Bisleri returns as official hydration partner for Tata Mumbai Marathon 2026
Bisleri will have an on-ground presence at the marathon with hydration stations and mist zones
marketing
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
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
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
Airtel Business names Shreyas Mehrotra as CMO & Head of Digital Sales
Before this promotion, Shreyas Mehrotra served as Marketing Head at Airtel Business
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
Regional language marketing: India’s biggest growth lever
Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, on how regional language marketing has become India’s most powerful growth lever, unlocking billion-dollar markets
Karen Ngui to exit as Head of Group Strategic Marketing & Communications at DBS Bank
Prior to joining DBS Bank, Karen Ngui worked at Standard Chartered Bank
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
Are brands tipping the scale from moment marketing to storytelling?
Story-driven communication, marketers say, allows brands to articulate purpose, values, and product relevance more clearly, building familiarity and trust over time
WPL 2026 sponsorship spends may hit Rs 130 cr: No longer a ‘test’ match for brands?
A wide spectrum of brands has lined up behind the WPL this season, cutting across FMCG, automotive, consumer durables, BFSI, technology, lifestyle and home-improvement categories
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
From Amul Girl to AI avatars: How brand mascots are being reimagined
As brands rethink how they connect with audiences in the digital age, AI-generated virtual personalities are moving beyond experiments to become the faces of modern campaigns
Diamonds in today’s India: From family asset to personal statement
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant and author, writes on how diamonds in India are shedding tradition-bound meanings and becoming personal markers of achievement
IMA 2025 to celebrate excellence and marketing brilliance this February
This year, it will be the 12th edition of the awards
Havas unveils global LLM portal AVA
The announcement was made at CES 2026
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
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
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
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
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
'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
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
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
Flam appoints Arun Kumar Rajendran as AVP-Marketing
Arun Kumar has earlier led teams at brands like Paytm, Flipkart, and Razorpay
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
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
Earning a PhD in Winning Accounts
Eileen Ooi, CEO, APAC & Monaz Todywalla, CEO, India at PHD on how they are set to register 50%+ growth in new business wins this year in India
e4m Confluence 2025 today: Industry leaders to decode media growth strategies
The summit will be followed by the ninth edition of e4m Media Ace Awards, which will honour media agencies and the exceptional people who power them
NDTV Auto names Siddhartha Sharma as Executive Editor
Previously, Siddhartha Sharma has contributed to shows such as ET Now’s Technoholic, TV Today’s Gadgets & Gizmos, and Good News Today
Most of our revenues come through organic searches: Ankit Kapoor, Wholsum Foods
Ankit Kapoor, CMO of Wholsum Foods opens up about the brand’s evolution, marketing philosophy, and how Slurrp Farm and Millé are reshaping family meals across India
People and Growth
At P&G, Shailesh Jejurikar and four other Indian-origin leaders take the helm, steering the global consumer giant into a new era of leadership from India
Social Panga and AMD launch Onam DVC blending AI with cultural storytelling by sunny
The DVC, rooted in the belief of King Mahabali’s yearly visit, presents a modern take on how AI helps bridge language barriers and connect people
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
Changing homes, changing lives: Magicbricks on real estate’s next phase
From verified data to VR tours, Prasun Kumar, CMO, Magicbricks, explains how the brand is redefining home search and why address is more than just a location
REAL ESTATE GOES VIRAL nitintest
From ‘Real’ to ‘Reel’, real estate is embracing social influencers. From listings to likes, the paradigms are changing. Let’s hear it from the influencers themselves. nitintest
Bean There, Brewed That!
Mitali Maheshwari of Tata Starbucks on how Cold Brew, local flavours, and Gen Z vibes are reshaping India’s coffee culture with cool confidence
India’s 1st lockdown agency- Atom celebrates 5 years with 40% Y-o-Y revenue growth
On the occasion of Atom’s 5th anniversary, Founder Abhik Santara talks about achieving revenue goals and his Cannes ambitions
Ashwin Sheth Group Acquires 50% Stake in ‘One Marina’ at Marine Lines
Ashwin Sheth Group Acquires 50% Stake in ‘One Marina’ Project (PAG Commits USD 65 Mn for Construction in Landmark Rs 2,300 Cr GDV Project).
Ashwin Sheth Group Acquires 50% Stake in ‘One Marina’ at Marine Lines
Ashwin Sheth Group Acquires 50% Stake in ‘One Marina’ Project (PAG Commits USD 65 Mn for Construction in Landmark Rs 2,300 Cr GDV Project).
Sargun Mehta, Ravie Dubey announce Dreamiyata Dramaa to rival Korean, Pakistani shows
The YouTube platform offers content that matches the high-stakes drama of popular Pakistani, Korean, and Turkish series
Happy Birthday Kalli Purie: Celebrating the innovator behind India Today Group Testing
Kalli Purie has been instrumental in shaping the Group's integrated media strategy
Influencers 2.0: From brand ambassadors to owners
Influencers are now monetising their presence, and building new means of income via subscriptions, branded merchandise, and coaching services, note industry observers