advertising
As original compositions give way to nostalgia-fuelled remixes, the Indian advertising industry is caught between the craft of sonic identity and the pull of instant recall
As AI handles the grunt work, Indian agencies wrestle with a harder question: Is efficiency quietly becoming the enemy of great ideas?
Market observers and players say ruling a positive move for leader brands, opens a route for legal recourse & levels playing field; category, brand keyword investment likely to see an acceleration
Competitor keyword bidding generated an estimated $50 billion a year for Search platforms globally. India's courts have now decided that it was never theirs to sell
According to the company's 2025 Annual Review, Nestlé has raised advertising and marketing expenditure by nearly 9% of sales
Brands, technology platforms are increasingly using AI for behavioural prediction, automated decision-making, functions where the Court has stressed the need for human oversight and accountability
Arshan Saha brings over 17 years of experience in the advertising industry
e4m Staff Jun 8, 2026 12:46 PM
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
The ruling, which ends a 13-year legal battle between broadcasters and the regulator, is expected to disproportionately impact news broadcasters and free-to-air (FTA) channels
e4m Staff May 31, 2026 4:27 PM
The objective is not merely to generate visibility, but to create campaigns that stand out, spark conversation and connect with entirely new consumer groups
e4m Staff May 31, 2026 3:48 PM
Transitioning from his role as Chief Growth Officer, Awanish will now lead the group’s operational strategy and will be instrumental in mapping the next phase of the group’s evolution
e4m Desk Mar 17, 2026 11:54 AM
The award ceremony celebrated game-changers in the marketing industry across 10 categories
e4m Staff Mar 17, 2026 11:25 AM
According to PMAR 2026, sports’ TV AdEx share rose from high teens to 23–25% in 2025—but how has the sports marketing universe evolved?
e4m Staff Mar 13, 2026 2:00 PM
To qualify for this year’s MADDYS, work must have been first released between 1st April 2025 and 31st March 2026
Industry experts see early green shoots in December, but say the recovery remains gradual
e4m Staff Jan 27, 2026 10:05 AM
As per a TAM Report, with a 21% share food and beverages was the largest advertising sector on TV, followed by personal care and hygiene at 15%
e4m Staff Jan 21, 2026 10:49 AM
In the Union Budget 2024-25, the Government of India allocated Rs 1,089 crore for information and publicity
e4m Staff Jan 21, 2026 10:42 AM
Premiumisation in kids’ care has moved beyond products to become a lifestyle choice, reshaping how Indian families spend across education, wellness, clothing and everyday life
e4m Staff Jan 19, 2026 11:58 AM
As data access tightens and AI takes the driver’s seat, personalisation is being rebuilt around intent, trust and real-time judgement rather than identity
e4m Staff Jan 16, 2026 12:49 PM
As people, creators and AI shape belief earlier in the journey, advertising is being repositioned—from persuasion engine to trust amplifier: marketers and advertising leaders tell e4m
e4m Staff Jan 16, 2026 12:42 PM
From founder diaries to character-driven stories, brands are turning their social feeds into serialised experiences that audiences return to instead of scrolling past
Aryendra Khan Jan 14, 2026 11:50 AM
Once anchored in cafés, in-store visibility, outdoor advertising and physical sampling, coffee brands’ marketing strategies are being fundamentally rewritten
e4m Staff Jan 13, 2026 11:42 AM
As audiences move fluidly across screens, brands are being forced to rethink how reach, relevance, and results are truly built, say experts
Anuja jain Jan 13, 2026 11:26 AM
India’s advertising industry crossed Rs 1 lakh crore in FY25, with nearly half spent on digital, highlighting how brands are increasingly aligning budgets with mobile-first consumer behaviours
Shantanu David Jan 12, 2026 12:41 PM
As India tightens its digital and AI governance framework, the risks associated with AI-driven amplification are becoming harder for advertisers to ignore
e4m Staff Jan 9, 2026 11:55 AM
FMCG players are expected to raise ad spends by 10% in Q3 and Q4, even as they rethink how—and where—incremental investments should be deployed
From its early humorous storytelling in 2015 to commanding attention during the IPL in 2023, Fogg’s iconic ‘chal raha hai’ campaigns transformed a deodorant tagline into a national catchphrase
e4m Staff Jan 7, 2026 11:41 AM
This strategy is not new, but its renewed visibility in 2024 and 2025 points to a larger shift
Shalinee Mishra Jan 6, 2026 1:28 PM
In 2026, creativity won’t be about volume or speed, but meaning, consistency, and the courage to say less as audiences grow more selective
Aryendra Khan Jan 6, 2026 1:18 PM
As influencer marketing enters 2026, the industry is confronting a paradox. While creator supply continues to expand, tolerance for surface-level influence is rapidly shrinking
e4m Staff Jan 5, 2026 11:43 AM
Industry heads say the Indian adtech story is no longer only about speed and scale but a phase of strategic maturity
Anuja jain Jan 5, 2026 11:05 AM
The draft puts forward a far tougher enforcement framework to curb Bengaluru’s long-standing problem of unauthorised hoardings
e4m Staff Dec 31, 2025 9:50 AM
As part of this alliance, UFO Moviez secures exclusive advertising rights across 239 Miraj screens
e4m Staff Nov 21, 2025 10:30 AM
New Delhi: Seedtag, the global neuro-contextual advertising company, has released the results of a first-of-its-kind neuroscience study conducted with Professor Moran Cerf of Columbia University.
President attacks Democrats in post on Truth Social after US lawmakers swiftly move bill through Congress
e4m Staff Nov 20, 2025 10:34 AM
Let’s take a look at the OOH ads that defined October, from kadhais to karaoke trams, showcasing brands’ strategic creativity
Chehneet Kaur Nov 14, 2025 2:00 PM
Yash Chandiramani, Founder of Admatazz, shares a no-nonsense guide for founders to get the best out of their marketing partners
e4m Staff Sep 1, 2025 11:17 AM
After Naveen Tewari of InMobi & Glance and Prasanth Kumar of GroupM, who will take home the title of e4m Influencer of the Year 2023? Read all about the nominees!
e4m Staff Nov 25, 2024 11:04 AM
VS Kannan Sitaram, Co-founder and Partner, Fireside Ventures, engaged in an interesting conversation with Nawal Ahuja, Co-Founder of exchange4media, at the e4m D2C Revolution Summit 2024
NATIVE CONTENT Sep 20, 2024 12:10 PM
As per industry sources, ad rates have remained unchanged from last season at Rs 1.25 lakh for 10 seconds
e4m Staff Sep 11, 2024 12:17 PM
As per earlier reports, the platform was to be launched in July but the date got pushed to August
Aalap Desai Sep 10, 2024 7:54 AM
Guest Column: Shantomoy Ray explores key trends that are predicted to shape the future of advertising, focusing on the Indian context and the global landscape
Shantomoy Ray Sep 9, 2024 8:54 AM
This 360-degree campaign by Zomato will be amplified across movies, OOH, mall branding, bags and Metro wrap
Nishant Pratap was earlier Executive Creative Director at Ogilvy India