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, […]
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 […]
Think about the last time an ad actually made you buy something in college. Chances are it wasn’t an ad at all. It was a friend telling you about it between lectures, or someone in your hostel using a product you hadn’t heard of. That’s peer influence. And in 2026, the smartest brands in India […]
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 […]
More than 73% of internet users in India now consume content in regional languages. Yet many influencer campaigns are still planned as though English is the default and regional languages are simply an adaptation. We’ve seen this play out repeatedly in multilingual creator campaigns. The brief gets translated, the messaging stays the same, and the […]
There’s a version of this blog post that would tell you to “post consistently, engage authentically, and know your audience.” You’ve read that one. Many times. This isn’t that. Because most creators and brands in 2026 are still operating on 2023 instincts. They’re recycling content across platforms, padding videos to hit arbitrary length targets, and […]
Who would’ve thought a collaboration between Samay Raina and Anurag Kashyap would break the internet? Or that a luxury brand’s most powerful ad of the year would be shot on a phone, without a single glossy frame? 2025 was the year digital advertising stopped playing safe. Brands moved beyond formulaic campaigns and took creative swings […]
