influencer-marketing
Industry experts say creators are unknowingly losing money through opaque contracts, unlimited ad rights, hidden campaign values and unfair barter deals
Prior to joining Creator18, Khanduri served as Head of Growth at Xley
e4m Staff Jul 22, 2026 8:21 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
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
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
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
Stuart Bowden, President of Strategy and Capabilities for Global Clients, WPP, speaks to e4m on working differently with communities for engagement, distinction between paid and organic, and much more
Simran Sabherwal Jun 30, 2026 9:21 AM
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
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
Influencer industry experts say with brands evaluating audience trust, relevance & engagement quality, RBI's new norms will bring in stricter checks around disclosures, approvals & creator education
Shalinee Mishra Jun 18, 2026 8:51 AM
The conference will witness marketers from brands such as ITC, HDFC Bank, Bisleri International, JSW Paints, Raymond Lifestyle, Kellanova, Bajaj General Insurance, and several others
e4m Staff Jun 17, 2026 1:03 PM
As per the central bank said the objective was to ensure that incentive structures do not encourage aggressive sales practices or lead to the mis-selling of products
e4m Staff Jun 16, 2026 12:15 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
India Today Influence is the influencer marketing arm of the India Today Group
e4m Staff Jun 12, 2026 11:58 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
According to the company's 2025 Annual Review, Nestlé has raised advertising and marketing expenditure by nearly 9% of sales
e4m Staff Jun 8, 2026 12:20 PM
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
As per the report, of the 1,609 influencer ads processed 97.3% required modification, with over 54% promoting categories prohibited by law or where advertising is restricted
e4m Staff May 28, 2026 11:20 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
Before joining Fixderma, Chirag Jagwani worked with Agile Ventures Pvt Ltd, Robobull Technologies Pvt. Ltd, Printvenue, among others
e4m Staff May 26, 2026 2:31 PM
The ROI of Relatability! Why niche storytelling and hyper-local communities are driving deep engagement and brand loyalty in India’s 2026 creator economy
NATIVE CONTENT May 26, 2026 11:48 AM
Moorthy’s additional responsibilities include media buying, influencer marketing, brand building, and oversight linked to Lightbox, the company’s in-house creative agency
Imran Fazal May 26, 2026 9:14 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
Mayank Bhatnagar returns to Madison with over 25 years of experience across India, Malaysia and Singapore
e4m Staff May 13, 2026 11:00 AM
Orry’s departure follows the recent exit of Janhvi Kapoor from the agency
e4m Staff Apr 30, 2026 11:59 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
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
Early adopters say the intersection of programmatic and influencer marketing drives real business outcomes, allowing marketers to match brand messaging with customer profiles & preferences
Shalinee Mishra Apr 20, 2026 8:47 AM
Earlier, Borda has also worked with ShareChat, Korra, ByteDance, Buzzone and Cookie Digital
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 the study, the growth is being underpinned by a surge in creator participation
Shalinee Mishra Mar 19, 2026 9:47 AM
Company announces expansion of focus toward first-party data collaboration, CTV ecosystems, premium media supply and proprietary marketing technology
e4m Staff Mar 10, 2026 2:08 PM
Industry observers say this move underscores Honasa’s intent to strengthen local market resonance for its brands
e4m Staff Feb 26, 2026 12:46 PM
Rahul Titus moved on from Ogilvy in October last year after a 12-year stint
e4m Staff Feb 23, 2026 5:48 PM
Specfluencing refers to creators tagging brands and producing content that resembles a paid partnership, without any formal association
Shalinee Mishra Feb 11, 2026 8:29 AM
As audiences grow wary of overt ads, PR gifting offers a subtle workaround. Seemingly spontaneous social posts are often the result of precise timing, cultural fit, and strategic seeding
Shalinee Mishra Feb 10, 2026 9:11 AM
Sherin Varghese, Senior Director, Burson Genesis, on the evolving influencer marketing landscape and why authenticity, relevance and transparency matter today
Sherin Varghese Feb 6, 2026 1:47 PM
Industry executives say it is a game of perception, with a combination of incentives and risk aversion being key factors for brands to decide between macro and micro influencers
Shalinee Mishra Feb 6, 2026 8:48 AM
Sunil D'Souza, MD & CEO, Tata Consumer Products, is the Jury Chair for the 5th edition of the awards
Brands turn to creators for their human, relatable voice. But with 95% now using AI to create and grow content, that line is beginning to blur. Here’s what experts say
Shalinee Mishra Jan 28, 2026 9:16 AM
Most recently, Shidush Contractor served as Business Head – Middle East & North Africa at Qoruz
e4m Staff Jan 22, 2026 10:23 AM
Industry players call for stronger verification mechanisms, accountability, consolidation and better creator ecosystems to be able to deliver better ROI for brands
Shalinee Mishra and Anuja Jain Jan 7, 2026 9:21 AM