Authors
With a passion for advertising and marketing campaigns, I follow industry trends closely, particularly the rise of influencer marketing, and keep a sharp eye on how these developments shape the media landscape.
Appeal for brands is straightforward. Unlike human creators, AI influencers do not require travel schedules, photoshoots, availability conflicts or reputation management for personal controversies
Cinema’s Q1 2026 revival is reshaping brand strategies, with advertisers moving beyond commercials to experiential, in-theatre and culturally driven marketing formats
Shalinee Mishra Jun 1, 2026 9:01 AM
RCB's IPL 2026 triumph extended beyond cricket, sparking a wave of moment marketing as brands tapped into the celebratory buzz online
Shalinee Mishra Jun 1, 2026 8:14 AM
The objective is not merely to generate visibility, but to create campaigns that stand out, spark conversation and connect with entirely new consumer groups
Shalinee Mishra May 30, 2026 9:10 AM
Jewellery brands are tapping creators for authenticity, individuality and cultural relevance; the test is whether these collabs can drive actual purchase behaviour and not just social media engagement
Shalinee Mishra May 29, 2026 9:06 AM
Brands are moving away from vanity metrics and increasingly betting on creators with audience trust, niche authority and strong category alignment, say experts
Shalinee Mishra May 27, 2026 9:31 AM
With recent updates favouring original creator signals and limiting visibility for reposts and similar content, platforms have moved away from rewarding volume and now reward quality and uniqueness
Shalinee Mishra May 21, 2026 8:51 AM
The widely circulated clip shows PM Modi handing over a packet of Melody to Italian Prime Minister Giorgia Meloni in a playful nod to the popular ‘Melodi’ trend
Shalinee Mishra May 20, 2026 4:10 PM
The scarcity of credible niche creators is the new constraint brands are solving for, say experts
Shalinee Mishra May 20, 2026 9:05 AM
2026 BO is showing that a steady, year-round slate of Hindi, regional and Hollywood releases can sustain audience footfalls without relying on festive periods or a single blockbuster
Shalinee Mishra May 19, 2026 9:13 AM
Industry executives say influencer marketing is shifting from vanity metrics to trust, micro creators and measurable conversions, as brands prioritise authenticity and performance over reach
Shalinee Mishra May 18, 2026 8:47 AM
From LinkedIn boardrooms to Reddit rabbit holes, the film industry has rewritten the rules of audience engagement — and there is no going back
Shalinee Mishra May 16, 2026 9:50 AM
Cannes 2026 reflects a shift in brand strategy, with creators playing a central role in shaping how campaigns are seen, experienced and interpreted by audiences
Shalinee Mishra May 15, 2026 9:20 AM
Making a case for neuromarketing, Birlasoft's Satinder Juneja says Indian advertising is still measuring what consumers say instead of what their brains actually do
Shalinee Mishra May 12, 2026 9:21 AM
Since the ease of accessibility creates a misconception that content is freely available for commercial use, brands must build clear intellectual property compliance rules, share industry observers
Shalinee Mishra May 12, 2026 9:15 AM
The broader delegation also includes Sufi Motiwala, Ishita Mangal, Nidhi Kumar Ishani Mitra, among others
Shalinee Mishra May 11, 2026 6:06 PM
As FMCG brands invest more in momfluencers, creator earnings remain uneven, highlighting a gap between brand spending and influencer payouts
Shalinee Mishra Apr 29, 2026 8:48 AM
Creators who integrate content strategy with analytics and diversify revenue streams are more likely to succeed, while others risk falling behind despite growing audiences
Shalinee Mishra Apr 25, 2026 8:45 AM
At the centre of this shift is the growing power of creators, not just as storytellers but also as distribution, influence and transaction channels rolled into one
Shalinee Mishra Apr 24, 2026 8:23 AM
Sourabh Lohtia, Chief Marketing & Communications Officer at PNB MetLife, talks about their latest campaign with Smriti Mandhana, marketing in the insurance sector, and more
Shalinee Mishra Apr 23, 2026 12:58 PM
Industry executives say this shift is pushing a significant chunk of digital budgets (25%) towards creator-led content, as brands chase scale and measurable results in a crowded market
Shalinee Mishra Apr 21, 2026 8:33 AM
Early adopters say the intersection of programmatic and influencer marketing drives real business outcomes, allowing marketers to match brand messaging with customer profiles & preferences
Shalinee Mishra Apr 20, 2026 8:47 AM
The focus has shifted from just festive promotions to solving consumer anxieties around fluctuating gold prices
Shalinee Mishra Apr 15, 2026 11:58 AM
While for some brands microdrama is a natural extension of digital-first strategies, others are still weighing if the format fits the brand's needs
Shalinee Mishra Apr 15, 2026 8:34 AM
Duolingo, Airtel, Magicpin and others have joined the Samay Raina meme wave
Shalinee Mishra Apr 12, 2026 4:36 PM
Girish Hingorani, VP – Marketing (Consumer Products) & Corporate Comms at Blue Star, on how shifting media dynamics and unpredictable demand patterns have prompted a rethink of the company’s strategy
Shalinee Mishra Apr 10, 2026 9:40 AM
The shift reflects a broader evolution in how brands are using social platforms, not just for reach but as full-funnel commerce engines powered by creators, short-form video, and AI-led discovery
Shalinee Mishra Apr 9, 2026 2:19 PM
The revival of ‘India’s Got Latent’ follows a 2025 controversy, when an episode’s viral remarks led to criticism, legal scrutiny, and multiple FIRs
Shalinee Mishra Apr 8, 2026 8:08 AM
IPL viewership stays TV-focused, but brands tap second-screen behaviour to turn match-time excitement into real-time orders, driving sharp spikes in consumption during live games
Shalinee Mishra Apr 6, 2026 9:34 AM
For marketers, MS Dhoni’s appeal extends beyond on-field performance, making him a year-round asset in a crowded endorsement space
Shalinee Mishra Apr 4, 2026 8:30 AM
Under the new framework, stock trading apps offered by SEBI-registered entities will now carry a visible ‘Verified’ badge on the Play Store
Shalinee Mishra Apr 1, 2026 11:57 AM
Industry experts note that agency roles are evolving, while many D2C brands continue a flexible, test-and-learn approach with micro and nano creators
Shalinee Mishra Apr 1, 2026 9:16 AM
Experts see shift in accountability as govt targets user-shared news content
Shalinee Mishra Mar 31, 2026 11:03 AM
Social media data shows a sharp spike in Ananya Birla’s following, which reportedly jumped from 485K to nearly 1.5 million after the RCB deal
Shalinee Mishra Mar 30, 2026 10:54 AM
Apart from higher spending on IPL influencer marketing, more brands are entering the ecosystem with a clear move towards season-long creator partnerships instead of short, campaign-led bursts
Shalinee Mishra Mar 30, 2026 9:25 AM
Following the buzz around ‘Dhurandhar: The Revenge’, Ranveer Singh has strengthened his position as a highly sought-after brand ambassador, with over 40 endorsements across premium and mass categories
Shalinee Mishra Mar 27, 2026 8:32 AM
Speaking to e4m, Ganguly underlined that long-term credibility in the endorsement ecosystem builds on conduct and consistency, not just visibility
Shalinee Mishra Mar 25, 2026 9:45 AM
According to Ministry sources, social media platforms are reportedly enforcing stricter measures, with accounts suspended and content removed more aggressively, often without prior warnings
Shalinee Mishra Mar 25, 2026 8:49 AM
Although the category faces regulatory pressures, including a 40% GST on carbonated beverages, brands are focusing on increasing consumption frequency rather than relying solely on penetration
Shalinee Mishra Mar 24, 2026 9:59 AM
As per a recent report, nearly 90% of viewers watch micro-dramas alone versus 43% for long-form OTT, enabling more targeted storytelling
Shalinee Mishra Mar 23, 2026 9:46 AM
Beyond box office collections, ‘Dhurandhar: The Revenge’ is emerging as a case study in how projected footfalls are translating into measurable advertising value
Shalinee Mishra Mar 23, 2026 8:57 AM
D2C brands are increasingly bypassing agencies to work directly with creators, seeking lower costs, faster execution and better sales-led returns
Shalinee Mishra Mar 20, 2026 9:17 AM
Films like ‘KGF Chapter 2’, ‘Pushpa’ & ‘Kantara’ have driven similar spikes in cinema advertising demand, and industry observers believe ‘Dhurandhar: The Revenge’ could match or exceed that trajectory
Shalinee Mishra Mar 20, 2026 8:44 AM
According to the study, the growth is being underpinned by a surge in creator participation
Shalinee Mishra Mar 19, 2026 9:47 AM
Ankush Bahuguna’s brand journey began with smaller but significant steps, from PR packages to paid partnerships, marking his shift from comedy creator to a recognised voice in beauty
Shalinee Mishra Mar 18, 2026 9:05 AM
Once an occasional beach purchase, it is now an everyday skincare essential, with brands competing for consumer trust. Industry experts note a shift toward substantiated claims amid rising scrutiny
Shalinee Mishra Mar 17, 2026 8:45 AM
Rising tensions in West Asia are affecting LPG supply chains, raising concerns in India. The uncertainty has led to a surge in demand for induction cooktops and other electric cooking appliances
Shalinee Mishra Mar 16, 2026 9:30 AM
Actor, model and fitness enthusiast Milind Soman believes the strength of his personal brand comes from a consistently lived lifestyle rather than a calculated marketing strategy
Shalinee Mishra Mar 14, 2026 8:45 AM
Several brands tapped into the tournament’s cultural momentum through influencer collaborations and fan-led storytelling, with names such as BookMyShow, Swiggy, Blinkit, Asian Paints among others
Shalinee Mishra Mar 13, 2026 8:45 AM
On Meta, BJP and Trinamool Congress spent ₹0.42 crore (about ₹42.6 lakh) in the last one week
Shalinee Mishra Mar 10, 2026 9:47 AM
There has been a shift from symbolic support to strategic investment by brands in women's sports tournaments; early doubts about commercial viability are also fading, note marketers
Shalinee Mishra Mar 9, 2026 8:36 AM
Marketers are realising that a one-day celebration does not justify blanket national spends. Instead, smart money is moving towards regional creator-led storytelling
Shalinee Mishra Mar 4, 2026 9:07 AM
With ad spend increasingly tied to engagement rather than traditional reach, broadcasters are recognising creators as key players in the attention economy
Shalinee Mishra Mar 3, 2026 9:22 AM
Consumers start the year with fresh budgets and bonus payouts, while retailers run major sales in Q4 and early Q1, giving new smartphone launches prime digital and front-page visibility
Shalinee Mishra Mar 2, 2026 8:26 AM
From fashion live-streams to tech flash-sale guides, influencers are increasingly the first touchpoint in India’s commerce journey, shaping discovery and purchase
Shalinee Mishra Feb 26, 2026 9:04 AM
Stricter youth access rules in India could reshape the digital economy, forcing platforms to prioritise child safety over engagement and prove safeguards are in place
Shalinee Mishra Feb 24, 2026 8:46 AM
Introducing a YouTube sports tier would require commercial realignments across carriage deals, broadcaster partnerships and rights sublicensing. That complexity alone limits immediate disruption
Shalinee Mishra Feb 23, 2026 9:20 AM
Automotive, financial services, consumer tech and lifestyle brands take the lead in creator collabs and partnerships with gaming cos
Shalinee Mishra Feb 19, 2026 9:22 AM
In recent months, several influencers have faced the circulation of alleged private videos and morphed clips across social media platforms
Shalinee Mishra Feb 18, 2026 9:39 AM
According to the dentsu-e4m Digital Advertising Report 2026, consumer durables have raised their digital ad share from 32% in 2024 to 49% in 2025
Shalinee Mishra Feb 13, 2026 9:24 AM
Specfluencing refers to creators tagging brands and producing content that resembles a paid partnership, without any formal association
Shalinee Mishra Feb 11, 2026 8:29 AM
As audiences grow wary of overt ads, PR gifting offers a subtle workaround. Seemingly spontaneous social posts are often the result of precise timing, cultural fit, and strategic seeding
Shalinee Mishra Feb 10, 2026 9:11 AM
As per industry estimates, V-Day brand spends are about Rs 60–Rs 75 crore this year, with big influencers setting the mood at the top of the funnel, and micro, nano creators driving everyday stories
Shalinee Mishra Feb 9, 2026 9:11 AM
Sectors relying on teen consumers - gaming, fashion, Q-commerce, entertainment, beauty - will have to navigate a policy momentum towards stricter age-gating and parental controls on social media
Shalinee Mishra Feb 7, 2026 10:06 AM
Industry executives say it is a game of perception, with a combination of incentives and risk aversion being key factors for brands to decide between macro and micro influencers
Shalinee Mishra Feb 6, 2026 8:48 AM
The advertiser mix moved beyond FMCG to fintech, automotive, AI-led startups, jewellery and consumer tech, as the WPL shifted from a marketing experiment to a mainstream sports investment
Shalinee Mishra Feb 6, 2026 8:35 AM
During Union Budget, govt announced creation of content creation & AVGC labs in secondary schools and colleges, signalling a structural push to integrate creative skills into mainstream education
Shalinee Mishra Feb 4, 2026 8:39 AM
Indian brands cut budgets and explore influencer-led models, foreign luxury and lifestyle brands continue to view Indian celebrities as key gateways to a fast-growing market
Shalinee Mishra Feb 4, 2026 8:28 AM
dentsu-e4m Digital Advertising Report 2026 shows that India’s digital industry grew 19% in 2024 to close 2025 at ₹71,621 crore, underlining digital’s dominance over traditional advertising channels
Shalinee Mishra Feb 3, 2026 9:24 AM
Once creator-led experiments, podcasts have become a powerful ecosystem shaping narratives, reputations and hours of audience attention
Shalinee Mishra Feb 3, 2026 9:20 AM
Ease of doing business to encourage influencer marketing agencies and creator-led startups, share industry heads
Shalinee Mishra Feb 2, 2026 8:46 AM
Celebrity endorsements saw a sharp correction in 2025, declining 22%, according to TAM AdEx data
Shalinee Mishra Feb 2, 2026 8:38 AM
Brands turn to creators for their human, relatable voice. But with 95% now using AI to create and grow content, that line is beginning to blur. Here’s what experts say
Shalinee Mishra Jan 28, 2026 9:16 AM
India has transformed from being just a production base to a creative powerhouse capable of building globally relevant content
Shalinee Mishra Jan 26, 2026 8:39 AM
The creator PR and grooming market is estimated at Rs 300-500 crore, driven by creators expanding beyond social media into films, streaming platforms, podcasts, and long-term brand partnerships
Shalinee Mishra Jan 23, 2026 9:22 AM
With over 26M YouTube subscribers, Bhuvan Bam is one of India’s most popular and influential digital creators
Shalinee Mishra Jan 22, 2026 8:21 AM
Jemimah Rodrigues, Shefali Shah, Harmanpreet Kaur and Smriti Mandhana take the lead in campaigns around this WPL
Shalinee Mishra Jan 20, 2026 9:23 AM
Industry leaders are hoping the government will move beyond legitimacy debates and focus on enabling sustainable growth, domestic IP creation and global competitiveness
Shalinee Mishra Jan 16, 2026 9:22 AM
As India approaches the Union Budget 2026–27, all eyes are on the Orange Economy, with creators, marketers, and platforms awaiting policies to shape the sector’s next growth phase
Shalinee Mishra Jan 15, 2026 9:23 AM
The court did not issue an immediate ruling on the wider issue of Bhuvan Bam’s personality rights
Shalinee Mishra Jan 14, 2026 8:07 AM
Broadcasters are increasingly integrating digital creators into TV, offering new platforms and opportunities as traditional media adapts to the creator-driven attention economy
Shalinee Mishra Jan 13, 2026 8:52 AM
From stand-up to lifestyle collabs, these campaigns stood out for visibility and the authentic, seamless way brands were woven into creators’ stories
Shalinee Mishra Jan 10, 2026 9:15 AM
Hrithik Roshan’s brand associations are typically long-term and strategically aligned with his image, reinforcing credibility rather than pursuing short-term visibility
Shalinee Mishra Jan 10, 2026 8:53 AM
Farah Khan has expanded her influence beyond cinema, building a thriving YouTube presence that demonstrates how consistency, collaboration, and platform ownership drive sustainable relevance
Shalinee Mishra Jan 9, 2026 9:23 AM
Recent events around Kartik Aaryan, Tara Sutaria and Akshaye Khanna highlight the workings of an informal, largely unregulated influencer-driven publicity ecosystem
Shalinee Mishra Jan 9, 2026 8:53 AM
Industry observers say that creators who approached gigs like a business, with structure and planning, saw sustainable growth, but those chasing only virality may have struggled with consistency
Shalinee Mishra Jan 6, 2026 9:05 AM
This strategy is not new, but its renewed visibility in 2024 and 2025 points to a larger shift
Shalinee Mishra Jan 6, 2026 9:01 AM
As influencer marketing enters 2026, the industry is confronting a paradox. While creator supply continues to expand, tolerance for surface-level influence is rapidly shrinking
Shalinee Mishra Jan 5, 2026 9:00 AM
The year saw creators moving beyond platforms, appearing on TV debates, film promotions, festive campaigns & large outdoor billboards, often replacing traditional celebrities in high-visibility media
Shalinee Mishra Dec 31, 2025 9:27 AM
Elvish Yadav’s ₹25-lakh sell-out and Kusha Kapila’s ₹54-Crore raise highlight creator entrepreneurship in 2025
Shalinee Mishra Dec 29, 2025 9:39 AM
A section of content creators is choosing to step away from the hustle and return to 9-to-5 roles, seeking stability over uncertainty
Shalinee Mishra Dec 25, 2025 8:53 AM
Tanya Mittal, an entrepreneur and ‘Bigg Boss 19’ contestant, quickly became one of the first from the season to front multiple digital campaigns, reflecting strong advertiser confidence in her recall
Shalinee Mishra Dec 22, 2025 9:20 AM
From ASCI cracking down on influencers to SEBI calling out unregulated finfluencers packaging market opinions as 'education', we take a look at all the shake-ups in the sector this year
Shalinee Mishra Dec 19, 2025 9:30 AM
This case highlights the challenges of public content reaching digital platforms, raising questions about copyright, distribution, and oversight in the creator economy
Shalinee Mishra Dec 18, 2025 8:41 AM
Micro-dramas are not replacing long-form viewing but adding a new layer content consumption, note industry players; the byte-sized nature combined with Gen Z storytelling drawing young audiences
Shalinee Mishra Dec 16, 2025 8:52 AM
A new phase of internet commerce is emerging in India, shifting from public feeds to private chats. Discovery now begins with creators, decisions form in comments, conversions happen in Instagram DMs
Shalinee Mishra Dec 10, 2025 3:19 PM
Snapchat, WhatsApp, YouTube, and Instagram are running high-profile campaigns—ranging from brand films and creator spotlights to experiential events
Shalinee Mishra Dec 10, 2025 9:23 AM
The Meesho Creator Club is enabling lakhs of everyday creators to earn steady incomes by promoting products priced mostly under Rs 999
Shalinee Mishra Dec 9, 2025 10:01 AM
Farrhana Bhatt finished as the first runner-up in ‘Bigg Boss 19’, with comedian Pranit More taking the second runner-up spot
Shalinee Mishra Dec 8, 2025 9:23 AM
During his four-show run in the capital this year, Samay Raina hinted at the return of his fan-favourite digital property, ‘India’s Got Latent’
Shalinee Mishra Dec 4, 2025 9:20 AM
Brands that previously relied on one-time influencer posts are moving towards long-term creator partnerships, say experts
Shalinee Mishra Dec 3, 2025 9:18 AM
According to industry experts, a few top influencers earn lakhs monthly, while thousands of smaller creators chase brand deals and wait for payments, questioning career sustainability
Shalinee Mishra Nov 28, 2025 9:30 AM
Experts say what was once a simple process of selecting the largest creators has evolved into a sophisticated, data-led media economy
Shalinee Mishra Nov 27, 2025 9:05 AM
In an interaction with e4m, actor and content creator Ankita Sehgal speaks about turning to acting, brand deals, and why credibility mattered more than volume
Shalinee Mishra Nov 25, 2025 1:18 PM
Over the past five years, Yashraj Mukhate has become one of India’s most reliable sonic creators, composing branded jingles for over 50 campaigns across sector
Shalinee Mishra Nov 22, 2025 9:30 AM
As the New Year approaches, brands are turning to regional creators to aid discovery and drive measurable campaign impact
Shalinee Mishra Nov 20, 2025 9:43 AM
The growing misuse of unlicensed music has become one of the biggest legal and financial risks for creators, brands and agencies in India
Shalinee Mishra Nov 18, 2025 8:38 AM
Across India, e-commerce giants are investing heavily in content-driven commerce, recognising creators as powerful full-funnel growth engines
Shalinee Mishra Nov 17, 2025 9:26 AM
The implication for marketers is that paid digital can shape conversations, but converting them into votes needs digital reach, data-led targeting, and on-ground mobilisation
Shalinee Mishra Nov 15, 2025 8:38 AM
Actress Saloni Daini says brand collaborations have reshaped how actors engage audiences and approach creative work
Shalinee Mishra Nov 13, 2025 9:23 AM
According to an estimate, the women’s cricket ecosystem witnessed an unprecedented 6X rise in engagement across platforms after the ICC World Cup victory
Shalinee Mishra Nov 11, 2025 9:25 AM
This follows Kartik Aaryan’s decision to part ways with Collective Artists Network
Shalinee Mishra Nov 10, 2025 4:08 PM
The move comes a year after a major PR debacle involving the actor and his former management team at the International Film Festival of India in Goa
Shalinee Mishra Nov 10, 2025 9:44 AM
Bite-sized format, binge-worthy content, cost-friendly production place microdramas at an inflection point; players exploring brand partnerships and monetisation avenues, say industry watchers
Shalinee Mishra Nov 6, 2025 9:01 AM
On the podcast ‘Serving It Up With Sania’, Farah Khan revealed that social media has become her most lucrative career avenue
Shalinee Mishra Nov 5, 2025 8:46 AM
Marketers are finding new ways to capture the ‘shaadi spirit’ and make their products part of India’s wedding conversations
Shalinee Mishra Nov 5, 2025 8:19 AM
The World Cup victory is expected to boost women team's brand valuation by 20–30%, say experts
Shalinee Mishra Nov 4, 2025 9:32 AM
This Chhath Puja, brands reimagined tradition through storytelling, on-ground acts, and digital engagement, creating a vibrant bridge between culture and contemporary India
Shalinee Mishra Oct 28, 2025 6:14 PM
For Satyajit Banerjee of GrownUpTales, finance is storytelling, not jargon. The finfluencer believes new creators should focus on meaningful, practical advice, not just quick-fix tips
Shalinee Mishra Oct 28, 2025 9:24 AM
From Dharna Durga to Apoorva Mukhija to Niharika NM, creators are now integral to a film’s success as they draw the social audience, note experts
Shalinee Mishra Oct 23, 2025 8:41 AM
According to industry buzz, there is a clear preference for short-form video during the festive rush, with formats such as Reels and YouTube Shorts commanding 20–25% higher fees than static posts
Shalinee Mishra Oct 17, 2025 9:00 AM
Bihar’s 2025 election has shifted to the digital arena, where Bhojpuri stars and local influencers are driving political narratives through reels, memes, and viral campaigns
Shalinee Mishra Oct 15, 2025 9:32 AM
Industry observers say most collaborations are build on trust but brands need to ensure content hygiene, and can bring in some legal checks and infrastructure
Shalinee Mishra Oct 15, 2025 9:30 AM
As festive ad spend peaks, experts say influencers are key to engagement and conversions, with quick commerce platforms leaning heavily on creators for their festive push
Shalinee Mishra Oct 10, 2025 8:42 AM
A look at the creators in the Top 10 YouTubers list - their journeys, brand collabs, follower count and the net worth
Shalinee Mishra Oct 9, 2025 9:04 AM
Popular content creator Raj Grover shares how discipline, authenticity, and relatable humour built his 2.2 million-strong following and brand trust, while he eyes a future in mainstream acting
Shalinee Mishra Oct 7, 2025 9:50 AM
As influencer marketing grows into a multi-billion-dollar industry, brands need deeper insights than native analytics provide, understanding why posts perform and how they impact business outcomes
Shalinee Mishra Oct 6, 2025 8:50 AM
Influencer Sufi Motiwala, a fashion commentator, described his platform as ‘one big video’, blending fashion humour, relatable content, and topicality to sustain audience engagement during campaigns
Shalinee Mishra Oct 3, 2025 8:59 AM
Vishnu Kaushal adapts characters from his content universe to suit campaign goals — a versatility that’s made him a bankable voice in India’s creator economy
Shalinee Mishra Oct 1, 2025 9:12 AM
Experts say even marginal adoption of ad-free models could make creators the most reliable way to reach audiences
Shalinee Mishra Sep 30, 2025 9:05 AM
This season, data from multiple collaborations shows stand-up comedians front more campaigns than ever, managing back-to-back partnerships that drive likes, comments, shares, and cultural relevance
Shalinee Mishra Sep 25, 2025 9:18 AM
Experts say many creators now function as “one-stop shops”, handling venue, curation, promotion, and integration, reducing the need for agencies
Shalinee Mishra Sep 24, 2025 9:31 AM
With brands seeking engagement-led festive storytelling, micro & mid-tier creators are seeing faster fee inflation than celebrities; some creators are delivering outsized ROI, shared industry players
Shalinee Mishra Sep 24, 2025 9:12 AM
Content creator Dolly Singh speaks to e4m on why convincing brands for new-age content is still a challenge, her experimentation with vertical-format storytelling, and more
Shalinee Mishra Sep 22, 2025 9:24 AM
Viraj Sheth, co-founder of Monk Entertainment, talks to e4m on identifying fresh talent, codifying cultural scanning and more
Shalinee Mishra Sep 19, 2025 9:24 AM
YouTuber and digital creator Madan Gowri shares why Tamil Nadu is a tough market for celebrity endorsements, the fine line between content and commerce, and more
Shalinee Mishra Sep 17, 2025 1:24 PM
With Dhanteras and Diwali around the corner, luxury purchases are surging—and in smaller cities, influencers now drive trust more than reviews, shaping choices from gold to gadgets
Shalinee Mishra Sep 15, 2025 9:13 AM
The program, an extension of the Amazon Influencer Program (AIP), marks Amazon’s effort to deepen its creator partnerships beyond affiliate links
Shalinee Mishra Sep 5, 2025 5:12 PM
Content creator Divya Fofani talks about the rapid rise of influencer-led campaigns, recalls his big collaboration with MrBeast, and more, in a conversation with e4m's Shalinee Mishra
Shalinee Mishra Sep 5, 2025 4:51 PM
Digital ad fatigue and rising CAC are pushing platforms like Flipkart, Amazon and Myntra to pivot from ads to content, building trust, communities, and new revenue streams
Shalinee Mishra Sep 5, 2025 8:59 AM
While American Eagle’s campaign featuring actress Sidney Sweeney leaned on outrage, Gap doubled down on viral trends and inclusivity for KATSEYE
Shalinee Mishra Aug 29, 2025 2:00 PM
The launch also featured a collaboration with artisanal ice cream label Minus 30, which served vegan and sugar-free passionfruit gelato to shoppers
Shalinee Mishra Aug 29, 2025 1:43 PM
As per a report from NoFiltr, brands are now looking at how deeply a creator can persuade and mobilize their audience rather than just how many people follow them
Shalinee Mishra Aug 28, 2025 9:46 AM
Industry watchers say the change hints at a potential power shift in the influencer economy, with smaller and regional creators positioned to benefit from higher retention and lower Skip Rates
Shalinee Mishra Aug 28, 2025 8:56 AM
For advertisers, it has become a cultural touchstone to connect with India’s young, hyper-digital demographic
Shalinee Mishra Aug 27, 2025 8:30 AM
This win marks a strategic expansion of Mindshare’s client portfolio in the beauty and personal care space
Shalinee Mishra Aug 26, 2025 6:31 PM
It’s not just the volume of brand deals that’s rising—industry experts say deal values have surged by 15–25% as well
Shalinee Mishra Aug 25, 2025 9:27 AM
The app, however, continues to remain unavailable on both Google Play Store and Apple’s App Store in the country
Shalinee Mishra Aug 23, 2025 8:10 AM
Industry experts say for most influencers RMG deals were not core to their income; creators also generate revenues through YouTube monetisation, subscriptions & brand collabs unrelated to betting
Shalinee Mishra Aug 22, 2025 9:17 AM
Despite low engagement rates, finfluencers build strong trust as audiences seek money clarity; many now also cover lifestyle, tech and entertainment topics
Shalinee Mishra Aug 22, 2025 9:10 AM