The denim brand experiments with AI-generated characters and influencers to reposition masculinity and highlight fit through contemporary digital storytelling.
Creators
Influencers turn movie launches into always-on distribution engines
From trailers to feeds, creator-led promotions now anchor film launches, reshaping budgets, discovery mechanics and how opening momentum is measured.
Why Southeast Asia is rethinking how influencers are governed
How the governments choose to regulate now will determine what the creator economy looks like next.
Micro-influencers, major shifts: India’s new marketing frontier
From beauty to banking, smaller-town creators are proving cost-efficient and culturally fluent, forcing agencies to rethink strategy and scale.
Influencers versus employees: Who builds brand equity better?
Socxo's CMO explains when to use advocacy, when to go for scale – and why smart marketers use both.
69% of Indian consumers turn to influencers for information and 63% for product discovery: Study
India’s influencer marketing industry to reach INR 4,500 crores in 2025, growing by 25% from 2024's INR 3,600, finds The Goat Agency and Kantar survey.
India isn’t just consuming influence; it is exporting it
Indian creators are quietly becoming the new faces of global marketing and the world is finally taking notice, says Fame Keeda co-founder.
The emotional connection: A new normal in influencer marketing
Brand recall tends to be faster and stronger when associated with individuals who have established face value, says The InterMentalist founder.
Why India’s creator economy is becoming every brand’s business
It will influence over $1 trillion in spend by 2030, with brands set to boost creator marketing budgets 1.5 to 3x in the next three years, according to a BCG report.
Influencers, credentials please: ASCI draws the line on advice
The new guidelines push brands and influencers to rethink credibility, as technical advice in health and finance faces stricter scrutiny.
65% IPL enthusiasts recall campaigns backed by influencers: Study
59% IPL fans engage with influencers, and 14% buy products based on recommendations from those with long-term brand partnerships, finds iCubesWire IPL survey.
During the age of misinformation, the Baldoni-Lively lawsuits put the onus on social media platforms and influencers
Influencers have a responsibility to question their sources before sharing defamatory content.
The software shift: Transforming India's influencer marketing
As the Indian influencer marketing industry continues to grow, Qoruz’s co-founder and CEO notes that the adoption of data-led, insights-driven strategies will be crucial in driving sustainable success.