Indian creators, vetted by hand.

What we actually do

We shortlist creators for you, vet their engagement, negotiate fees, write the brief, manage delivery, and report on outcomes. You make the strategic calls (which creators, which products, which timing); we do the legwork.

How we shortlist creators

Every shortlist starts from the brand brief, not from a creator database. We look at:

• Real engagement, not vanity. Saves, shares, repeat commenters. We pull this from each creator’s last 30 posts, manually.
• Audience match. Indian audience percentage, city distribution, age demographics, and “genuine fans vs. mass-acquired followers” ratio.
• Tone fit. Whether the creator’s existing posts actually fit your brand voice. We won’t put a luxury brand on a creator whose feed reads like a daily deal.
• Past brand collabs. What they’ve posted for other clients, and how those posts performed.

The size of creator we work with

Our sweet spot is the 50K–500K follower range. Big enough to drive results, small enough that engagement is still real. We’ve done campaigns with smaller (nano-creators, 10K–50K, for hyper-niche brands) and bigger (1M+, for brand-awareness pushes), but the 50K–500K window is where most of our work lands.

What we don’t do

We don’t take a cut from creator fees. We charge a fixed campaign management fee; creator fees flow through transparently. We don’t do “macro”-only campaigns where the goal is celebrity exposure with no measurement. And we don’t do barter-only deals for early-stage brands — they almost always under-deliver.

What we measure

Per campaign: reach, saves, comments, sentiment, DM volume to brand, link clicks, and (where attribution is possible) conversions. We’re honest about what each platform can and can’t track.

What it costs

Influencer campaigns start at ₹75,000 for our management fee on a small campaign (3–5 creators). Bigger campaigns scale up. Creator fees vary wildly by category and creator — we’ll quote a realistic budget before you commit.

Why we don't work with creators above 1M followers for most briefs

It's not a rule. It's a calculation. A creator with 2 million followers and 0.4% engagement rate will deliver roughly 8,000 meaningful interactions per post. A creator with 200,000 followers and 4% engagement rate delivers the same 8,000 interactions — at one-tenth the cost per follower. For most Indian D2C briefs, the mid-size creator is a better use of the same budget.

The exceptions: brand-awareness campaigns where reach genuinely matters more than engagement (new product category launches, for example), or situations where a single creator association changes perception in a way that smaller creators can't. We'll tell you honestly when those exceptions apply to your brief.

The brief: what most agencies get wrong

The brief to the creator is where most influencer campaigns fail, before a single piece of content is made. Most agencies either brief too loosely ("just be yourself and mention the product!") or too tightly ("use these exact words, show the product in these three specific shots, tag us three times").

Both extremes produce bad content. Loose briefs produce content that looks organic but doesn't drive any specific action. Tight briefs produce content that looks like an ad from the first frame — and Indian audiences have learned to scroll past the first frame.

Our briefs specify the outcome, not the execution. We tell the creator what we want the viewer to feel or do after watching the post. We give them the key message to land, two or three talking points to cover, and the hashtag and tag requirements. Everything else is their voice, their format, their production style. That's what they're actually good at.

Reusable assets: the part of influencer campaigns most brands miss

Creator content doesn't have to live and die on the creator's feed. The raw footage from a well-shot Reel, stripped of the creator's voiceover and reedited with your brand's messaging, often outperforms purpose-shot ad creative in Meta campaigns.

We build the rights for raw footage delivery into every creator contract we manage. You get the creator's post for organic reach, and you get the raw assets for use in paid. Two outputs, one brief. The incremental cost of adding the raw-footage clause is typically small — usually ₹5,000–10,000 per creator — and the paid-performance uplift from UGC-style creative is consistently 20–40% better CPM than polished brand creative in Indian Meta campaigns.