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 […]
The influencer economy has grown at an unprecedented pace. From niche creators sharing authentic content to professional influencers shaping cultural trends, the industry has evolved into a cornerstone of modern marketing. In fact, India’s influencer‑marketing sector is projected to reach ₹3,375 crore by 2026, growing at a CAGR of ~18% . Recognizing this remarkable journey, the […]
From optional extra to business essential, influencer marketing now shapes purchase decisions and brand narratives alike. Recent data shows that more than two‑thirds of Indian consumers turn to influencers for product information and discovery. Meanwhile, in India’s 2025 festive window alone, brands projected to spend over ₹700 crore on influencer campaigns, marking a significant step up […]
You have launched your new bridal collection. You know your designs match your audience’s taste, but if they aren’t in front of your audience, they might as well not exist. Traditional marketing doesn’t have time retention anymore. Today’s brides aren’t flipping through magazines, they’re scrolling through Reels. From sun-kissed bridal entries to choreographed sangeet performances, […]
The internet just got its newest rulebook, and it’s about AI. A few days back, the Indian government proposed new AI labeling rules that could change how every piece of digital content is created, shared, and consumed. In simple terms: if your post, video, or campaign uses AI tools, from editing to voiceovers to full-on […]
