influencer marketing
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Trust is the new creative brief
Clicks, conversions, and attention are no longer a given for any brand. They must be earned. And the price of entry is credibility.
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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.
From followers to founders: Creators rewrite the brand brief
With an INR 8,300 crore push, creators are evolving from content amplifiers to commerce catalysts — forcing agencies to rethink everything.
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The quiet power of Gen X is loud enough
Ignored by influencer budgets but trusted at the checkout, this cohort is reshaping luxury marketing with discernment, depth, and digital subtlety.
From likes to legality: IIGC’s Code of Standards receives resounding industry support
SOUNDING BOARD: With formal contracts, content guardrails, and a taskforce, India’s influencer space has entered a new phase of accountability.
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.
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