Grapes values media presence to shape public perception.

Brands are shifting from prioritising frequency to focusing on relevance, listening closely to audience and showing up only when and where it truly matters

Festive rush emerging as the first test of whether OTT, CTV, e-comm, fintech & consumer brands can fill the vacuum created by absence of RMG brands to push up CPMs and premium slot pricing.

New Delhi, 14th February 2025: Celebrating the occasion of Valentine’s Day, Bikano (a leading brand in the Indian snack industry) has rolled out a new digital campaign, #BoreNahiBooBano.

New Delhi, 19th March 2025: Grapes Worldwide, an integrated communication agency, has bagged the digital mandate for LivWell. The mandate will be looked at by the Bangalore team where it will focus on establishing a robust digital presence, while reinforcing the entire branding and positioning of the LivWell.

E-commerce, India’s fastest-growing ad channel, is now driven by fulfilment speed, as the retail media ecosystem shifts from discount-driven spikes to delivery-focused outcomes

In an exclusive conversation with MediaBrief to mark World TV Day, Shradha Agarwal, Co-founder and Global CEO of Grapes Worldwide, recalls the unforgettable thrill of seeing her creative work come alive on television.

Legacy brands such as Emami & DS Group are creating standalone D2C sites for hero products, signalling a major shift in data, engagement & exclusivity

For some, programmatic and performance marketing represent the future, a data-driven democracy that ensures every rupee spent has a return. For others, it’s a quiet erosion of soul, where persuasion has been reduced to precision and storytelling is starting to sound like sales

With no unified measurement currency in sight, marketers are shifting focus from perfect attribution to actionable insights that drive faster, data-led decisions, say experts

The shift has been years in the making but came into sharp focus this festive period.

As brands rush to build their own data reservoirs, the economics of doing so for small-ticket items, such as FMCG goods, low-value apparel, and impulse buys, are increasingly under scrutiny.

In today’s hyper-digital world, brand storytelling is no longer confined to static visuals or linear narratives. It is evolving into immersive, intelligent, and emotionally resonant experiences powered by cutting-edge technologies like 3D, CGI, VFX, and AI.

We spoke to agency professionals about the innovations they observed during Diwali 2025, ones that worked and whether AI truly cooked the festive dessert or just heated leftovers.

SRK’s password-protected Reel turned casual scrollers into code-cracking fans, blurring the line between entertainment and engagement. Are we entering the era of ‘earned access’ content?

From football leagues to food posts, Shashi Tharoor’s media presence is growing beyond politics — does this mark a new chapter in how he connects with the netizens?

Campaigns this year have moved beyond grandeur to embrace authenticity and shifting toward deeply personal storytelling, say experts

Among the other key winning agencies were ARM Worldwide, Dentsu X, Xapads and Connect Network

India’s advertising calendar has traditionally revolved around Diwali, with Dussehra acting as a smaller lead-in. But this year, the landscape looks noticeably different: Advertisers are beginning to treat them as twin peaks.

While it’s difficult for other categories to match that intensity, high-intent verticals like e-commerce and fintech are likely to absorb a significant share of the budget, say experts

I run an organization of 11 people. I'm already valued at $100 million.

Step into the future of shopping with shoppable ads—where buying a stylish jacket or a must-have beauty product takes seconds, not minutes

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.'

The third edition of the Independent Digital Agency Connect (iDAC) conference will be held on October 15

Industry players say that once DPDP is enforced there will be a move further towards first-party and zero-party data, clearer policies, and seamless access for users to view, edit, or delete data.

Analysts estimate FMCG brands are sitting on a ₹500 crore “goldmine” if they treat first-party data not just as an activation pipe for ads, but as a true intelligence engine

Shradha Agarwal, Co-founder and Global CEO of Grapes Worldwide, has spent the past decade shaping the agency into a leading global integrated communications powerhouse.

Predictive systems let marketers time programmatic video and shoppable formats in advance, stock up the right media before the rush, and allocate budgets better, share industry pundits

A sizeable chunk of the ad spends is believed to be directed at seasonal campaigns designed around periods such as March’s tax-saving rush or the September–December festive cycle

Agencies have been talking about a shortage of fresh minds for years, but the reality on college campuses is far from this rhetoric

AI has moved from experiment to engine, reshaping how India's ad agencies create, pitch, and perform in real time.

What stands out this year, however, is not only the quantum of the increase but also how the money is being deployed. Agency leaders point out that the festive media mix is in flux, with auto brands now questioning older formulas and leaning towards a hybrid approach

The campaign showcases Bikano as a source of escape amidst everyday chaos and drama for establishing a meaningful connection with the audience.

Search Results for 'How Startup thinking is reshaping ad agencies

In an age where huge networks are consolidating their powers, leaders explore how advertising and adtech agencies are adopting startup-style strategies to survive and thrive in an increasingly competitive and tech-driven industry.

New Delhi, 29th August, 2025: Bikano, (a leading brand in the Indian snack industry), has rolled out a fun campaign “Dil Ki Mano, Enjoy Bikano,” capturing everyday madness in a series of videos.

New Delhi, 29th August, 2025: Bikano, (a leading brand in the Indian snack industry), has rolled out a fun campaign “Dil Ki Mano, Enjoy Bikano,” capturing everyday madness in a series of videos.

New Delhi, 29th August, 2025: Bikano, (a leading brand in the Indian snack industry), has rolled out a fun campaign “Dil Ki Mano, Enjoy Bikano,” capturing everyday madness in a series of videos.

Bikano has rolled out a campaign ‘Dil Ki Mano, Enjoy Bikano,’ capturing everyday madness in a series of videos. Taking a fresh perspective, the campaign encourages the audience to immerse themselves in the assortment of flavours from the brand in unexpected situations.

The quirky campaign positions Bikano as the ultimate snacking companion in life’s most unexpected moments

Conceptualised by Grapes Worldwide, the campaign uses exaggerated everyday situations to portray humour in chaos and highlight the role of snacking moments

Bikano has launched a new “Dil Ki Mano, Enjoy Bikano” advertising campaign, conceptualized by Grapes Worldwide. The campaign features a series of humorous videos depicting the irresistible nature of Bikano snacks in various unexpected, everyday situations.

Conceptualised and executed by Grapes Worldwide, the ads showcase Bikano as a source of escape amidst everyday chaos and drama for establishing a meaningful connection with the audience.

'Dil Ki Mano, Enjoy Bikano’ celebrates snacking through chaos, comedy, and connection

As Omnicom consolidates its networks globally, most legacy names disappear. Lintas remains the lone survivor in India, protected for its enduring equity.

New Delhi, 21st August 2025: Grapes Worldwide, an established and globally integrated communications agency, has conceptualised and executed a new campaign for Vibhor Oils that brings to life a nuanced cultural insight familiar to Indian households.

New Delhi, 21st August 2025: Grapes Worldwide, an established and globally integrated communications agency, has conceptualised and executed a new campaign for Vibhor Oils that brings to life a nuanced cultural insight familiar to Indian households.

New Delhi, 21st August 2025: Grapes Worldwide, an established and globally integrated communications agency, has conceptualised and executed a new campaign for Vibhor Oils that brings to life a nuanced cultural insight familiar to Indian households.

IOAA seeks GST cut on outdoor ads from 18% to 5% and exemption for PPP-linked civic projects

Grapes Worldwide, an established and globally integrated communications agency, has conceptualised and executed a new campaign for Vibhor Oils that brings to life a nuanced cultural insight familiar to Indian households.

Grapes Worldwide has conceptualised and executed a new campaign for Vibhor Oils

Grapes Worldwide, a globally integrated communications agency, has conceptualised and executed a new campaign for Vibhor Oils that brings to life a cultural insight familiar to Indian households.

Grapes Worldwide has launched a new advertising campaign for Vibhor Oils, featuring actress Rupali Ganguly. The campaign, titled ‘Kuch Bhi’, highlights the unspoken trust and emotional labor involved in daily cooking decisions within Indian households, positioning Vibhor Oils as a trusted kitchen companion.

The campaign focuses on a common kitchen phrase as a quiet expression of trust, capturing the emotional reality of everyday cooking decisions.

New Delhi, August 2025: Grapes Worldwide, a globally integrated communications agency, has partnered with Vibhor Oils to launch a new campaign that draws from a familiar cultural truth in Indian households—the everyday kitchen dialogue, “Kya banaun?” and the casual yet telling response, “Kuch bhi” (anything).

The campaign focuses on a common kitchen phrase as a quiet expression of trust, capturing the emotional reality of everyday cooking decisions.

The film highlights everyday kitchen moments, showing women navigating taste, timing, and emotions with quiet resilience in family interactions

The CCI scrutiny could sort the lack of price transparency and act as a motivation for greater diversification in India’s programmatic ecosystem, share experts

The CCI scrutiny could sort the lack of price transparency and act as a motivation for greater diversification in India’s programmatic ecosystem, share experts.

While Amazon’s shift aligns with the broader industry trend of first-party data protection and platform independence, it remains to be seen if it opens a window of opportunity for Indian advertisers

Amplify your brand's reach and engagement through premium and brand safe content

Real-time Instagram campaign turns baby mascot’s day out into a tech-fuelled joyride.

Mumbai: Grapes Worldwide, an integrated communication agency, has launched a unique and immersive digital campaign titled ‘Poko’s Day Out’ for MamyPoko Pants, one of India’s leading baby diaper brands from the house of Unicharm.

New Delhi, 8th July 2025: Grapes Worldwide, an integrated communication agency, designed a campaign, Poko’s Day Out for MamyPoko Pants, one of India’s leading brands in baby diapers from the house of Unicharm. The campaign was designed to mark the birthday celebration of Pokochan.

Grapes Worldwide, an integrated communication agency, designed a campaign, Poko’s Day Out for MamyPoko Pants, one of India’s leading brands in baby diapers from the house of Unicharm. The campaign was designed to mark the birthday celebration of Pokochan.

The campaign was rolled out on the occasion of Pokochan’s birthday and brings about the confluence of imagination and AI-powered technology to design a host of unique and interactive experiences

Consumer brands adopting AI have seen boost in sales and social media engagement; connected environments have reset how marketers interact with audiences

With trust seemingly shifting from editorials to individual voices, media planners say it is time to add value through information via genuine advocacy and not just flashy reach.

As per industry estimates, India now has over 1,000 digital-focused agencies, up from just about 50 in 2011

Geopolitical shockwaves from West Asia fuel cautious ad spends and media reallocation globally, but India’s strong domestic demand and digital ecosystem could help limit impact to 0.5–1.25% short-term correction, say experts.

Once a back-end network optimization trick to avoid latency spikes and bandwidth black holes, traffic shaping has now become a strategic weapon in the war for user attention and advertiser dollars

Just after Father’s Day 2025, we spoke with marketers, creatives, and brand leaders to explore how brands approached the day and how fatherhood’s portrayal is evolving in Indian advertising.

Startups raised $1.14B across 98 deals in May—a sharp 53% rebound from April’s funding slump of $745M. Yet, May recorded the second-lowest funding for the month in five years, says data

Everyone is talking about YouTube Premium lately. Subscription pushes, ad-free incentives, even bundled YouTube Music promotions are becoming more aggressive.

Estimates suggest that anywhere from 65 to 75 percent of YouTube India’s ad revenue comes from mobile

In today’s digital landscape, the way we find and engage with information is rapidly shifting. As we enter a ‘zero-click’ era, AI-generated summaries are answering questions before users even need to scroll, dramatically reshaping digital and search strategies.

Netflix’s gaming push signals evolution in transmedia storytelling and a new dimension of interactivity, particularly in a mobile-first market like India, note industry watchers

Retargeting is a valuable tool, but not a silver bullet. Used in isolation, it risks distorting attribution, exhausting audiences, and narrowing a brand’s growth pipeline, say experts

In this article, Akshaya Vasishth, Chief Marketing Officer, Sujata Appliances - Home and Kitchen Appliances, emphasizes that experience-driven marketing helps home appliance brands build trust, relevance, and emotional connections by offering personalized, immersive interactions that resonate with diverse consumer lifestyles.

Come June 17, Prime Video subscribers may see ads during their streaming. While some may feel shortchanged, others may see it as a reasonable trade-off for the value-packed bundle, say experts

Television continues to rely on BARC, which, while not perfect, is an audited, centralised measurement currency widely accepted by advertisers.

Industry insiders estimate up to 20% rise in ad income for news genre, across print, digital and TV, driven largely by volume

Experts say market instability has split digital ad market in two—while premium inventory in finance, luxury, and tech has seen rates increase, FMCG and retail are negotiating harder

We explore how Snapchat has grown in the country’s digital advertising space, crossing Rs 100 crore in revenue by leveraging Gen Z engagement, AR innovation, and creator-driven formats.

A deep dive into the independent digital agencies that are making waves in the country today.

Engagement is the new reach, say experts about FMCG's new playbook as brands seek to resonate with audiences on a deeper level with personalised, interactive and targeting ads

India’s theme parks, gaming zones, and adventure hubs are tilting toward digital marketing with influencer partnerships, gamified bookings, and localised campaigns

India’s dietary supplements are gaining momentum, set to hit $10B by 2026, an impressive YoY growth of 22%. IMPACT explores the trend

Industry experts say they have witnessed an increase of up to 25% in e-commerce investments for many brands

As brands look for precision, engagement, and measurable outcomes, the battle between JioStar and YouTube is set to intensify, say experts

As brands look for precision, engagement, and measurable outcomes, the battle between JioStar and YouTube is set to intensify, say experts

Instead of aggressive marketing, BFSI players say they're investing more in existing customers; with spends becoming conservative, brands experts say the focus has shifted to cost-effective channels

For years, advertising has been Google’s golden goose, the engine behind its meteoric rise and a pillar of its parent company Alphabet’s $1.8 trillion market cap.

Just as demand showed signs of bouncing back, fresh volatility in the markets has dampened hopes of sustained consumer sentiment—leaving advertisers cautious once again

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?

The campaign played on the growing fascination with artificial intelligence, advertising features such as micro and nano sensors designed to enhance pleasure, automatic adjustments for customized experiences, and even a performance-tracking app.

Manforce Condoms’ April Fool’s campaign introduced ‘Dot AI’ - a futuristic condom with AI-powered intimacy features, only to reveal it as a prank, sparking curiosity, conversations and viral engagement.

The true essence of Ramadan lies not just in fasting, but in the joy of sharing and caring—and this campaign beautifully brings that message to life.

On the occasion of Ramadan, Eicher Tractors and Buses, Bangladesh partnered with Grapes Worldwide and The Titus Upputuru Company to launch this film titled ‘Iftaari’ (Breaking The Fast).

While the Dream11 ad is entertaining and well-executed, it also raises concerns about the growing influence of fantasy gaming and the ethical implications of celebrity endorsements in this space.

While the Dream11 ad is entertaining and well-executed, it also raises concerns about the growing influence of fantasy gaming and the ethical implications of celebrity endorsements in this space.

Grapes Worldwide will be responsible for devising the consolidated digital strategy for LivWell and managing its entire communication strategy

The agency will be managing the UI/UX Design to create a user-friendly and visually appealing experience of the website.

The mandate will be looked at by the Bangalore team where it will focus on establishing a digital presence, while reinforcing the entire branding and positioning of the brand.

The mandate, looked at by the Bangalore team, will focus on establishing a digital presence while reinforcing the branding and positioning of LivWell

As part of the mandate win, Grapes Worldwide will be responsible for devising the consolidated digital strategy for LivWell and managing its entire communication strategy.

Grapes Worldwide has bagged the digital mandate for LivWell. No multi-agency pitch was conducted for this account win. The agency’s Bengaluru team will look at the mandate. It will focus on establishing a robust digital presence while reinforcing the entire branding and positioning of LivWell.

Grapes Worldwide, the integrated communication agency, has bagged the digital mandate for LivWell. The mandate will be looked at by the Bangalore team where it will focus on establishing a robust digital presence, while reinforcing the entire branding and positioning of the LivWell.

Grapes Worldwide, an integrated communication agency, has bagged the digital mandate for LivWell. The mandate will be looked at by the Bangalore team where it will focus on establishing a robust digital presence, while reinforcing the entire branding and positioning of the LivWell.

With the collaboration, Grapes Worldwide will be responsible for devising the consolidated digital strategy for LivWell and managing its entire communication strategy

Grapes Worldwide, an integrated communications agency, has been appointed to oversee LivWell’s digital strategy. The agency’s Bangalore team will lead efforts to establish a strong online presence for the brand, while enhancing its positioning and identity in the market.

Grapes Worldwide will be working towards amplifying LivWell’s presence by handling the end-to-end digital responsibilities of the brand.

New Delhi, 19th March 2025: Grapes Worldwide, an integrated communication agency, has bagged the digital mandate for LivWell. The mandate will be looked at by the Bangalore team where it will focus on establishing a robust digital presence, while reinforcing the entire branding and positioning of the LivWell.

New Delhi, 19th March 2025: Grapes Worldwide, an integrated communication agency, has bagged the digital mandate for LivWell. The mandate will be looked at by the Bangalore team where it will focus on establishing a robust digital presence, while reinforcing the entire branding and positioning of the LivWell.

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?

On Women’s Day, we celebrate progress in leadership, but with systemic challenges and limited family support, is true gender parity still out of reach? IMPACT explores

According to the dentsu-e4m Digital Advertising Report 2025, online video advertising is projected to grow at an impressive rate of 27.60%, reaching a 30% market share by the end of 2025

According to the dentsu-e4m Digital Advertising Report 2025, online video advertising is projected to grow at an impressive rate of 27.60%, reaching a 30% market share by the end of 2025.

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

Bikano has rolled out a new digital campaign, #BoreNahiBooBano. The campaign has been launched with the purpose of urging the audience to revisit their gifting ideas and add a new twist with the Bikano sweet gift option.

Today, it is not impossible for celebrities to keep a count of their fans. Look at new-age social media influencers, for instance, who actively keep a tab on their fan following on a real-time basis.

Celebrating the occasion of Valentine’s Day, Bikano has rolled out a new digital campaign, #BoreNahiBooBano. The campaign has been launched with the purpose of urging the audience to revisit their gifting ideas and add a new twist with the Bikano sweet gift option.

In a MediaBrief exclusive, industry leaders share insights on the emerging trend of anti-marketing and de-influencing, which is increasingly reshaping how brands engage with consumers.

Bikano unveils a special Valentine’s Day campaign, offering unique heart-shaped sweets, aimed at changing the traditional gifting norms

With the help of the campaign, the brand aspires to offer unconventional alternatives for Valentine’s Day gifting by introducing revamped, specially curated confectionery for the occasion

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 brand safety

2024, the year was full of innovation, creativity, and major breakthroughs for us at Grapes Worldwide.

Appearing on the first page of Google search results is no longer sufficient—institutions now need to optimize for AI-driven summaries, focusing on structured data, comprehensive content, say experts

Speaking of how quickly brands are switching agencies, she said, “It felt like a breakup, with the classic line, ‘It's not you, it's me, but can we still be friends?

For decades, two multi-national giants Coca-Cola and Pepsi, have been competing for one of the world’s biggest consumer markets. Now they face tough competition from Asia’s richest man. Mukesh Ambani’s company, Reliance Retail, has launched its own cola brand - Campa Cola.

For decades, two multi-national giants Coca-Cola and Pepsi, have been competing for one of the world’s biggest consumer markets. Now they face tough competition from Asia’s richest man. Mukesh Ambani’s company, Reliance Retail, has launched its own cola brand - Campa Cola.

With data privacy becomes a priority for consumers, brands need to rethink their strategies, say experts

Campaign finds out how they can avoid risking digital irrelevance by crafting campaigns that inspire authentic audience dialogue, blending creativity with insights.

At this time last year, we were all discussing the impact and future possibilities of a cookie-less world. Are there any specific trends and market shifts you’d like to highlight that you think will be the major ones of the year?

With the ‘mini World Cup’ and the Indian Premier League (IPL) barely a few days apart, brands with a limited budget in Q4 have a tough call to make.

To make sustainability a core value in 2025, experts highlight actionable trends like regenerative marketing, circular economy initiatives, and more to create genuine impact and trust.

A mobile user spends 80% of their screen time viewing ads. But what happens when these ads overwhelm them? In the age of AI, it is important that advertisers rethink their approach to ads and data collection.

MamyPoko Pants, one of India’s leading brands in baby diapers, has launched a new campaign, #HarBabyKaPehlaDiaper, to tap new moms. With the help of the campaign, the brand aspires to make MamyPoko Pants the first choice of every mother for their newborn babies.

MamyPoko Pants has introduced the #HarBabyKaPehlaDiaper campaign to persuade new mothers to choose their redesigned pant-style diapers for newborns.

In conversation with IMPACT Magazine, Shradha Agarwal, Co-Founder & Global CEO, Grapes Worldwide, shares her insights on the key trends expected to shape the digital marketing sector in 2025

AI, Quick Commerce, CTV, Influencers and more, which trends will dominate the ad world in 2025? Here’s the insider’s take

In a panel wherein Ashish Kaul, CMO, Hero Realty; Dhruv Davar, CEO, Inextis Events; Nanni Singh, Chief Executive, Showcase Events; Ruchin Kohli, VP North EEMA and Founder & Director, Occasion Xperts and Shradha Agarwal, Co-founder & CEO, Grapes came together, and was moderated by Shantanu David, Senior Correspondent, exchange4media group, they spoke about the various facets of immersive technology being utilised as a part of experiential marketing, right from augmented reality (AR) to gamification at the exchange4media Red Carpet Experiential Marketing Summit 2024

The world champion's youth, mental fortitude, humility, and wisdom beyond his years will make him a brand favourite in India. He could even bag global brands if he gets seasoned handlers, say experts

The third edition of the exchange4media Red Carpet Experiential Marketing Summit & Awards, set to celebrate creativity, innovation, and effectiveness within the event and MICE industry, is scheduled for 27 December, 2024 – the event will be held at The Eros, Nehru Place, in the heart of the capital

Navigating your period and overall health just got smarter and easier with the SOFY Club App, from the feminine hygiene brand Unicharm. A companion for menstrual wellness, the app is designed to simplify cycle tracking while empowering users with insights and education. It also aims to normalize conversations around menstruation.

In a MediaBrief exclusive, Pragati Agarwala, Partner at Three Fourth Solutions; Prerana Singh, VP Brand Management, DViO Digital; Sanju Menon, Chief Operating Officer, Wondrlab Network; Shradha Agarwal, Co-Founder and Global CEO, Grapes Worldwide; and Sujoy Mukherjee, Senior Creative Director, Thought Blurb Communications, share their perspectives on the impact of ad fatigue.

Nash8 shines bright, clinches Young Agency of the Year title at the only awards platform in India exclusively for agencies 12 years old or younger.

Advertising industry leaders also shared that the Omnicom-IPG acquisition could have limited immediate impact on India due to WPP’s entrenched position

The IMPACT Top 30 Under 30 list is out, unveiling the Batch of 2024 in its 11th edition. It was put together by an esteemed jury chaired by Prasoon Joshi

IMPACT Magazine to unveil the Top 30 under 30 list today in its 11th edition. The list was put together by an esteemed jury chaired by Prasoon Joshi

As per experts, while traditional advertising is a powerful tool for catering to the older demographic and not tech-savvy masses, rise of digital connectivity is a game changer

In a two-part exclusive, industry experts Debarshi Chakravorti (VP, Interactive Avenues), Shradha Agarwal (Co-Founder, Grapes), Nidha Luthra (Executive Director, Thought Blurb Communications), Rafi Qadar Khan (Founder, Compass Communications),

In a two-part exclusive, industry experts Debarshi Chakravorti (VP, Interactive Avenues), Shradha Agarwal (Co-Founder, Grapes), Nidha Luthra (Executive Director, Thought Blurb Communications), Rafi Qadar Khan (Founder, Compass Communications),

Marketers who want to connect with regional audience should take a leaf from small-town ads that use celebrity faces on everyday items, say industry watchers

Even with similar revenue-sharing models, FAST channels present new opportunities but lag behind OTT platforms in revenue potential for news broadcasters

While star power can catalyze a brand’s initial success, long-term growth requires a strong foundation beyond celebrity involvement. Experts weigh in

The campaign, released on the occasion of International Men’s Day, has been conceptualized by Grapes

As brands weigh the benefits of collaboration versus competition, will it be frenemies or sworn enemies that will dominate the advertising arena?

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.

On November 4, 2023, OpenAI launched a search engine within ChatGPT, allowing users to access real-time information from the internet.

Branding experts weigh in on Vistara's sky-high standards in delivering consumer experience, which built its reputation as a uniquely Indian luxury brand

Shashi Sinha conferred with Lifetime Achievement Award. Prasanth Kumar, Amin Lakhani, Vikram Sakhuja among other key awardees

In this exclusive roundtable, industry experts will share insights on the cord-cutting phenomenon and TV 2.0, while discussing the challenges and opportunities these developments present for marketers

The much-awaited e4m Confluence - The Media Investments Summit is back! The third edition of the conference will be held on Monday, November 11 in Mumbai driving the theme

Experts unpack the myth of Gen-Z’s short attention span, suggesting it’s not about time but quality content and relevance. Insights reveal how brands can truly engage by aligning with Gen-Z's expectations

Despite being big spenders on ads, celebs are staying away from pan masala and gutka endorsements, reflecting increased awareness and accountability, say experts.

The humorous depiction of Chinese characters engaging in Indian customs effectively communicates WokTok’s Indianized take on Chinese noodles, say experts.

In a landmark ruling this month, a US judge ordered Google to permit alternative app stores on Android devices. This is the most significant outcome of Epic Games’ antitrust lawsuit against Google, which began in 2020.

Our take on Zepto bringing in Soan Papdi as the 'Chief Comeback Officer' this Diwali

As AI-generated answers give users immediate information, experts suggest the role of ads will shift from purely capturing attention to delivering additional value that complements AI responses.

LinkedIn has a new breed of creators—those focused on producing content that are intellectual in nature. In contrast, Instagram thrives on entertaining, visually appealing content.

Once a premium digital ad staple, YouTube’s masthead ads have now become a pricier, less exclusive option, with advertisers now questioning its ROI

The conference will be followed by e4m Mavericks Awards, which will honour the outstanding achievements of independent agencies.

The winners include advertisers & investors in the digital domain from agencies, ad tech companies and platforms

Nykaa recently collaborated with the internet meme, prompting industry watchers to talk about the longevity of brands leveraging trending cringe content for engagement

Despite boasting a solid user base globally and in India, the social media platform is struggling with rivals in ad biz. Experts discuss why that is.

Experts predict a surge in auto brand spending during the festive season, with nearly 25% of their Q4 investments focused on the festive months, driven by the majority of vehicle launches happening before November

Leading the charge among top spenders is Congress leader Deepender Singh Hooda, who invested Rs 27.6 lakh on 814 ads

The self-declaration mandate, as per a directive by the Supreme Court of India, has sent the ad world into a tizzy. According to the Supreme Court order, no advertisement shall run on print, television, or digital media without a Self Declaration Certificate which is valid.

SEBI and ASCI have tightened their guidelines, mandating registration for influencers in the BFSI sector to ensure accountability and transparency. Experts say it could result in significant changes to the marketing strategies, requiring strategic marketing and ad spending, with brands being extra cautious.

SOUNDING BOARD: Experts explore the strategies digital marketers are employing to survive and thrive in the aftermath of the demise of third-party cookies.

AI, Influencers, CTV, and the works. What’s in store for the media and advertising industry in 2024?

Until a few years ago, influencer marketing- a type of social media marketing using endorsements and product mentions from influencers- was confined to celebrities and a set of bloggers.

After doing a regular job with a bank, Himanshu Arya, Founder Grapes thought of doing something of his own, nurturing something that is his own.

For seven years now. Himanshu Arya has been leading a dual life.While his family sees him as the CEO and founder of Grapes Digital through the week, they don't know much about how he moonlights as an off-road enthusiast on weekends.

In the last few years, women’s advancement in the corporate workplace has taken multiple strides. Several bigger brands are increasing the representation of women on the Board of directors.

The rapid expansion of social media has considerably changed the dynamics of the marketing arena.

While it's still not clear whether YouTube will stick to its decision of making the dislike count hidden in the long run, as of now, the Alphabet-owned platform is restricting the abuse of the dislike button on videos.

About a year ago, LinkedIn, Twitter and Zomato had launched a ‘Stories’ feature on their apps, while some other tech platforms, such as Slack, had announced plans to do so, hoping to replicate the success of the Instagram feature, wherein posts vanish within 24 hours.

Brands, content creators and women taking charge of their sexual wellbeing are changing the narrative and fuelling the sexual wellness category in India.

Experts share that digital will not be eating into the print and TV’s share but will be inflating the overall spends to some extent.

A few days ago, on his 79th birthday, one of the biggest celebrities in India, Amitabh Bachchan, walked away from a brand deal with a pan masala company.

Digital marketing agency, Grapes, announced that it is shedding "Digital" from its title and will be known as 'Grapes'.

Grapes, a digital-first marketing agency, has announced its expansion by strengthening its first-ever team in Bengaluru.

With the Bangalore expansion, Grapes will look towards emerging business areas for newer possibilities and help with the evolving needs of the clients.

Cholayil's ayurvedic brand Medimix came up with a novel initiative to celebrate Ganesh Utsav in an eco friendly way this year.

AcneStar face wash from the house of Mankind Pharma has come up with a new television campaign #SkinKaReset featuring film actress Pranitha Subhash, who has predominantly appeared in Kannada, Telugu and Tamil language movies.

Himanshu Arya from Grapes sheds light on brand building as a powerful tool for growth strategy.

In a competitive world, the life of an entrepreneur is not that easy the way it looks. Believe it or not, building your own empire from scratch takes every bit of your heart, soul, blood, and sweat.

As Instagram acquires more users on the back of its popular short-video format Reels, the platform has been working on launching more features such as Collab, which is being tested in India.

Bangalore based digital pet care start-up, Supertails.com has assigned its digit first marketing agency, Grapes.

Diaper brand Mamypoko pants has unveiled a new campaign on the occasion of Father’s Day. The video titled #PapasWhoKnow highlights the fact that in modern society dads are today equally trying to involve in raising the child.

WFH brought in its own set of challenges in Work-life balance and since it was a sudden move, many employees didn't know how to manage this effectively.

The agency will be responsible for the public relations strategy, planning and execution for seven brands under Mankind Pharma, including Prega News, Manforce Condoms, Gas-O-Fast, Acnestar, Health OK, Safekind and Unwanted72.

In today’s time, when there’s so much data available, marketers can leverage this to interact with their audience to give it a more personalised appeal, says Arya

With the IPL being suspended till further notice, only brands focusing on summer may move to other avenues, say experts. Star India may end up losing Rs 400 crore in advertising, estimates say

Grapes will be responsible for digital campaign planning, content planning, creative support, media planning and buying and Influencer Marketing for the brand.

India’s advertising self-regulatory council, the Advertising Standard Council of India (ASCI), will soon announce new guidelines for the influencer industry.

Being founded in 2009. Grapes made its presence as the digital-first agency. The agency is flaunting a huge clientele on one hand and a big team of more than 180 people, on the other.

On average appraisal has been around 15 per cent. The decision has come after witnessing a positive result in business growth , and the number of clients won across multiple sectors , according to a statement.

It’s a well known fact that more than one-third of the content of social media travels in darkness.

The biggest task for today's marketers is to abolish gender roles and work on an honest portrayal of women.

As per new guidelines, platforms will have to implement parental locks for content classified as U/A 13+ or higher, and reliable age verification mechanisms for content classified as 'A'

The last couple of months have seen multiple controversies over original shows on over-the-top (OTT) platforms like Netflix and Amazon Prime Video.

Shradha worked at an event management company in 2008 but her quest for learning and exploring the digital medium took her to the digital side of the advertising business, in 2013 along with Himanshu Arya she launched Grapes.

People connect with memes instantly. No one tends to avoid memes because it’s a mix of humor and sarcasm which everyone likes to read, comment on, and share among friends and family.

My perfect go-to destination is Dubai. I simply love spending my vacations there. From sand dunes to skiing, beaches to highlands, hot air balloons to surfing, romantic dinners in the sky to theme parks — it has a lot to offer.

Hudson Canola Oil has come up with a new campaign addressing the importance of a healthy life and maintaining an active lifestyle.

Brands will be keen to develop more ‘personalised’ and ‘relevant’ advertising models instead of having a single approach meant for everyone, writes Arya.

While the coronavirus pandemic still looms over our heads as the Grinch that stole christmas , brands have rolled out their festive campaigns to spread cheer at the end of what has been challenging year, to say the least.

Himanshu is a banker turned digital entrepreneur who started the software company ‘Grapes Software’ in 2009.

Once dubbed as an additional leg to a brand's campaign to push engagement on social media, influencer marketing is now driving the communication strategy for many brands

The agency will manage digital marketing and social media strategy along with influencer management for the entire product portfolio under Safekind

Ahead of Father’s Day on June 21, Manforce condoms has launched a new campaign #BetterEndings directed at ‘to-be’ Fathers in the country.

A major shift has been in the strategy of how the brands are communicating with their audiences. We all have become more thoughtful and empathetic towards each other which reflects in our communication.” Said, Shradha Agarwal, COO, Grapes Pvt. Ltd