Insights
What actually works in Indian brand marketing.
Cost guides, casting playbooks and compliance explainers for brands buying video, celebrity endorsements and creator campaigns in India. Written by the people who run them.
- Creators & influencers
How to Measure Influencer Campaign ROI
Reach is the easiest number to collect and the least useful. Here is what to track instead, and how to attribute sales without lying to yourself.
26 Oct 2026 · 3 min read
- Creators & influencers
UGC Creators: Buying Content Without Buying Reach
A UGC creator sells you footage, not an audience. When that is the cheaper answer, how to brief it, and what the rights have to say.
26 Oct 2026 · 2 min read
- Creators & influencers
Celebrity vs Influencer Marketing: Which Fits Your Budget
They do different jobs. One moves perception, the other moves reach and cost per impression. Most good campaigns use both.
12 Aug 2026 · 2 min read
- Creators & influencers
Tier 2 and Tier 3 Influencer Marketing in India
The cheapest genuine attention in Indian marketing right now sits outside the metros — if you brief it in the right language.
9 Aug 2026 · 2 min read
- Creators & influencers
Nano, Micro or Macro: Which Creators Should You Book
Engagement falls as follower count rises. Here is where each tier earns its fee, and how to mix them.
8 Aug 2026 · 2 min read
- Creators & influencers
Why Meta Ads Work Better With Creator Content
Brand films underperform in feed. Creator-shot content in a paid slot consistently beats studio work on cost per result.
7 Aug 2026 · 2 min read
- Creators & influencers
Instagram Reels Ads for D2C Brands: A Practical Setup
Vertical, sound-on, hook in two seconds. What actually converts for Indian D2C brands on Reels.
6 Aug 2026 · 2 min read
- Creators & influencers
ASCI Disclosure Rules: What Brands Must Get Right
Every paid promotion needs a clear, upfront label. The rules are simpler than most brands assume, and the exposure is shared.
2 Aug 2026 · 2 min read