Experts quoted by exchange4media say nearly 90% of wedding-season digital campaigns in beauty, lifestyle, jewellery and fashion now have influencers at the centre of the story. So “work with a bridal makeup creator” is not just a plan anymore. It’s the starting line. What decides who wins is what happens next. Which creators you pick, […]
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 […]
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 […]
A campaign wraps, the content performs well, and someone on the paid media team decides to run the top post as an ad. Six months later, legal flags it. The usage rights expired 90 days ago. Now the brand has to call the creator, negotiate a new fee, and pull the ad while it’s still […]
There was a time when a creator brief was a paragraph and a product link. Post this, tag us, use this hashtag, done. That version of the brief still gets sent far too often, and it’s exactly why campaigns continue to underperform. The best creator briefs in 2026 look nothing like that. They read less […]
Every brand tracks likes. Most track shares. Almost none read the comments properly, and that’s exactly where the real customer research is happening for free. For years, follower count and engagement rate were the two metrics that mattered in an influencer campaign report. In 2026, that’s changing. The real insight, and the real influence, is […]
Karnataka’s creator economy has quietly become one of India’s most diverse regional ecosystems. From Bengaluru’s polished comedy scene to vernacular voices rising in Dharwad, Chamrajnagar, and Dakshina Kannada, Kannada content creators are reaching audiences that national campaigns routinely miss. For brands, that diversity is the opportunity. A Kannada-first creator doesn’t just speak the language. They […]
