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

Girish Hingorani, VP – Marketing (Consumer Products) & Corporate Comms at Blue Star, on how shifting media dynamics and unpredictable demand patterns have prompted a rethink of the company’s strategy

Shalinee Mishra Apr 10, 2026 9:40 AM

In a conversation with Nawal Ahuja at e4m Auto Marketing Conference, Kartik Sharma, CEO, Omnicom Media Group India, said auto sector is entering 2026 with renewed consumer momentum

e4m Staff Feb 27, 2026 6:08 PM

At e4m India Brand Conclave 2026, marketing leaders agreed that while digital now operates as the core decision-making engine, successful omnichannel strategies hinge on retaining a unified brand idea

e4m Staff Feb 12, 2026 8:17 AM

India is seeing a 21% year-on-year growth in CTV adoption, largely powered by smart TV penetration and an expansive content ecosystem that spans OTT, Free Ad-Supported TV, and digital news platforms

Shantanu David Apr 7, 2025 8:57 AM

According to Nielsen’s 2025 global media planning report, there is a need to find the right mix of traditional and emerging digital media channels in media plans 

e4m Staff Mar 19, 2025 1:34 PM

The Executive VP & Head - Marketing & Digital shares their media mix is based on various analytical insights corresponding to varied customer segments and geographies

Mansi Sharma Jun 20, 2022 8:43 AM

Argho Bhattacharya, Head of Marketing, Niyo - on the importance of branding from day one of starting a company

Neeta Nair Oct 5, 2021 2:42 PM

Panellists Pawan Sarda, K.R. Venkatadri and Shamsuddin Jasani discussed why brands and marketers need to constantly innovate to engage with the audience in the New Normal

exchange4media Staff Aug 28, 2020 12:49 PM

The focus will now be on digital-led mediums as consumers are increasingly turning to digital devices to keep themselves entertained, say marketers

Neeta Nair Aug 24, 2020 8:22 AM