The ad drew flak for the actor’s Indo-Western styling in a rakhi campaign, but many defended it by calling it a contemporary expression

e4m Staff Aug 25, 2026 11:42 AM

A popular cultural segment returns to the digital space, years after its successful run on ETV Urdu

e4m Staff Aug 14, 2026 1:54 PM

Younger consumers are redefining jewellery buying, driving demand for versatile everyday pieces and prompting brands to rethink product, retail and marketing strategies

e4m Staff Jul 30, 2026 8:52 AM