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The Man-ufactured Insecurity
Brands are moving from macho stereotypes to men with real anxieties. But does greater representation also bring greater pressure?
19th October 2026BY Isha Khatu
A Whole Lotta Fan Love
As consumers grow wary of polished advertising, brands are putting fans and communities at the heart of their storytelling, turning customers into their most trusted advocates
12th October 2026BY Isha Khatu
If Print Is Dying, Why Is Education Still Buying?
Education accounted for one-fifth of print ad space in the first seven months of 2026. Why does the category still value print in a digital world?
05th October 2026BY Raaina Jain
When OOH Shows Up And Stands Out Too
As brands increasingly turn to activation-led outdoor campaigns to drive consumer participation, the approach is attracting greater investment, but do the returns justify the cost?
21st September 2026BY Antora Chakraborty
Brands Said Copy And Paste
A common message lets brands scale influencer campaigns, but when scripts look identical, can audience’s trust survive the copy-paste format?
07th September 2026BY Antora Chakraborty
Print You Can Feel
From scented newspaper ads to interactive formats, are brands discovering that the printed page can deliver experiences screens simply can’t?
31st August 2026BY Isha Khatu
Time Finds Its Way Back
In this age of technology, it’s a given that smartwatches dominate utility. But a new shift is emerging alongside it—the growing relevance of analogue watches. Experts weigh in
24th August 2026BY Anaum Shaikh
Freedom From Ageism
Advertising has matured, and as brands look beyond influencers, veteran stars are proving that relevance, credibility, and cultural connection have no age limit
17th August 2026BY Anaum Shaikh
Locked In. Tuned In?
With every platform betting on social survival reality formats, industry experts weigh in on whether the category is evolving or nearing saturation
10th August 2026BY Antora Chakraborty
Shelf Wars 2.0
As bidding wars for digital shelf placement on Q-commerce apps intensify, should marketers balance short-term performance with long-term brand equity?
03rd August 2026BY Pritha Pahari
Sliding into your DMs
From Sponsored Snaps to Click-to-WhatsApp campaigns, brands are learning that the next phase of digital engagement may happen inside chats
27th July 2026BY Isha Khatu
When The Internet Writes The Brief
With marketing opportunities arriving unannounced, are brands finding relevance in spontaneous cultural moments born on the Internet?
06th July 2026BY Raaina Jain
To Belong is to Sell
Global brands are looking to expand their presence in India. But what does it take to truly belong?
22nd June 2026BY Raaina Jain
LIGHTS. CAMERA. ENDORSEMENT
With directors moving from behind the lens to centre frame, we unpack if the shift is a spin on endorsement or simply a new way to cut clutter?
15th June 2026BY Antora Chakraborty
Too Clean To Question?
As India’s wellness food market grows, consumers are questioning if ‘clean’ & ‘natural’ claims reflect genuine transparency or smarter marketing
01st June 2026BY Isha Khatu
From Bowls To Bonds
Pet-care is evolving into a $7B ecosystem. Industry leaders discuss how changing consumer behaviour is transforming India’s pet economy
18th May 2026BY Anaum Shaikh
Man of Steel (and Style)
As more men embrace adornment, jewellery brands are rewriting gender codes and reshaping how the category is marketed
11th May 2026BY Anushka Sengupta
Stunt Or Substance?
When stunt marketing works, it’s magic—when it doesn’t, it’s a disaster. Here are the hits and misses that show just how high-stakes stunt marketing is
04th May 2026BY Anushka Sengupta
Driven By Memory, Powered By Tech
From Verna to Scorpio—legacy automobiles are back with sharper design & smarter tech. In an innovation-led market, is nostalgia enough to steer sales?
27th April 2026BY Anaum Shaikh
From Runways To Gateways
As Indian retail brands step onto global runways, experts discuss if this signals at a more defined entry into global markets
13th April 2026BY Antora Chakraborty
OBESITY ADS RESET
CDSCO tightens rules on obesity drug communication, limiting promotion and claims. As GLP-1 drugs gain traction, experts assess the impact on ads, influencers, and brand messaging
06th April 2026BY Antora Chakraborty
The Great Indian ‘Healthy Snack’ Wave
From ‘baked’ to ‘multigrain,’ snack brands are rewriting the rules of indulgence. But how much of the health promise is real, and how much is marketing?
23rd March 2026BY Anaum Shaikh
Sports Goes Vertical
With new sports verticals emerging across agencies, what market gaps and behavioural shifts are they responding to?
16th March 2026BY Antora Chakraborty
When Marketing Learns To Whisper
As consumers grow ad-blind, brands are turning to invisible marketing, embedding themselves into behaviour through product design, utility & context
09th March 2026BY Pritha Pahari
Beyond Cricket
With rising costs & logo clutter in cricket, are brands shifting budgets to emerging leagues that promise sharper ROI and new audiences?
02nd March 2026BY Pritha Pahari
The Valentine’s Divide
On Valentine’s Day, as Cadbury Silk leaned into heartfelt expression and 5 Star tore down the hype, which side of the divide were you on?
16th February 2026BY Anaum Shaikh
Omnicom’s Aditya Kanthy: Consolidation Won’t Delay OAI’s Growth Story by Two Years
Can Omnicom Advertising India overcome client conflict, layoffs & brand exits to chart credible growth in 2026? Aditya Kanthy, President & MD, decodes
02nd February 2026BY NEETA NAIR
Comedians On Creative Duty
Comedians like Bhuvan Bam & Samay Raina are taking the lead on crafting campaigns, what does it mean for the role of ad agencies?
27th January 2026BY Yash Bhatia
Tale Of Two Diamonds
Will Titan’s entry to the lab-grown diamonds market give validation to the category or accelerate competition, will other big brands follow suit?
12th January 2026BY Antora Chakraborty
Cleared For Branding
Travellers choose airports based on connectivity, convenience & costs. So why, then, are airports increasingly investing in branding & marketing?
05th January 2026BY Antora Chakraborty
Brought To You By... ‘Reality TV’
Reality shows aren’t logo backdrops anymore; they’re scripts where brands shape moments. But do in-show launches outperform big-budget media plans?
22nd December 2025BY Antora Chakraborty
Sensory Upswing
Hit by digital fatigue, brands are taking a sensory detour - fad or full-fledged strategy?
15th December 2025BY Antora Chakraborty
Death of Hashtags?
By slashing hashtags to three, Instagram ends the era of keyword stuffing- forcing niche clarity and stronger content for accurate discovery
08th December 2025BY Pritha Pahari
Agla Station: Audio Marketing
Brands are hijacking metro soundscapes to beat screen fatigue and turn everyday commutes into playful, high-recall audio marketing moments
01st December 2025BY Ruchika Jha
Credibility, Consistency And Connection With Readers Sustain Print Today
Uday Jadhav, CEO, Sakal Media Group, reveals how credibility, community connect & youth engagement are powering print’s strong growth in Maharashtra
24th November 2025BY admin
When Annoying Ads Are Good
Interruptive-style ads are annoying and disruptive, yet brands use them to gain subscribers, but how do such ads still actually work?
17th November 2025BY Antora Chakraborty
The Price of Reach
When Wellbi refused Myntra’s deep discounts, founder Rishabh Harish called out the platform on X, sparking debate on brand value and autonomy
03rd November 2025BY Yash Bhatia
‘We wanted to shift the spotlight to the true currency of this industry - Talent’
Binaifer Dulani, Founding Partner & Creative, Talented, on reimagining the agency model for today’s creators
27th October 2025BY Yash Bhatia
Brands Sell Swadeshi Swag
As Trump Tariffs & GST cuts take centre stage, brands lead ‘Make in India’ campaigns. Can this become the next big brand differentiator in marketing?
20th October 2025BY Antora Chakraborty
‘Our focus is firmly on value over volume’
Pallavi Chakravarti, Founder & CCO and Nishant Saurabh, Founder & CEO, Fundamental, on building an agency rooted in intent and creative clarity
20th October 2025BY Yash Bhatia
Caution: Brands Fighting Ahead
From Veeba’s subtle swipe at Maggi to Philips’ legal jab at Bombay Shaving Co., comparative ads push boundaries, testing how far brands can go
13th October 2025BY Pritha Pahari
‘Creative work now brings least revenue’
Aalap Desai, Co-Founder & CCO, tgthr, on building a culture-first agency where creativity thrives and drives results
13th October 2025BY Yash Bhatia
Break Ke Baad Blockbuster
From a quiet hiatus to the face of Borosil, YouTube, and Cipla Health, Neena Gupta shows brands that real influence is built on authenticity, not age
06th October 2025BY Yash Bhatia
‘Clients choose people over logos, ideas over infrastructure’
Co-founders Arvind Krishnan and Prajato Guha on building Manja as a senior-led creative agency where bold ideas, not scale, take centre stage
06th October 2025BY Yash Bhatia
DPDP: Data Done Differently
As DPDP comes into force, companies recalibrate targeting, tracking, and engagement strategies, prioritising consent and long-term ROI
29th September 2025BY Ruchika Jha
‘Freedom isn’t free; it comes with insecurity, and you learn to live with both’
In an interview with IMPACT, Kshitij Kaushik, Founder of The Germ, shares how he built a flexible indie agency balancing bold ideas with freedom
29th September 2025BY Yash Bhatia
Magazines on the Go
Is quick commerce redefining magazine circulation by making titles more accessible, convenient, and widely read than ever before?
22nd September 2025BY Yash Bhatia
‘We’d rather sit idle than pitch for free’
Founders of Braindad, Vishal Dayama and Devarsh Thaker, speak to IMPACT about breaking legacy barriers, producing their own scripts, and more
22nd September 2025BY Yash Bhatia
Who Killed SEO?
In a zero-click world where Al rewrites discovery, can marketers master the new rules of visibility?
15th September 2025BY Ruchika Jha
'Great brands are built through audacious work'
New-Age Independent Agencies are redefining advertising with fresh ideas. IMPACT begins the series with Bare Bones Collective
15th September 2025BY Yash Bhatia
Jewels in the Sky
Shantiswarup Panda (Indriya, Aditya Birla Group) and Ajay Mehta (WPP Media India) talk on how ‘Aasmaniyat’ transformed theatre ceilings into a starry canvas
08th September 2025BY Pritha Pahari
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Updating the Social Game
As Snapchat and Instagram roll out new updates, how will marketers and industry experts decode them to their advantage and spot new opportunities?
01st September 2025BY Antora Chakraborty
The Unexpected MVPs of Brand Campaigns!
When Dilip and Shera step into the brand’s spotlight, is this a lasting shift in advertising or just a fleeting trend brands are testing?
25th August 2025BY Antora Chakraborty
Jewellery Man-ifesto Shift
How Vinsmera Jewels' first ever ad featuring actor Mohanlal made the Kerala based brand a household name nationally because of its bold take on jewellery
28th July 2025BY Pritha Pahari
Outsiders to Industry Movers: How Uday Shankar Mentored a Generation of Media Leaders
Uday Shankar built more than a business, he built leaders. A look at how he mentored outsiders into top media voices
21st July 2025BY TEAM IMPACT
Shubman Gill’s Branded Faux Pas
Shubman Gill’s Nike vest sparks a debate on brand loyalty—was it a bold move? Experts weigh in on what brands should do next
14th July 2025BY Yash Bhatia
Skin In The Game
Why are legacy giants snapping up indie Skincare brands and what does it mean for the future of the beauty business in India?
30th June 2025BY Anjana Naskar
FOOD ON THE GO
Burger King India’s Cicily Thomas and Kapil Grover dive into how they’re blending innovation, strategy, and speed to lead the QSR game in a digital era
23rd June 2025BY Pritha Pahari
Topical Titans of Marketing World
The Amul Girl was ahead of the curve on topicality. Now, brands like Zomato, Swiggy & Netflix are catching up with memes and banter. Can they match her impact?
16th June 2025BY Anushka Sengupta
Influencing For Business
India’s top digital creators are turning influence into enterprise, launching D2C Brands, rewriting the business and commerce playbook
02nd June 2025BY Anjana Naskar
Luxury in a Bottle
Smriti Sekhsaria, Marketing Director, Moët Hennessy India, on how the company is using brand storytelling and luxury experiences to market Volcan de Mi Tierra in India’s premium tequila space
26th May 2025BY Anjana Naskar
MOTOROLA MASTERS AI?
Looking for a phone that integrates AI like no other? Shivam Ranjan of Motorola recommends Edge 60 Pro, sharing insights on AI, influencers & retail with IMPACT.
19th May 2025BY Anushka Sengupta
‘DUAL LEADERSHIP MODEL AT IPG MEDIABRANDS’
Strategic shift at IPG Mediabrands: Shashi Sinha & Amardeep Singh to co-lead agency for three years, as Executive Chairman and CEO.
12th May 2025BY Kanchan Srivastava
Mukesh Ambani: Content, Demography & Tech Give India Edge to Lead Global Entertainment
Speaking at the inaugural edition of WAVES 2025, Ambani laid out a four-part strategy to take Indian entertainment global
05th May 2025BY TEAM IMPACT
Taj of Tunes
When Taj Mahal tea made a kettle play flute and countless other instances where they have blended music into powerful storytelling
05th May 2025BY Anushka Sengupta
IMPACT’s Blast from the past
Throwback to 2008 when IMPACT Magazine called out TV News' battle for TRPs which drove content. Also in pics, highlights from WPP Stream's India launch!
28th April 2025BY admin
When Supplements started gaining in India
India’s dietary supplements are gaining momentum, set to hit $10B by 2026, an impressive YoY growth of 22%. IMPACT explores the trend
28th April 2025BY Aryan Khanna
IMPACT’s Blast from the past
As Cannes Lions 2025 nears, we revisit IMPACT’s 2006 feature ‘The Lionhearts at Cannes’ by Dr. Annurag Batra, capturing India’s spirit on the global stage
21st April 2025BY admin
Brand Master Gogo
The return of Crime Master Gogo and the Trio from ZNMD for brand ads makes you wonder if it’s the character that is a better brand fit or the actor?
21st April 2025BY Anushka Sengupta
Blast from the Past
ver the last twenty years, a lot has changed. Our playlists have moved from Walkmans to mobile phones
14th April 2025BY admin
IMPACT’s Blast from the past
Time-travel to 2016: Mobile ad spends were booming with the advent of 4G & increasing use of smartphones. Also in snaps, highlights from e4m Content Awards!
07th April 2025BY admin
Sports Sponsorships hit a Six
GroupM ESP report 2024 shows a 6% YoY growth in India's sports sponsorship industry—what does this mean for the future of sports marketing in India?
07th April 2025BY Anjana Naskar
IMPACT’s Blast from the past
The EMVIES 2025 just concluded! A look back at EMVIES 2006 when MindShare won ‘Media Agency of the Year.’ Also, pics from when the ICE Awards went national
01st April 2025BY admin
Cricket’s Marketing Pitch
From ICC Champions Trophy to the on-going IPL, Cricketing events have become the advertisers’ playground. IMPACT gives you the lowdown
01st April 2025BY Anushka Sengupta
IMPACT’s Blast from the past
As IPL kicks off, we revisit the 2015 ICC World Cup campaigns, analysing the hits and misses, also in pics highlights from the Pitch CMO Summit 2015
24th March 2025BY admin
IMPACT’s Blast from the past
A tribute to the resilience of OOH, IMPACT explored the medium’s adaption in light of tech innovation in 2004. And pics from the launch party of ‘Cheese Slices’
17th March 2025BY admin
VIP Access to FOMO
Limited Edition products and other tactics used by brands to fuel consumer’s FOMO frenzy; so while you Add to Cart, brands cash-in on your ‘Hurry-Up Hysteria’
17th March 2025BY Anjana Naskar
People, Process, Platform: Adobe & Axeno’s Roadmap to Digital Success
Adobe and Axeno host ‘Digital Success Program’ elaborating the importance of curating personalised customer experiences
10th March 2025BY admin
IMPACT’s Blast from the past
In 2012, Samsung topped India's Coolest Youth Brand list. Who will make the list today? Plus, key moments from the 12th CII Marketing Summit!
10th March 2025BY admin
Holi-Daze: Colours & Conscious Campaigns
Brands add eco-friendly twists to Holi with influencer challenges & quirky green campaigns, proving that celebrating responsibly is the ultimate party trick!
10th March 2025BY Pritha Pahari
Brands Crossing the Laxman Rekha?
The OYO controversy reignites debate on balancing creativity and cultural sensitivity. How can brands craft bold messages without risking unintended backlash?
10th March 2025BY Anjana Naskar
IMPACT’s Blast from the past
Taking a walk down memory lane to 20 years ago, back when India was the fastest growing mobile market in the world. Also in pics, highlights of Abbys 2005
03rd March 2025BY admin
Tata Play & Airtel DTH Merger - Survival Or Strategy?
Bharti Airtel confirms talks with Tata Group to potentially merge its DTH business with Tata Play. IMPACT analyses what this means for the TV industry
03rd March 2025BY Anjana Naskar
IMPACT’s Blast from the past
The AVOD vs SVOD vs Freemium debate from IMPACT Magazine 8 years ago, which is still relevant today. Also in pics, top moments from the e4m NEONS Awards 2017
24th February 2025BY admin
Embracing the Embarrassing Aisle
IMPACT explores how, the rise of D2C brands and q-comm, has sparked a shift in how sexual wellness products are perceived, purchased, and talked about
24th February 2025BY Pritha Pahari
Exclusive: Brands Batting For Women Athletes
Hansa Research's latest data shows that Indian sportswomen are gaining popularity in endorsements. IMPACT explores their growing influence on the ad industry
24th February 2025BY Anjana Naskar
IMPACT’s Blast from the past
Looking back at 2013, when despite its steady growth, Digital’s share in marketers' budgets was low. Also, memories from the PMAR 2013 report launch
17th February 2025BY admin
IMPACT’S BLAST FROM THE PAST
In 2013, in-cinema ads made up just 0.5% of total AdEx. IMPACT explored its value to brands & cinemas. In pics, highlights from the jury meet of e4m OOH Awards
10th February 2025BY admin
IMPACT’S BLAST FROM THE PAST
Going back to 2017, when marketing revolved around the millennial mindset. Also in the pictures highlighting the best moments from Prime Time Awards 2017
03rd February 2025BY admin
MARKETING MOKSHA AT MAHA KUMBH
IMPACT Magazine takes a dip into the brand activations at the world’s largest human gathering, Maha Kumbh Mela 2025. Here’s the highlights
03rd February 2025BY Anushka Sengupta
IMPACT’s Blast from the past
Travelling to 2008, when India suddenly saw a spike of Indian advertising entrepreneurs matching the pace with their foreign counterparts. Also pics from EMVIES 2008
27th January 2025BY admin
Rebranding Masculinity
Explore what is driving the growth of India’s male grooming market. Is the shift from fairness to self-care temporary. Find out more
27th January 2025BY Anjana Naskar
IMPACT’s Blast from the past
Taking a time machine ride to 2005, when print was at its peak with Hindi dailies on top. Also, glimpses of Leo Burnett’s Cannes prediction list in the making
20th January 2025BY admin
Britannia's Pedh Partnership
Binaifer Dulani and Aabhaas Shreshtha of Talented along with Archana Balaraman of Britannia Industries bring to life a refreshing & natural OOH campaign
20th January 2025BY Aryan Khanna
Snacking on Digital Ads
Who between TV and Digital will win in the neck to neck battle, for the reduced length of ads?
13th January 2025BY Anushka Sengupta
IMPACT’s Blast from the past
Memories of 2013, when Indian TV networks went glocal to monetize Desi content for the diaspora. And, the snaps from 7th Annual Indian Magazine Conference
13th January 2025BY admin
Celebrating IMPACTs 20th Anniversary
Flashback to 2013: IMPACT Magazine explored trends in digitization, films, and new media, plus highlights from the star-studded IAA Leadership Awards!
30th December 2024BY admin
Celebrating IMPACTs 20th Anniversary
Throwback to 2015 when IMPACT Magazine highlighted the growth of influencer marketing in India. Also in pictures the launch party for Essel Group's Living Foodz
23rd December 2024BY admin
The Crowd Faye-vourite
From her powerful cameo in Call Me Bae to her passion for food & dogs, Faye D’Souza dives deep into her rebirth as a digital independent journalist and more
23rd December 2024BY Pritha Pahari
Raj Nayak: Building Legacies and Leaders
IMPACT Magazine celebrates Raj Nayak by reflecting on the industry leaders who have had the honour to work with or be mentored by him
16th December 2024BY TEAM IMPACT
TOP STORY
Leadership is about Flesh-And-Blood Moments: Suresh Narayanan
In a conversation with e4m, the former Nestlé India chief discusses his book Courage Under Fire, the Maggi crisis & the importance of empathy in leaders
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