trust-in-advertising

Celebrity vs Influencer: What really works better for brands?

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Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, says celebrities once offered instant recognition and media attention, but that equation has changed over the past decade

Ganapathy Viswanathan Aug 11, 2026 8:26 AM

BARC doesn't need a restart. It needs a revolution

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Dr Annurag Batra on why India needs one measurement currency, why India's marketers should be the principal custodians of audience measurement, and more

Annurag Batra Jul 16, 2026 4:16 PM

Trust never grows old: Why brands still turn to Amitabh Bachchan

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Consumers may admire dozens of celebrities, but they genuinely trust only a handful. Amitabh Bachchan belongs to that rare group

e4m Desk Jul 13, 2026 10:57 AM

When the Currency Disappears: Why TV ratings are the lifeblood of television advertising

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Guest Column: Adman Prabhakar Mundkur explains why the suspension of television ratings has left the industry navigating without a compass

Prabhakar Mundkur Jul 8, 2026 1:37 PM