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

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