collaborations
Consumers are getting sceptical of conventional advertising and artist collabs help build long-term cultural partnerships that have the power to build and sustain trust, say marketers
Sandhi Sarun Aug 7, 2026 9:30 AM
From billion-dollar campaigns to decades-long brand associations, brand experts decode why some collaborations outlast the movies that spawned them
Sandhi Sarun Aug 3, 2026 9:03 AM
Rather than treating luggage as a functional purchase, brands are increasingly viewing it as a storytelling platform where design, utility and cultural relevance converge
Imran Fazal Jul 23, 2026 9:02 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
Across categories, brands are shifting towards creators with distinctive content styles, whose audiences engage with them for a unique storytelling approach rather than follower count or mass appeal
Shalinee Mishra Jul 11, 2026 8:41 AM
As brands invest in creator-led discovery, industry executives say the focus is shifting from viral moments to sustained engagement, with visibility & repeated exposure reshaping marketing strategies
Shalinee Mishra Jun 30, 2026 9:17 AM
Brands are increasingly participating through experiences, partnerships and cultural platforms but creators note that true representation cannot be restricted to a single month
Shalinee Mishra Jun 22, 2026 1:29 PM
Prashant Paulose was earlier Head of Apps, Google Play & Google TV, India
The objective is not merely to generate visibility, but to create campaigns that stand out, spark conversation and connect with entirely new consumer groups
Shalinee Mishra May 30, 2026 9:10 AM
Sachin Sharma, Head, LinkedIn Marketing Solutions, India, says AI-led search and LLMs are reshaping how audiences discover information, products, and expertise
Sunidhi Vijay May 29, 2026 9:09 AM
Jewellery brands are tapping creators for authenticity, individuality and cultural relevance; the test is whether these collabs can drive actual purchase behaviour and not just social media engagement
Shalinee Mishra May 29, 2026 9:06 AM
Brands are moving away from vanity metrics and increasingly betting on creators with audience trust, niche authority and strong category alignment, say experts
Shalinee Mishra May 27, 2026 9:31 AM
Specfluencing refers to creators tagging brands and producing content that resembles a paid partnership, without any formal association
Shalinee Mishra Feb 11, 2026 8:29 AM
According to industry experts, a few top influencers earn lakhs monthly, while thousands of smaller creators chase brand deals and wait for payments, questioning career sustainability
Shalinee Mishra Nov 28, 2025 9:30 AM
Aparna Sanyal will continue to be Managing Trustee at IAWRT - Chapter India for another year
e4m Staff Nov 24, 2025 1:38 PM
Long-term partnerships enable deeper authenticity and measurable impact with strongest recall emerging over 6-12 months, explain industry players
Shantanu David Nov 10, 2025 9:09 AM
Industry players say transparency builds credibility and improves trust and engagement metrics; collaborations perform well despite being openly tagged as paid
Aryendra Khan Oct 8, 2025 8:28 AM
Before the controversy, Ranveer aka BeerBiceps—was a regular partner for marquee brands
e4m Staff Sep 19, 2025 8:51 PM
The campaign will be amplified through digital activations, influencer collaborations and expert-led conversations
e4m Staff Sep 3, 2025 10:40 AM
From unconventional influencer alliances to cross-industry tie-ups, these partnerships have not only captivated attention but also sparked widespread conversations
Soumya Gawri Nov 8, 2024 9:09 AM