Frequently asked.

₹3,00,000 in total campaign spend. Below this threshold, the operational overhead of vetting, production management, and reconciliation doesn't make economic sense for either side.

Creator costs are passed through at cost. Our management fee sits on top and covers strategy, creator vetting, production management, and reconciled reporting. No markups on talent. No hidden platform fees.

Ranges, not specifics — rates vary by category, engagement rate, content format, and exclusivity clauses. A 500k Instagram creator in India typically sits in the ₹1.5–5 lakh band for a reel with one story cross-post, in 2026. Beauty and fashion categories command the upper end; news and commentary the lower. We publish anonymised quarterly benchmarks at /benchmarks. For a specific creator, we source the live rate during discovery; we don't quote off a rate-card that's disconnected from the current market.

Almost always a fixed fee in the Indian market. Revenue-share arrangements exist but require the brand to expose order-level data to the creator, which most brands are not set up for. Affiliate and promo-code commissions (3–10 percent on attributed orders) are a middle ground and relatively common for D2C beauty and fashion.

Yes. Use our campaign cost estimator at /for-brands/estimate. It gives an indicative range based on creator tier, platform, and services. Exact quotes require a brief so we can source real creator rates.

No. Scoping calls and written proposals are free. We only charge once a campaign is signed and the creator outreach begins.

6–8 weeks from brief to final report. We can compress to 4 weeks for focused scopes. We won't cut corners; we'll cut scope.

Audience geography verification, engagement quality audit, brand-safety signal check, ASCI compliance history, content quality review, category affinity scoring, platform algorithm health, past partnership verification, rate benchmarking, availability confirmation, exclusivity check, and deliverable clarity. The full playbook with each check walked through is at /playbooks/vetting-indian-creators-the-12-point-framework.

Absolutely. We'll run them through the same 12-point checklist and integrate them into the campaign workflow.

We cap at fifty briefs per year. Every campaign gets a named owner, weekly written updates, and reconciled reporting.

We confirm availability during the vetting phase before any contracts are signed. If a creator drops out, we replace them from the shortlist at no additional management fee.

Instagram, YouTube, and LinkedIn are our primary platforms. We can extend to Twitter/X and podcasts for specific briefs.

Yes. Every campaign includes a named shortlist with rationale. You approve creators before any outreach begins.

On engagement rate, almost always yes — micro-creators (10k–100k followers) in India typically see 3–8 percent engagement vs 1–2 percent for macro-creators (500k+). On attributed conversion for D2C, the answer depends on the category. Beauty and D2C food tend to convert better with micro-creators because audience trust is category-specific. Fashion and lifestyle often need macro-creators for initial reach, then micro-creators for conversion. The honest answer is that tier alone is the wrong frame — category fit, content format, and attribution surface matter more.

User-generated content (UGC) is content made by customers or paid creators that the brand licenses for its own channels (ads, website, social). Influencer content is content posted to the creator's own channel, with the creator's audience as the primary reach. UGC pays for content; influencer marketing pays for content plus an audience. The right mix depends on whether the brand needs more ad creative (UGC) or more reach to new audiences (influencer). Many campaigns combine both.

Yes — and LinkedIn is typically the better platform than Instagram for B2B SaaS in India in 2026. The economics differ: B2B SaaS campaigns have longer sales cycles (30–90 days from creator post to pipeline) and rely on demand-gen attribution rather than direct-response attribution. The creator is typically a category expert (ex-CMO, analyst, startup founder) rather than a lifestyle personality. A well-run LinkedIn creator campaign for a B2B SaaS product can outperform traditional paid social on cost-per-qualified-lead, but requires pixel-integrated landing pages and an MQL scoring model on the buyer side. Our full playbook is at /playbooks/measuring-b2b-saas-linkedin-creator-campaigns-india.

Tying every creator deliverable back to a measurable business outcome — clicks, installs, sign-ups, purchases. We use UTM parameters, unique promo codes, and platform-native attribution where available.

Weekly written updates during the campaign. A final reconciliation report within 14 days of campaign close. The report breaks down every line item: creator costs, management fee, and performance metrics.

We manage creator whitelisting and spark ads. We don't run traditional paid social; we'll refer you to a performance agency for that.

The working stack for D2C creator attribution in India: creator-specific landing pages (one URL per creator), unique promo codes (10–15 percent discount, single-use), rigid UTM templates, Meta CAPI server-side events on product-view / add-to-cart / purchase, and a Shopify order tag on every creator-attributed order. For campaigns over ₹1 crore, add a brand-lift survey (pre-post, 1,000-person panel) because promo codes and clicks miss the mid-funnel lift. The attribution window is agreed in writing before the brief ships — default 28-day click, 1-day view. Our full methodology is at /playbooks/attributing-d2c-beauty-creator-campaigns.

Three signals, in order of reliability. First, audience geography breakdown from Instagram Insights or YouTube Studio shared directly by the creator — fake audiences skew heavily to Tier-3 cities or show country patterns that don't match the content language. Second, engagement quality — read the top 20 comments on the last 10 posts; authentic audiences ask questions, fake audiences post emoji and generic praise. Third, growth curve — a creator who added 300,000 followers in one month without a viral event is a warning sign. Our 12-point vetting includes all three; paid third-party tools (HypeAuditor, Modash) provide a signal but are not a substitute.

The Advertising Standards Council of India (ASCI) is a self-regulatory body that publishes guidelines for advertising across all media, including a 2023 guidelines document specifically for influencer advertising in digital media. ASCI is not a statutory regulator, but its decisions are regularly cited by the Central Consumer Protection Authority (CCPA) and the Ministry of Information and Broadcasting when enforcing the Consumer Protection Act 2019. Non-compliance is flagged publicly in ASCI's annual Complaints Against Misleading Advertisements report, and brands (not creators) carry the reputational and regulatory risk. Our full working playbook is at /playbooks/asci-compliance-and-attribution.

Yes. ASCI-compliant disclosure is built into every campaign brief by default. We require creators to use #ad, #sponsored, or #paidpartnership and verify disclosure before content goes live.

It's a breach of contract. We withhold final payment until disclosure is corrected. Repeated breaches result in removal from our roster.

Yes. ASCI requires disclosure for any material connection between brand and creator, including gifted products, free travel, or affiliate commissions.