advertising-effectiveness

Does bad creative produce great sales?

Can Mediocre Advertising Drive Sales Success? - Adman Prabhakar Mundkur?blur=25

Guest Column: Adman Prabhakar Mundkur decodes whether there is such a thing as ‘creative that sells’ and ‘creative for creative's sake’

Prabhakar Mundkur 2 hours ago

Hindustan Times and Mother Dairy Go-Low turn the front page into a mirror

Hindustan Times and Mother Dairy Launch Interactive Ice Cream Campaign?blur=25

Conceptualised through HT Impact Lab, the print innovation made guilt-free indulgence tangible, taking Mother Dairy Go-Low from a front-page interaction to creator reels and social conversations

NATIVE CONTENT Jun 23, 2026 1:08 PM

CTV has arrived, but ad spends haven't: Frodoh's Russhabh R Thakkar

Frodoh's Russhabh Thakkar Highlights CTV Ad Spend Gap in India?blur=25

At e4m CTV Conference, Russhabh R. Thakkar, Founder and CEO of Frodoh, spoke on the growing disconnect between audience consumption patterns and advertising investments

e4m Staff Jun 18, 2026 7:04 PM

Industry entering a new phase where attention alone is no longer enough: Mayura Nayak

Mayura Nayak Highlights Shift in Advertising Focus at CTV Conference?blur=25

At e4m Connected TV Conference 2026, Huella Co-Founder Mayura Nayak outlined how changing viewing habits, second-screen behaviour and interactive formats are pushing CTV towards measurable engagement

e4m Staff Jun 15, 2026 1:39 PM

Reliance Retail's Lalatendu Panda on why CTV is quick commerce's next frontier

JioMart's Lalatendu Panda Explores CTV's Role in Quick Commerce?blur=25

At e4m Connected TV Conference 2026, the Senior VP and Business Head of Reliance Retail, made a compelling case for treating CTV not as a media novelty, but as a strategic brand-building engine

e4m Staff Jun 11, 2026 6:25 PM