Shalinee Mishra

Digital ad fatigue and rising CAC are pushing platforms like Flipkart, Amazon and Myntra to pivot from ads to content, building trust, communities, and new...

Industry insiders say scarcity isn’t the only reason. Many creators are intentionally keeping their feeds organic to build trust

From last-minute briefs to payment delays, creators share what’s going wrong — and how both sides can make it work

Raunaq Sahni, aka Monkey Magic, gained 2.5 lakh followers in 30 days by travelling from Kashmir to Kanyakumari—proving hustle and heart can beat paid promotions

According to brand experts, these creators are no longer just amplifiers. They’re the starting point of product discovery and trust

According to media reports, ‘Habubu’ may be part of the ‘Rewind’ theme being planned for Bigg Boss 19, hosted by Salman Khan

Market watchers say influencer agencies are falling for templated strategies and not category-wise adoption; creators call for collabs that that fit naturally

Prada’s version of the footwear is priced at over Rs 1 Lakh, while Kolhapuris are widely available in Indian markets such as Delhi’s Lajpat Nagar...

Marketers apprehensive of the prepaid model say the approach doesn’t improve marketing outcomes and comes with payment recovery risks; others opine the idea ts well...

As the advertising world marks World Music Day today, we look at how content creators are changing the ‘sound of marketing’

Nowadays, with 20 to 100 influencers involved in a single campaign, it's critical to evaluate fit, authenticity, and relevance from among millions of potential creators,...

Apart from being budget-friendly, marketers are latching on to micro-series as it builds daily cultural relevance with regional audiences, particularly for fashion & FMCG brands,...

Plowy the cat is a petfluencer, who is an ambassador for brands like Hyatt, ITC, Pantaloons, Uber, Volkswagen and Birla Opus Paints

Celebrities quietly fuel global craze for Labubu dolls by integrating them into everyday style

While some creators and legal experts say procedural gaps have created confusion in recent infringement cases, others stress that giving credit where due is also...

At the 78th Cannes Film Festival, Alia Bhatt was seen sporting a three-piece outfit designed by Gucci that closely resembled a saree

With the phasing out of cookies, brands are increasingly blending influencer and performance marketing methods for best results, note industry players; ROI metrics are evolving...

Industry observers say multiple influencer marketing agencies often oat the same creator's name; lack of universal verification registry also cause for confusion

Despite the high-octane buzz around the celebrated influencer's Cannes return, experts decode why top fashion brands are hesitating to collaborate with her

Only Rs 7,200 crore is currently accounted for within the organised segment, with a staggering Rs 2,400 crore leaking through unregulated channels, inefficiencies, and misreporting,...

Katrina Kaif and Deepika Padukone have sizeable social media pull, brand equity, and fan following. But differences in pricing, positioning & purpose carved different trajectories...

With big brands like McDonald's, Burger King, Domino's and even Gauri Khan's Torii restaurant being accused of using fake paneer, legal experts dish out advice...

There is a visible upscaling of trust and conversions when campaigns are built around real communities, share marketing pundits

Following the recent terror attack in Pahalgam, some creators are worried the summit might be postponed once again, but there is no official statement yet...

The government's move to nurture its gaming ecosystem is far from performative and India's robust gaming community is no longer playing on the sidelines

Kohli's decision to limit branded content on his Instagram feed reflects a broader shift among top-tier influencers who are increasingly prioritizing authenticity over overt promotion,...

Kohli’s investment, while undisclosed, is being called “significant” by insiders

Last month, Union Minister Ashwini Vaishnaw launched a $1 billion fund to boost the creator economy

Nikhil Gupta, Head of Marketing, Strategy, Govt. Affairs & CSR, Signify, explains why their IPL campaign brings the best of both worlds with the unique...

As per creators & IPL observers, younger audiences are co-creating digital experiences; others opine influencer-led marketing is a natural evolution of fan engagement and lend...

Saket Jha Saurabh, Director of Content and AR Partnerships at Snap Inc. spoke exclusively with e4m on how the platform has expanded monetization with ‘Creator...

While celebrity endorsements and macro influencers still have their place, experts say brands are now prioritizing engagement, storytelling, and real impact over follower counts

Payment delays cripple creator economy: Will the industry wake up?

With names like Uorfi Javed, Munawar Faruqui, Zakir Khan and Ranveer Brar on board, industry watchers say it is now for Sparks to get the...

With cancel culture, defamation claims, and legal threats looming over content creators, the need for a safety net has never been more urgent

Along with marketing and advertising giants launching subsidiaries for the influencer segment, industry players say agencies offering end-to-end solutions and performance tracking are in high...

The show had associations with more than 32 brands

Influencer marketing needs to clean up its act before stricter regulations make non-compliance too costly to ignore, say experts

With trouble mounting for Ranveer Allahbadia in the aftermath of his risque comment at Samay Raina's YouTube show, experts raise questions on influencer responsibility and...

Gaming spearheaded this surge, experiencing a staggering 213% growth in the initial two years, according to exclusive data shared by Qoruz

The intense quick comm race has been unfolding not only on roads but also on social media platforms where leading players are battling it out...

Rule 10 of the act, which mandates Verifiable Parental Consent for minor’s data is ‘too little, too vague and too late’ say experts

Experts say while the Act enforces stricter protocols for data collection, it also presents an opportunity for brands to embrace a more ethical and transparent...

As per industry observers, on the brands' influencer strategy checklist should be: Hyper-local, Relatable, Sustainable, AI & Authentic

By 2025, AI tools are expected to redefine how brands choose, collaborate with, and evaluate influencers

Influencers are now monetising their presence, and building new means of income via subscriptions, branded merchandise, and coaching services, note industry observers

Brands are set to amp up their influencer budgets thanks to the increasing trust Gen Zs repose in popular content creators than celebrities

While advertisers cheer, some creators remain cautious about the new guidelines

With influencers replacing celebrities as brand ambassadors, brands are set to bump up their influencer marketing budgets by 23-40% in 2026, say experts

Enterprises small and big benefited greatly from WhatsApp's innovations that enabled them to communicate, transact and build relationships with customers

With regulators like ASCI and SEBI pushing for transparency across the influencer ecosystem, creators have acknowledged the pitfalls of doling out misleading advice

According to Samir Kumar, Amazon India Head, while Tez is being launched in key urban centres the fast delivery service will be expanded to other...

By allowing themselves to be roasted on Raina's India's Got Latent, these brands are not just integrating their messaging but doing so in a way...

In a world driven by metrics, Ravish Kumar is a reminder that credibility is still currency. For advertisers, he represents a rare proposition: a brand...

With 80% of WhatsApp messages being opened within the rst ve minutes, brands are hopeful of amplied engagement and conversion with the power of short-form...