Not long ago, a creator on a stage meant a brand event or a festival panel. Today, creators are being invited to Harvard and other renowned academic institutions. Earlier this year, Sakshi Sindwani and Nikhil Taneja spoke at Harvard Business School. Sakshi also took part in a conversation at the India Conference at Harvard. More […]
Nobody scrolls Instagram hoping to learn about LPG. That is exactly what made this campaign interesting. SUPERGAS came to us with a clear ask: Get people talking about its products and help them understand where those products fit. We built a pan-India mix of micro and macro creators from the business, entrepreneurship, and marketing space, […]
Diwali is one of the busiest times of the year for influencer marketing, and brands are spending more on creator campaigns in 2026. But a bigger budget also means higher creator rates, more competition for popular creators, and more brands trying to get noticed in the same feeds. So, what does this mean for your […]
Microdramas are finding their way into categories you wouldn’t usually associate with entertainment, from cement and fragrance to innerwear, fashion and smartphones. JK Super Cement released Tera Ghar Mera Ghar, a 53-episode vertical series about a couple building their first home. Nykaa Wanderlust took a lighter route with Hotel Wanderlust, a six-episode Instagram comedy tied […]
There was a time when festive marketing revolved largely around Diwali. Now, brands are making room for Onam, Durga Puja, Navratri, Pongal, Ganesh Chaturthi, and several other regional celebrations. Each festival brings its own shopping habits, cultural moments, and opportunities for brands to connect with consumers. An Onam campaign in Kerala looks very different from […]
Cement is not a category anyone associates with entertainment. There’s no obvious hook, nothing that makes a viewer want to keep watching. And yet JK Super Cement just produced a 53-episode drama series that people are choosing to watch, episode after episode, on their phones. The brand partnered with JUJU Films to create Tera Ghar […]
Gujarat’s festive calendar runs on two massive consumer moments back to back. Navratri turns into nine nights of garba, new outfits, and a state-wide retail spike. Diwali follows close behind with gold, gifting, and home purchases. For brands trying to reach Gujarati audiences during this window, the right creator partnership can do more in a […]
Durga Puja is one of the biggest marketing moments brands in Bengal wait for all year. For five days, brands across beauty, fashion, food, lifestyle, and more get a chance to enter a celebration that commands attention across West Bengal and Bengali communities across India. When that conversation is already happening, the right Bengali creator […]
Already running creator campaigns but haven’t explored paid amplification yet? Meta Partnership Ads give brands a way to take eligible creator content and use it in paid campaigns, while keeping the creator’s identity attached to the ad. You can then use Meta’s targeting, budget and optimisation tools to put additional media behind content that has […]
A brand finds a creator with a good follower count, a decent engagement rate, and content that fits the brand. The deal gets signed fast. Then the campaign goes live, and the results don’t match what the numbers promised. This happens more often than most brands realise, and it’s rarely bad luck. It’s usually a […]
