shift
Industry heads say brands are looking beyond immediate conversions to retention, repeat purchases and potential lifetime value since marketing spends need to drive sustainable, profitable growth
Sunidhi Vijay Aug 25, 2026 8:46 AM
The company has been increasing marketing support as it looks to drive category growth, premiumisation and consumer adoption of newer products
Kumar said advertisers also need to recognise that CTV, despite being consumed on a large screen, has multiple utilities
Imran Fazal Aug 19, 2026 6:27 PM
One of the key arguments underpinning the government's decision is the difference in regulatory treatment between television and digital media
Imran Fazal Aug 14, 2026 9:02 PM
Prior to this, Tom Amies-Cull was with Intelio Works as Consultant, Board Advisor & Interim Exec Leader
Guest Column: M Gautham Machaiah writes how regulatory reform collides with commercial reality in television’s most lucrative quarter
M. Gautham Machaiah Aug 12, 2026 1:50 PM
Guest Column: Partho Dasgupta, Managing Partner, Thoth Advisors and ex CEO, BARC India, asks, “How did the giants of the Indian media landscape manage to completely bankrupt their own credibility?”
Partho Dasgupta Aug 11, 2026 12:01 PM
Industry leaders share their perspectives on what has changed in the communications industry that makes a 25-year corporate career less attractive than building a firm
Ritika Upmanyu Aug 4, 2026 6:16 PM
A week of heightened public attention became an unplanned stress test for India's digital ad economy
Younger consumers are redefining jewellery buying, driving demand for versatile everyday pieces and prompting brands to rethink product, retail and marketing strategies
e4m Staff Jul 30, 2026 8:52 AM
As per reports, Australia’s Network Ten is in talks to transfer production of its news bulletins to a rival television network
e4m Staff Jul 21, 2026 3:33 PM
As OTT platforms, Q-comm apps, creator ecosystems collapse the distance between content and checkout, a new media category is quietly taking shape, share industry heads
Anuja Jain Jul 1, 2026 8:41 AM
e4m has learnt Rahul Chandran & Aanchal Johar resigned from Times Network a few weeks ago and may step away from their roles soon; Chandran’s resignation has been accepted, Aanchal may be retained
e4m Staff Jun 29, 2026 8:33 AM
Guest Column: Adman Prabhakar Mundkur explains why the most significant implication of declining fertility rates is the gradual shift from a volume-driven economy to a value-driven economy
Prabhakar Mundkur Jun 9, 2026 9:37 AM
Shveta Singh, Founder of Iridescent Lens and independent marketing consultant, explores how founder narratives are creating new pathways to credibility and reshaping the way brands build trust
Shveta Singh Jun 5, 2026 9:05 AM
Brands may have to make sharper choices on media allocation, campaign timing and budget phasing if India’s biggest sporting property collides with its biggest consumption season
Kanchan Srivastava Jun 1, 2026 9:12 AM
Jewellery brands are tapping creators for authenticity, individuality and cultural relevance; the test is whether these collabs can drive actual purchase behaviour and not just social media engagement
Shalinee Mishra May 29, 2026 9:06 AM
A new study finds that the market's content intelligence gap actively suppresses budget confidence at every stage of the planning and trading cycle
Anuja Jain May 29, 2026 8:02 AM
The collapse of referral certainty is forcing publishers to rethink what digital media businesses should look like in an AI-first internet
Kanchan Srivastava May 25, 2026 9:04 AM
Industry conversations have particularly intensified around what impact the move could have on the current role and programming responsibilities of Kishore Ajwani
e4m Staff May 18, 2026 9:14 AM
The BJP’s growth in Bengal and Narendra Modi’s increasing acceptance among sections of voters has changed the political atmosphere in many districts
Ruhail Amin May 6, 2026 2:17 PM
In a wide-ranging conversation with Dr. Annurag Batra, Prasanth Kumar, CEO of WPP Media South Asia, lays out how consumer shifts, AI acceleration and outcome-driven models are reshaping media services
e4m Staff Apr 29, 2026 9:13 AM
The playbook presents a comprehensive view of the structural shifts reshaping digital commerce and brand building in India
e4m Staff Mar 31, 2026 5:12 PM
Opening the conclave, Sam Balsara, Founder, Madison World, highlighted the scale and acceleration of ecommerce in India
e4m Staff Mar 30, 2026 12:34 PM
Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, explores whether marketers create demand or uncover desires already waiting to be expressed
Shantomoy Ray Feb 4, 2026 7:48 AM
It highlights the leaders defining India's next decade through exceptional fitness discipline and marketing innovation, featuring an expanded cohort of 45 fitness champions alongside 100 top marketers
The jury panel brings together thought leaders, industry pioneers, fitness icons, and wellness advocates, each a role model in their own right
A joint initiative by Right Shift (ITC) and BW Businessworld to honour leaders redefining wellness, strength and success
e4m Staff Aug 11, 2025 6:17 PM
Right Shift has announced the launch of Fittest 40above40 in association with BW Businessworld
e4m Staff Jul 30, 2025 3:10 PM
The first panel at e4m Women in Digital, Creative & Media Economy Summit on March 9 is titled- The Digital Power Shift: Women Disrupting News & Media
The new brand is a ‘comprehensive approach to nutrition’ focused on the health and nutritional needs of those above the age of 45
e4m Desk Aug 27, 2024 12:17 PM
Guest Column: Dhunji S. Wadia, Proprietor and Managing Partner, ShiftAxis, remembers Pratap Bose
Dhunji S Wadia May 10, 2023 6:42 PM
The first-ever Search Advertising playbook decodes the role of 'search' in the purchase journey
exchange4media Staff Jun 9, 2021 12:04 PM
The partnership will combine Blueshift’s customer data unification and real-time AI-powered decisioning, with Netcore’s intelligent multi-channel delivery solutions and marketing services
exchange4media Staff Apr 12, 2021 12:51 PM
With GroupM’s global advertising forecasts coming next week, The Great Shift 2020 publication provides key context to what the forecasts will hint at
exchange4media Staff Nov 19, 2020 2:54 PM