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AI - New Money Spinner for Agencies
AI has moved from experiment to engine, reshaping how India's ad agencies create, pitch, and perform in real time
15th September 2025BY Anushka Sengupta
High-Stakes Festive Race
Despite tariff war and lack of big sporting properties, experts predict a 15% increase in festive ADEX over last year
08th September 2025BY Pritha Pahari
People & 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
01st September 2025BY Anushka Sengupta
Game Over for Rs 10k Cr AdEx?
The ban on real-money gaming knocks Rs 10,000 cr AdEx off the board. What’s the next play for brands and advertisers?
25th August 2025BY Pritha Pahari
Fake OOH For Real Likes
From Amul Girl in Portugal, Pepsi’s takeover of Gateway of India to Bisleri’s game with a view, CGI is redefining creativity in advertising
18th August 2025BY TEAM IMPACT
Freedom From Scams
As online scams get smarter, so do the ads fighting them. This Independence Day, we're batting for freedom from fraud
11th August 2025BY Anushka Sengupta
Infamy is the new virality
In India’s influencer boom, backlash isn’t always bad news - it’s sometimes the rise of infamy-led fame in India’s influencer scene
04th August 2025BY Pritha Pahari
Koli-ty in every role
Content creator, author and actor Prajakta Koli gets real on how audiences view comedy today and the hard work behind all the glam, in a chat with IMPACT
28th July 2025BY Pritha Pahari
No Free-lanthropy
A freelancer fired a salvo at an ad agency over unpaid dues. Though now resolved, it raises the question—who protects freelancers in advertising?
21st July 2025BY Yash Bhatia
Chasing Koreanisation
Is the K-wave just a passing trend in India, or is it transforming the way Indian brands market their products and approach consumers?
14th July 2025BY Jennifer Thomas
Health InfluenceRx
A post a day to keep the illness away? Atleast that is what Health & Wellness brands are betting their digital spends on
07th July 2025BY Anushka Sengupta
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
30th June 2025BY Kanchan Srivastava
MORE THAN ‘LUCKY’
Beating 2024 and 2023’s metal Tally, India really roared back at the Cannes Lions this year, with FCB India leading with 9 Lions and a Grand Prix
23rd June 2025BY NEETA NAIR
BUILDING AN AGILE FUTURE
Havas Chairman Yannick Bolloré talks about demerger, crossing 10% revenue growth in Indian market, in Q1 of 2025 and on meeting 2024 revenue
16th June 2025BY NEETA NAIR
The Next Gen Marketing Masters
IMPACT Unveils the 3rd edition of CMO 40 Under 40 to honour the top minds shaping the future of Marketing. Check out the full winner list here
05th June 2025BY TEAM IMPACT
Will India Get ‘Lucky’ at Cannes?
Agencies in India, gear up for Cannes Lions 2025. Which entries will put India on the world map of creativity? Presenting India's Cannes contenders
02nd June 2025BY NEETA NAIR
Human Ideas vs Tech Led Creativity
As we close in on the Cannes Lions 2025, will good old human ideas bag the big wins or will tech-led ads continue their winning streak?
26th May 2025BY Aryan Khanna
PRINT TAKES FLIGHT AGAIN
With ad rates going up by as much as 25%, IMPACT decodes the renewed love affair between print medium and brands.
19th May 2025BY Anjana Naskar
‘CONCERT’ED GAINS
From Coldplay to Guns ‘N Roses, what is making India the next big concert destination for global stars, and what’s in it for the brands?
12th May 2025BY Jennifer Thomas
The Independent Dependables
A deep dive into the independent digital agencies that are making waves in the country today
05th May 2025BY Aryan Khanna
Triumphant in TV Dangal
Dangal TV’s bold storytelling and global ambitions are pushing boundaries and redefining engagement, while clocking a 15% growth in revenue last year
28th April 2025BY Pritha Pahari
Test-Drive Delivered
Can a digital-first approach in ad spends and sales rev up auto sales, after PVs saw their slowest growth in 3 years? IMPACT dives into the shift
21st April 2025BY Anushka Sengupta BY Shalinee Mishra
E-Sporting the New
Is the government paving the way for a healthy gaming economy in India with big players like Reliance entering the esports market?
14th April 2025BY Pritha Pahari
Ghibli Magic Delivered
As brands cash in on the viral Studio Ghibli AI trend, a question arises: are we witnessing a celebration of artistic homage or the strip-mining of creativity?
07th April 2025BY Anushka Sengupta
‘Milk’ing the Cola Wars
Big beverage brands are amping up marketing budgets to the tune of 18-25% this summer. Will time-ing make all the difference?
01st April 2025BY Anjana Naskar
Unfair T-Raid Practices?
Panic in Adland as CCI Raids top Media Agencies over alleged price-fixing allegations
24th March 2025BY NEETA NAIR
OOH-Pen for Business
From inter-brand banter to scented billboards, India’s OOH space is seeing a resurgence making it the fastest growing Traditional medium in the Digital age
17th March 2025BY Anushka Sengupta
High Performance Delivered
Is traditional branding’s emotional charm fading as performance marketing takes center stage, commanding 30-40% of legacy brand budgets and 60-70% of D2C spends?
10th March 2025BY Anushka Sengupta
Diversity Drives Dialogue
With Women’s Day around the corner IMPACT Magazine speaks to 10 marketers whose campaigns spark conversations about equality beyond gender roles
03rd March 2025BY MANSI SHARMA & ANUSHKA SENGUPTA
DD Free-For-All Dish
Prasar Bharti’s underwhelming MPEG-2 slot e-auction cost it heavily in potential revenue, benefiting broadcasters. How did the bids plummet overnight?
24th February 2025BY ADITI GUPTA
AdEx Slows Down
AdEx growth slows to 9%, Digital continues to dominate with a 42% share at Rs 42292 cr. Will 2025 be better, here's what PMAR 2025 predicts
17th February 2025BY admin
YAAP: FUELLED FOR GROWTH
Over past 3 years, YAAP has achieved 50% YoY growth. Founder & Director Atul Hegde, discusses driving success through innovation, strategic acquisitions and more
10th February 2025BY Anjana Naskar
THE RS 49K CR DIGITAL LEAP
Digital continues its stride as the biggest medium, contributing to 49% of the AdEx in 2024 and is expected to grow by another 20% in 2025
03rd February 2025BY admin
Desi Videsi
Celebrating India's Republic Day by looking at Indian brands who are expanding beyond borders to captivate global markets with their Desi flavour
27th January 2025BY Anjana Naskar
LEOpoly, but at what cost?
Will the merged Leo become bigger than Publicis WW and Leo Burnett, will consolidation help Publicis Groupe outpace competition?
20th January 2025BY NEETA NAIR
Marketers’ Biggest Loss?
The new Draft Digital Personal Data Protection Rules could well make consumers’ consent king, but will it lead to loss of personalization in advertising? Read now
13th January 2025BY Anjana Naskar
Hall of Fame
Getting candid with the Creative professionals behind the10 most memorable ads of 2024, who earned a spot for themselves in IMPACT's Hall of Fame
06th January 2025BY NEETA NAIR BY Aryan Khanna
Top Trends of 2025
AI, Quick Commerce, CTV, Influencers and more, which trends will dominate the ad world in 2025? Here’s the insider’s take
30th December 2024BY TEAM IMPACT
Influencers Vs Admakers
‘Creativity is King,’ but are creative agencies still reigning, or have influencers claimed the throne? Read more
23rd December 2024BY Mansi Sharma
Race of Rapid Delivery Apps
India's online retail space is now a race for speed. In this competition who will come out on top, quick commerce startups or e-commerce giants?
16th December 2024BY Aryan Khanna
The Power Women of 2024
IMPACT names the 50 Most Influential Women of the Year in Media, Marketing and Advertising in its 12th edition
09th December 2024BY TEAM IMPACT
NextGen Agency Leaders
IMPACT Magazine reveals the Top 30 Under 30 list for 2024 honoring the very best of agency talent, hand-picked by our esteemed Jury, led by Prasoon Joshi
06th December 2024BY TEAM IMPACT
Marketing: Old Guards vs Young Guns..
As digitisation takes over all industries, what changes has it brought to the role of the traditional marketer? Read all about it.
25th November 2024BY Ashee Sharma
Aces of the Media Agency World
In the rapidly evolving media world, there are some constants, leading from the front. Presenting the winners from E4m's Media Ace Awards, 2024 and key highlights of the Conference.
18th November 2024BY Anushka Sengupta
Ads on the go
Transit advertising is like a moving billboard — catching your eye when you least expect it! Why are brands riding high on it, despite its limitations?
11th November 2024BY Pritha Pahari
Who will be e4m Influencer of the Year 2023?
After Naveen Tewari of InMobi & Glance and Prasanth Kumar of GroupM, who will take home the title of e4m Influencer of the Year 2023? Read all about the nominees!
04th November 2024BY TEAM IMPACT
Bae of Brands
Are brands playing the leading role in today's era of trendy OTT originals, is it the return of brand integrations? Read more to find out
28th October 2024BY Pritha Pahari
IMPACT Person of the Year 2023: The Nominees
Who are the carefully curated nominees for the IMPACT Person of the Year (IPOY) 2023? Here’s everything you need to know about the shortlisted candidates
21st October 2024BY Aryan Khanna
Desh Ka Ratan
As the world mourns Ratan Tata, India's beloved industrialist, IMPACT reflects on his remarkable journey and achievements, with industry stalwarts sharing their experiences with this legend
14th October 2024BY Anjana Naskar
Deal or No Deal?
With the likes of Amazon & Flipkart hosting sales so frequently, are big Sales losing their impact? Also read about the new credit system on the block, 'Buy Now Pay Later.'
07th October 2024BY Aryan Khanna
India's Got 'Talent'
IMPACT interviews eight stalwarts who are redefining the Talent Management industry one viral moment at a time
30th September 2024BY Anjana Naskar
The Return of Print?
With MRUC's plan to revive IRS, and TAM's recent report showing a 5% increase in Print ad space in H1, the spotlight is on Print again. Will it make a grand comeback?
23rd September 2024BY Mansi Sharma
Festive Transformation
To advertise or not to advertise, and if yes, how to market in the wake of tragedies, shattering cultural stereotypes, or rebuking regressive ideas during the festive season, read on
16th September 2024BY TEAM IMPACT
Eminent Alumni of HUL
Is HUL the powerhouse that’s shaping India’s future CEOs and founders? IMPACT speaks to its distinguished alumni to find the answers.
09th September 2024BY Anjana Naskar
AdEx’s Sweet 'Reality'
In the absence of big sporting events in H2, will Reality shows take the bigger share of TV AdEx? IMPACT uncovers the Reality of the matter.
02nd September 2024BY Aryan Khanna
Festival of Marketing
The festive season for ad-land has officially kicked off with Raksha Bandhan 2024, what will H2 look like for marketers and brands? Get all the details here.
26th August 2024BY Mansi Sharma
Mastering Digital Avenues
IMPACT speaks to the founders who have managed to lead the Mobavenue ship to profitability from year one, also clocking an impressive CAGR of 49%. Find out what they have to say!
19th August 2024BY Aryan Khanna
Unriddling the Broadcast bill
For this week’s edition, IMPACT decodes the controversial draft of the Broadcast Bill. How will it affect content creators, news-fluencers, OTT players and TV broadcasters
12th August 2024BY Mansi Sharma
Healthier AdEx
As health and wellness take the catbird seat and brands seek more visibility, the healthcare space notably sees a growth of around 25% in ad spends over the last year.
05th August 2024BY Aryan Khanna
The Final Cut
IMPACT picks 10 trailblazing Ad Film Directors to watch out for
29th July 2024BY Anjana Naskar
The Masala in the AdEx
Exploring Advertising’s love-hate relationship with the Pan Masala category, a superstar for AdEx contributing to an estimated Rs 1200 cr., in the face of recent hurdles
22nd July 2024BY Paawan Sunam
Death of Seasonality
As brands extend their marketing initiatives to off-season, they bear the fruit of increased sales and year-long visibility. But is it enough to end seasonality?
15th July 2024BY Aryan Khanna
D2C DATA: A GOLDMINE FOR LEGACY BRANDS?
Legacy brands are taking the D2C train despite 80% of them struggling to achieve profitability. Is consumer data the chief motivator for this?
08th July 2024BY Mansi Sharma
The GenAI Factor
After an investment of USD 700mn. and the emergence of over 100 new companies in the GenAI vertical in the past 3 years in India, it has now made its way into the A&M landscape
01st July 2024BY Paawan Sunam
India Loses Its Shine
Industry disappointed as India sees its second lowest tally in 10 years at Cannes Lions- 18 metals.
24th June 2024BY NEETA NAIR
The Quick Road to Success
By 2028, India’s Quick Commerce market expects its total users to reach 56.4mn. Advertising revenue could be their key to sustainable growth.
17th June 2024BY Ashee Sharma
The Future of Marketing
The IMPACT CMO 40 Under 40 2024 returns to celebrate exceptional talent, innovation, and leadership in the marketing field.
10th June 2024BY Anjana Naskar
The Growing Tribe
Gour Gupta, Chairman & MD of Tribes Communication tells IMPACT, how the Rs 800cr company is unlocking the potential of the OOH and Digital medium.
03rd June 2024BY RUHAIL AMIN
It’s Short, but Sweet?
Despite short-format video platforms seeing a fall in active monthly users in India in the last two years, brands and agencies continue to bet on this medium.
27th May 2024BY Aryan Khanna
A Flying Start
These elections, it is not just political parties, TV channels too are fighting to earn the 'aam aadmi’s' loyalty. Aaj Tak uses the innovation card to gain the upper hand.
22nd May 2024BY admin
Purpose Only Skin-Deep?
Ahead of Cannes Lions, every year, we see a flurry of purpose-led campaigns, but are they truly embedded in the brand’s DNA?
13th May 2024BY Ashee Sharma
A Superhit Content Factory
Banijay Asia, Endemol Shine India and now CreAsia, Deepak Dhar’s footprints grow bigger across Asia, as he eyes Rs 1000cr. plus revenue from his content production business in FY24
06th May 2024BY NEETA NAIR
Building a new Dentsu
Jean Lin and William Swayne, top global leaders from dentsu talk about rebuilding the network in India and how the big transformation has now begun to yield positive results.
29th April 2024BY NEETA NAIR
'India is of critical importance to the global health of FCB’
Tyler Turnbull, Global CEO, FCB on his recent visit to India, charts the roadmap for the network here along with the newly appointed India CEO–Dheeraj Sinha
22nd April 2024BY NEETA NAIR
TRAI-ing, But Not Enough
Broadcasters opine that TRAI’s National Broadcast Policy, meant to make India a ‘global content hub,’ has been drawn without any consideration for them. What issues plague them?
15th April 2024BY SONAM SAINI
The Politics of Advertising
With reports of political parties likely to spend ` 1500cr to 2000cr in political ad campaigns during the upcoming general elections, we are looking at political advertising's evolution in India
08th April 2024BY Mansi Sharma
Programmatic Data meets Creativity
Programmatic advertising is all set to gain 44 percent market share by the end of 2024. It is time to take a look at its creative side, which can help create that elusive ‘brand magic’.
01st April 2024BY Anjana Naskar
CHALO INDIA
Travel ad spends grew by 73.4% last year. It is expected to continue the momentum with domestic tourism leading the charge this season
26th March 2024BY Aryan Khanna
BALKI KO GUSSA KYUN AATA HAI?
IPL- the most expensive media in the country has the worst quality advertising today, says R. Balki, and the industry couldn’t agree more
18th March 2024BY Ashee Sharma
Where is my TG?
With a more actionable and discriminating classification system, ISEC coming into the picture and third party cookies bidding us adieu, marketers have a better aim at their TG
11th March 2024BY Ashee Sharma BY Mansi Sharma
The Rise and Rise of Uday Shankar
With the Reliance-Disney merger and Uday Shankar in the driving seat, all eyes are on his second innings, and how he will redefine the media ecosystem in India
04th March 2024BY Ashee Sharma
5 On 5 For 5G?
With the 5G rollout by the top 2 telecom players in the country nearly complete, the A&M industry readies itself for a change in advertising technology
26th February 2024BY Anjana Naskar
PMAR 2024: AdEx Treads on a Tightrope
The 2024 report points to a lower-than-expected total growth only at 10% in 2023 and forecasts a modest 12.2% growth for 2024.
19th February 2024BY admin
Shock, Not Ok Please
The verdict on Poonam Pandey's gimmick is crystal clear, but should all stunt marketing campaigns be shunned or do they add some value to brands?
12th February 2024BY Anjana Naskar
Riding the SUV Wave
Marketers are forced to revisit their car marketing strategies as passenger vehicle sales cross the 4.1 million mark, with almost half of them being SUVs, pointing towards an SUV wave
05th February 2024BY Aryan Khanna
Celebrating Startups
The $340.80 billion Indian startup ecosystem with 108 unicorns is presenting a lucrative investment option for celebrities and leveraging star power in return
29th January 2024BY Ashee Sharma
The Coffee Wars
With penetration from international players and the growth of homegrown brands, the cafe culture is brewing at an accelerated pace. Where do they stand amid increasing competition?
22nd January 2024BY Paawan Sunam
Reliance-Disney: Merger of Behemoths
The coming together of Reliance-Disney will create a media behemoth which will command 43% of the TV ads market. What will the consolidation mean for the broadcast industry as a whole?
15th January 2024BY Ashee Sharma
Admakers like a Wow
IMPACT picks creative professionals who are behind 10 best ads from India in the year gone by, the names we must watch out for in 2024
08th January 2024BY NEETA NAIR BY Aryan Khanna
The Trends Edition
AI, Influencers, CTV, and the works. What’s in store for the media and advertising industry in 2024?
02nd January 2024BY TEAM IMPACT
Think Local Act Hyperlocal
Brands are finally stepping off their lofty seats to speak to a larger set of consumers by going hyperlocal. The result? Stronger connections, lower costs, and better returns.
26th December 2023BY Aryan Khanna
The Marketing CEO
Uncovering insights and skills that aid in the elevation of marketing leaders to the helm of corporate leadership.
18th December 2023BY Anjana Naskar
A Dream Run
Harsh Jain, CEO & Co-founder of Dream11 and Dream Sports wins the IMPACT Person of the Year 2022.
11th December 2023BY NEETA NAIR
Endorsement Rates Hit a Six
Experts say that Indian cricket stars, fuelled by their World Cup performances, are set to unlock 30% inflation in endorsement fees
04th December 2023BY Anjana Naskar
Why Brands Don't Sing?
The audience adores them, brand custodians harp on their relevance, yet memorable jingles and mascots are a rarity today.
20th November 2023BY Ashee Sharma
Nature in a Bottle
Brands grapple with balancing the sustainability vs. profitability equation even as demand for natural and organic products surges.
14th November 2023BY Ashee Sharma
The Iconic Leaders
We are celebrating two iconic leaders - Sam Balsara, the recipient of Lifetime Achievement Award and Shashi Sinha, recipient of ‘Network Head of the Year’ award at the e4m Media Ace Awards.
06th November 2023BY admin
Best Laid Plans
IMPACT talks to established and emerging Planners at ad agencies to understand how they are playing Mozart to create award-winning symphonies for brands. Here are India's best names in Planning.
30th October 2023BY Anjana Naskar
JWT'S FINALITY
VML gets its name on the door as JWT even in its current form - Wunderman Thompson is finally buried. Old timers reminisce about the once premier agency
23rd October 2023BY NEETA NAIR
More Power = More Scrutiny
At a time when Ranbir Kapoor and Amitabh Bachchan's alleged choice of advertisements have raised eyebrows, certain influencers join the ranks of celebs with ASCI guidelines as their new guidebook
16th October 2023BY Paawan Sunam
TOP STORY
Design agency Elephant trumpets in APAC, expands to Singapore
Elephant’s APAC expansion: Ashwini Deshpande, Co-founder & Director, tells IMPACT Singapore is the region’s steering head
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