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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
From the ‘Helicopter Shot’ to ‘Bole Jo Koyal’, here are the campaigns that captured Captain Cool's charm, wit and mass appeal over the years
Aryendra Khan Jul 7, 2026 11:25 AM
Digital overload, rapidly changing trends now pushing consumers towards brands and familiar cultural moments, with many seeking comfort and emotional connection in shared past experiences, say players
Sunidhi Vijay Jun 10, 2026 8:49 AM
Changing consumer discovery patterns have led brands to optimise products around occasions & end-use scenarios, going beyond seasonal promotions to storytelling & creator ecosystems, say marketers
Shalinee Mishra Jun 8, 2026 9:14 AM
With nostalgia as its playmaker and the World Cup on the horizon, Adidas assembles football royalty to remind fans that heritage still sells
e4m Staff Jan 27, 2026 1:46 PM
2025 emerged as a telling year, with legacy IPs and long-running daily soaps continuing to command attention across genres—from family dramas and mythologicals to crime procedurals and comedies
Aditi Gupta Dec 30, 2025 8:39 AM
In India, in particular, more people say life was better in 1975 than it is in 2025
e4m Staff Nov 20, 2025 6:56 PM
Hollywood’s ‘The Devil Wears Prada 2’ joins India’s nostalgia wave, where emotion meets strategy. From ‘Gadar 2’ to ‘Don 3’, marketers are cashing in on emotional continuity
e4m Staff Nov 13, 2025 4:19 PM
Mukundan brings over two decades of experience from BP, where he served as Senior Vice President, BP Group, and President, BP India
The campaign has been conceptualised and executed by Wondrlab’s Opportune
e4m Staff Sep 29, 2025 12:35 PM
Some of the shows to be featured are yesteryear hits like 'Chanakya', Mukesh Khanna's 'Chunni', Pallavi Joshi and R. Madhavan's 'Aarohan' and Shah Rukh Khan's debut serial 'Fauji'
e4m Staff Jul 9, 2025 11:29 AM
Majority of respondents of the study expect brands to demonstrate robust environmental commitments
e4m Staff Nov 13, 2024 3:43 PM
Vinay Singh Kushwaha, Chief Technical and Strategy Officer of the company, retires today
Kerban, on being in the ‘e4m PR and Corporate Communications 40 under 40’ list, says, being respectful, professional, and humanizing the relationship is the recipe for a great leader
Nafisa Shaheen Dec 18, 2020 8:23 AM
The performance has been powered by the return of original content in July -- Sukh Mhanje Nakki Kay Asta, Jai Deva Shree Ganesha, Phulala Sugandha Maticha and Mulgi Zali Ho
exchange4media Staff Oct 6, 2020 3:38 PM