influence
From an 80-20 split to equal regional spend, the new blueprint for penetrating tier 2 And tier 3 India
NATIVE CONTENT Aug 25, 2026 5:03 PM
Industry leaders explore how creators are shifting the balance of influence and reshaping communications
Ritika Upmanyu Aug 25, 2026 4:29 PM
Janhavi Pawar, Director, Sakal Media Group, discusses the relevance of soft power in forging lasting global trade relations
Isha Khatu Aug 25, 2026 12:56 PM
ASCI said almost 97% of advertisements reported during the post-PROGA period were found on the Meta Ad Library, Instagram and websites
Imran Fazal Aug 25, 2026 9:18 AM
For the creator economy, the impact may depend largely on the type of financial content being produced
Shalinee Mishra Aug 25, 2026 9:12 AM
As Warikoo celebrates his 46th birthday, his journey goes beyond finfluencing, with content, credibility and community shaping a diversified media and business ecosystem
e4m Staff Aug 25, 2026 8:38 AM
The regulator's consultation paper proposes a revised advertising framework for online bond platform providers
e4m Staff Aug 24, 2026 12:52 PM
NDTV CEO and Editor-in-Chief Rahul Kanwal says Prannoy Roy, Aroon Purie and Raghav Bahl are examples of media builders
e4m Staff Aug 22, 2026 3:47 PM
As Netflix moves deeper into the creator economy, YouTube is reportedly offering multimillion-dollar deals to retain top creator talent
e4m Staff Aug 21, 2026 3:28 PM
Mudit Swarup will be based out of Bangkok; he was earlier associated with Kitly Business in Sydney as Director & Head of Growth
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, examines what will matter beyond who succeeds N. Chandrasekaran - authority, independence and accountability
Ganapathy Viswanathan Aug 14, 2026 8:18 AM
Guest Column: Calisthenics athlete Prableen Kaur Gill writes how mainstream sport has its own calling among Indian audiences, but people have started enjoying different niches now
Prableen Kaur Gill Aug 13, 2026 9:48 AM
The platform said creators will need to demonstrate sustained audience engagement to remain eligible for revenue sharing from Shorts
e4m Staff Aug 12, 2026 1:32 PM
Go Zero's exit from paid influencer budgets to fund an in-house creator team has reopened an old industry debate: does ownership now beat outreach in India's creator economy?
Aryendra Khan Aug 12, 2026 9:01 AM
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, says celebrities once offered instant recognition and media attention, but that equation has changed over the past decade
Ganapathy Viswanathan Aug 11, 2026 8:26 AM
In her new role, Kapoor will oversee strategic planning, media relations, brand reputation, crisis communication, celebrity and influencer partnerships, and integrated campaign development
e4m Staff Aug 7, 2026 12:11 PM
Consumers are getting sceptical of conventional advertising and artist collabs help build long-term cultural partnerships that have the power to build and sustain trust, say marketers
Sandhi Sarun Aug 7, 2026 9:30 AM
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 Mrunal Thakur celebrates her birthday, here’s a look at how the actor has built a diverse brand portfolio, emerging as one of the most sought-after faces in Indian advertising
Neha Pathak, Director, Brand & Communications, Epsilon explains why the most valuable communications work rarely leaves fingerprints
Neha Pathak Jul 31, 2026 4:14 PM
Ganapathy Viswanathan, Communication Consultant & Author, decodes social media and the extraordinary influence it now enjoys in shaping public opinion
Ganapathy Viswanathan Jul 30, 2026 10:15 AM
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
Sandeep Mehrotra, COO, Zee Entertainment Enterprises Ltd., says Shashi Sinha's legacy will not just be measured by the businesses he built, but by the countless leaders he shaped
e4m Staff Jul 28, 2026 3:35 PM
'Born to be Wild & Viral' argues that viral animals succeed not because they are cute, but because they help people express emotions, identity and belonging
e4m Staff Jul 28, 2026 9:29 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
Prior to joining Creator18, Khanduri served as Head of Growth at Xley
e4m Staff Jul 22, 2026 8:21 AM
Guest Column: In this 2-part series, Renuka Naj and R Chandra Mouli take stock of where the Indian advertising industry stands in terms of the use of AI in the sector
Renuka Naj & R. Chandra Mouli Jul 21, 2026 11:59 AM
Thirumalai held the role of Senior Operations & Business Development Manager - Schbang Fluence & MMaximize at Schbang
e4m Desk Jul 21, 2026 10:37 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
Murthy brings over three decades of experience across media, advertising, content and digital businesses
e4m Staff Jul 20, 2026 11:33 AM
S (SG) Ghosh, Founder and Managing Director, Celsius100 Communication, pays his tribute to advertising icon Jean Durante
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
The government's ethanol-blending programme has been one of the largest policy-led influencer campaigns seen in India
e4m Staff Jul 15, 2026 5:07 PM
Guest Column: As discretionary spending shifts from long-term asset ownership towards everyday indulgences, brands must rethink their campaigns and budgets, writes M. Gautham Machaiah
M. Gautham Machaiah Jul 15, 2026 2:17 PM
On A P Parigi's birthday, revisiting the legacy of the executive who helped build Radio Mirchi and transform India's FM radio industry
e4m Staff Jul 15, 2026 1:10 PM
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, explores how the IRS was once the common language of print advertising in India, and how its absence has reshaped media planning
Ganapathy Viswanathan Jul 15, 2026 10:58 AM
Consumers may admire dozens of celebrities, but they genuinely trust only a handful. Amitabh Bachchan belongs to that rare group
e4m Desk Jul 13, 2026 10:57 AM
Guest Column: Adman Prabhakar Mundkur writes as Indian family businesses become more professionally managed, another layer of power is quietly emerging: the family office
Prabhakar Mundkur Jul 13, 2026 10:17 AM
Anup Kumar reflects on Atul Hegde’s leadership, mentorship and vision in a tribute honouring his legacy
e4m Staff Jul 13, 2026 10:03 AM
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
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
According to the notice, the programmes and social media posts contained false and unsubstantiated allegations about Kamboj and his family
Tarkeshwar Singh, Partner at Bureau Media, described the launch as one of the most emotional milestones of his career