Influence Zone
As brands invest in creator-led discovery, industry executives say the focus is shifting from viral moments to sustained engagement, with visibility & repeated exposure reshaping marketing strategies
Common Advertisement Code shifts the focus from follower counts to accountability, as marketers say trust, compliance and credibility will become the new currency of creator partnerships
Under the proposed framework, influencers with more than 5,00,000 followers on a single social media platform would be treated as celebrities
From watch parties and creator streams to fan rewards and interactive experiences, marketers are finding new ways to turn football fandom into engagement
Influencer industry experts say with brands evaluating audience trust, relevance & engagement quality, RBI's new norms will bring in stricter checks around disclosures, approvals & creator education
The move reflects the growing importance of creator-led marketing in major global sporting events
As per the central bank said the objective was to ensure that incentive structures do not encourage aggressive sales practices or lead to the mis-selling of products
Brands are increasingly building campaigns around experiences rather than products, with creators playing a key role in making them relatable, credible and discoverable
Creators are reshaping food marketing in India as brands shift from traditional ads to influencer-led content focused on trust, culture and consumer engagement
While Accenture is set to acquire creator and social agency Whalar, Times Internet has acquired entertainment-focused social publisher Instant Bollywood
Influencer marketing in India is shifting from reach-driven growth to a credibility test, as brands face tighter scrutiny, rising compliance issues and growing pressure on transparency
From FMCG and auto to tech and finance, brands are partnering with creators trusted on climate action, conservation, recycling and sustainable living
Appeal for brands is straightforward. Unlike human creators, AI influencers do not require travel schedules, photoshoots, availability conflicts or reputation management for personal controversies
The objective is not merely to generate visibility, but to create campaigns that stand out, spark conversation and connect with entirely new consumer groups
Jewellery brands are tapping creators for authenticity, individuality and cultural relevance; the test is whether these collabs can drive actual purchase behaviour and not just social media engagement
With recent updates favouring original creator signals and limiting visibility for reposts and similar content, platforms have moved away from rewarding volume and now reward quality and uniqueness
The scarcity of credible niche creators is the new constraint brands are solving for, say experts
Industry executives say influencer marketing is shifting from vanity metrics to trust, micro creators and measurable conversions, as brands prioritise authenticity and performance over reach
Cannes 2026 reflects a shift in brand strategy, with creators playing a central role in shaping how campaigns are seen, experienced and interpreted by audiences
The broader delegation also includes Sufi Motiwala, Ishita Mangal, Nidhi Kumar Ishani Mitra, among others
Orry’s departure follows the recent exit of Janhvi Kapoor from the agency
As FMCG brands invest more in momfluencers, creator earnings remain uneven, highlighting a gap between brand spending and influencer payouts
Creators who integrate content strategy with analytics and diversify revenue streams are more likely to succeed, while others risk falling behind despite growing audiences
Episode featuring live Python snake leaves the internet divided, with debate around content creation and boundaries
Industry executives say this shift is pushing a significant chunk of digital budgets (25%) towards creator-led content, as brands chase scale and measurable results in a crowded market
Early adopters say the intersection of programmatic and influencer marketing drives real business outcomes, allowing marketers to match brand messaging with customer profiles & preferences
Contracts reviewed by e4m reveal that influencers, in several cases, command higher fees than celebrities; celeb deals continue to demand broader deliverables, even as pricing is under pressure
Guest Column: Veteran adman Prabhakar Mundkur decodes Unilever CEO Fernando Fernandez’s statement that discovery is moving away from traditional search toward AI-led recommendations
The FMCG giant has shifted towards peer-driven recommendations and social-first engagement
As India’s social commerce grows, the creator economy is shifting from experimentation to structure. While creators drive discovery and purchases at scale, monetisation still lags behind
Experts see shift in accountability as govt targets user-shared news content
D2C brands are increasingly bypassing agencies to work directly with creators, seeking lower costs, faster execution and better sales-led returns
Ankush Bahuguna’s brand journey began with smaller but significant steps, from PR packages to paid partnerships, marking his shift from comedy creator to a recognised voice in beauty
Several brands tapped into the tournament’s cultural momentum through influencer collaborations and fan-led storytelling, with names such as BookMyShow, Swiggy, Blinkit, Asian Paints among others
Marketers are realising that a one-day celebration does not justify blanket national spends. Instead, smart money is moving towards regional creator-led storytelling
Union Minister Ashwini Vaishnaw said at the India AI Impact Summit in New Delhi that the country’s creator economy is set to get a $20-billion boost
Specfluencing refers to creators tagging brands and producing content that resembles a paid partnership, without any formal association
As per industry estimates, V-Day brand spends are about Rs 60–Rs 75 crore this year, with big influencers setting the mood at the top of the funnel, and micro, nano creators driving everyday stories
Industry executives say it is a game of perception, with a combination of incentives and risk aversion being key factors for brands to decide between macro and micro influencers
dentsu-e4m Digital Advertising Report 2026 shows that India’s digital industry grew 19% in 2024 to close 2025 at ₹71,621 crore, underlining digital’s dominance over traditional advertising channels
Brands turn to creators for their human, relatable voice. But with 95% now using AI to create and grow content, that line is beginning to blur. Here’s what experts say
The transaction, announced last week, involves a partial acquisition and long-term commercial partnership with U.S.-listed Rich Sparkle Holdings
At the World Economic Forum meet in Davos, entrepreneur and creator Masoom Minawala Mehta put the spotlight on a structural imbalance in the creator economy
The creator PR and grooming market is estimated at Rs 300-500 crore, driven by creators expanding beyond social media into films, streaming platforms, podcasts, and long-term brand partnerships
As India approaches the Union Budget 2026–27, all eyes are on the Orange Economy, with creators, marketers, and platforms awaiting policies to shape the sector’s next growth phase
Movie-related creator content has emerged as one of the highest-engagement categories on social media
The formation of One brings together data-led influencer strategy with creative and event production capabilities
Dubai will host the 1 Billion Followers Summit 2026 from 9–11 January, uniting top global creators
Industry players call for stronger verification mechanisms, accountability, consolidation and better creator ecosystems to be able to deliver better ROI for brands
Industry observers say that creators who approached gigs like a business, with structure and planning, saw sustainable growth, but those chasing only virality may have struggled with consistency
As influencer marketing enters 2026, the industry is confronting a paradox. While creator supply continues to expand, tolerance for surface-level influence is rapidly shrinking
The year saw creators moving beyond platforms, appearing on TV debates, film promotions, festive campaigns & large outdoor billboards, often replacing traditional celebrities in high-visibility media
A look at how leading creators maintained momentum and unlocked new collaborations despite controversy in 2025
A section of content creators is choosing to step away from the hustle and return to 9-to-5 roles, seeking stability over uncertainty
The searches resulted in the seizure of four high-end vehicles, including a Lamborghini Urus valued at over ₹4 crore
From ASCI cracking down on influencers to SEBI calling out unregulated finfluencers packaging market opinions as 'education', we take a look at all the shake-ups in the sector this year
This case highlights the challenges of public content reaching digital platforms, raising questions about copyright, distribution, and oversight in the creator economy
As per a KlugKlug industry analysis, only one-quarter of India’s influencer marketing spend moves through visible, organised channels
The Meesho Creator Club is enabling lakhs of everyday creators to earn steady incomes by promoting products priced mostly under Rs 999
During his four-show run in the capital this year, Samay Raina hinted at the return of his fan-favourite digital property, ‘India’s Got Latent’
Brands that previously relied on one-time influencer posts are moving towards long-term creator partnerships, say experts
According to industry experts, a few top influencers earn lakhs monthly, while thousands of smaller creators chase brand deals and wait for payments, questioning career sustainability
Experts say what was once a simple process of selecting the largest creators has evolved into a sophisticated, data-led media economy
In an interaction with e4m, actor and content creator Ankita Sehgal speaks about turning to acting, brand deals, and why credibility mattered more than volume
Over the past five years, Yashraj Mukhate has become one of India’s most reliable sonic creators, composing branded jingles for over 50 campaigns across sector
As the New Year approaches, brands are turning to regional creators to aid discovery and drive measurable campaign impact
The court said AI-generated videos, deepfakes or digitally altered content that impersonates Raj Shamani cannot be produced or circulated without his permission
Industry data shows that brands are increasingly investing in creator-based humour because audiences respond to conversational, unpolished, culturally fluent voices over traditional ad copy
The report revealed that offshore and illegal betting promotions topped the list with 683 cases, followed by personal care at 194
The video featuring the two comedians has quickly spread across social media for its layered take on India’s multilingual realities aboard a turbulent flight
Long-term partnerships enable deeper authenticity and measurable impact with strongest recall emerging over 6-12 months, explain industry players
In the attention economy, Anunay Sood had become a trusted storyteller who helped brands connect with audiences in a more personal way
For Satyajit Banerjee of GrownUpTales, finance is storytelling, not jargon. The finfluencer believes new creators should focus on meaningful, practical advice, not just quick-fix tips
From Dharna Durga to Apoorva Mukhija to Niharika NM, creators are now integral to a film’s success as they draw the social audience, note experts
Industry observers say most collaborations are build on trust but brands need to ensure content hygiene, and can bring in some legal checks and infrastructure
Popular content creator Raj Grover shares how discipline, authenticity, and relatable humour built his 2.2 million-strong following and brand trust, while he eyes a future in mainstream acting
The announcement comes alongside the launch of Firefox’s first worldwide campaign, titled ‘Open What You Want’
Influencer Sufi Motiwala, a fashion commentator, described his platform as ‘one big video’, blending fashion humour, relatable content, and topicality to sustain audience engagement during campaigns
Vishnu Kaushal adapts characters from his content universe to suit campaign goals — a versatility that’s made him a bankable voice in India’s creator economy
Experts say even marginal adoption of ad-free models could make creators the most reliable way to reach audiences
This season, data from multiple collaborations shows stand-up comedians front more campaigns than ever, managing back-to-back partnerships that drive likes, comments, shares, and cultural relevance
Experts say many creators now function as “one-stop shops”, handling venue, curation, promotion, and integration, reducing the need for agencies
Content creator Dolly Singh speaks to e4m on why convincing brands for new-age content is still a challenge, her experimentation with vertical-format storytelling, and more
Before the controversy, Ranveer aka BeerBiceps—was a regular partner for marquee brands
Viraj Sheth, co-founder of Monk Entertainment, talks to e4m on identifying fresh talent, codifying cultural scanning and more
YouTuber and digital creator Madan Gowri shares why Tamil Nadu is a tough market for celebrity endorsements, the fine line between content and commerce, and more
Vernacular and culturally rooted content around celebrations commands deeper attention; local customs, dialects, and identities foster pride & personal connection
Bengaluru has quietly built its own advantage, driven by linguistic diversity, youth-led subcultures, and digital-first audiences
As creators begin investing in each other’s ventures, they are not only diversifying their portfolios but also fostering a collaborative ecosystem where influence drives collective growth
Indian creators play a pivotal role in localizing the hype and connecting the show with Indian audiences
The program, an extension of the Amazon Influencer Program (AIP), marks Amazon’s effort to deepen its creator partnerships beyond affiliate links
Content creator Divya Fofani talks about the rapid rise of influencer-led campaigns, recalls his big collaboration with MrBeast, and more, in a conversation with e4m's Shalinee Mishra
Experts believe the government’s reliance on influencers represents a shift from traditional ad spends to narrative-shaping through digital creators
The launch also featured a collaboration with artisanal ice cream label Minus 30, which served vegan and sugar-free passionfruit gelato to shoppers
As per a report from NoFiltr, brands are now looking at how deeply a creator can persuade and mobilize their audience rather than just how many people follow them
Industry watchers say the change hints at a potential power shift in the influencer economy, with smaller and regional creators positioned to benefit from higher retention and lower Skip Rates
The bench asked Raina and fellow comedians Vipul Goyal, Balraj Paramjit Singh Ghai, Sonali Thakkar and Nishant Jagdish Tanwar to apologise in the same medium where the offensive remarks were made
The action against Avadhut Sathe comes as part of SEBI’s larger drive to regulate finfluencers and unlicensed market educators
Despite low engagement rates, finfluencers build strong trust as audiences seek money clarity; many now also cover lifestyle, tech and entertainment topics
Experts highlight that although influencer scams often focus on creators, brands are equally vulnerable and urge careful management with thorough checks
Industry insiders say scarcity isn’t the only reason. Many creators are intentionally keeping their feeds organic to build trust
From last-minute briefs to payment delays, creators share what’s going wrong — and how both sides can make it work
From her viral Louis Vuitton auto-rickshaw bag recreation to quick execution and serving quality, Aditi Agrawal shares insights on experimenting with formats to better connect with her audience
Indian creators are no longer waiting for brands to cast them in campaigns
Animation creators aren’t just a trend—they are forming a new creative vertical within influencer marketing
From JioCinema to Amazon MX Player, platforms are choosing creators over TV actors for one reason — they bring the internet with them!
A new profession code for "Social Media Influencers" has been introduced in April 2024 in the official ITR utility for Assessment Year 2024–25
Creators like Neha Nagar, Apoorva Mukhija and Sahiba Bali are topping brand charts as they command niche authority, community trust, and content aligned to their own voice and brand needs
With medical degrees in one hand and myth-busting videos in the other, India’s dermatologists are helping brands cut through the noise with science-backed advice
From freelancers to steady gigs, video editors have become an integral part of the content creation landscape, with some earning ₹10–15 lakh a month
Sebi's directive underscores a rising concern about the blurring line between regulated advisory services and unchecked content by anonymous or fake entities on social channels
As the streaming giant rides on a 16% revenue jump in Q2 2025, co-CEOs Ted Sarandos and Greg Peters outline how creators, ads, and AI will shape the next phase of growth
Creators are redefining brand partnerships, driving long-term brand value through relatable, aspirational content
The new engagement tool offers visibility boost, ties into broader creator-first updates
For marketers and creators, this shift means that content once confined to the Instagram ecosystem can now reach broader audiences across the internet
Skitvertising is the internet’s smoothest soft-sell. It feels authentic, especially when it’s delivered through the voice of a creator that audiences already trust
Raunaq Sahni, aka Monkey Magic, gained 2.5 lakh followers in 30 days by travelling from Kashmir to Kanyakumari—proving hustle and heart can beat paid promotions
According to the Kantar report, 73% of influencer campaigns sit in the ‘amber zone’—the middle percentile for short-term sales likelihood
Kantar data also reveals that influencer content enjoys 1.4 times higher visibility duration
According to brand experts, these creators are no longer just amplifiers. They’re the starting point of product discovery and trust
Guest Column: Puravansh Maitreya, Head of Marketing at Lava International Limited, says creator creativity and cost must align with business goals in today’s evolving marketing landscape
Brands are increasingly looking to build relevance and trust in tier markets with the help of regional storytelling and sub-campaigns
Creator-driven platforms are expected to draw over $185 billion in direct creator income this year
Market watchers say influencer agencies are falling for templated strategies and not category-wise adoption; creators call for collabs that fit naturally
The company has used its influencer base to support several brand campaigns across categories
Apart from brand deals, casual gamers and esports professionals earn anywhere between Rs 75,000 to Rs 1.5 lakh via streaming in a month
Rather than push content through paid promotions or influencer tie-ups, Gulati gave micro-creators something they could organically use and integrate into their own storytelling
The latest Instagram update will allow public content from accounts to appear in search engine results, giving influencers greater visibility beyond the platform
With over 4 million influencers in the country and marketers now spending nearly 40% of digital ad budgets on influencer collaborations, here’s a deep dive into the scale and scope of the domain
Content creator Akash Yadav accuses nutrition brand The Whole Truth of misleading labelling; founder Shashank Mehta responds with point-by-point rebuttal
Marketers apprehensive of the prepaid model say the approach doesn’t improve marketing outcomes and comes with payment recovery risks; others opine the idea fits well in the current era of micro-UGC
Brands are now teaming up with travel bloggers, home chefs, and digital creators rooted in real-life experiences to deliver their message through authentic storytelling
Nowadays, with 20 to 100 influencers involved in a single campaign, it's critical to evaluate fit, authenticity, and relevance from among millions of potential creators, say experts
Among the key mandates are disclosure of paid partnerships, gifted products, affiliate promotions, as well as a strict stance against deceptive use of virtual influencers, CGI, or deepfakes
Industry regulators and observers say that with influencer marketing going beyond simple endorsements, brands are carefully selecting creators who are staying within the regulatory guardrails
MrBeast has also widened his lead over T-Series by 100 million subscribers and is now the most-followed individual in YouTube history
SEBI has ordered more than 60 entities to return a total of ₹58.01 crore along with interest, calling it a textbook case of market manipulation through social media and influencer-led deception
Akashvani, in a post on X, shared that creators can access explainers, shorts, and documentaries across 50 categories in 15 languages—at no charge
Celebrities quietly fuel global craze for Labubu dolls by integrating them into everyday style
Plowy the cat is a petfluencer, who is an ambassador for brands like Hyatt, ITC, Pantaloons, Uber, Volkswagen and Birla Opus Paints
The court is hearing a defamation case filed by ANI, which is seeking ₹2.10 crore in damages and a permanent stop to further defamatory posts
ASCI's annual complaints report points to persistent issues around non-disclosure of paid partnerships and promotional content for prohibited products
comedian Kunal Kamra and Alt News co-founder Mohammed Zubair also named in the suit for sharing ‘defamatory’ video
While some creators and legal experts say procedural gaps have created confusion in recent infringement cases, others stress that giving credit where due is also key
With the phasing out of cookies, brands are increasingly blending influencer and performance marketing methods for best results, note industry players; ROI metrics are evolving too
Jimmy Donaldson, widely known as MrBeast, has reportedly become the world’s first content creator to reach billionaire status
Industry observers say multiple influencer marketing agencies often float the same creator's name; lack of universal verification registry also cause for confusion
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