creativity
From Flipkart to Amazon, big festive campaigns are increasingly coming from independents, as brands chase sharper cultural ideas and faster turnarounds
With data, testing and brand safety shaping every brief, creative leaders ask whether agencies have turned too cautious, and where push-back should begin
Aryendra Khan Oct 6, 2026 8:45 AM
Guest Column: Yesudas S Pillai, Entrepreneur, Investor, and Curious Observer, on why creativity may depend less on what AI generates and more on whether humans can still notice the little things
Yesudas S Pillai Oct 2, 2026 9:10 AM
From dubbed national films to ideas born in the region, agencies say brands are finally letting local culture, not translation, set the creative brief
Aryendra Khan Oct 2, 2026 8:59 AM
Kargo's APAC GM says 70% of banners go unseen and urges advertisers to pair AI with human taste and treat delivery metrics as hygiene, not KPIs
e4m Staff Oct 1, 2026 10:55 AM
Bollywood star power meets festive season storytelling as brands from Rungta Steel to Myntra deploy celebrity ensembles, regional narratives and cause-led films this week
Aryendra Khan Sep 26, 2026 9:17 AM
As festive spending edges toward ₹1.5 lakh crore, agencies say the season has become one long story, told in chapters, not a single Diwali push
Aryendra Khan Sep 21, 2026 9:28 AM
The induction ceremony was held on September 16 at Capitale in New York.
e4m Staff Sep 18, 2026 3:04 PM
The first LIONS Asia Festival of Creativity and Asia Lions Awards will take place in Singapore, September 2027
e4m Staff Sep 17, 2026 1:00 PM
As brands chase live moments over 30-second films, agencies are redesigning creative craft around participation, not just production
Aryendra Khan Sep 16, 2026 9:06 AM
Dr. Annurag Batra writes that advertising’s shift to Mumbai and Bengaluru risks weakening India’s regional creative diversity
Annurag Batra Sep 10, 2026 9:27 AM
Cannes LIONS has published its Creativity Report 2026, identifying trends behind this year's award-winning works, from fair value exchanges to radical transparency
e4m Staff Sep 8, 2026 11:49 AM
From big brand transformations and celebrity-led campaigns to nostalgia, humour, purpose and culture, these are the ads that made the cut this week
Aryendra Khan Sep 5, 2026 8:56 AM
As brands rush to react to the same cultural moments, industry experts warn that the format that makes one response sharp can turn the next ten into template work, putting distinctiveness at risk
Aryendra Khan Aug 28, 2026 8:29 AM
The controversy began after a section of users objected to Kriti’s outfit in the ad
e4m Staff Aug 26, 2026 12:34 PM
As feeds move faster than campaigns, Indian ad agencies are relearning the art of picking their cultural battles
Aryendra Khan Aug 25, 2026 9:18 AM
As predictive AI tools promise to de-risk campaigns before they air, India's creative leaders are debating whether the data sharpens judgement or replaces it
Aryendra Khan Aug 21, 2026 9:14 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, on why AI can enhance creativity but cannot replace human thinking, judgement and imagination
Ganapathy Viswanathan Aug 21, 2026 8:40 AM
Birlasoft’s Satinder Juneja discusses composable MarTech stacks, agentic AI, synthetic profiles and why brand trust will remain central to AI-led discoverability.
Brij Bakshi Aug 20, 2026 12:57 PM
As brands chase shock value for cut-through, Flipkart's obituary-style sale ad reopens the debate on where provocation ends and poor judgement begins
Aryendra Khan Aug 20, 2026 7:42 AM
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
From heritage trails to freedom sales, mothers in uniform, to 80 stories of courage: this Independence Day, brands found new ways to say “Happy Azadi”
Aryendra Khan Aug 15, 2026 9:06 AM
From heritage trails and 80 stories of courage to freedom sales and a mother's compassion, brands moved past the flag-and-jingle template this year
Aryendra Khan Aug 15, 2026 8:45 AM
As AI transforms the advertising landscape, agencies like TBWA are rebranding to signal their evolution and commitment to innovative solutions for clients.
Dr. Annurag Batra writes that AAAI must embrace change, transparency and fresh thinking to stay relevant
Annurag Batra Aug 5, 2026 5:40 PM
Industry leaders say the most valuable agency talent of the future will be those who orchestrate AI, data and creativity into distinctive ideas
Aryendra Khan Aug 5, 2026 8:56 AM
As comedian Sunil Grover celebrates his birthday today, we look at why his endorsement journey has been so memorable
e4m Staff Aug 3, 2026 11:31 AM
Dr. Annurag Batra writes that AAAI must evolve from celebrating its past to actively shaping the future of India's advertising industry
Annurag Batra Aug 3, 2026 9:27 AM
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores the opportunities & challenges of AI-generated content & whether it is driving creativity or digital oversaturation
Shantomoy Ray Aug 1, 2026 8:34 AM
Dr Annurag Batra writes about the industry veterans, as e4m has learnt that they are the leading contenders for the award
Annurag Batra Jul 31, 2026 5:52 PM
Dr Annurag Batra writes why Dr. Sandeep Goyal’s remarkable journey as an adman, entrepreneur and industry voice merits the AAAI Lifetime Achievement Award
Annurag Batra Jul 31, 2026 3:45 PM
Networks are consolidating and cutting jobs by the thousand; independents are picking up the awards, the mandates and the marquee names instead
Aryendra Khan Jul 29, 2026 8:28 AM
As Indian households shrink and platforms chase clicks over culture, ad folks are asking if the festive campaign playbook needs a proper creative reset
Aryendra Khan Jul 28, 2026 8:38 AM
From Tota's startup jargon to SRK's Hyundai homecoming, this week's ads prove substance still beats style, even when the style is dazzling
Aryendra Khan Jul 25, 2026 8:50 AM
Industry experts say the bigger concern is not who wins, but the lack of transparency around how the winner is determined, with only a handful of people aware of the process
e4m Staff Jul 24, 2026 6:20 PM
In the absence of binding legislation, ad agencies are increasingly adopting self-regulation
Imran Fazal Jul 22, 2026 8:59 AM
From Kareena's Countryman debut to Messi's next chapter with MLS — here are the campaigns that defined the week in advertising
Aryendra Khan Jul 18, 2026 9:30 AM
Some people build businesses. Others build ecosystems. Kiren Srivastav, Founder of Fempowerment and CEO of Molecule Communications, has spent her career doing both
e4m Staff Jul 15, 2026 1:55 PM
With weekly TV ratings on pause, the industry is forced to confront a bigger question: Has advertising become too dependent on measurement to trust creativity?
Aryendra Khan Jul 9, 2026 7:32 PM
At Cannes Lions 2026, AI was no longer the headline act. The focus shifted to how technology can solve real problems, elevate craft and deliver meaningful creative outcomes
Aryendra Khan Jul 8, 2026 9:21 AM
The names include Sonal Chhajerh, National Creative Director at Leo Mumbai; Ashwini Deshpande, Co-founder, Director at Elephant Design; and Ashish Khazanchi, Managing Partner at Enormous Brands
A new WARC report finds marketers believe creativity drives growth, but most cannot prove its business impact. As CFO scrutiny rises and AI reshapes measurement, creative ROI is under fresh debate
Kanchan Srivastava Jul 6, 2026 8:56 AM
Sitars to spleens, buffaloes to Barcelona: this week's ads prove brands will chase any story that sticks
Aryendra Khan Jul 4, 2026 8:34 AM
As India reflects on a quieter Cannes Lions 2026, e4m explores what it means for the industry’s future
From business-first ideas to creator equity and a growing appetite for AI-era humanity, has Cannes Lions 2026 charted advertising's next chapter?
Aryendra Khan Jul 2, 2026 9:14 AM
As Cannes Lions 2026 closes with India's tally at a modest five Lions, the industry is asking a harder question: Has the race for constant content quietly replaced the pursuit of the big idea?
Aryendra Khan Jul 1, 2026 8:57 AM
Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores whether AI content is fueling creativity or overcrowding the digital landscape
Shantomoy Ray Jul 1, 2026 8:17 AM
France was adjudged Creative Country of the Year at Cannes Lions 2026
e4m Staff Jun 29, 2026 4:10 PM
In 2025, India was among the standout performers, securing 32 Lions, including one Grand Prix and nine Golds. This year, the tally shrank dramatically
India closed the 73rd Cannes Lions festival with 2 Silver and 3 Bronze Lions from 24 shortlists, a sobering step back from 2025's 32-Lion haul
Aryendra Khan Jun 27, 2026 9:39 AM