consumer-behavior
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explores how the smallest products can have the biggest impact
Ganapathy Viswanathan Sep 1, 2026 9:24 AM
Brands are increasingly looking at what happens between awareness and conversion; marketers relying on reviews, user-generated content and trials as tools
Sunidhi Vijay Aug 31, 2026 8:41 AM
Brands are raising festive creator spends, but with influencer discovery getting crowded, focus is shifting from reach to relevance, regional influence & trusted voices that drive purchase decisions
Shalinee Mishra Aug 29, 2026 8:52 AM
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why consumers are tuning out traditional advertising and why relevance, genuine engagement matter more than ever
Shantomoy Ray Aug 27, 2026 8:49 AM
Guest Column: Gaurav Gopal Verma says people don’t just buy food; they buy how it makes them feel. Once you see that, everything about building a food brand changes
Gaurav Gopal Verma Aug 25, 2026 12:18 PM
Guest Column: Sr. Marketing Leader Yatnesh Pandey on how Indian consumers are shifting from buying products to purchasing experiences, making products part of a larger consumption journey
Yatnesh Pandey Aug 21, 2026 9:17 AM
Chirravuri joins UMM with experience across brand, media and consumer strategy
e4m Staff Aug 20, 2026 1:23 PM
Kumar said advertisers also need to recognise that CTV, despite being consumed on a large screen, has multiple utilities
Imran Fazal Aug 19, 2026 6:27 PM
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, examines why great creative ideas begin with clear thinking, meaningful insights and a strong strategic purpose
Shantomoy Ray Aug 19, 2026 9:06 AM
The Culture Intelligence Summit 2026 was hosted by ShareChat and Moj in Mumbai and Delhi
e4m Staff Aug 18, 2026 4:35 PM
Prior to this, Tom Amies-Cull was with Intelio Works as Consultant, Board Advisor & Interim Exec Leader
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
As large language models become the first stop for research, planning and purchase decisions, businesses are rethinking brand discovery and how marketing is built for an AI-native world
As quick commerce platforms squeeze festive shopping into minutes, agencies are redrawing creative, media and production plans for instant buyers
Aryendra Khan Aug 6, 2026 9:34 AM
Guest Column: Senior brand, growth & media leader Ketan K Bharati explores why brands don’t own customers, only their preference, in an era of greater choice and AI-driven decisions
Ketan K Bharati Aug 5, 2026 12:33 PM
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, writes that the best marketing ideas often begin with simple human insights, not just data
Ganapathy Viswanathan Aug 5, 2026 8:40 AM
A week of heightened public attention became an unplanned stress test for India's digital ad economy
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, on how today’s PR campaigns are built not around product features or corporate announcements, but around insights
Ganapathy Viswanathan Jul 31, 2026 12:20 PM
As AI assistants reshape online shopping, brands are shifting focus from Google rankings to AI recommendations, making trust, structured data and credibility critical for visibility.
Brij Pahwa Jul 29, 2026 10:26 AM
Guest Column: Gargi Sarkar, Founder & MD of RA Brand Consultant, decodes the everlasting popularity of the Men Will Be Men tagline
Gargi Sarkar Jul 27, 2026 1:48 PM
According to a report by EY and the Indian Music Industry, India currently has around 14 million paid music subscriptions and 80% of listeners spending more than an hour a day listening to it
e4m Staff Jul 27, 2026 11:54 AM
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, explores how today's consumers are becoming increasingly conscious of what goes into their vehicles
Ganapathy Viswanathan Jul 23, 2026 8:10 AM
Industry heads opine that brands may have become too reactive but the need is to invest in long-term strategy, instead of just chasing engagement and virality
Sandhi Sarun Jul 21, 2026 9:13 AM
Fay Denis du Peage, Senior Vice President, Media APAC at Monks, says retail media and LLMs represent the next major opportunities, with Monks focused on helping brands operate in real time
Simran Sabherwal Jul 17, 2026 1:24 PM
The revised edition features a new introduction and an additional chapter that examines the transformative decade between 2015 and 2025
e4m Staff Jul 17, 2026 12:13 PM
Ankur Parmar, CMO of Mahindra Lifespace Developers Ltd, says AI is reshaping search, customer journeys and agency relationships, changing how brands are discovered, built and trusted
Sandhi Sarun Jul 14, 2026 8:59 AM
India has the manufacturing, talent and consumers to build premium activewear brands. So why does the category's highest pricing power still belong almost exclusively to foreign labels
Sandhi Sarun Jul 14, 2026 8:33 AM
Guest Column: Haresh Nayak, CEO of Connect Network Inc., on why the next decade of marketing belongs to organisations that plan with intelligence, not assumptions
Haresh Nayak Jul 11, 2026 8:30 AM
Consumers are researching, comparing and making purchase decisions for categories like consumer electronics, beauty, gaming, fintech & personal care late at night, say marketers
Sunidhi Vijay Jul 9, 2026 8:42 AM
According to industry forecasts, India's intelligence advertising revenue, the category built around AI-powered search and discovery, is forecast to cross 2.5 billion dollars in 2026, growing 9%
Anuja Jain Jul 6, 2026 9:09 AM
Guest Column: Senior brand, growth & media leader Ketan K Bharati notes that for nearly two decades marketers have focused on discovery - how to get found, rank higher and beat competitors in search
Ketan K Bharati Jul 1, 2026 6:24 PM
As OTT platforms, Q-comm apps, creator ecosystems collapse the distance between content and checkout, a new media category is quietly taking shape, share industry heads
Anuja Jain Jul 1, 2026 8:41 AM
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
Industry leaders say the role of annual planning is changing and is increasingly becoming a strategic framework within which budgets, channels and investments are continuously tweaked
Shantanu David Jun 19, 2026 9:10 AM
As per New AppsFlyer, the Indian Subcontinent’s short drama sector has grown by 95% in subscription-paid installs
e4m Staff Jun 17, 2026 4:58 PM
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
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why high brand awareness does not always translate into sales and what it takes to turn recognition into revenue
Shantomoy Ray Jun 17, 2026 8:10 AM
Guest Column: Nupur Gurbaxani, Director, Brand & Innovation, Sanofi Consumer Healthcare, writes on how brands that educate are winning the trust & and loyalty of today's health-conscious consumers
Nupur Gurbaxani Jun 16, 2026 1:46 PM
Speaking at Pitch CMO Summit 2026, Shahad Anand, Business Head, Skylight Mediakart, spoke about the role of personalization, contextual targeting & emotional creativity
e4m Staff Jun 15, 2026 2:42 PM
At e4m Connected TV Conference 2026, the Senior VP and Business Head of Reliance Retail, made a compelling case for treating CTV not as a media novelty, but as a strategic brand-building engine
e4m Staff Jun 11, 2026 6:25 PM
At the Pitch CMO Summit 2026, brand leaders explored how India's cultural diversity is reshaping marketing strategy and why the old book of rules no longer holds
e4m Staff Jun 10, 2026 3:08 PM
Digital overload, rapidly changing trends now pushing consumers towards brands and familiar cultural moments, with many seeking comfort and emotional connection in shared past experiences, say players
Sunidhi Vijay Jun 10, 2026 8:49 AM
Guest Column: Adman Prabhakar Mundkur explains why the most significant implication of declining fertility rates is the gradual shift from a volume-driven economy to a value-driven economy
Prabhakar Mundkur Jun 9, 2026 9:37 AM
Changing consumer discovery patterns have led brands to optimise products around occasions & end-use scenarios, going beyond seasonal promotions to storytelling & creator ecosystems, say marketers
Shalinee Mishra Jun 8, 2026 9:14 AM
Ranjani Krishnaswamy, CMO, Analog Watches, at Titan Company, spoke to e4m on gap between digital discovery and offline conversion, how discovery phase is now decisively digital, winning GenZ & more
Anuja Jain Jun 3, 2026 9:10 AM
Urban middle-class sentiment is weakening faster than rural, which is hurting brands badly. This has begun to impact their media plans, say industry experts
Kanchan Srivastava May 28, 2026 9:02 AM
Rajeev Jain, SVP-Corporate Marketing at DS Group, shares how marketers are rethinking brand communication, innovation and cultural relevance in today’s digital-first ecosystem
Sunidhi Vijay May 25, 2026 9:01 AM
In a session for media and creative professionals at Goafest 2026, the Google India Director of Marketing Partners, said AI agents were the next logical evolution for every marketer
e4m Staff May 21, 2026 2:32 PM
The playbook covers expected consumer sentiment, role of digital channels & strategies for marketers for upcoming Diwali season
exchange4media Staff Sep 15, 2021 8:24 AM