creators
Rather than translating one national advertisement into multiple languages, marketers are creating local narratives that reflect how festivals are celebrated across different parts of the country
Shalinee Mishra Aug 4, 2026 8:26 AM
Speaking at Samachar4Media's Journalism 40 Under 40 event, Chaudhary said the blurring of content creator and journalist roles has made it increasingly difficult to preserve journalism's credibility
e4m Staff Aug 3, 2026 12:56 PM
As the Founder, Managing Director, and President of GTC Network celebrates his birthday, we look back at a career defined by pioneering firsts and an unwavering belief in regional storytelling
e4m Staff Aug 3, 2026 12:46 PM
For creators, political expression is no longer just a matter of personal belief, it is increasingly becoming a business decision with financial consequences
Shalinee Mishra Jul 29, 2026 9:00 AM
Announcing the decision on LinkedIn, founder Kiran Shah said the shift was driven by one fundamental challenge: the inability to clearly measure returns from influencer campaigns
e4m Staff Jul 27, 2026 3:32 PM
Industry experts say creators are unknowingly losing money through opaque contracts, unlimited ad rights, hidden campaign values and unfair barter deals
Shalinee Mishra Jul 24, 2026 9:04 AM
The challenge is part of the government’s push to discover and nurture grassroots creators while encouraging hyperlocal storytelling
e4m Staff Jul 22, 2026 8:34 AM
Creators are becoming important not just for speaking regional languages, but for understanding their nuances, cultural context and the way people naturally communicate
Shalinee Mishra Jul 21, 2026 9:13 AM
From CarryMinati to gaming streamers, creators command loyalty that legacy campaigns rarely earn. Industry voices explain what brands still get wrong
Aryendra Khan Jul 21, 2026 9:07 AM
The supply of regional creators is growing rapidly, engagement is rising and brands are increasingly using local voices to reach audiences during festivals and cultural moments
Shalinee Mishra Jul 17, 2026 9:20 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
Tarkeshwar Singh, Partner at Bureau Media, described the launch as one of the most emotional milestones of his career
As India's First Influencer Reality Show, the property brings together some of the region's most popular digital creators, who collectively command millions of followers across platforms
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
Cleartrip CMRO Pallavi Saxena highlights the growing role of social media in travel discovery, arguing that Indian travel marketing is yet to fully tap its biggest opportunity
Anuja Jain Jun 25, 2026 9:20 AM
Cannes Lions Day 2 Opens With AI, Creators And Marketing’s New Power Shift
Brij Pahwa Jun 23, 2026 3:16 PM
Sushant Vithaldas, Head of Creator Marketing, India and Vimlarithan (Rithan) Vijaya as Creator Marketing Leader, Southeast Asia will lead Edelman’s creator marketing offering
e4m Staff Jun 22, 2026 2:13 PM
An increasing number of brands are using creators, humour and shared cultural insights to engage with the occasion, often in partnership with other brands
Shalinee Mishra Jun 20, 2026 8:30 AM
Creators are becoming recurring faces, storytelling partners, cultural ambassadors, and trusted voices who help brands build consistency, credibility, and relevance over time
Shalinee Mishra Jun 19, 2026 8:54 AM
From watch parties and creator streams to fan rewards and interactive experiences, marketers are finding new ways to turn football fandom into engagement
Shalinee Mishra Jun 18, 2026 9:21 AM
The move reflects the growing importance of creator-led marketing in major global sporting events
e4m Staff Jun 17, 2026 11:36 AM
Brands are increasingly building campaigns around experiences rather than products, with creators playing a key role in making them relatable, credible and discoverable
Shalinee Mishra Jun 16, 2026 9:19 AM
Creators are reshaping food marketing in India as brands shift from traditional ads to influencer-led content focused on trust, culture and consumer engagement
Shalinee Mishra Jun 15, 2026 8:56 AM
Influencer marketing in India is shifting from reach-driven growth to a credibility test, as brands face tighter scrutiny, rising compliance issues and growing pressure on transparency
Shalinee Mishra Jun 9, 2026 8:59 AM
From FMCG and auto to tech and finance, brands are partnering with creators trusted on climate action, conservation, recycling and sustainable living
Shalinee Mishra Jun 5, 2026 9:09 AM
Appeal for brands is straightforward. Unlike human creators, AI influencers do not require travel schedules, photoshoots, availability conflicts or reputation management for personal controversies
Shalinee Mishra Jun 3, 2026 9:15 AM
Brands say consumers today begin their journeys online, consuming reviews, creator content, explainers and product demonstrations before taking offline actions such as visiting dealerships
Sunidhi Vijay Jun 2, 2026 8:51 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
With recent updates favouring original creator signals and limiting visibility for reposts and similar content, platforms have moved away from rewarding volume and now reward quality and uniqueness
Shalinee Mishra May 21, 2026 8:51 AM
The scarcity of credible niche creators is the new constraint brands are solving for, say experts
Shalinee Mishra May 20, 2026 9:05 AM
Independent agencies have been able to understand internet culture due to leaner teams, faster decision-making and deeper immersion in online behaviour, share industry players
Sunidhi Vijay May 19, 2026 8:33 AM
Industry executives say influencer marketing is shifting from vanity metrics to trust, micro creators and measurable conversions, as brands prioritise authenticity and performance over reach
Shalinee Mishra May 18, 2026 8:47 AM
Sharing the news on X, Ankur Warikoo described the decision as a difficult but necessary one
e4m Staff May 16, 2026 10:42 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
The broader delegation also includes Sufi Motiwala, Ishita Mangal, Nidhi Kumar Ishani Mitra, among others
Shalinee Mishra May 11, 2026 6:06 PM
As FMCG brands invest more in momfluencers, creator earnings remain uneven, highlighting a gap between brand spending and influencer payouts
Shalinee Mishra Apr 29, 2026 8:48 AM
Creators who integrate content strategy with analytics and diversify revenue streams are more likely to succeed, while others risk falling behind despite growing audiences
Shalinee Mishra Apr 25, 2026 8:45 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
As India’s social commerce grows, the creator economy is shifting from experimentation to structure. While creators drive discovery and purchases at scale, monetisation still lags behind
e4m Staff Apr 10, 2026 8:30 AM
The report projects the overall market will surge to $250 billion by the end of the decade, nearly tripling from its current $90 billion size
Industry experts note that agency roles are evolving, while many D2C brands continue a flexible, test-and-learn approach with micro and nano creators
Shalinee Mishra Apr 1, 2026 9:16 AM
Experts see shift in accountability as govt targets user-shared news content
Shalinee Mishra Mar 31, 2026 11:03 AM
Apart from higher spending on IPL influencer marketing, more brands are entering the ecosystem with a clear move towards season-long creator partnerships instead of short, campaign-led bursts
Shalinee Mishra Mar 30, 2026 9:25 AM
According to Ministry sources, social media platforms are reportedly enforcing stricter measures, with accounts suspended and content removed more aggressively, often without prior warnings
Shalinee Mishra Mar 25, 2026 8:49 AM
As part of the AI push, MIB announced initiative to train 15,000 individuals from media and entertainment sector in collaboration with Google and YouTube
e4m Staff Mar 23, 2026 5:26 PM
Ankush Bahuguna’s brand journey began with smaller but significant steps, from PR packages to paid partnerships, marking his shift from comedy creator to a recognised voice in beauty
Shalinee Mishra Mar 18, 2026 9:05 AM
Several brands tapped into the tournament’s cultural momentum through influencer collaborations and fan-led storytelling, with names such as BookMyShow, Swiggy, Blinkit, Asian Paints among others
Shalinee Mishra Mar 13, 2026 8:45 AM
Yagnesh Ravi, Lead – Ad Solutions, Snap Inc India., says India has become one of Snap’s fastest-growing markets globally, driven by growth across users, creators and advertisers
Sunidhi Vijay Mar 6, 2026 9:31 AM
Marketers are realising that a one-day celebration does not justify blanket national spends. Instead, smart money is moving towards regional creator-led storytelling
Shalinee Mishra Mar 4, 2026 9:07 AM
With ad spend increasingly tied to engagement rather than traditional reach, broadcasters are recognising creators as key players in the attention economy
Shalinee Mishra Mar 3, 2026 9:22 AM