Latest Marketing & Advertising News
Sapphire Media Secures CTV Scale Monetisation Mandate
Sapphire Media has partnered to manage Connected TV monetisation, expanding advertiser access to CTV inventory and driving strategic monetisation initiatives across the platform. This partnership aims to help brands reach audiences through connected television channels more effectively.
Senjam Raj Sekhar Joins Air India as Global Head of Communications
Sekhar has transitioned from his role as head of global communications at Mobile Premier League (MPL) to lead Air India's global communications strategy. His appointment brings experience in corporate and brand communications across international markets to the airline.
Salad Days Appoints Team Pumpkin for Digital Marketing Mandate
The cloud-kitchen brand Salad Days has partnered with Team Pumpkin for digital and performance marketing, covering paid media and customer acquisition. The partnership supports Salad Days' expansion across Delhi-NCR, Mumbai, and Bengaluru.
Bill Gates' AI Summit Attendance Status Remains Unclear
Conflicting claims have emerged regarding Bill Gates' attendance at the AI Impact Summit in Delhi, as his name was initially listed as a speaker but later removed from the key speakers list on the event website. Government sources and the event foundation have offered differing accounts of his participation.
Tira Appoints Ahaan as Brand Ambassador
Beauty brand Tira has selected Ahaan as its brand ambassador, reflecting growing industry focus on male grooming and shifting consumer attitudes. The appointment highlights changing perspectives on skincare and self-care among younger Indian consumers.
Industry Leaders Debate AI's Role in Content Creation at India AI Summit
Speakers at the India AI Summit discussed how AI is expanding access to intelligence while raising concerns about its impact on creativity, authorship, and craft. The debate reflects broader tensions in the industry about AI's transformative role in content production.
Britannia Plans Increased E-Commerce Investment amid Regional Competition
Britannia's managing director announced plans for higher e-commerce investment and a 'startup mentality' approach to compete with regional players. The company is also monitoring input costs and exploring acquisition opportunities to maintain market position.
Microsoft Advertising Launches Enhanced Ad Preview Hub for Audience Ads
Microsoft has introduced an enhanced ad preview hub for Audience ads that allows marketers to preview how ads appear across specific sites and devices on the Microsoft Advertising Network. The hub currently supports MSN and Outlook previews, with plans to expand to additional sites and campaign types.
87% of Content Marketers Plan to Increase Budgets in 2026 as AI Search Expands
New research from Clutch and Conductor reveals that nearly nine in ten content marketers plan to increase budgets in 2026, with one in four now writing primarily for large language models. The data reflects a structural shift toward higher-quality, authoritative content optimized for both traditional search and AI-generated answers.
AI Agents Emerge as Core Marketing Operating Layer for 2026
According to industry analysis, AI is transitioning from a assistive tool to an autonomous operating layer, with 95% of B2B marketers already using AI-powered applications. Companies are deploying AI agents to orchestrate campaigns in real time, shift budgets dynamically, and prioritize leads based on live intent signals.
Brand Authenticity Becomes Critical Counter to AI-Generated Content Saturation
As generative AI proliferates, audiences increasingly demand authentic, human-created content to distinguish genuine messaging from AI-generated material. Organizations are prioritizing distinctive brand voices and human storytelling to build trust and stand out in an oversaturated digital landscape.
MIB Proposes Discontinuation of Priority Screening in Film Certification Rules
The Ministry of Information and Broadcasting is moving to remove the paid fast-track screening provision from the Cinematograph (Certification) Rules, with feedback period extending until March 17, 2026. This proposed change would eliminate the priority screening option for filmmakers seeking expedited certification.
PepsiCo Embraces Social-First Advertising Strategy for Emerging Brands
PepsiCo's CMO Jane Wakely highlighted how the company is using social-first approaches, demonstrated through Poppi's Super Bowl campaign and partnerships with agencies like VaynerMedia. This strategy reflects broader CPG industry adoption of social media-centric marketing for emerging categories like functional beverages.
Community-First Platforms Reshape Social Media Marketing Strategy
Platforms like Reddit, Discord, and WhatsApp are gaining prominence as brands focus on building engaged micro-communities and fostering real conversations. Marketers are adapting their tone on these channels to participate more authentically and lose some control to deepen audience connections.
Hyper-Personalized Shopping Powered by AI Agents Transforms E-Commerce
AI agents are becoming the primary interface between users and products, with intelligent search bars and mobile AI chatbots acting as shopping companions both online and in physical stores. This shift is enabling retailers to deliver highly personalized shopping experiences at scale.
Microsoft Advertising Expands Signup Options with Google Account Integration
New advertisers will soon be able to sign up for Microsoft Advertising using their Google accounts globally, except in mainland China and India. This integration aims to reduce friction and help new advertisers create their first campaigns faster.
SEO Evolution Requires Brand Voice Optimization as Zero-Click Searches Rise
As zero-click searches increase, brands must establish distinctive brand voices to stand out from generic content treated as noise by search engines. Strong brand positioning and unique topic curation are becoming essential ranking signals in AI-integrated search environments.
Performance Max Customer Acquisition Goals Now Generally Available
Microsoft has announced that Performance Max customer acquisition goals, previously in open beta, are now generally available globally for advertisers using purchase conversion goals. The feature enables more granular control over acquiring new customers through automated campaign optimization.
Proprietary Research Becomes Top Priority for AI-Generated Answer Visibility
Content marketers rank proprietary research and original reports as their top written content priority for achieving visibility in AI-generated answers. This reflects a strategic shift toward producing authoritative, original content that AI systems will cite and recommend.
CMOs Reassess Brand Building Investments as AI Commoditizes Generic Content
Industry analysis suggests CMOs may be neglecting brand building at a critical moment, as AI's ability to generate commodity content makes distinctive brand identity increasingly valuable as a competitive moat. Organizations are realizing that brand differentiation requires significant strategic and creative investment beyond automation.
Demand Generation Replaces Lead Generation as B2B Marketing Priority
B2B marketers are shifting focus from lead generation to demand generation, creating ungated, high-value content that builds awareness and trust before buyers enter sales funnels. The new model emphasizes measuring marketing success through pipeline influence and revenue contribution rather than lead volume metrics.