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With consumers seeking health benefits beyond refreshment, companies are expanding portfolios across coconut water, electrolyte drinks, kombucha and protein beverages.
Marketers say that while creators are increasingly becoming part of the media mix, influencer marketing accounts for just 3-10% of the ad spends
From business-first ideas to creator equity and a growing appetite for AI-era humanity, has Cannes Lions 2026 charted advertising's next chapter?
Advertisers, broadcasters, agencies and investors face an unprecedented measurement vacuum; industry warns prolonged suspension could reshape media buying and TV economics
As Connected TV scales beyond premium reach, advertisers are asking harder questions on frequency, transparency and business outcomes
Can bigger really mean better? George Manas of Omnicom on the Omnicom-IPG integration, his hopes for India and why Cannes Lions 2026 became one of his favourites
Liz Taylor, Global Chief Creative Officer, Ogilvy, and Kainaz Karmakar, CCO, Ogilvy India, reflect on Ogilvy’s Cannes year and how innovation, craft and culture shape winning ideas globally
Among the final day winners at Cannes Lions were Rethink (Independent Network of the Year), LePub, Milan, Italy (Agency of the Year) and Heineken (Creative Brand of the Year)
Prabhjeet Singh will join OpenAI in September and report to Kiran Mani, Managing Director for Asia Pacific
For decades, Indian agencies have operated under a default setting: If it doesn’t impact millions, it isn’t Cannes worthy. Can we try commercial brand solutions and not bank on social macro-problems?
Mobile has converged with digital marketing itself due its evolution from being a marketing channel to the operating system of modern consumer engagement, share industry heads
As Zee bets big on football and brands like Mahindra, Diageo and Apple line up FIFA campaigns, industry heads say Indian marketers are chasing fans, cultural relevance and a global audience
Palki Sharma, Founder and Director of India Global Review, speaks to e4m on why she chose entrepreneurship after two decades in journalism, changing media landscape, AI's role in newsrooms and more
At e4m CTV Conference 2026, marketers argued that CTV's true value lies not in reach numbers, but in its ability to command attention, build trust, and translate into measurable business outcomes
At the e4m CTV Conference 2026 in Mumbai, Ashwin Padmanabhan, COO, WPP Media, delved into the evolution of connected television, how we need to approach CTV differently and more
At e4m Connected TV Conference, Publicis Media’s South Asia CEO Lalatendu Das said CTV’s real opportunity lies in combining data, commerce and AI
With the company acquiring exclusive broadcast rights for India’s tour of Zimbabwe, Z looks set to widen its sports ambitions
Pernod Ricard India’s creative responsibilities are currently shared between Ogilvy and FCB India (now part of Omnicom Advertising India)
Lalatendu Das, CEO, South Asia, Publicis Media, will engage in a fireside chat with Nawal Ahuja, Co-Founder, e4m, on the topic, 'AI, Data & CTV: Building the Next Generation of Media Growth’
The objective is not merely to generate visibility, but to create campaigns that stand out, spark conversation and connect with entirely new consumer groups
The petition contends the blanket exclusion of landing page viewership ignores technological realities & existing safeguards, and said it was neither technically justified nor operationally feasible
From backyard pitches to mothers' smiles, this week’s best ads found meaning in the moments that last
From LinkedIn boardrooms to Reddit rabbit holes, the film industry has rewritten the rules of audience engagement — and there is no going back
Prior to this elevation, Tayar served as Regional Finance Director at Edelman
A report by CNBC-TV18 claimed the government was weighing a new surcharge or tax on foreign travel
Sunita Rajan, MD – APAC Media Sales, Bloomberg Media, talks about the shift towards premium influence-led advertising and more
Advertising executives say while India’s domestic economy remains resilient, brands are becoming more selective and strategic with media spending
The EU is tightening scrutiny on TikTok and Meta over addictive design features such as endless scrolling, autoplay & push notifications that regulators believe fuel compulsive usage among young users
Marketing veteran Shubhranshu Singh reacts on the criticisms around Goafest, but asks - What is the alternative institutional infrastructure?
Met Gala has evolved into an unsponsored advertising arena — a cultural moment where luxury labels, tech billionaires, meme admins, and fast-food chains compete for attention
This is a notable increase from former CEO Mark Read’s $10.8 million compensation
Telecom operators, once seen as mere carriers of connectivity, are now emerging as one of the most consequential holders of consumer intelligence in the country
The Federal Trade Commission in US has accused major global agency networks of coordinating advertising boycotts against certain media platforms under the umbrella of ‘brand safety’
As per the policy, Streaming Minutes refer to the actual duration of content viewed by users. This excludes buffering time, auto-play, idle playback, background play, or any system-generated activity
Digital has emerged as the primary growth engine, with brands prioritising performance-led campaigns to capture high-intent consumers actively seeking healthier alternatives
Meanwhile, advertising for gambling and betting platforms continues to flood digital media, celebrity endorsements persist, and user acquisition campaigns show little sign of slowing down
Myntra’s existing retainer partner, Tilt Brand Solutions, has confirmed it will sit out this round of pitching
Across the four companies, the narrative is clear. AI infrastructure is scaling. Cloud businesses are expanding, capex is ballooning, and demand for AI workloads is finally translating into revenue
Travel brands are allocating a larger share of budgets to search, programmatic and app-based channels, where user intent signals can be leveraged to deliver targeted messaging
In a wide-ranging conversation with Dr. Annurag Batra, Prasanth Kumar, CEO of WPP Media South Asia, lays out how consumer shifts, AI acceleration and outcome-driven models are reshaping media services
JioStar's growth as a revenue peer to Google India and Meta India reflects several structural trends reshaping India's media and advertising economy
Higher CTV viewership, fewer brands on TV and rising digital traction signal a shift in how India’s biggest media property is being bought and consumed, early data trends suggest
In a wide-ranging conversation, Harsha Razdan, CEO of dentsu South Asia, spoke to Dr. Annurag Batra on the agency’s operating model, bundling of services, AI and more
As users split their time across multiple platforms, the traditional scale-led media planning model has weakened, with high reach no longer guaranteeing visibility or recall
Industry executives estimate influencer-led activations linked to IPL could touch Rs 700 crore in 2026, accounting for 16-18% of digital advertising spends around the tournament
Sarthak Seth, Senior Vice President and Chief Sales and Marketing Officer at Tata Realty, will share key insights on the topic ‘OOH in the Real Estate Marketing Mix’
Rahul Shivshankar, Editorial Affairs Director at CNN-News18, speaks about newsroom priorities, the debate around loud television, the changing meaning of prime time, the role of AI, and more
When TRPs go silent, the result is not a complete absence of measurement, but a shift from a single, uniform currency to a more fragmented and interpretive system
In a conversation with Dr. Annurag Batra, India's original media pioneer reflects on 33 years of Zee, the ₹43,000-crore debt he repaid, and why the best disruption from his house is still to come
Industry executives and media planners indicate that sectors like BFSI, fintech, auto, real estate, edtech, travel, and even B2B platforms are increasing their presence on IPL
As always-on content pipelines replace big-bang campaigns, brands are rethinking what creativity, consistency, and long-term equity actually mean
For marketers, MS Dhoni’s appeal extends beyond on-field performance, making him a year-round asset in a crowded endorsement space
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
In an exclusive conversation with e4m, Dish TV CEO Manoj Dobhal said the DTH industry must first stabilise amid subscriber losses and OTT competition before it can return to growth
Ullas Vijay, CMO, Duroflex, shares about the brand’s expansion roadmap, the shift from comfort-led to stress-led storytelling, and the growing role of experience centres as a key marketing lever
Traditionally, festive and occasion-led periods such as Holi, Eid and Mother’s Day saw brands lean heavily on TV, print and outdoor to drive mass reach
As cross-screen metrics promise clarity, the real impact may lie in how budgets are justified, priced and redistributed, say industry players
MRSI’s proposed consumer classification system struggles to gain traction amid alleged broadcaster pushback and the absence of empirical validation
The Delhi High Court had earlier disposed of a writ petition filed by Publicis Groupe’s Indian legal entity TLG India in an alleged media cartel probe
The split comes after Ogilvy chose not to take part in IBM’s forthcoming creative agency review, say media reports
From emotional storytelling to indulgent food moments, brands found different ways to connect with festive sentiment this week
From cultural metaphors to humorous dramatisations, this week's campaigns span categories but share one thread: storytelling that earns attention
As regional content scales, new voice AI benchmarks expose accuracy gaps, pushing brands to rethink how they build for India’s linguistic complexity
D2C brands are increasingly bypassing agencies to work directly with creators, seeking lower costs, faster execution and better sales-led returns
Online travel agencies are shifting marketing spends towards stable corridors with messaging being centred on flexibility, value and clarity
Experts say retail media’s next phase will hinge on real-time inventory integration, with ad delivery increasingly driven by fulfilment probability
Content heads say microdramas can't replace long-format content but act as a complementary layer; opens up new advertising-led revenue streams as brands look to integrate with high frequency content
As agentic AI compresses journeys and reshapes discovery, brands are being pushed to move beyond traffic metrics and build trust in a world where decisions are increasingly delegated to machines
For jewellery marketers particularly, Gudi Padwa has evolved beyond a regional festival into a key commercial opportunity blending tradition, investment behaviour and occasion-led marketing
Speaking at an industry event, Sanjay Jaju, Secretary, Ministry of Information and Broadcasting, raised concerns around the growing misuse of digital advertising channels for frauds and scams
Mobile OOH is on the rise, with brands using creative vehicle and fleet activations to combine outdoor advertising with experiential, attention-grabbing formats
From MI’s two-day festival The MIX to CSK’s AR Rahman concert and RCB’s Unbox, teams are expanding pre-season activations into large-scale entertainment formats
From brand safety to budget strategy, marketers navigate a new reality where global uncertainty shapes campaigns as much as consumer data
Industry sources say the impact will be reflected in the system gradually on account of existing inventory buffers, but multiple cost pressures are signalling an upward movement in the commodity cycle
Ellen Griffin most recently served as the agency’s President, Global Chief Operating Officer
Tony Harradine, CEO of Omnicom Media, APAC, talks to Neeta Nair about leadership picks after merger with IPG, plans to manage client conflicts, retain all six media networks, and leverage scale
Guest Column: Yatnesh Pandey, VP-Marketing, GreenPly Industries, explains how growth is no longer driven by awareness alone but depends on efficient processes across verticals
Industry leaders say AI is reshaping content creation, but success will hinge on balancing scale with audience trust
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
As programmatic buying expands, advertisers increasingly demand transparency, triggering shifts across the ecosystem for agencies, ad-tech platforms and publishers
Marketers note brands are integrating touchpoints to ensure consumers get the right message at the right stage of decision-making; multiple channels orchestrate discovery, evaluation and purchase
Guest Column: L V Krishnan, CEO, TAM Media Research, writes to CVL Srinivas on his 3-decade journey with WPP and on his 60th birthday
With shipments disrupted, rupee weakened and retail inflation rising, brands across FMCG, fashion, beauty, jewellery and hospitality to reassess marketing budgets
Anoop Manohar, Chief Marketing Officer, Axis Bank, shares that digital accounts for over 50% of Axis Bank’s marketing mix and is also working on influencer collabs
The sector’s strong finish in 2025, with a Rs 13,500-crore box office, underpins the momentum, say industry players
As Karnataka moves to restrict social media access for under-16 users, gaming companies are beginning to reassess how the next generation of players will discover and engage with gaming platforms
From McAloo Tikki to Formula 1, this week's best campaigns prove great ideas come in every shape
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
As CVL Srinivas turns 60, the industry pauses to salute a career that did not merely witness transformation, it drove it
Marketers are looking at placing brand messaging within ongoing fan conversations on social media handles
In today’s ‘In the Spotlight,’ we trace Amrit Anand’s journey, his entry into the industry, lessons as a communications leader, IPO myths, skills future leaders need, and more
Mishra had joined NDTV India as part of the network’s efforts to strengthen its editorial and digital presence
NP Digital Co-founder says India’s scale, platform adoption and data velocity are turning the country into a global testing ground for next-generation marketing models
Omnicom Media takes home ‘Agency of the Year’ honour at the second edition of the awards
In a conversation with Nawal Ahuja at e4m Auto Marketing Conference, Kartik Sharma, CEO, Omnicom Media Group India, said auto sector is entering 2026 with renewed consumer momentum
At e4m Automotive Marketing Summit, Shahad Anand, Business Head at Skylight Mediakart, unpacked how brands can engineer stronger consumer impact
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
From brands already celebrating Valentines’ Day to the Super Bowl mania, we bring to you ad campaigns that caught our eye this week
Alphabet has disclosed for the first time the video platform’s standalone annual figure, surpassing Netflix’s $45.18 billion
Koji Sato, the current President, will now be Vice Chairman and Chief Industry Officer
AI is quietly reshaping relevance, value and control for consumer brands in a machine mediated marketplace
Finance Minister Nirmala Sitharaman announced complete removal of the ₹10 lakh per consignment cap on courier exports
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
Havas’ mandate comprises the Hyundai, Kia and Genesis brands across Europe, Middle East, Asia Pacific, and Latin America
Experience, once positioned as a growth lever or a creative differentiator, is increasingly being treated as a measurement lens
Unspoken in the Budget, OOH still emerges as a quiet winner of India’s push toward mobility and urban growth
Experts say the medium remains unmatched for scale, trust and mass storytelling — particularly in semi-urban and rural markets where household purchase decisions dominate
Manish Dawar, currently the CFO, will replace Viraj Joshi; Anupam Kumar, Executive Vice President - Finance, to take over as CFO
According to industry sources, India games, including the one against Pakistan, command ad rates of Rs 15-18 lakhs per 10 second spot
As per industry estimates, search & performance marketing costs for BFSI advertisers are up 20–30% YoY, with overall digital customer acquisition costs rising 25–40%
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
As per reports, in India, Disney has reported a $28 million loss from its equity interest in its joint venture with RIL; Advertising revenue down 6% year on year
Dana Walden to become President and Chief Creative Officer of The Walt Disney Company
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
As per dentsu-e4m report, FMCG continues to take the lead in share of India’s digital ad spends at 32%; was largest contributor in 2024 too at 34%
Recent deals show production houses are being recast from project-led film financiers to long-term IP engines spanning films, OTT, music and franchises
Narayan Devanathan, President and Chief Strategy Officer, South Asia at dentsu, spoke at the dentsu-e4m Digital Report 2026 launch on developing a proprietary metric, AI-driven agents and more
Ease of doing business to encourage influencer marketing agencies and creator-led startups, share industry heads
Finance Minister Nirmala Sitharaman unveiling India's AI capacity-building roadmap has created a direct downstream impact on how agencies will hire, train, and create in the years ahead
Sandeep Mehrotra was previously Head of Advertisement Sales - Network Channels at Culver Max Entertainment
Leaders across TV, streaming, ad-tech & content creation say focus on digital infrastructure, AI capability, skilling lays groundwork for how content will be produced and distributed
Industry leaders noted that the emphasis on continuity, manufacturing and infrastructure provides greater policy visibility and confidence for long-term investments
After post-pandemic digital expansion, brands are recalibrating, scrutinising ROI and tightening approvals. Digital marketing remains key, but budgets are no longer unlocked by default
As we wrap up January 2026, here are some of the ads that caught our eye this week
Indian consumers now see pistachio not just as a garnish but as a rich, creamy hero ingredient. Digital exposure has eased trial, helping brands take it beyond niche audiences
With data access tightening and advertiser demand disrupted, the Budget is a key test of whether India treats adtech as core digital infrastructure or just a discretionary marketing layer
The panellists will share insights on the topic ‘Reimagining Growth of Indian Media: At the Intersection of Commerce, Content and Culture’
Shereen Bhan, Managing Editor of CNBC-TV18, outlines how the network is planning the Budget coverage, and recalibrating its editorial and broadcast strategy as per evolving viewer habits
Despite its rapid growth, retail media remains invisible in successive Union Budgets—without formal recognition, tax clarity, or policy incentives
As more global agencies eye M&A and Indian independents like Madison, WRM and Gozoop enter the fray—what’s at stake for India’s independent agency ecosystem?
Aditya Kanthy, President and MD, OAI, engages in an in-depth chat with Neeta Nair, Editor of IMPACT Magazine
Palki Sharma recently stepped down as the Managing Editor of Firstpost
Audiences no longer want passive viewing, they seek participation; plus reality formats attract higher-value sponsorships, marquee advertisers and celebrities, note broadcast experts and players
This year quick commerce leaders are calling for regulatory clarity, GST reforms, infrastructure enablement and policy frameworks that improve predictability without distorting market dynamics
The committee will also interact with publishers who opted out of ABC to understand their concerns, says Karunesh Bajaj, ABC Chairman
Digital business delivered a strong performance, with revenue surging 29.5%
Total consolidated income for the quarter has increased nearly 22% QoQ
As India’s digital economy matures and the DPDP Act reshapes accountability, privacy is increasingly seen as a marker of governance rather than just a compliance requirement
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
Complete removal of duty on newsprint, fixing tax asymmetry between digital and print & incorporation of FM radio into mobile handsets top the Budget wishlist of industry heads
Industry experts say Indian advertisers are increasingly favouring hybrid programmatic setups, balancing in-house strategy and data control with agency-led execution
Many publishers perceive ABC norms as more stringent than RNI’s, impacting their participation
With vernacular content and local creators seeing strong traction in rural India, brands are blending traditional storytelling with voice search, short-form video and regional language content
Industry experts see early green shoots in December, but say the recovery remains gradual
The company, long established under the Sri Adhikari Brothers banner, has started updating its name across all statutory and regulatory records