creators
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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.
Gen Z doesn’t care you exist — until you speak their language
From bite-sized news to creator-fuelled buzz, marketing to Gen Z demands cultural fluency, sharp cohort focus, and digital-native intuition.
Amazon’s Beautyverse blends content, commerce and cart nudges
With creators, AI tools and Prime Day synergy, the ecommerce platform is crafting a conversion-first beauty playbook for India’s digital-first consumers.
India isn’t a muse; it’s time to brand the maker
Global brands borrowed India’s craft. Sam & Andy’s founding partner claims that Indian creators must now reclaim the narrative—with better systems, sharper storytelling, and unapologetic ownership.
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.
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India’s big creative pitch: Now streaming to the world
WAVES 2025 was less summit, more sales deck—India positioned as the next global content factory, so who’s buying the dream?
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