Influencer marketing is broken in two ways: brands waste money on the wrong creators, and creators leave money on the table because nobody's negotiating for them. We sit in the middle — running campaigns for brands, managing careers for creators — and we're transparent about both.
The market's growing fast. The strategies that worked in 2022 stopped working in 2024. We work the way the market actually works in 2026.
Most agencies pretend to "represent" creators while taking commissions from brands. Or they run brand campaigns while quietly clipping creator fees. We don't do either. We have separate teams, separate contracts, and a stated firewall between brand-side and creator-side work.
You have a product to sell. We design and run influencer campaigns that actually move sales — not just "engagement."
You have an audience. We help you treat your channel like a business — better deals, better contracts, better long-term career planning.
Each tier of creator has its own economics, audience dynamics, and right way to work with them. Brands often spend on the wrong tier. Creators often pitch the wrong brands. Here's the actual map.
Highest engagement rates (3-8% typical), tight community, lowest reach. Best for hyper-local or niche product launches.
The sweet spot for most D2C brands. Strong engagement (2-5%), real audience trust, manageable creator-management overhead.
Broader reach, more polished content. Engagement drops (1-3%) but production quality and brand-safety scrutiny goes up.
Maximum reach, maximum cost, maximum risk. Useful for category-defining moments. Almost always negotiated through talent agencies, not directly.
Fee ranges are indicative for English/Hindi content on Instagram. Regional-language creators, YouTube long-form, and bundled deliverables price differently. We help both sides land at the right number.
Each platform rewards different formats, different content cadences, and different audience-creator relationships. We don't pretend they're interchangeable.
India's #1 influencer platform. Reels & carousels drive most modern campaigns.
Long-form trust-building. Highest conversion rates for considered purchases.
Underrated for B2B and tech. Niche but highly engaged audiences.
Where Indian B2B influencer marketing is finally maturing.
Short-form is its own discipline. Different creators, different rules.
Often dismissed by trendy agencies. Still huge in tier-2/3 India.
From the brand intake call to the final performance report. Most campaigns run 4-8 weeks; ongoing programs run continuously.
Reach? Engagement? Conversions? Brand favorability? Different objectives need different creators, content, and measurement. We pin this down before we touch a single creator's profile.
We propose 15-30 creators per campaign tier, then vet them: audience-authenticity audit (fake follower percentage), past-brand history (have they shilled scams?), content tone fit, and rate-card sanity check. You approve the final list.
We pitch your campaign, negotiate fees and deliverables, and lock everything in a written contract — including exclusivity windows, usage rights, payment terms, and ASCI-compliant disclosure language.
Detailed creative briefs go to creators. Drafts come back through our approval system. We handle revisions, brand-safety reviews, legal/compliance reviews, and final sign-off — so your team doesn't drown in DM threads.
Real-time monitoring of post performance. Where it makes sense, we amplify top-performing creator content via paid ads — multiplying reach for marginal cost.
Detailed campaign report: reach, engagement, conversions (where trackable), CPM/CPE/CPA breakdowns, creator-by-creator performance, learnings for next campaign. Honest data — including what didn't work.
If you're a creator with at least 10,000 engaged followers across any platform, we'd like to talk. Below is what working with us looks like.
Most creators undersell themselves by 30-60%. We benchmark you against comparable creators and build a defensible rate card you can hold the line on.
Inbound brand inquiries come to us instead of your DMs. We negotiate fees, deliverables, exclusivity, and payment terms while you focus on creating.
"Standard" brand contracts are rarely standard. We flag exclusivity traps, perpetual usage rights, scope creep clauses, and payment-delay traps before you sign anything.
GST registration if you cross the threshold, professional invoicing systems, TDS handling, end-of-year tax planning — turning your channel into a real business.
Beyond inbound deals, we pitch you to brands you actually want to work with — based on your audience, content style, and stated career direction.
What does year 3 look like? Diversifying revenue beyond brand deals — courses, products, communities, channel expansion. We plan beyond the next campaign.
The Advertising Standards Council of India's influencer guidelines (effective since 2021) require clear paid-partnership disclosure on every promoted post. The penalties for non-compliance now include the brand and the creator. We don't cut corners here — every deliverable in every contract specifies disclosure language and placement.
Brands and creators who skip these end up on ASCI's monthly violators list — bad for the brand, worse for the creator's long-term credibility. We make compliance the default, not the afterthought.
One campaign, one objective, one set of creators. 4-8 week timeline. Good for product launches, festive pushes, or testing a category.
A monthly retainer covering continuous creator activation, content amplification, and performance optimization. Most modern D2C brands run this way.
For creators who'd rather create than chase brand deals. We become your dedicated business partner — inbound deals, outbound pitching, contracts, tax, career planning.
Pricing is custom-quoted. Brand campaigns are typically priced as a campaign management fee (% of media spend) plus a fixed retainer; creator management is a percentage of brand-deal revenue. We discuss specifics on the intake call.
Influencer marketing has a credibility problem because too many agencies do work that shouldn't be done. Here's what we won't take on, regardless of how much it pays.
Two-part structure. A management fee (typically a percentage of total creator spend, scales with campaign size) plus a fixed retainer for ongoing programs. Single campaigns can be quoted as a flat fee. Creator fees are a pass-through cost — we don't mark them up. Indicative ranges shared on the intake call.
For talent management, we take a percentage of revenue from deals we negotiate or close (industry-standard 15-20% range). No upfront fees, no monthly retainers — we earn when you earn. The exact percentage depends on the scope (just deal-management vs. full career management).
Disclosure, in writing, every time. If a brand client wants to work with a creator we represent, both sides see the disclosure before any introduction. The creator's negotiated rate is the rate — we don't quietly mark up creators we represent for brands we represent. This is unusual in the Indian market and we know it.
No. Regional language creators (Tamil, Telugu, Marathi, Bengali, Punjabi, Kannada, Malayalam, Gujarati) are some of the highest-engagement, lowest-CPM segments in India. We actively work with them — and we recommend them often to brands chasing tier-2/3 audiences.
10,000 engaged followers across at least one platform, with consistent posting and a genuine audience (no purchased followers). Engagement matters more than count — a 12K creator with 5% engagement is a stronger partner than a 200K creator with 0.5%.
No, and we won't. Anyone guaranteeing ROI on influencer campaigns is either lying or running a scheme. We benchmark against industry CPM/CPE/CPA medians, set realistic targets, and report honest results. Sometimes campaigns underperform — when they do, you'll see why in the report, not a glossed-over slide.
We use HypeAuditor and Modash for audience-quality scoring (real follower percentage, audience demographics match, engagement authenticity), then manually verify top candidates by spot-checking comments and historical engagement patterns. A creator with >15% suspicious followers gets disqualified for premium campaigns.
If a creator uses AI tools to enhance content, that's fine and increasingly normal. If a creator uses AI to fabricate a testimonial they didn't experience, that's against ASCI and our policy. We're working with the industry on disclosure norms for AI-assisted content as the rules evolve.
The intake call is a 30-minute conversation. For brands: what you're trying to sell, who buys it, what you've tried. For creators: where you are, where you want to be, what kind of work feels right.