Are GST cuts beginning to revive TV advertising?
Industry experts see early green shoots in December, but say the recovery remains gradual
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TV ad volume saw 11% drop in 2025
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%
Rs 644 crore in FY25: Government ad spends underscore Print’s power
In the Union Budget 2024-25, the Government of India allocated Rs 1,089 crore for information and publicity
Danube Properties continues its growth story on JioStar with Bigg Boss Marathi
After collaborating on Bigg Boss Hindi, Danube Properties extends its association with the Marathi edition, using JioStar’s multi-platform ecosystem to deepen its regional, culture-led brand strategy
Why kids’ care is rewriting premium marketinge4m
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
Advertising’s 2026 Pivot: From knowing the user to reading the moment
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
Why Pongal is no longer just a regional festive spike for advertisers
Pongal has evolved into a short, high-intent consumption window with brands moving away from momentary festive advertising towards experience-led, cultural storytelling, note industry observers
Is digital’s rise rewriting the very role of advertising?
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
Pongal Playbook: How have media spends evolved for the year’s first festival?
Experts note that while the key shift this year is towards measurability and screen-led planning, there is cautious optimism in advertiser sentiment
Why episodic brand series build recall that one-off virals can’t
From founder diaries to character-driven stories, brands are turning their social feeds into serialised experiences that audiences return to instead of scrolling past
Coffee brands go 60–75% digital: Is traditional advertising decaf now?
Once anchored in cafés, in-store visibility, outdoor advertising and physical sampling, coffee brands’ marketing strategies are being fundamentally rewritten
Gen Z is rewriting the rules of attention for advertisers
As audiences move fluidly across screens, brands are being forced to rethink how reach, relevance, and results are truly built, say experts
India’s new smartphone rules and the future of mobile advertising
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
When advertising turns into a legal call in the age of AI
As India tightens its digital and AI governance framework, the risks associated with AI-driven amplification are becoming harder for advertisers to ignore
FMCG marketers gear up for higher ad spends in 2026—with a reworked playbook
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
Hall of Ads: Fogg Border - The deodorant campaign that became a catchphrase
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
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
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
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
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
'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
Greater Bengaluru draft OOH rules brings in centralised, auction-driven model
The draft puts forward a far tougher enforcement framework to curb Bengaluru’s long-standing problem of unauthorised hoardings
ET NOW unveils new programming slate: ‘All About Your Company’, ‘BrandVerse’ and more
With this new programming slate, ET NOW strengthens its core promise to ‘Rise With India’
AI is about what has been said: Prasoon Joshi on why creativity must go beyond machines
While accepting the AAAI Lifetime Achievement Award, Joshi warned against cliché creativity, data overreach, and the need for human anchoring in AI-driven advertising
The Omni-verse
Layoffs, uncertainty, client conflicts & integration woes for the Omnicom network, will this benefit rival networks and independents in the near term?
Amazon’s Gulshan Verma on why full‑funnel is the new advertising mantra
Gulshan Verma, Director, Amazon Ads, engaged in a conversation with Dr. Annurag Batra, Chairman & Editor-in-Chief, BW BusinessWorld and Founder of exchange4media at e4m Screenage 2025
UFO Moviez and Miraj Cinemas forge partnership
As part of this alliance, UFO Moviez secures exclusive advertising rights across 239 Miraj screens
Seedtag study reveals how neuro-contextual ads make scrolling worth your time
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.
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
Ashish Sehgal Likely to Lead Times TV Network as CEO Test
Sehgal’s expected move comes at a crucial time for Times TV Network, signaling renewed stability, sharper growth plans, and a strategic leadership reboot for the broadcaster.
Dish TV loss widens from Rs 37 crore to Rs 132 crore in Q2 FY26
Revenue of the company fell 26%
From Kadhais to Karaoke Trams: OOH ads that lit up October
Let’s take a look at the OOH ads that defined October, from kadhais to karaoke trams, showcasing brands’ strategic creativity
Rs 500-cr boost for Print likely as DAVP hike plan may prompt states to revise ad rates
In practice, DIPR rates are typically 10% to 50% higher than DAVP rates
Kuch Khaas Tha
Farewell to the legend who found stories in every brand — from Asian Paints to Fevicol, Piyush Pandey was truly the heart of Indian advertising
AI will open up new forms of actionable marketing solutions: Prasanth Kumar
At e4m Confluence 2025, Prasanth Kumar, CEO-South Asia, WPP Media, engaged in a fireside chat with Nawal Ahuja, Co-Founder, e4m, and decoded evolution of TV, reliance on data, skill-building & more
Culture always whispers before it shouts: Kartik Sharma
Kartik Sharma, Group CEO, OMG India, took stage at e4m Confluence 2025 to deliver key insights on fast culture, social media, and the emerging tools and rituals of the marketing universe
The Turning Point
They’ve lifted the Cup and the country’s hopes- can India’s women cricketers now lift their brand power and match the men?
‘Either We Don’t Do It At All, Or We Do It With A Bang’
Udyan Ghai, Group Head of Marketing, Apollo Tyres, shares how the Rs 579-crore Team India jersey deal strengthens brand and dealer engagement
Hari Krishnan steps down as Chief Business Officer at Tilt Brand Solutions
Before joining Tilt Brand Solutions, Krishnan was with Mullen Lintas for over four years. He has also worked at MullenLowe Lintas Group, Grey Group, and Star TV
Pitching Women Forward Testing Final 2
11Will India hosting the Women’s Cricket World Cup turn it into the hottest pitch for brands? Experts weigh in
neeraj Updating the Social Game1
As Snapchat and Instagram roll out new updates, how will marketers and industry experts decode them to their advantage and spot new opportunities?
ITW Universe Launches ITW Arc – A Legal & Compliance Consultancy
ITW Arc debuts as ITW Universe’s new arm, offering legal and compliance expertise to help brands navigate complex regulatory landscapes
Things I Recommend You Do Before You Hire an Agency
Yash Chandiramani, Founder of Admatazz, shares a no-nonsense guide for founders to get the best out of their marketing partners
Himalaya Wellness Launches the ‘World of Neem’ Ahead of Pimple Acne Positivity Day
The event featured discussions on skincare stigma, self-acceptance, and awareness sessions for students across the country
Punt Creative Wins Digital Mandate for Piramal Consumer Healthcare
Punt Creative, led by Harsh Shah and Rohan Naterwalla, will manage digital, social and campaign responsibilities for three of PCH’s brands – Lactocalamine, the i-range including i-pill, and Littles
neeraj tParle-G celebrates the evolution of motherhood into friendship
Parle-G celebrates the evolution of motherhood into friendship
Aamir Khan: In the creative field you have to follow Saraswati. Lakshmi follows
In conversation with IMPACT, Aamir Khan discusses ‘Sitaare Zameen Par’, turning down ₹125 cr, and why real marketing connects through emotions—not trends
Zendesk: Customer Experience Comes First
Rahul Menon, Marketing Head - India & SAARC, Zendesk, speaks to IMPACT Magazine about how they are helping brands streamline customer experiences and more