Most brands still run influencer marketing like this. A campaign brief goes out. A list of creators comes back. Posts go live over two weeks. A report arrives with reach and impressions. The budget is spent, and three months later the whole thing starts from zero: new brief, new creators, new contracts, no memory of […]
Every brand asks this question. Most get the answer wrong. Not because the information isn’t available. Because the question itself is usually framed the wrong way. “Which influencer tier is best?” isn’t the right question. “Which influencer tier is best for what I’m trying to do?” is. The answer depends on your campaign goal, your […]
Every August 15th, Indian social media looks the same. Saffron, white, and green. A caption about freedom. A generic hashtag. A post that took five minutes to brief and five seconds to scroll past. And then it’s over. The thing is, Independence Day is one of the most emotionally charged moments in the Indian calendar. […]
Let’s be honest about something. Most brands that say “influencer marketing doesn’t work” have actually run influencer campaign wrong. The campaign went live, the views came in, and then nothing happened. No spike in sales. No uptick in website traffic. No DMs asking where to buy. And the default response is to blame the creator. […]
Open Instagram right now. Scroll for 30 seconds. Count how many static posts you see versus Reels. That ratio tells you everything about where influencer marketing in India is headed. Short-form video isn’t a trend anymore. It’s the default. Short-form video platforms were the most preferred choice for content creation in India, and that preference […]
Most B2B brands in India still think of influencer marketing as an Instagram problem. A lifestyle creator, a product close-up, a discount code. LinkedIn feels different, more serious, more corporate, harder to crack. But here’s what’s actually happening. 85% of B2B marketers now incorporate influencer marketing into their strategy, up from just 34% in 2020. […]
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 […]
