In quick commerce, a product launch is no longer a campaign that begins when the product reaches the shelf. The shelf itself is moving, the audience is already scrolling, and the window between ...

The next ad may not look like an ad at all. It may sound like an answer. A consumer asks an AI assistant: “I need running shoes for daily use, but I have flat feet, a budget of ₹8,000 and mostly run ...

India’s creative economy has spent years sitting between two worlds. It has had the scale of a technology market, the storytelling ambitions of an entertainment industry and the production demands of ...

For decades, the media playbook for a large FMCG brand was relatively predictable. Television built reach. Print added credibility. Outdoor reinforced presence. Digital filled the gaps, increasingly ...

For years, the creator economy has operated on a deceptively simple promise: build an audience, attract brands and turn attention into income. But as the creator market matures, that model is ...

For years, the digital publishing business was built around an invisible bargain. Publishers offered content, audiences offered attention, and a complex ecosystem of cookies, pixels, device ...

For years, contextual advertising was built around a relatively simple idea: understand what a piece of content is about, then place an appropriate advertisement next to it. An article about ...

For years, the language of dynamic creative belonged largely to digital advertising. Banners changed with the weather. Product recommendations shifted according to browsing behaviour. Search ads ...

The Advertising Club (TAC) has announced its Managing Committee for the 2026–2027 fiscal year, following its 72nd Annual General Meeting, held in Mumbai. Dheeraj Sinha, CEO, McCann India (part of ...

For a long time, being a creator meant finding your platform. YouTube belonged to long-form video. Instagram belonged to lifestyle, fashion and visual storytelling. X rewarded commentary. LinkedIn ...

For years, the story of India’s streaming boom was largely told through the lens of metros. Mumbai, Delhi, Bengaluru, Hyderabad and a handful of other large cities became shorthand for India’s digital ...

Outcome-based buying is reshaping ad budgets and agency fees. See how India’s advertisers are shifting from impressions to ...