The number of consumer touchpoints influencing 80% of purchase decisions has nearly doubled from 12 in 2018 to 21 in…
When the stars align Premium Story
Celebrities can take their beauty brands only so far; winning depends on differentiated products, smart pricing & strategic distribution
Agentic AI is knocking on the door of the advertising and media industry. What new guardrails need to be set…
Wrestling with cricket Premium Story
The Asian Games highlighted rising stars from boxing, archery, wrestling, and kabaddi, sparking brand interest in alternative sports beyond cricket’s…
Still betting big on the little master Premium Story
OpenAI partners with cricket legend Sachin Tendulkar to promote AI adoption in India, leveraging his trusted image across 25+ brands…
Reality entertainment is fueling growth in India’s media industry with diverse content across TV and digital platforms, engaging audiences, brands,…
Why brands are bulking up Premium Story
ITC Ltd completes acquisition of Sproutlife Foods, boosting protein-rich offerings as FMCG brands tap growing demand for healthier, everyday protein-enriched…
Legacy Indian brands like Zandu Balm are reshaping ad strategies to target 377 million Gen Z consumers through digital-first channels,…
Lights, camera, transaction Premium Story
Live commerce, though nascent in India, is projected to become a $140 billion market by 2033
YouTube expands its shopping affiliate program in India with top e-commerce platforms like Amazon and Meesho, alongside new AI tools…
‘Show me’ versus ‘trust me’ Premium Story
FSSAI crackdown on misleading brand claims makes ad agencies equally responsible for scientifically substantiating all product, health and nutritional declarations
Keeping the drama alive Premium Story
Non-Hindi editions, offbeat celebrities & gameplay shifts have prevented Bigg boss format fatigue
Reinventing the wheel Premium Story
With brands increasingly adopting artificial intelligence across their marketing functions, it’s time to overhaul the traditional agency business model
Turning attention into currency Premium Story
Flipkart enters the micro-drama market with exclusive short-form scripted content on its app, enhancing user engagement and blending entertainment with…
A fresh spin on heritage Premium Story
Cholayil Group’s Cuticura aims to expand beyond its strong Southern talcum powder market by entering new product categories and leveraging…
The new face of beauty Premium Story
Premiumisation, high margins & strong brand loyalty are making D2C skincare brands compelling acquisition targets for large corporates
Bringing back the festive sparkle Premium Story
Ad spending will likely touch Rs 66,000 cr even as brands navigate uncertainties
The global advertising industry faces transformation as consolidation grows vital. Martin Sorrell discusses AI’s impact, evolving business models, and challenges…
