The scarcity of credible niche creators is the new constraint brands are solving for, say experts

Shalinee Mishra May 20, 2026 9:05 AM

Cannes 2026 reflects a shift in brand strategy, with creators playing a central role in shaping how campaigns are seen, experienced and interpreted by audiences

Shalinee Mishra May 15, 2026 9:20 AM

Contracts reviewed by e4m reveal that influencers, in several cases, command higher fees than celebrities; celeb deals continue to demand broader deliverables, even as pricing is under pressure

Imran Fazal Apr 17, 2026 8:45 AM

Dhurandhar 2 release fills timelines with reactions from celebs and fans

Vaishnavi Deshpande Mar 19, 2026 3:08 PM

When a celebrity remains aligned with a brand’s values over time, consistent visibility can build familiarity

e4m Staff Feb 16, 2026 9:02 AM

There was a time when celebrities were integrated more deeply into brand narratives, inhabiting distinct brand worlds rather than simply appearing as endorsers

Aryendra Khan Feb 13, 2026 8:46 AM

The court cited prima facie defamatory statements and vulgar language in a parody video based on ‘Koffee with Karan’

Vaishnavi Deshpande Feb 11, 2026 2:48 PM

Arijit emphasized he will honour pending commitments, and plans to focus on independent work, composing, and reconnecting with Indian classical traditions for fresh inspiration from emerging artists

Vaishnavi Deshpande Jan 28, 2026 3:01 PM

Several celebrities have announced social media ‘breaks’ to prioritise their health

Vaishnavi Deshpande Jan 28, 2026 12:17 PM

The e-commerce giant channels multi-celebrity advertising magic to transform shopping sprees into surreal celebrity wonderlands for its Big Billion Days campaign

Aryendra Khan Sep 8, 2025 12:47 PM

Kunal Sharma, Head - Marketing & Business (Modern Trade & E-comm), India Gate, shares the brand’s strategy for expanding the category, targeted discounting & bundled offers

Soumya Gawri Jul 10, 2025 8:23 AM

From Allu Arjun to Nayanthara, celebrities from South India are on the rise on Instagram, attracting engagement from fans and collaboration deals from brands

Jagruti Verma Mar 13, 2025 9:25 AM

At the e4m D2C Revolution, a panel of D2C brand founders discussed the various facets of endorsing celebrities

exchange4media Staff Jul 25, 2023 2:17 PM

Celebs@Hotstar shares a sneak peek into the lives of these celebrities

exchange4media Staff Apr 13, 2021 5:57 PM