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Zoho’s Arattai Tops App Charts, Sparks Talk of a Homegrown WhatsApp Rival
It’s outshining WhatsApp, ChatGPT, and Gemini on PlayStore/App Store charts— but can Zoho’s Arattai sustain the buzz and truly become India’s own messaging giant?
08th October 2025BY Yash Bhatia
How to Cut Your Time-to-Campaign in Half Without Burning Out Your Team
Rashmi, Co-Founder, ButtonShift – a Creative Collaboration Platform, pens a piece on balancing speed with creativity to deliver faster campaigns sustainably
08th October 2025BY Rashmi
Tharoorisation of Football
Mathew Joseph, Director & CEO, Super League Kerala, speaks to IMPACT, about Football as they become the talk of the town even before kick-off with a little help from Shashi Tharoor
07th October 2025BY Antora Chakraborty and Neeta Nair
Virality Isn’t the Win — Relevance Is: The Long Game of Digital Fame
For every viral star, the spotlight burns fast and fades faster, raising a question brands can’t stop asking: does virality ever last?
07th October 2025BY Ruchika Jha
From Tool to Talent: Meta’s Vibes Turns AI Into the New Creator
Meta has long flirted with AI as backstage helper, polishing captions and filters. With Vibes, it thrusts AI to centre stage, transforming the feed into a canvas of synthetic video
07th October 2025BY Anushka Sengupta
Blockchain and the Future of Advertising
Siddharth Ugrankar, CEO & Founder, Qila.io, pens a piece on how blockchain can rebuild trust in digital advertising by tackling fraud, privacy breaches, and user disengagement
06th October 2025BY Siddharth Ugrankar
Meta’s Paid-Feed Test: What If India Starts Paying to Skip Ads?
If Meta lets users pay to skip ads, what happens to India’s ad economy built on impressions and reach?
06th October 2025BY Ruchika Jha
Para Athletes Shine, India Makes Its Mark: Are Brands Ready to Step In?
As India performs well at the World Para Athletics Championships, can brands move beyond episodic support and build long-term associations with para-athletes? Experts answer
03rd October 2025BY Yash Bhatia
VIDEO INTERVIEW: Actor Pratik Gandhi on Championing India’s Startup Dream
From engineering to acting, Pratik Gandhi shares his journey and the latest opportunity that allows him to guide innovators and inspire entrepreneurial growth in India
03rd October 2025BY Antora Chakraborty
Kerala's Football Fever: Shashi Tharoor, Prithviraj and Basil break the internet
Super League Kerala is turning heads before kick-off, blending sport, star power, and regional wit into a must-watch cultural moment
03rd October 2025BY Anushka Sengupta
20 Stores, 10 Days: Vivek Oberoi’s Glittering Leap with Solitario
Co-Founders Vivek Oberoi and Ricky Vasandani are betting on lab-grown diamonds to turn Solitario into India’s most dazzling global luxury jewellery
01st October 2025BY Anushka Sengupta
What triggers a rebrand?
From Pizza Hut’s glow-up to Emami’s reinvention, big brands are rewriting their identities, not just for buzz, but to stay relevant and shape the next chapter of growth
01st October 2025BY Ruchika Jha
Quick Commerce Becomes Core to D2C Growth, But at What Cost?
Q comm platforms are nudging brands into big ticket ad spends, but with user growth and SKU expansion, could what’s optional today soon be a non-negotiable retail cost?
30th September 2025BY Yash Bhatia
Startups Get Their Stage: Ideabaaz Launches at NSE with Pratik Gandhi as Host
Startup dreams meet the stock exchange! Ideabaaz debuts at NSE, bringing mentorship, investment & a nationwide platform to empower entrepreneurs across India
30th September 2025BY Antora Chakraborty
The Tech-Driven CMO: Why Tomorrow’s Marketing Leaders Must Think Like CIOs
Uday Rana, CMO, Embee Software, an IT solutions company, explores why marketing leaders must adopt CIO thinking to drive growth, innovation, and customer trust
29th September 2025BY Uday Rana
The New Fortune Teller of Festive Sales? Predictive Analytics
From forecasting demand spikes to preventing stockouts and timing offers to the minute, can predictive analytics give brands the festive edge in India’s shopping frenzy?
29th September 2025BY Ruchika Jha
Is AI Threatening CREDitvity in Ad Space?
CRED’s ads usually break the internet, but this time fell flat, say experts. With AI leading the charge, is the industry under pressure to adopt, and is storytelling being diluted?
26th September 2025BY Yash Bhatia
Why the Industry Is Betting on IRS Again: Vikram Sakhuja Maps MRUCI’s Revival Plan
In conversation with IMPACT, Vikram Sakhuja, Partner and Director, Madison World, shares why IRS remains critical for publishers, advertisers, and agencies alike
26th September 2025BY Pritha Pahari
From tax relief to consumer trust: The marketing story of GST 2.0
With GST 2.0 sparking widespread price drops, will brands rely only on discounts, or can creativity, bundling and storytelling drive real differentiation?
25th September 2025BY Ruchika Jha
The dopamine trap of fast marketing, and the human antidote
Neeraj Sancheti, Founder & CEO, Kreativ Street, pens a piece on how thoughtful, slow marketing outperforms fast AI-driven campaigns for lasting impact
25th September 2025BY Neeraj Sancheti
IMPACT 50 Most Influential Women 2025: Jury Meet Tomorrow
A stellar jury led by Sam Balsara, Chairman & Founder of Madison World, convenes tomorrow to decide the names for the 13th edition of IMPACT’s 50 Most Influential Women, 2025
24th September 2025BY TEAM IMPACT
VIDEO INTERVIEW: Inside Asian Paints’ playbook of emotion, innovation and luxury branding
In conversation with IMPACT, Amit Syngle, MD & CEO of Asian Paints, discusses the brand’s journey, market leadership, and vision for the future
24th September 2025BY Anushka Sengupta
Tier-2 Entrepreneurs Are Quietly Redefining India’s FMCG Landscape
Akash Agrawalla, Co-founder of ZOFF Foods, pens a piece on how digital access, rising affluence, and local insights are powering the FMCG shift beyond metros
24th September 2025BY Akash Agrawalla
The Rise of Human-centric Digital Campaigns, beyond Clicks and Impressions
Bala Kumaran, Founder & CEO, BrandStory Digital, explores the shift from data-obsessed marketing to human-first strategies that define the future of brand impact
23rd September 2025BY Bala Kumaran
Bollywood vs Deepfakes: The Rise of Personality Rights in India
With Amitabh, Aishwarya, Abhishek & Johar guarding their persona, how will brands adapt endorsements in an era where misuse could mean lawsuits?
23rd September 2025BY Yash Bhatia
Together Makes Progress: The Big Shift Behind Deloitte’s First-Ever Global Tagline
Jehil Thakkar, Partner, Deloitte India, on how consulting has moved from siloed strategy to hands-on co-creation, driven by India’s rapidly evolving clients
22nd September 2025BY Yash Bhatia
From Cancelled to Courted: How Samay Raina Became Brands’ Favourite Risk
Samay Raina’s return to brand deals shows how controversy no longer sidelines creators but fuels curiosity and relevance. Is India’s ‘comeback economy’ the new marketing playbook?
22nd September 2025BY Pritha Pahari
VIDEO INTERVIEW: Signify amps up festive strategy with influencers & connected lighting
Nikhil Gupta, Head of Marketing, Strategy, Government Affairs and CSR at Signify India, shares insights on new products, festive marketing and AI adoption
19th September 2025BY Ruchika Jha
Not just cricket: How Dhoni redefined celebrity endorsements
From cricket captain to ad king, Dhoni’s Rs 800-crore brand value keeps climbing. How does he stay fresh while others fade?
19th September 2025BY Antora Chakraborty
Is Marketing Making Us Better Marketers or Just Faster Executors?
Poonam Prahlad, Co-founder, Born Hi, pens a piece on the trade-off between velocity and craft in marketing—are we creating meaning or just chasing metrics?
18th September 2025BY Poonam Prahlad
Gearing up for IMPACT Top 30 Under 30 Jury Meet
A distinguished jury, chaired by Prasoon Joshi, CEO & CCO of McCann Worldgroup India & Chairman of McCann APAC, is all set to select the 30 rising stars from the agency ecosystem
18th September 2025BY TEAM IMPACT
Asia Cup Live in Cinemas: A New Arena for Brands to Engage Fans?
Cricket fever hit cinemas as Asia Cup 2025 turned multiplexes into fan zones—and a new frontier for brand activations. Could live sports redefine the big screen?
17th September 2025BY Antora Chakraborty
Decoding Gen Z's Shopping Triggers: What’s Driving D2C Fashion Sales in 2025?
Chetan Siyal, CMO and Founding Team Member, Snitch, pens a piece on how Gen Z is reshaping D2C fashion with demands for personalization, transparency, and conscious style
17th September 2025BY Chetan Siyal
Bharat is Rising. Are We Listening?
Karan Kumar, Chief Marketing Officer, Hero Realty, pens a piece on how Bharat’s Tier 2 and 3 cities are redefining real estate—where aspiration, identity, and community matter more than square footage
16th September 2025BY Karan Kumar
VIDEO INTERVIEW: Inside Motorola & Swarovski’s Brilliant Tech-Fashion Collab
Shivam Ranjan, Global Head of Brand, Motorola, tells IMPACT how influencer marketing, retail experiences, and brand partnerships are shaping Motorola’s connect with Gen Z consumers
16th September 2025BY Ruchika Jha
From Stars to Reels: Why QSRs Are Betting Big on Internet Creators
Fast food meets fast content: QSRs now bet on creators and memes over big names. Will celebs stay relevant, or is creator culture the new flavour of marketing?
15th September 2025BY Yash Bhatia
Influence or Commerce? The Instagram Dilemma for India’s Creators
From personal influence to full-fledged brands, creators are at a crossroads on Instagram. Should they build with Creator accounts or scale with Business tools?
15th September 2025BY Pritha Pahari
Trial Reels: How Instagram’s new test tool is reshaping influencer marketing in India
Trial Reels are giving influencers and brands a no-risk playground to test ideas. But will this sandbox actually change the game?
12th September 2025BY Ruchika Jha
Why Is Demon Slayer’s Release Such a Big Deal for Fandom, Fashion, and Commerce?
Demon Slayer’s blockbuster release in India signals anime’s shift into a marketing powerhouse. With youth fandom driving commerce, are brands prepared to invest?
12th September 2025BY Ruchika Jha
Apple’s iPhone 17 Sparks Brand Wars
Beyond the device itself, is the iPhone 17 setting a new benchmark for how tech launches shape culture and competition, and quick-commerce players raising the bar with 10-minute deliveries?
11th September 2025BY Ruchika Jha
Agentic AI: The New Account Executive in Every Marketing Agency
Rishabh Shekhar, COO & Co-Founder, Pepper Content, pens a sharp take on how agentic AI is redefining account management—augmenting AEs, not replacing them
11th September 2025BY Rishabh Shekhar
Why Paisabazaar Is Taking Its Digital Game Offline With 100 Retail Stores
In conversation with IMPACT, Santosh Agarwal, CEO, Paisabazaar, shares how retail outlets can bridge the gap between underserved customers and India’s growing credit ecosystem
10th September 2025BY Yash Bhatia
Tunnel Vision: When Commutes Turn into Experiences
From Kotak’s aspirational murals to Hair & Care’s motion ads, Delhi Metro’s Yellow Line turns into a brand canvas—will tunnel-wall media reshape OOH in India?
09th September 2025BY Pritha Pahari
Millennials and Gen Z: Driving the Demand for Ethical Bling
Namita Kothari, Founder – Akoirah, a lab-grown diamond brand by Augmont, pens a piece on the shift towards sustainable, meaningful jewellery led by Millennials and Gen Z
09th September 2025BY Namita Kothari
Flipkart and Dream11’s star-studded ads: Do stars steal the show from the brand?
From Flipkart’s Big Billion Days to Dream11’s IPL campaign, multi-celebrity ads highlight the challenge of balancing glitz with storytelling, as the core campaign idea can often get lost, experts say
08th September 2025BY Yash Bhatia
Nishant Kedia maps out Rebel Foods’ 2025 marketing strategies
Nishant Kedia, Chief Marketing Officer at Rebel Foods, shares insights on brand campaigns, AI-driven targeting, and marketing priorities for 2025
08th September 2025BY Antora Chakraborty
Healthcare, FMCG, Appliances see relief as India adopts three-slab GST system
Earlier GST had 4 slabs: 5%, 12%, 18%, 28%. Now it’s changed to 3: 5% for essentials, 18% for standard items, and 40% for luxury goods
08th September 2025BY Ruchika Jha
Bappa’s Brandwagon: Faith, Footfalls & Full-Page Ads
Mumbai’s Ganesh Chaturthi turned into a marketing spectacle with giant modaks, cool zones, and cultural stories. Faith met creativity, but which brand truly captured Bappa’s spirit?
05th September 2025BY Anushka Sengupta
Havas India Launches Gate One in India to Drive Outcome-Led Consulting Transformation
Havas India debuts Gate One in India, led by Karan Ingle, to tap India’s $8.3B consulting market with culture-led, outcome-driven transformation across digital, CX, AI, and strategy
04th September 2025BY Antora Chakraborty
Onam 2025: Brands Turn Kerala’s Festival Into India’s Marketing Arena
Hyundai Motors, Parle-G, Tata Motors, Peter England and JBL rolled out high-impact Onam 2025 campaigns. Are regional festivals becoming India’s biggest marketing battleground?
04th September 2025BY Antora Chakraborty
Don’t Build a Brand Book. Build a Cult Manual.
Ekta Banodkar, Creative Director, ABND, a branding agency, writes an elaborate piece on why rituals, codes, and conviction drive brand devotion beyond design rules
03rd September 2025BY Ekta Banodkar
Global Flair, Indian Roots: The Hidden Stories Behind Famous Brand Names
Why do Indian brands like Monaco, Monte Carlo, Jaquar or Lakme sound global? From legacy to strategy, discover the hidden stories behind their names and identities
03rd September 2025BY Antora Chakraborty
VIDEO INTERVIEW: Ragini Hariharan on How Himalaya is Reimagining Skincare for a New Era
Ragini Hariharan, Marketing Director – Beauty & Personal Care, Himalaya Wellness, speaks about digital-first playbooks, influencer power, and connecting with Gen Z
02nd September 2025BY Anushka Sengupta
Building Brand Stories in a Scroll Culture
Almas Khan, a brand and marketing expert, pens a piece on how brands can craft powerful micro-stories in today’s scroll culture to win attention, trust, and lasting loyalty
01st September 2025BY Almas Khan
Bollywood Goes Business: Why Shraddha Kapoor’s LinkedIn Debut Has Everyone Talking
Shraddha Kapoor’s LinkedIn debut drew 25K followers in a day. With more stars logging in, is LinkedIn turning into the hottest new platform for celebrity influence?
01st September 2025BY Yash Bhatia
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
29th August 2025BY Ruchika Jha
Microdramas: India’s Next Streaming Obsession?
Is India’s new wave of mobile-first microdramas the sweet spot for digital ads—low-cost, high-engagement, and designed for the scroll?
29th August 2025BY Ruchika Jha
Inside CEAT’s CIRCL: CMO Lakshmi Narayanan on One of India’s First Sustainable Tyres
CEAT’s CIRCL marks India’s first road-ready sustainable tyre. In conversation with IMPACT, CMO Lakshmi Narayanan details the innovation, marketing, and future roadmap
28th August 2025BY Antora Chakraborty
Fitness: The Discipline That Transformed More Than My Body
Nishant Kedia, CMO, Rebel Foods, pens a piece on how fitness reshaped not just his body but his mindset, instilling discipline that fuels both life and work
28th August 2025BY Nishant Kedia
Hyperlocal is No Longer Optional, It’s Essential: Rupa Murudkar, VP - Marketing, Cholayil
Rupa Murudkar, VP–Marketing, Cholayil Pvt. Ltd., tells IMPACT how Medimix blends Ayurveda with hyperlocal strategies and modern formats to engage Gen Z and core markets
26th August 2025BY Jennifer Thomas
Indian Men’s Wear Labels Are Turning Social Media into a Community-Building Powerhouse
Soumali Chakraborty, Head of Marketing, Arrow, writes on the shift from transactional advertising to community-first strategies in Indian menswear marketing
26th August 2025BY Soumali Chakraborty
HoABL’s Saurabh Jain on Redefining Real Estate with Quick Commerce platform Zepto?
House of Abhinandan Lodha’s tie-up with Zepto is redefining how land is bought, driving 2x interest and thousands of enquiries. We asked CMO Saurabh Jain: is this the future of real estate?
25th August 2025BY Yash Bhatia
How Too Yumm is Using K-Drama Energy and Ananya Panday to Hook Gen Z
Yogesh Tewari, VP–Marketing, FMCG Division, RP Sanjiv Goenka Group, breaks down Too Yumm’s Gen Z strategy, flavour innovations, and digital-first campaigns
25th August 2025BY Pritha Pahari
'Digital is no longer optional, it’s central to engaging audiences'
Rajeev Jain, SVP–Corporate Marketing, DS Group & Amin Lakhani, President–Client Solutions, WPP Media South Asia, share the purpose, audience & insights from the digital marketing playbook DCODE
22nd August 2025BY Yash Bhatia
Dentsu’s Global Network: The Unfinished Story
Rohit Ohri, Founder, Ohriginal (Culture Consultancy), pens a powerful reflection on Dentsu’s global journey-part ambition, part struggle, and deeply human at its cultural core
22nd August 2025BY Rohit Ohri
Blinkit’s Parental Controls Spark Debate: Digital Safety or Moral Policing?
Blinkit’s parental control feature promises safer browsing for kids. But is it true responsibility or simply a reactive move sparked by public pressure?
21st August 2025BY Antora Chakraborty
VIDEO INTERVIEW: Vikas Iyer on Chinese Wok’s Tier-2 push, IPL bets & growth plans
In conversation with IMPACT, Vikas Iyer, Head of Marketing, Chinese Wok, speaks about the brand’s growth strategy, details its expansion plans, and brand journey to 240 stores and counting
20th August 2025BY Antora Chakraborty
From Ranbir to Kohli, How Celebs Are Powering India’s Wearable Fitness Boom
Celebrities are redefining fitness tech, Ranbir with Gabit, Kohli with Noise, Milind with Garmin. The question is: who’s the most relatable face of wellness tech?
20th August 2025BY Pritha Pahari
VIDEO INTERVIEW: Inside RR Kabel’s Strategy with CMO Shishir Sharma
Shishir Sharma, CMO, RR Kabel shares insights on the brand's innovation roadmap, festive marketing focus, and partnerships with electricians, rural markets, and more
19th August 2025BY Ruchika Jha
Bridging Creativity and Commerce: How Innovative Content Drives Brand Engagement
Aleya Sen, Director and Co-Founder – Chrome Pictures, Minikin DGWorks, and Crimsen Tales, pens a piece on how innovative content drives brand engagement by merging creativity with commerce
19th August 2025BY Aleya Sen
GPT-5: Upgrade or Misstep?
GPT-5’s rollout led to cancellations and criticism, what fueled the backlash, and what was OpenAI’s next move?
18th August 2025BY Antora Chakraborty
How Stories from Books, Films & Travel Shaped My Approach to Creativity and Leadership
Mr Bala Kumaran, Founder & Director, BrandStory pens a piece about how books, films and travel shaped his creative instincts, leadership style, and ambition’s true armour
18th August 2025BY Bala Kumaran
Monetising Orginality: Can creators/filmmakers protect their work from AI?
As brands and studios adopt AI, who really owns the soul of a story? The creator or the client?
18th August 2025BY Ruchika Jha
‘I’m Not Going To Let Parkinson’s Bog Me Down’
Amit Akali, Co-founder of Wondrlab, shares how he has been coping with Parkinson’s and his determination to end the taboo associated with it
18th August 2025BY NEETA NAIR
DP World secures Asia Cup title sponsorship until 2031: Sources
According to highly placed sources, DP World will continue as the title sponsor of the Asia Cup through the 2031 season, with the upcoming edition branded as the DP World Asia Cup 2025
14th August 2025BY Yash Bhatia
Deepika Padukone’s Hilton Reel Hits 1.9B Views, But What did Hilton gain?
Gretchen Moore, VP, Marketing & Loyalty, APAC, Hilton shares how Deepika Padukone’s record-breaking reel boosted traffic and loyalty signups — but can the momentum last?
14th August 2025BY Yash Bhatia
The Dharma of Digital Leadership: What Golf Taught Me About Leading Through AI Chaos
Alok Lall, Former Executive Director, McCann Worldgroup, pens a piece on what golf taught him about leading through AI chaos with curiosity, humility, and a 'next swing' mindset
14th August 2025BY Alok Lall
VIDEO INTERVIEW: Zareen Khan on Her Leap from Bollywood to Beauty with ‘Happy Hippie’
Zareen Khan shares how her personal skin struggles inspired ‘Happy Hippie’, her hands-on role in its creation, and her vision for simple, joyful, inclusive self-care
13th August 2025BY Antora Chakraborty
Amit Akali: I am not going to let Parkinson’s bog me down
Amit Akali, Co-founder of Wondrlab, shares how he has been coping with his diagnosis and his determination to end the taboo, ignorance and fear associated with Parkinson’s
13th August 2025BY NEETA NAIR
VIDEO INTERVIEW: BlueStone CEO Gaurav Singh Kushwaha on the IPO and beyond
Gaurav Singh Kushwaha, Founder & CEO, BlueStone charts the brand's course from IPO to expansion
12th August 2025BY Anushka Sengupta
BREAKING: Ex-FCB Ulka CCO Hemant Shringy to join Wondrlab as CCO & Managing Partner
Highly placed sources have told IMPACT that Hemant Shringy will be joining Saurabh Varma's Wondrlab as the Chief Creative Officer and Managing Partner, starting next week
11th August 2025BY NEETA NAIR
India-Pakistan 2025: Will Brands Hold Back?
As brands navigate post-Pahalgam sentiment, will the marquee clash still attract advertisers amid rising protests? Experts weigh in
11th August 2025BY Yash Bhatia
VIDEO INTERVIEW: Masaba Gupta on Breaking Mom Myths and Redefining Modern Motherhood
Masaba Gupta speaks to Neeta Nair, Editor of IMPACT Magazine, on mom guilt, breastfeeding, and embracing modern motherhood
11th August 2025BY NEETA NAIR
From Shelf to Cart: The Impact of E-Commerce and Quick Commerce on FMCG Brands
Mayank Shah, Vice President at Parle Products, explains how e-commerce and q-commerce reshape FMCG with data-driven and omnichannel strategies
11th August 2025BY Mayank Shah
VIDEO INTERVIEW: How did Philips launch wearable breast pumps?
“It took three years to get the technology right,” says Smit Janak Shukla of Philips India, speaking to Neeta Nair about the launch of their Hands-free Electric Breast Pump
08th August 2025BY NEETA NAIR
Asia Cup 2025 gets DP World, Wonder Cement, Royal Stag, BYD, Groww as sponsors: Sources
With sponsors like DP World and Royal Stag backing Asia Cup 2025, can the India-Pak clash on Sept 14 live up to the hype in Dubai and Abu Dhabi?
08th August 2025BY Yash Bhatia
VIDEO INTERVIEW: Bhumi & Samiksha Pednekar launch Backbay
The Pednekar sisters Bhumi and Samiksha speak on launching Backbay, a stylish, sustainable hydration brand, their roles, and India’s eco-friendly shift
08th August 2025BY Anushka Sengupta
Rakhi Gets a Gen Z Makeover: How Brands Are Rewriting the Festive Playbook
From Flipkart's ‘InvoiSIS’ to Sugar Free's roast-filled reels and Myntra's meme-y chatbot—are brands finally getting Rakhi right for Gen Z, or is it all just packaging?
08th August 2025BY Anushka Sengupta
‘Plan is to add 30–40 Popeyes stores every year and get to 250 stores,’ says Jubilant CEO
Jubilant FoodWorks, CEO, Sameer Khetarpal shares why the brand’s bold flavours and rapid expansion plans could make it a category disruptor
07th August 2025BY Anushka Sengupta
How Bollywood Celebrities Are Powering Global Tourism Campaigns for Indian Travellers
From Ranveer Singh’s Abu Dhabi splash to #BeyondTheFilter with Rajkummar Rao—are celebrity-led tourism ads truly connecting with Indian travellers?
07th August 2025BY Ruchika Jha
‘Virality Is Not the Brief, It’s the Outcome’: Rohan Mehta of FCB Kinnect & FCB/SIX India
VIDEO INTERVIEW: Fresh off a Cannes win, FCB Kinnect and FCB SIX CEO Rohan Mehta talks about AI, influencer fatigue, and the evolving expectations from digital campaigns
06th August 2025BY Pritha Pahari
Instagram Live's New Rule: Gatekeeping or Growth Strategy?
Instagram now requires 1K followers to be able to go 'Live', sparking debate—is it a move to improve content quality or a barrier for new creators and small businesses trying to grow?
06th August 2025BY Pritha Pahari
How quirky collaborations fuel The Souled Store’s pop culture appeal
VIDEO INTERVIEW: Vedang Patel, Co-Founder, The Souled Store, shares that the brand plans to grow from 60 to 80 stores by FY25, focusing on pop culture and more
05th August 2025BY Ruchika Jha
Will India see a sporting shift?
As Indian brands increasingly tap into unconventional sports beyond cricket, IMPACT decodes the strategy and intent driving this shift
05th August 2025BY Anjana Naskar
How Programmatic Ads Powered the rise of ULLU, ALTT and more Before the Ban
After the Govt cracked down on explicit OTTs, experts say programmatic ads may be the real enablers. Are brands chasing reach by funding obscenity?
04th August 2025BY Ruchika Jha
'My Cook Used ChatGPT': Shekhar Kapur on AI, Masoom 2 and Reinventing Cinema
VIDEO INTERVIEW: Renowned filmmaker Shekhar Kapur on why film trailers are now TikToks, how gossip can ruin films, and more on movie marketing
04th August 2025BY Anushka Sengupta
No Studio, No Script: Is UGC the new Creative Head?
From Zepto’s hoardings to Haier’s hashtags and Policybazaar’s payout tales—is UGC marketing’s secret weapon or a creative free-for-all waiting to burn out?
01st August 2025BY Yash Bhatia
Homegrown and Hyperlocal: Libas eyes future with new categories and cultural relevance
VIDEO INTERVIEW: Nisha Khatri, Head of Marketing at Libas, emphasises Libas’ deep focus on understanding evolving customer needs, especially Gen Z and Gen Alpha
31st July 2025BY Ruchika Jha
Early to Plan, Early to Retire……Live a Life that will forever Inspire!
Sandeep Walunj, Group Chief Marketing Officer, Motilal Oswal Financial Services, pens a piece on smart retirement planning and lifelong financial freedom
01st August 2025BY Sandeep Walunj
Purpose Premium: The Rise of Values-First Consumerism in India
Coca-Cola, Mama Earth, The Body Shop—brands are going green and clean to win Gen Z loyalty. But in a values-first market, is purpose just packaging?
31st July 2025BY Anjana Naskar
TOP STORY
Wok-ing The Streets
As Chinese Wok targets ₹1,000 crore revenue by FY27, Vikas Iyer, Head of Marketing, shares strategies on expansion, AR integration & food innovations
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