For years, the gap in influencer marketing was obvious to anyone running a campaign. A creator’s post could rack up views, likes, and comments, but the actual purchase happened somewhere else entirely. Someone would see a Reel, get curious, open a search bar, hunt for the product, and maybe, three steps later, buy it. Most […]
Raksha Bandhan gives brands something most festivals don’t. A moment where people are already primed to buy, already thinking about someone specific, and already emotionally invested before a single ad reaches them. Sisters are picking rakhis. Brothers are hunting for gifts. Families are planning what sweets to send. The intent exists before the campaign does. […]
For years, working with Indian creators often looked informal by design. A DM negotiation, a UPI transfer, a barter deal, a handshake understanding of deliverables. That informality is disappearing fast, and the number driving that shift is smaller than you’d expect. 15.2% of India’s active creators are now registered as a business entity or GST […]
Most brands run one big influencer campaign around a product launch and go quiet until the next one. OnePlus built something different. A creator program that runs all year, every year, whether or not there’s a new phone to sell. It’s called the Student Ambassador Program, and it’s one of the clearest examples in India […]
For years, the influencer marketing playbook was simple. Shorter is better. Attention spans are shrinking. Get the message in within three seconds or lose the viewer. That playbook is being rewritten. Creator advertising spending reached $37 billion in 2025 and is projected to hit $44 billion in 2026, with brands increasingly buying long-form creator content […]
Most influencer briefs in India are still written in English. For a country where 73% of internet users consume content in regional languages, that’s a significant disconnect. The brands that have figured this out aren’t treating vernacular as a translation exercise. They’re building campaigns in regional languages from day one: different creators, different briefs, different […]
India has nearly 500 million YouTube users. The tech category is one of its most watched, most trusted, and most commercially valuable niches on the platform. Smartphone reviews alone drive billions of views every year. And for electronics, SaaS, and consumer tech brands, a well-placed creator partnership on YouTube can do something most performance campaigns […]
Most brands spend 80% of their influencer budget on campaigns that stop delivering the moment the season ends. That’s not a criticism; it’s just math. A Diwali collaboration has a shelf life of maybe three weeks. A well-placed evergreen review can pull search traffic for three years. Neither approach is wrong. But most brands pick […]
Most brands still run influencer marketing like this. A campaign brief goes out. A list of creators comes back. Posts go live over two weeks. A report arrives with reach and impressions. The budget is spent, and three months later the whole thing starts from zero: new brief, new creators, new contracts, no memory of […]
Every brand asks this question. Most get the answer wrong. Not because the information isn’t available. Because the question itself is usually framed the wrong way. “Which influencer tier is best?” isn’t the right question. “Which influencer tier is best for what I’m trying to do?” is. The answer depends on your campaign goal, your […]
