Influencer plans in India tend to start in the big cities. Rural Gen Z didn’t get the memo. According to the Rural Barometer 2026 from WPP Media and Kantar, 40.9% of rural Gen Z follows online influencers, compared with 32.3% of rural adults overall. That gap is small on paper. In practice, it describes a […]
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, […]
Last wedding season, CAIT estimated 46 lakh weddings across India in just 45 days, worth ₹6.5 lakh crore. The default brief for all that demand is still a bride in a lehenga. Bridal creators are an important part of wedding season campaigns, but they don’t represent everyone spending during this period. Families are shopping for […]
Mirabelle Korea arrived in India on 24 May 2017 with sheet masks, and says it was the first brand to bring them here. Being early is one thing. Being remembered is another. Years later, the brand wanted more people across India to know its name and its range, skincare and haircare. That meant reaching shoppers […]
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 […]
Nobody scrolls Instagram hoping to learn about LPG. That is exactly what made this campaign interesting. SUPERGAS came to us with a clear ask: Get people talking about its products and help them understand where those products fit. We built a pan-India mix of micro and macro creators from the business, entrepreneurship, and marketing space, […]
Diwali is one of the busiest times of the year for influencer marketing, and brands are spending more on creator campaigns in 2026. But a bigger budget also means higher creator rates, more competition for popular creators, and more brands trying to get noticed in the same feeds. So, what does this mean for your […]
Microdramas are finding their way into categories you wouldn’t usually associate with entertainment, from cement and fragrance to innerwear, fashion and smartphones. JK Super Cement released Tera Ghar Mera Ghar, a 53-episode vertical series about a couple building their first home. Nykaa Wanderlust took a lighter route with Hotel Wanderlust, a six-episode Instagram comedy tied […]
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 […]
