As influencer marketing evolves, brands are moving beyond creator discovery to identify what drives meaningful consumer engagement and actions

Shalinee Mishra Jul 13, 2026 9:27 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 Heinz's Penalty Packets to Coca-Cola's collectible cans, brands are using packaging to win fans' attention

Aryendra Khan Jul 11, 2026 9:06 AM

With weekly TV ratings on pause, the industry is forced to confront a bigger question: Has advertising become too dependent on measurement to trust creativity?

Aryendra Khan Jul 9, 2026 7:32 PM

From interactive billboards to experiential activations, brands are designing campaigns that people photograph, share and turn into content, extending their reach far beyond the street

Shalinee Mishra Jul 9, 2026 9:15 AM

Dr Annurag Batra decodes the question of whether the industry is ready for an entirely new way of measuring audiences

Dr Annurag Batra Jul 8, 2026 11:30 AM

A weak monsoon could squeeze rural incomes, raise food inflation and slow consumption in price-sensitive markets. But marketers say the impact may not be uniform

Kanchan Srivastava Jul 3, 2026 8:45 AM

As Cannes Lions 2026 closes with India's tally at a modest five Lions, the industry is asking a harder question: Has the race for constant content quietly replaced the pursuit of the big idea?

Aryendra Khan Jul 1, 2026 8:57 AM

Premjeet Sodhi, Global Analytics Lead at WPP Media, writes attention measurement, as it currently exists, has brought new knowledge but is only a promising first draft

Premjeet Sodhi Jun 30, 2026 12:17 PM

The study found that celebrity-endorsed advertisements accounted for 61% of total advertising volumes on Linear TV, compared with 49% on Connected TV

e4m Staff Jun 29, 2026 1:55 PM

Guest Column: Dr. Sandeep Goyal explains that the rebellion against personalisation is not a rejection of technology, but a demand for boundaries

Sandeep Goyal Jun 29, 2026 9:03 AM

For advertisers, international franchises provide an immersive setting that amplifies brand messaging through theatrical excitement and buzz

Sunidhi Vijay Jun 29, 2026 8:56 AM

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

Team Impact Jun 27, 2026 9:16 AM

Dhruv Warrior, Executive Creative Director, VML, India, recounts his experience of being part of the Print & Publishing jury, and the trend to say something without explicitly showing the product

Simran Sabherwal Jun 23, 2026 11:57 AM

Softer crude prices and a steadier rupee may ease pressure on marketers ahead of the festive season, though advertisers are likely to see it as a signal of confidence, not a spending trigger

Kanchan Srivastava Jun 22, 2026 9:14 AM

MOMS Outdoor is the specialised Out-Of-Home (OOH) advertising division of Madison World

e4m Staff Jun 19, 2026 11:51 AM

Guest Column: L. Adimoolam, Publisher-Dinamalar, explores questions around the share of print advertising for English dailies

L. Adimoolam Jun 17, 2026 12:27 PM

With India chasing global creative glory, creativity, culture, craft and impact take centre stage at Cannes Lions 2026. Here are India's Cannes contenders this year

Isha Khatu Jun 17, 2026 9:05 AM

WPP Media’s 'This Year Next Year 2026 Global Midyear forecast' is an upward revision from the 7.1% forecast in December

e4m Staff Jun 16, 2026 8:33 AM

Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, writes how the conversation around Women’s T20 World Cup is shifting towards audience delivery, engagement & commercial returns

Ganapathy Viswanathan Jun 15, 2026 4:44 PM

Industry experts say the Airtel-Vodafone debate highlights a shift in India's telecom sector, focusing on brand philosophies and consumer values over technical claims

Imran Fazal Jun 12, 2026 9:23 AM

Pernod Ricard India's marketing spends stood at nearly Rs 864 crore in FY25

Imran Fazal Jun 8, 2026 1:37 PM

As CEO of OMD India and a Cannes Lions 2026 Media juror, Anisha Iyer believes the strongest media ideas are deceptively simple, and that complexity is often mistaken for craft

Aryendra Khan Jun 4, 2026 9:08 AM

On ShareChat and Moj, microdramas generate over 500 million daily episodic views, with audiences following storylines across multiple episodes

NATIVE CONTENT Jun 2, 2026 12:59 PM

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

As per the report, of the 1,609 influencer ads processed 97.3% required modification, with over 54% promoting categories prohibited by law or where advertising is restricted

e4m Staff May 28, 2026 11:20 AM

Guest Column: Shubhranshu Singh writes on how the football World Cup has never been an Indian sport, and why that is precisely the point

Shubhranshu Singh May 28, 2026 8:46 AM

A quiet restructuring is unfolding inside Meta’s AI-native ad ecosystem, say experts, as automation replaces manual controls

Anuja Jain May 26, 2026 9:01 AM

As India’s advertising market continues to grow, startups are leading the charge in the digital space

Soumya Gawri Jan 16, 2025 8:58 AM

Guest Column: Lessons of 2024 have laid a foundation for a future where tech and creativity are more intertwined than ever before, writes Shantomoy Roy, Founder & Director of K-Factor Communications

Shantomoy Ray Dec 26, 2024 6:23 PM

Guest Column: Shantomoy Ray explores key trends that are predicted to shape the future of advertising, focusing on the Indian context and the global landscape

Shantomoy Ray Sep 9, 2024 8:54 AM

Industry leaders Shashi Sinha, Vikram Sakhuja and Avinash Pandey come together for the discussion moderated by Governance Now MD Kailashnath Adhikari

exchange4media Staff Mar 1, 2023 8:49 AM

While 2022 saw purpose-driven advertising taking the lead, the upcoming year will be the one for integration and immersive experiences, say experts 

Tanzila Shaikh Dec 23, 2022 8:49 AM

Despite the content multiverse, the traditional media is going to stay the dominant source of entertainment

Archana Khatri Das Jan 5, 2022 9:34 AM

During this period, news genre added 31% share of ad volumes followed by the GEC genre in the second place with 26% share 

exchange4media Staff Nov 11, 2020 8:40 AM

As per the BARC-Nielsen report, the Food & Beverage industry dominated the space with a 24% increase sector-wise

exchange4media Staff Apr 3, 2020 8:32 AM