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 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 […]
Here’s something that should make every brand marketer sit up straight. Open ChatGPT or Perplexity right now. Type in a question your customer would ask: “Best skincare brand for oily skin in India” or “Which fintech app is best for investing in 2026.” Look at the answer. Now look at what it cites. Chances are, […]
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 […]
Here’s something worth paying attention to. Coachella 2026 had no major Indian artists performing. And yet Indian social media was flooded with Coachella content for days. Not because of the music. Because Indian creators attended the event as brand representatives, and their content travelled back home faster than any paid campaign could. That’s events influencer […]
If you’re a BFSI or fintech brand that works with influencers, this one is directly for you. Not a regulatory update you can skim and forget. Something that changes how you write your next brief. SEBI’s crackdown on unregistered finfluencers continues to reshape how finance brands approach influencer marketing in 2026. Earlier this year, SEBI […]
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 […]
The internet just got its newest rulebook, and it’s about AI. A few days back, the Indian government proposed new AI labeling rules that could change how every piece of digital content is created, shared, and consumed. In simple terms: if your post, video, or campaign uses AI tools, from editing to voiceovers to full-on […]
The Indian Women’s Cricket Team’s World Cup victory wasn’t just a sporting milestone, it was a cultural reset. After decades of being overshadowed by the men’s team, India’s women cricketers finally lifted their first-ever World Cup trophy, igniting a wave of emotion, pride, and social media celebration. But beyond the goosebumps and hashtags lies a […]
Samay Raina isn’t just collaborating with brands, he’s redefining how they connect with digital audiences. Forget generic endorsements. His signature blend of sharp humor, unfiltered storytelling, and skitvertising, where brands become part of the punchline, not the script, has made him one of India’s most inventive comedy influencers. Whether he’s riffing on everyday chaos or […]
