarun Aug 7, 2026 9:30 AM
Broadcasters, publishers and radio networks report healthy advertiser sentiment despite inflationary and geopolitical headwinds
Sandhi Sarun Aug 5, 2026 8:39 AM
Brands are allocating 40-70% of festive budgets to digital, while OOH and creator partnerships gain prominence this Onam
Sandhi Sarun Aug 3, 2026 9:10 AM
From billion-dollar campaigns to decades-long brand associations, brand experts decode why some collaborations outlast the movies that spawned them
Sandhi Sarun Aug 3, 2026 9:03 AM
As Kerala's festive economy accelerates, retail sales are expected to rise 30-40% on the back of premium inventory and tighter discounting, says Chandy, VP, Marketing & Ad Sales, Malayala Manorama
Sandhi Sarun Jul 27, 2026 9:28 AM
Industry heads opine that brands may have become too reactive but the need is to invest in long-term strategy, instead of just chasing engagement and virality
Sandhi Sarun Jul 21, 2026 9:13 AM
Across categories, the conversation has moved beyond manufacturing. It’s now about storytelling, community and earning the right to command a premium
Sandhi Sarun Jul 15, 2026 8:42 AM
Ankur Parmar, CMO of Mahindra Lifespace Developers Ltd, says AI is reshaping search, customer journeys and agency relationships, changing how brands are discovered, built and trusted
Sandhi Sarun Jul 14, 2026 8:59 AM
India has the manufacturing, talent and consumers to build premium activewear brands. So why does the category's highest pricing power still belong almost exclusively to foreign labels
Sandhi Sarun Jul 14, 2026 8:33 AM
As brands pour bigger budgets into stand-up comedians, the shift highlights what is fuelling the investment and where marketers set boundaries
Sandhi Sarun Jul 13, 2026 8:53 AM
From FIFA’s global scale to Wimbledon’s younger audiences and pickleball’s growing appeal, non-cricket sports are opening new opportunities for brands across campaigns, sponsorships and advertising
Sandhi Sarun Jul 9, 2026 9:03 AM
Peers recall his humility, entrepreneurial spirit and unwavering belief in digital innovation, saying his absence leaves a void in both the industry and their personal lives
Sandhi Sarun Jul 7, 2026 4:47 PM
A side-by-side look at how India’s fastest-growing D2C founders are challenging the traditional build-to-exit model, while others argue that selling may be the smarter choice in today’s market
Sandhi Sarun Jul 7, 2026 9:12 AM