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 […]
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 […]
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 […]
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 […]
