Practical perspectives on creator selection, campaign strategy, UGC, and everything in between. Written for brands who want to understand the channel, not just use it.
Most brands still chase macro influencers with six-figure follower counts. But the data from campaigns across India tells a different story. Nano influencers in the 1,000 to 10,000 follower range consistently outperform larger creators on engagement rate, cost per click, and purchase intent, particularly for direct-to-consumer products. Here is what actually drives this difference and how to use it to your advantage.
Read ArticlePerformance advertising in India has shifted significantly over the last two years. Creator-style content now outperforms traditional studio creative on Meta and Google for most product categories, particularly fashion, beauty, and consumer electronics. We break down the benchmarks, the reasons behind the gap, and how to structure a UGC strategy that actually improves your ad account performance.
Read ArticleA weak brief is the single most common reason influencer campaigns underperform. When creators do not have a clear understanding of your brand voice, your goals, or the boundaries of the campaign, they default to generic content that neither fits your brand nor converts your audience. This is a step-by-step guide to writing briefs that get results, with examples from real campaigns.
Read ArticleYou do not need a large marketing budget to run effective influencer campaigns. With the right creator tier, a focused brief, and clear measurement in place, a starting budget of 25,000 to 50,000 rupees can generate meaningful reach and purchase intent for a new brand. We walk through exactly how to approach your first campaign without wasting money finding out what does not work.
Read ArticleWe publish practical guides on influencer marketing and UGC for Indian brands. If you would rather just talk about your next campaign, we are always available.