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 […]
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 […]
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 […]
Every brand planning an influencer campaign eventually hits the same question: should this creator work with us exclusively? There’s no simple answer, and most brands get stuck here. Ask for too little protection and a competitor signs the same creator next month. Ask for too much, and the campaign feels forced, the creator’s content stops […]
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 […]
A creator’s post goes live and does really well. Comments are genuine, people seem to actually care, and then the brand does what most brands still do with good content: nothing. It just sits on the creator’s profile, picks up organic reach for a few days, then gets buried under whatever gets posted next. That’s […]
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 […]
Telugu content creators have quietly built one of India’s most loyal and high-engagement digital audiences. Hyderabad has become a genuine content hub, and Telugu-speaking viewers across Telangana and Andhra Pradesh don’t just scroll past creator content; they watch, comment, and act on what they see. For brands, that loyalty is the opportunity. A Telugu creator […]
