brand-story

Why brands are betting on stand-up comedians

Why brands are betting on stand-up comedians?blur=25

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

‘Never write a headline that sends your audience looking for your competitor’

The Leela Palace Ad?blur=25

Yesudas S Pillai has shared his observations on a front-page newspaper advertisement by The Leela Palace, reflecting on how brand messaging can influence consumer attention and interpretation

e4m Staff Jul 8, 2026 3:58 PM

Communications veteran Mrinall Dey launches Brevanta Communications

Mrinall Dey Launches Brevanta Communications for Strategic Advisory?blur=25

Mrinall Dey has founded Brevanta Communications to offer strategic counsel to business leaders after a successful career in corporate communications

e4m Staff Jul 8, 2026 12:16 PM

As consumers discover products elsewhere, brands redefine the purpose of owned websites

Brands Shift Focus of Websites from Sales to Consumer Engagement?blur=25

Experts say company websites need to evolve from a transaction platform to a brand's most authentic destination with emphasis on structured product information, rich content and accurate data

Sunidhi Vijay Jul 6, 2026 9:07 AM

Is the ‘Mother of All Problems’ the reason behind our Cannes Lions poor show problem?

Cannes Lions 2026?blur=25

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?

Neeta Nair Jun 27, 2026 7:52 AM

The Titan Story Through the Eyes of Someone Who Was There

Exploring Xerxes Desai's Vision in 'A Titan Story'?blur=25

e4m columnist and author Ganapathy Viswanathan shares why ‘A Titan Story’ took him down the memory lane

Ganapathy Viswanathan Jun 11, 2026 3:28 PM

Why the attention economy demands brands be interesting, not just useful

Brands Must Be Interesting to Thrive in the Attention Economy?blur=25

With insurance, mattresses, appliances and finance brands embracing creator-led, entertainment-first marketing, experts say brand personality now drives visibility, engagement and cultural relevance

Sunidhi Vijay Jun 8, 2026 8:32 AM

Hall of Ads: The Pepsi ad that turned a football trick into a cultural moment

FIFA Pepsi Roberto Carlos?blur=25

In 2002, Pepsi and Roberto Carlos staged a World Cup ad so cleverly cultural that it still lives rent-free in advertising memory

Aryendra Khan Jun 5, 2026 8:58 AM

INVNT South Asia fuels global momentum as agency reports record 50% YoY growth

INVNT South Asia?blur=25

Strategic merger with Nth Degree creates an unmatched Live events platform, bolstering regional wins with Castrol (Agency of Record), LinkedIn, Asian Paints, and Jio BlackRock

NATIVE CONTENT May 25, 2026 9:25 AM

Can microdramas bridge brand storytelling and performance goals?

microdramas?blur=25

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

Piyush was a swadeshi game changer: Rajdeep Sardesai

Rajdeep Sardesai remembers Piyush Pandey, swadeshi game changer in advertising?blur=25

He made mass communication feel truly Indian,  intimate, accessible and deeply familiar writes Sardesai

e4m Staff Oct 24, 2025 3:18 PM

Independent digital agencies in India gain ground on the back of retainers, ROAS deals 

Independent digital agencies?blur=25

As per industry estimates, India now has over 1,000 digital-focused agencies, up from just about 50 in 2011

Sunidhi Vijay Jun 27, 2025 9:21 AM

When friendship is the basis of your brand story

friendship Day?blur=25

e4m takes a walk down the memory lane to recall some of the ad films that would make you miss your friends

Payal Gwalani Aug 5, 2024 11:33 AM