06Insights
What wethink, andwhy.
Positions rather than trend round-ups. Each piece takes a view on how creator marketing works in India and shows the reasoning behind it.
- 01Influencer Marketing
- 02Creator Economy
- 03UGC
- 04Social Media
- 05Regional Marketing
- 06Platform Strategy
- 07Industry Insights
Influencer MarketingA vetting checklist for Indian creator partnerships
Follower counts tell you almost nothing. Our check before a creator reaches a shortlist: audience quality, category credibility, brand safety and disclosure.
Social MediaShort-form hooks that hold: the first three seconds, examined
Everything a short-form video achieves is decided before the third second. A practical look at hook structures that work in Indian feeds, and the ones that quietly lose the viewer.
Everything else.
AArchive
- 01UGC that actually converts, and the kind that just looks like UGCShaky footage is not a strategy. What separates performing UGC from expensive imitation, from hook matrices to usage rights bought at the right moment.UGC7 min
- 02The regional creator economy is not a smaller version of the national oneEach Indian language has its own creator hierarchy, dominant platform and format habits. Why translation fails, and what planning by language actually involves.Regional Marketing9 min
- 03Tier 2 audiences are not a discount tierNon-metro India is treated as a cheaper way to buy the same reach. It is a different market, with different platforms and different reasons to buy.Industry Insights6 min
- 04Measuring influencer marketing honestlyReach is not a result and last-click is not the truth. A practical measurement frame that survives a conversation with a finance team.Influencer Marketing8 min
- 05Why always-on creator programmes beat campaign burstsRepeat relationships produce better content, lower costs and an association that single campaigns never build. What an always-on programme involves, and when it is the wrong choice.Creator Economy7 min
- 06YouTube integrations that hold attentionThe pre-roll slot is sold as premium and skipped as routine. How to place, price and write an integration using the creator's retention data.Platform Strategy6 min
- 07Celebrity or creators: how to split the budgetOne buys legitimacy and press in a single move. The other buys frequency, credibility and content volume. A framework for deciding which problem you actually have.Creator Economy6 min
Rather talkthan read?
Tell us what you are launching, who it is for and what winning looks like. We will come back with creators, an idea and a number.