economy
As influencer marketing evolves, brands are moving beyond creator discovery to identify what drives meaningful consumer engagement and actions
Shalinee Mishra Jul 13, 2026 9:27 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
Atul Hegde, Chairman & Managing Director of YAAP Digital Limited, passed away this morning.
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
Marketers say that while creators are increasingly becoming part of the media mix, influencer marketing accounts for just 3-10% of the ad spends
Shalinee Mishra Jul 2, 2026 9:40 AM
Sudeep will also manage Creator Economy & Partnerships, and will report into Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, ‘Z’
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
The public broadcaster's recently updated content sourcing framework for WAVES introduces a streaming-minutes-based monetisation model and tightening of verification and compliance requirements
Imran Fazal Jun 30, 2026 8:39 AM
Under the partnership, Rusk Media will produce and distribute the content through its proprietary Alright! TV platform and global digital channels
e4m Staff Jun 29, 2026 10:32 AM
Shveta Singh, Founder of Iridescent Lens & independent marketing consultant, questions whether the latest creator economy trend is genuine marketing innovation or simply direct selling in new clothes
Shveta Singh Jun 29, 2026 9:30 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
Guest Column: There is growing judicial discomfort with intermediaries profiting from engagement while disclaiming responsibility for its consequences, writes M. Gautham Machaiah
M. Gautham Machaiah Jun 24, 2026 12:44 PM
Guest Column: Shveta Singh, founder of Iridescent Lens, explores whether the surge in independent marketing consultants represents a temporary boom or a structural shift in the marketing ecosystem
Shveta Singh Jun 23, 2026 3:53 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
Launched at Season 8 of dentsu-IWMBuzz Digital Awards, the report explores changing audience behaviour, evolving business models, emerging technologies, and cultural trends
e4m Staff Jun 17, 2026 1:33 PM
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
ShareChat and Moj are scaling the microdrama format rapidly, turning them into high-attention spaces that are increasingly attractive for brands
e4m Staff Jun 15, 2026 2:55 PM
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
The IT minister has signalled a fresh legal framework for artificial intelligence while balancing innovation, safety and economic growth
e4m Staff Jun 10, 2026 1:12 PM
While Accenture is set to acquire creator and social agency Whalar, Times Internet has acquired entertainment-focused social publisher Instant Bollywood
e4m Staff Jun 9, 2026 11:53 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
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
With insurance, mattresses, appliances and finance brands embracing creator-led, entertainment-first marketing, experts say brand personality now drives visibility, engagement and cultural relevance
Sunidhi Vijay Jun 8, 2026 8:32 AM
The initiative is being presented in association with exchange4media and IWMBuzz
After years of monetising attention, digital platforms are now cashing in on access, convenience, status and functionality by way of subscriptions
Shantanu David Jun 4, 2026 9:06 AM
As India's DPDP Act reshapes the data economy, consent is quietly becoming a balance sheet asset and the companies building the architecture around it may define the next decade of digital commerce
Anuja Jain Jun 2, 2026 8:44 AM
While revenue from operations rose 21% YoY to Rs 184.89 crore in FY26, total income increased 22% to Rs nearly 189 crore
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
The issue focuses on two developments. One, with the legal risk and infrastructure capital, whereas the other is about creativity, tech, innovation, defining where Indian business is headed together
e4m Staff May 28, 2026 2:27 PM
Industry observers say this is no longer just a platform metric but a cultural shift that is reshaping how content is scripted, edited, distributed and monetised
Sunidhi Vijay May 28, 2026 9:30 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
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
As audiences shift from clicking links to consuming AI-generated answers, the publisher-brand relationship is being redrawn. The attention economy had a name; what replaces it is still taking shape
Anuja Jain May 22, 2026 8:39 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
PM Narendra Modi to speak at the Forum, alongside global heads of state and government, business executives, financiers, innovators and thought leaders from around the world
e4m Staff May 20, 2026 10:56 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
Industry experts are unanimous that brands go all out for Mother’s Day because it sits at the intersection of universal emotion, social sharing and purchase intent
Sunidhi Vijay May 12, 2026 8:56 AM
Iyer's role is expected to support the company’s ongoing efforts to build a creator-led content and distribution ecosystem
Imran Fazal May 6, 2026 2:38 PM
Himani Rautela, Global- Communication lead, Redington highlights how the role of communications has evolved from media relations to a core business function, with trust and strategy at the centre
Himani Rautela May 6, 2026 1:23 PM
Telecom operators, once seen as mere carriers of connectivity, are now emerging as one of the most consequential holders of consumer intelligence in the country
Anuja Jain May 2, 2026 9:14 AM
From Cannes Lions to One Show, a parallel economy of campaigns built for juries only is quietly corroding creative credibility
Aryendra Khan Apr 29, 2026 9:00 AM
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
With Meghalaya Tourism as an associate partner, the yatra spans 34 days and 5,000 kilometres across the Northeast
NATIVE CONTENT Apr 21, 2026 3:25 PM
Industry executives say this shift is pushing a significant chunk of digital budgets (25%) towards creator-led content, as brands chase scale and measurable results in a crowded market
Shalinee Mishra Apr 21, 2026 8:33 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 AI flattens the marketing tech stack, brands are shifting focus from tools to the quality of signals that power decisions, exposing a widening gap between data-rich and data-poor players
Anuja Jain Apr 10, 2026 9:16 AM