storytelling
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
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, says premium micro dramas could redefine OTT, with the next five years deciding if they become a lasting entertainment category
Ganapathy Viswanathan Jul 10, 2026 8:01 AM
Yesudas S Pillai has shared his observations on a front-page newspaper advertisement by The Leela Palace, reflecting on how brand messaging can influence consumer attention and interpretation
The partnership aims to strengthen Vembu Technologies' corporate reputation, thought leadership, and media presence across India
e4m Staff Jul 8, 2026 12:48 PM
Mehta brings over 20 years of experience across business strategy, marketing and content thought leadership
e4m Staff Jul 8, 2026 12:23 PM
Mrinall Dey has founded Brevanta Communications to offer strategic counsel to business leaders after a successful career in corporate communications
e4m Staff Jul 8, 2026 12:16 PM
Rajeev Beotra retired from HT Media last year after stepping down as Executive Director – Revenue
Previously, Sharda served as Director - Artist Services at Believe India
This partnership marks a continuation of Confiance's growing focus on building category-defining narratives for India's emerging consumer brands
e4m Staff Jul 6, 2026 11:57 AM
Experts say company websites need to evolve from a transaction platform to a brand's most authentic destination with emphasis on structured product information, rich content and accurate data
Sunidhi Vijay Jul 6, 2026 9:07 AM
The refreshed identity reflects on agency's evolution and the changing landscape of communications, where influence is built through credibility, community, and culture as much as visibility
Rabindra Narayan, Founder, Managing Director & President at GTC Network, has said the company is focused on long-term growth
e4m Staff Jun 29, 2026 10:26 AM
For decades, Indian agencies have operated under a default setting: If it doesn’t impact millions, it isn’t Cannes worthy. Can we try commercial brand solutions and not bank on social macro-problems?
Neeta Nair Jun 27, 2026 7:52 AM
At the Debussy Theatre, the actor and producer argued that stories built on singular conviction are the ones that cross borders without losing their essential meaning
Aryendra Khan Jun 25, 2026 6:20 PM
Launched at Season 8 of dentsu-IWMBuzz Digital Awards, the report explores changing audience behaviour, evolving business models, emerging technologies, and cultural trends
e4m Staff Jun 17, 2026 1:33 PM
Speaking at Pitch CMO Summit 2026, Shahad Anand, Business Head, Skylight Mediakart, spoke about the role of personalization, contextual targeting & emotional creativity
e4m Staff Jun 15, 2026 2:42 PM
Avalani has built a reputation that extends far beyond traditional marketing
e4m Staff Jun 14, 2026 12:45 PM
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
If the proposed listing goes through, Kuku may become the first Indian microdrama-led startup to test if public markets are ready for mobile-first entertainment as a serious consumer internet business
Kanchan Srivastava Jun 8, 2026 8:53 AM
With insurance, mattresses, appliances and finance brands embracing creator-led, entertainment-first marketing, experts say brand personality now drives visibility, engagement and cultural relevance
Sunidhi Vijay Jun 8, 2026 8:32 AM
In 2002, Pepsi and Roberto Carlos staged a World Cup ad so cleverly cultural that it still lives rent-free in advertising memory
Aryendra Khan Jun 5, 2026 8:58 AM
On ShareChat and Moj, microdramas generate over 500 million daily episodic views, with audiences following storylines across multiple episodes
NATIVE CONTENT Jun 2, 2026 12:59 PM
In this ‘In the Spotlight’ series, Abhilasha Gupta, Tech Mahindra discusses her journey as a communicator, leading comms at a global scale, impact of technology, and more
Ritika Upmanyu May 29, 2026 4:54 PM
Rupsha Bhadra previously worked with Jagran New Media for nearly four years
e4m Staff May 28, 2026 1:08 PM
Industry observers say this is no longer just a platform metric but a cultural shift that is reshaping how content is scripted, edited, distributed and monetised
Sunidhi Vijay May 28, 2026 9:30 AM
IMPACT has learnt that Sabikhi joins Leo from Famous Innovations, bringing close to two decades of experience across agencies including JWT, Cheil, Lintas & MediaMonks
Neeta Nair May 27, 2026 10:06 AM
The publication’s ‘Written By Journalists’ campaign has emerged as one of the most celebrated campaigns of the year
e4m Staff May 26, 2026 12:08 PM
The agency will lead integrated creative duties for the QSR brand, following a multi-agency competitive pitch
e4m Staff May 26, 2026 12:01 PM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, shares how Piyush Pandey transformed advertising from polished corporate messaging into something deeply emotional
Ganapathy Viswanathan May 26, 2026 8:29 AM
Strategic merger with Nth Degree creates an unmatched Live events platform, bolstering regional wins with Castrol (Agency of Record), LinkedIn, Asian Paints, and Jio BlackRock
NATIVE CONTENT May 25, 2026 9:25 AM
Jitender Dabas, CEO of BBDO Group India, speaks to e4m on the impact of AI-led consolidation on the ad industry, effect of rising fuel prices on the broader economy & consumer spending, and much more
Imran Fazal May 22, 2026 8:42 AM
Dr. Annurag Batra, Chairman & Editor-in-Chief of BW Businessworld Group and e4m, spoke to Dheeraj Sinha, CEO-McCann Group, on key opportunities and challenges reshaping the Indian ad industry
e4m Staff May 21, 2026 3:21 PM
While for some brands microdrama is a natural extension of digital-first strategies, others are still weighing if the format fits the brand's needs
Shalinee Mishra Apr 15, 2026 8:34 AM
Industry pundits debate if replacing the ‘convention with nothing’ is an un-ad or half-ad
Aryendra Khan Apr 3, 2026 10:02 AM
ASCI’s ‘What the Sigma?’ study reveals how Gen Alpha navigates – and is shaped by – a world where advertising, entertainment and identity are increasingly indistinguishable
e4m Staff Mar 17, 2026 4:22 PM
Poulomi Roy, CMO of Joy Personal Care (RSH Global), explains how brand storytelling has evolved from being brand-driven to shaped by consumer experiences and perspectives
Poulomi Roy Mar 12, 2026 8:53 AM
There was a time when celebrities were integrated more deeply into brand narratives, inhabiting distinct brand worlds rather than simply appearing as endorsers
Aryendra Khan Feb 13, 2026 8:46 AM
At the dentsu-e4m Digital Advertising Report 2026 launch, brand and platform leaders unpacked how purpose, trust, and human connection are reshaping storytelling beyond campaigns in an AI-driven era
According to the dentsu-e4m Digital Advertising Report 2026, advertising spends on e-retail platforms in India reached Rs 17,601 crore by the end of 2025
The panellists will share insights on the topic ‘Storytelling that builds a nation: Purpose, culture and the new creative imagination’
The book offers a sharp, practical, and deeply intuitive framework for transforming raw ideas into fully developed story worlds
e4m Staff Jan 27, 2026 12:56 PM
With vernacular content and local creators seeing strong traction in rural India, brands are blending traditional storytelling with voice search, short-form video and regional language content
Sunidhi Vijay Jan 27, 2026 9:11 AM
Vasu Sharma previously worked at Meta’s Facebook AI Research (FAIR) division
e4m Staff Jan 21, 2026 4:30 PM
Story-driven communication, marketers say, allows brands to articulate purpose, values, and product relevance more clearly, building familiarity and trust over time
Sunidhi Vijay Jan 12, 2026 9:18 AM
Aman Dhall, Founder, CommsCredible shares the lessons and learnings that shaped his year as a communicator, strategist, and builder
Aman Dhall Jan 7, 2026 11:20 AM