Siddharth Shekhar promoted to Director, LCS at Google India
In his expanded role, Siddharth Shekhar will oversee government and public sector, BFSI, education and automotive sectors
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From moment marketing to core strategy: The rise of fastvertising
Fastvertising is real-time marketing that joins live cultural moments with relevance, letting brands earn attention rather than buy it in a market of scarce focus
Influencer ROI: Can India close the gap with global markets?
Industry players call for stronger verification mechanisms, accountability, consolidation and better creator ecosystems to be able to deliver better ROI for brands
Why are production houses opening their doors to strategic capital?
From hit-driven businesses to IP-led studios, content producers are reworking their financial playbooks as costs rise, revenues fragment and global ambitions sharpen
How brands revived Bollywood iconic pairs in 2025
This strategy is not new, but its renewed visibility in 2024 and 2025 points to a larger shift
Why DPDP makes old loyalty data harder to love in 2026
DPDP does not mandate mass deletion of old customer data but introduces purpose limitation, retention boundaries, and consent standards - marketers need to find a way around this, and fast
What creativity will mean for brands in 2026
In 2026, creativity won’t be about volume or speed, but meaning, consistency, and the courage to say less as audiences grow more selective
Lumio appoints Varun Nair as Head of Marketing
He joins Lumio after serving as Head of Brand Marketing at POCO India
Rs 2.5 lakh a month or nothing at all: What actually determines creator earnings?
Industry observers say that creators who approached gigs like a business, with structure and planning, saw sustainable growth, but those chasing only virality may have struggled with consistency
Pernod Ricard India launches Xclamat!on with its much talked about teaser campaign
The brand’s philosophy is to inspire people to live in Xclamat!ons
Will 2026 formalise the creator economy?
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
Senior journalist Amitabh Agnihotri to move on from TV9 Network
Amitabh Agnihotri will be launching a new media venture
Santoor: The soap that didn’t wash away its identity
Santoor, according to parent company Wipro Consumer Care, has emerged as India’s largest soap brand, clocking an estimated revenue of Rs 2,850 crore in 2025
FDI inflows into Information & Broadcasting at Rs 5,586 crore in Q2 FY26: DPIIT
The I&B sector, including print media, attracted Rs 5,586 crore in FDI equity inflows during the July–September 2025 quarter (Q2 FY26), reflecting steady overseas investor interest, as per DPIIT data.
Universal Music Group picks up minority stake in Excel Entertainment
The deal is to be formally unveiled in Mumbai today, marking one of the most significant global music investments in an Indian production house
'Piramal is driving growth through omnichannel scale & digital influence'
After unveiling Lacto Calamine’s refreshed identity, Sai Ramana Ponugoti, CEO of Piramal Consumer Healthcare, shares insights on the brand’s portfolio expansion, ambitious growth targets, & more
India’s adtech market ends 2025 at nearly Rs 2L Cr. What’s next?
Industry heads say the Indian adtech story is no longer only about speed and scale but a phase of strategic maturity
Artificial scarcity debate returns as govt readies DD Free Dish FY26 slot auctions
Industry awaits clarity on capacity, slot disclosures and auction rules ahead of FY26 DD Free Dish bidding
How 2025 reset performance marketing—and what comes next
Micro-dramas, first-party data integration and AI-led discovery reset performance marketing this year, say experts
Karan Wahi partners with Knack Beverages as investor and brand ambassador
Karan Wahi partners with Knack Beverages as investor and brand ambassador
Swiggy Instamart opens first offline store in Gurugram
The store carries a limited assortment compared with Instamart’s online catalogue and is positioned as a touchpoint for consumers to interact with products in person
Activate To Engage
How brand activations let consumers touch, feel and engage with brands by tapping into 'Experience Culture'
Parle Agro cuts ad spends by 8% in FY25
Parle Agro’s total revenue from operations grew 5.1% to Rs 3,284.13 Cr in FY25
Hall of Fame: Best Ads of November 2025
From humour to hard-hitting truth, IMPACT’s best of November honours the ads that pushed creativity forward & proved the power of ideas still wins
Shailesh Hegde joins Jai Maharashtra as Business Head
Hegde has over 25 years of experience working with large media companies like Indian Express, Zee Entertainment, Sony Pictures & ABP Network
Navneet Kumar Sehgal resigns as Prasar Bharati Chairman
Sehgal, a 1988 batch IAS officer from the Uttar Pradesh cadre, was appointed Chairman of Prasar Bharati on March 16, 2024
Flam appoints Arun Kumar Rajendran as AVP-Marketing
Arun Kumar has earlier led teams at brands like Paytm, Flipkart, and Razorpay
Puneet Kumar Malik moves on from Aditya Birla Lifestyle Brands
Malik was CEO of Aditya Birla Lifestyle Brands’ innerwear business
Why Big Tech Is Failing to Personalise for India’s Billion-User Market
India’s billion-user market has exposed a global personalisation failure. Big Tech struggles to serve India’s diverse languages, cultures, devices and behaviours.
Retail media steals festive spotlight with Rs 2,000 crore AdEx
Industry estimates suggest that e-commerce and quick-commerce platforms together grew 25% year-on-year this festive season
My first encounter with Neil French
Guest Column: Sagar Mahabaleshwarkar, Executive Director at Salt Brand Solutions, pays homage to the late advertising icon Neil French
Parle-G strikes an emotional chord with its Chhath Puja campaign
The campaign has been conceptualised by Thought Blurb Communications
Has festive 2025 signalled a turning point for D2C marketing?
Experts say 5–8% of festive ad spends shifted from marketplaces to D2C this season
Durga Chakraborty joins Dainik Bhaskar Group as Corporate Sales Head – South India
Before this appointment, Durga Chakraborty served as Associate Vice President at Sony Pictures Networks
Meta’s Chief AI scientist Yann LeCun to move on after 12 years
Yann LeCun has said he will be starting a company to continue the Advanced Machine Intelligence research programme
How Unilever is pushing sports marketing beyond broadcast convention
From an “underarm ambassador” at the U.S. Open to mayonnaise-scented fragrances, the CPG marketer sees sports as a diversifying sandbox.
Vanilla Films’ Kasturi invites audiences to embrace their inner light
Vanilla Films, creates a poetic brand film rooted in the present with ‘Kasturi’.
Vignesh V joins Samsung Ads India as Director of Ad Sales
Samsung Ads India has announced the appointment of Vignesh V as Director, Ad Sales for the region. With more than two decades of experience across media sales.
India’s most valuable brands collectively reach valuation of $523.5 billion: Kantar report
HDFC Bank reclaims top spot as India’s most valuable brand, followed by TCS and Airtel
OPPO India launches Find X9 Series with new ‘Make Your Moment’ brand campaign
OPPO India launched the much-awaited OPPO Find X9 Series with its latest brand campaign, ‘Make Your Moment’. The film celebrates a vibrant generation of storytellers who see the world differently
editor@exchange4media.com & exchange4media Kolkata Bureau Nov 20, 2025 11:38 AM
Cricket To Commerce By OK
Top Indian cricketers are not just endorsing brands they are actually owning a stake in it too, will this help the brands score?
Rewriting History: Cinema the New Archive of Power
The screen, once a realm of artistic inquiry, is being refitted as an ideological archive where myth passes for evidence and feelings stand in for facts.
Trump signs bill to compel release of more Epstein documents
President attacks Democrats in post on Truth Social after US lawmakers swiftly move bill through Congress
South India rises as Ground Zero for India’s EV marketing playbook
EVs already account for about 38% of the auto sector’s advertising spend, and industry forecasts say this share could rise to 50% within the next few years
Nupur Sarda joins Forest Essentials as Head of Retail Marketing
Sarda was earlier the Head of PR, Influencer Marketing and Social Media at VAHDAM India
Akshay Kumar fronts Dabur Chyawanprash's new campaign
The campaign has been conceptualised by McCann Worldgroup India
Dhara launches ‘Mann Ka Khao’ campaign
Through in-content advertising, Dhara’s messaging has been subtly and intelligently embedded into storytelling moments on TV, within the content
The rise of stand-up comedians as India’s creative backbone - what it means for agencies
Industry data shows that brands are increasingly investing in creator-based humour because audiences respond to conversational, unpolished, culturally fluent voices over traditional ad copy
Star–Zee arbitration: Will the case rewrite rules of sports rights market?
The case could influence how future sports-rights deals are negotiated, forcing clearer contractual terms and stricter compliance expectations for both broadcasters and streaming platforms
‘We wanted to shift the spotlight to the true currency of this industry - Talent’
Binaifer Dulani, Founding Partner & Creative, Talented, on reimagining the agency model for today’s creators