You’ve probably seen plenty of Akshaya Tritiya jewellery campaigns. A creator in a silk saree. A product close-up. A caption that says, “This Akshaya Tritiya, invest in gold.” Beautiful? Yes. Memorable? Not really. Malabar Gold & Diamonds’ Akshaya Tritiya campaign, executed by Vavo Digital, was not that. What made this campaign stand out wasn’t the […]
Nobody planned for Prashant. A creator named Ayush joined Instagram on March 8, 2025, with zero followers. In a split-screen video where he was guessing the names of bakery items, he mispronounced “croissant” as “Prashant.” The video hit 21 million views. Within days, Britannia temporarily rebranded on Instagram as “Britannia.Prashant.” Swiggy mapped croissant searches to […]
You’ve probably already watched one without realising it. A six-episode series on Instagram where each episode is under 90 seconds. A workplace comedy on Reels that somehow kept you hooked until the end. A brand story that felt like a show you actually wanted to watch. That’s a micro drama. And in India, they’re having […]
When it came to festive marketing this year, competition wasn’t just fierce, it was overwhelming. So, how did leading brands manage to capture consumer attention in such a crowded space? They let artificial intelligence call the shots. Recent reports indicated that AI-led campaigns achieved success rates of 30–40% across sectors such as e-commerce, fashion, and […]
In 2025, global brands are increasingly turning to Indian content creators to capture the attention of one of the world’s most dynamic consumer markets. These collaborations allow brands to craft culturally relevant messaging, reach diverse audiences across regions, and leverage platforms where engagement is highest. Indian creators bring deep insights into local trends, language preferences, […]
Not long ago, brand mishaps were whispered about in DMs or quietly ignored. Today, they’re addressed head-on, often by influencers with large, loyal followings. From overpriced products to performative messaging, influencers are increasingly using their platforms to speak up. And their audiences are paying attention. So, is this just a trend or a bigger shift […]
When Raksha Bandhan rolls around, most brands rush to Instagram or YouTube — collaborating with lifestyle creators, producing emotional reels, or launching viral shorts. But one powerful platform remains largely untapped for festive storytelling: LinkedIn. Yes, LinkedIn. It might sound unexpected, but that’s exactly the point. While Instagram gets crowded with similar content, LinkedIn offers […]
In the world of influencer marketing, just hitting “post” isn’t enough anymore. As Platforms tighten their algorithms, organic reach continues to drop, and with attention spans shrinking, getting noticed is harder than ever. To cut through the noise, brands are increasingly turning to repost amplification — a strategy that extends the life and visibility of […]
In today’s creator economy, every collaboration is more than just a marketing move—it’s a statement. That’s why it’s critical for brands to ensure the voices they amplify reflect the values they stand for. A recent Nike India campaign—intended to spotlight sustainability and creative expression—ended up facing backlash due to reactions around the featured influencer. The […]
When LEGO opened its first-ever store in India in May 2025, it didn’t just cut a ribbon—it launched a full-fledged cultural event. From influencer-led Uber rides to massive LEGO brick-style out-of-home (OOH) billboards and a viral digital storytelling campaign, LEGO India transformed Delhi-NCR into a buzzing playground of brand experiences. At a time when India’s […]
