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D2C brands look beyond ROAS as rising CAC puts profitability under the lens

D2C Brands Shift Focus from ROAS to Sustainable Profitability Metrics?blur=25

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

TBWA unveils new global visual identity

The new visual identity is created by DXD

e4m Staff Aug 4, 2026 6:49 PM

Yashita Jhurani named Policy Advisor for OpenAI in India

Yashita Jhurani Joins OpenAI as New Policy Advisor?blur=25

Yashita Jhurani joins after a 2-year stint with Krea University

e4m Desk Jul 14, 2026 1:37 PM

Influencer marketing is everywhere. But how much are brands really spending?

Brands Rethink Influencer Marketing Budgets Amid Rising Costs?blur=25

Marketers say that while creators are increasingly becoming part of the media mix, influencer marketing accounts for just 3-10% of the ad spends

Shalinee Mishra Jul 2, 2026 9:40 AM

Not just one-off deals. Are brands now betting on creators for the long run?

Creators are becoming recurring faces, storytelling partners, cultural ambassadors, and trusted voices who help brands build consistency, credibility, and relevance over time

Shalinee Mishra Jun 19, 2026 8:54 AM

Self-Serve Advertising: The next evolution in media buying?

Self-Serve Advertising: Empowering Brands to Take Control?blur=25

Self-serve advertising is being viewed in the industry as a natural extension towards in-house control, reshaping of media planning, and an attempt to reduce friction for smaller players

Anuja Jain Jun 15, 2026 8:52 AM

Fixderma names Chirag Jagwani as Chief Marketing Officer

Chirag Jagwani Appointed Chief Marketing Officer at Fixderma?blur=25

Before joining Fixderma, Chirag Jagwani worked with Agile Ventures Pvt Ltd, Robobull Technologies Pvt. Ltd, Printvenue, among others

e4m Staff May 26, 2026 2:31 PM

Fixderma launches Pimple Police initiative to school students on skincare

Fixderma’s Pimple Police hit 35 colleges to bust acne myths

e4m Staff Oct 15, 2025 4:04 PM

Fixderma rolls out bus branding campaign across five metros to celebrate 15 years

The bus branding initiative is designed to emphasize the brand’s mission of making dermatologist-prescribed solutions accessible in the most relatable way

e4m Staff Sep 30, 2025 3:02 PM

Fixderma’s latest campaign with Neeraj Chopra talks about ‘real glow’

The campaign also features emerging javelin athletes Sahil Silwal and Rohit Yadav

e4m Staff Jul 29, 2025 12:23 PM

Fixderma appoints Aakriti Jain as Head of PR & Marketing Comms

Aakriti Jain has over 13 years of experience in brand storytelling and public relations

e4m Staff Jun 3, 2025 1:17 PM

Fixderma elevates Venugopal Nair to Chief Business Officer – OTC

Venugopal Nair has over two decades of experience in the cosmetic and FMCG sectors

e4m Staff Jan 20, 2025 12:19 PM

Fixderma appoints Preetam Jena as Chief Marketing Officer

With 15 years of experience across eCommerce, digital marketing and MarTech, Preetam Jena has held leadership roles in both India and Southeast Asia

e4m Staff Oct 15, 2024 11:48 AM

Fixderma bats for sun protection with Rishabh Pant and Team Delhi Capitals

Fixderma's campaign for its sunscreen brand also features other Delhi Capitals players like Mitchell Marsh, Kuldeep Yadav, and Axar Patel

e4m Staff Apr 4, 2024 1:51 PM

Fixderma joins forces with Delhi Capitals

This collaboration marks Fixderma's inaugural foray into cricket sponsorship

e4m Staff Mar 21, 2024 12:49 PM

Fixderma was already an omnichannel brand before it went D2C: Shaily Mehrotra

Shaily Mehrotra, CEO and Founder of Fixderma, tells e4m about the brand's long journey going global and cracking tough markets in a world dominated by Korean skincare products

Shantanu David Jan 4, 2024 8:13 AM