From reactive posts to real-time strategy, comms & PR teams are changing what it means to show up

Ritika Upmanyu 2 hours ago

As brands invest in immersive activations, product trials and consumer experiences, the challenge is moving beyond visibility to establish what these investments deliver, say industry heads

Sandhi Sarun Oct 26, 2026 8:44 AM

Veteran adman Prabhakar Mundkur writes why we seem to have confused measuring communication with understanding communication

Prabhakar Mundkur Oct 6, 2026 9:29 AM

As ads enter ChatGPT, Gemini, and Copilot, Indian creative leaders say the brief must plan for what a brand says after the ad ends

Aryendra Khan Sep 29, 2026 9:18 AM

Industry observers say Gen Z does not necessarily need another polished brand message and will remember the brand that allowed itself to become part of a joke

Shalinee Mishra Sep 18, 2026 9:40 AM

Kargo is bringing together its full suite of capabilities to help brands drive impact across the entire consumer journey, from awareness to consideration and ultimately to store visits and purchase

e4m Staff Aug 21, 2026 12:16 PM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, examines the growing obsession with social media virality & explores why brands may need to shift their focus to relevance

Shantomoy Ray Aug 12, 2026 8:13 AM

Creators are becoming important not just for speaking regional languages, but for understanding their nuances, cultural context and the way people naturally communicate

Shalinee Mishra Jul 21, 2026 9:13 AM

As attention fractures across screens, Indian brands are trading campaigns for participation, betting on moments audiences live in, rather than scroll past

Aryendra Khan Jul 16, 2026 8:58 AM

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

As consumer paths fracture across screens, platforms, and moments, India's marketers are ditching the channel playbook for optimising the entire system and not just individual channels

Anuja Jain Jun 19, 2026 8:50 AM