Depth Over Hype: Why brands are turning to creators who keep it real
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
by
Published: Jul 28, 2025 8:37 AM | 8 min read
Follow Us
India is home to between 2.5 to 3.5 million content creators across platforms. However, despite being crowded a small group of creators stands out — those who stay clear in their messaging, focus on niche expertise, and foster genuine community ties. These creators are drawing brand attention and earning real incomes simply by doing the work they’re best at: creating resonant, high-quality content.
With the influencer marketing space being dominated by inflated metrics, fake followers, and fleeting virality, brands are quietly shifting focus, seeking creators who deliver real value: those who build niche authority, maintain audience trust, and engage deeply with their followers.
HashFame’s Q1 data confirms this change. Creators like Neha Nagar, Apoorva Mukhija, and Sahiba Bali are leading the brand-approach charts — not because they shout the loudest, but because they are consistent, relatable, and strategic in how they connect with people.
The report reveals that each of the top 10 creators shares the same three core strengths: niche authority paired with genuine trust, consistently high engagement with their audience, and strong alignment between content and brand messaging.
Whether it’s Mukhija’s bold Gen Z humour, Bali’s wellness-driven storytelling, or Arvind Kharra’s tech clarity, these creators make content feel native, not forced. Even mid-tier creators like Vicky Pedia and Aashi Adani, who have smaller follower counts, outperform traditional “mega-influencers” in engagement. With Neha Nagar receiving 185 brand interest signals and Aashi Adani earning 40, the data tell us brands are favouring substance over surplus.
Here's an overview of where some of these creators stand.
Neha Nagar (@iamnehanagar)
Brand Interest: 185 • Followers: 2 M • Engagement: 1.61%
Neha began her career as a wealth manager at IIFL Securities but found her true calling in simplifying personal finance through relatable, bite-sized content. With a growing audience of two million, she’s built trust by breaking down complex financial topics—budgeting, taxes, and money-saving hacks—in everyday language. Brands like Kotak811, Indian Oil, HPCL, BPCLimited, Airtel India, and L&T Finance are partnering with her to demystify financial products.
Her reels, such as “If you save ₹5K from ₹20K, here’s what’s left,” turn abstract concepts into practical exercises. Despite a seemingly low engagement rate (1.61%), the specificity and reliability of her niche content attract 185 brand signals, proving that relevance trumps sheer likes.
View this post on Instagram
Apoorva Mukhija (@the.rebel.kid)
Brand Interest: 168 • Followers: 4.4 M • Engagement: 15.34%
Apoorva has earned a reputation for her unfiltered Gen Z humour and sharp pop-culture takes. With a jaw-dropping 15.34% engagement, she pulls in 168 brand signals. She’s collaborated with OnePlus, Netflix, Spotify, Google, Hotstar, Amazon, Maybelline, Meta, Nivea, Joy Skin Care, and more. Whether it’s beauty, fashion, or social commentary, her content remains candid and interactive.
She’s also collaborated on a Freakins fashion line. Her recent TV and movie appearances have amplified her reach, but she keeps her audience hooked by staying true to her unfiltered voice.
View this post on Instagram
Vishnu Kaushal (@thevishnukaushal)
Brand Interest: 103 • Followers: 2.1 M • Engagement: 4.35%
Vishnu brings cultural storytelling to life through humor grounded in everyday Indian life. His sharp, relatable content draws brands like Google, Amazon Prime, Blinkit, Bakingo, Airtel India, Licious Foods, and Sprite. Over the last two months, he’s completed campaigns with many of these. His engagement rate of 4.35% highlights the relevance of his work—his content resonates deeply, offering brands authenticity in narratives that feel real.
View this post on Instagram
Prajakta Koli (@mostlysane)
Brand Interest: 95 • Followers: 8.7 M • Engagement: 4.96%
A seasoned storyteller, Prajakta’s content has grown with her audience. She’s part of the Times 100 list and has collaborated with names like Google, Netflix, Amazon, Philips, Bata, and Venus. What makes her distinct? She doesn’t just create sketches; she starts conversations. Her videos often include challenges or calls to action, making her 8.7 million-strong community feel actively involved.
Link: https://www.youtube.com/shorts/TRwjXi7x3XQ
Arvind Kharra (@techmasterco)
Brand Interest: 77 • Followers: 4.6 M • Engagement: 2.15%
Arvind occupies the tech-explainer niche with approachable gadget reviews and tutorials. Brands like Samsung, HP, and Xiaomi frequently work with him on review and how-to content. With 4.6 million followers and a clean presentation style, he’s become a trusted voice for tech-savvy consumers looking for no-frills information.
View this post on Instagram
Parul Gulati (@gulati06)
Brand Interest: 69 • Followers: 1.7 M • Engagement: 1.75%
Parul brings a mix of lifestyle, entertainment, finance, and self-growth to her content. She’s teamed up with Veet India, Dot & Key, Nivea, Licious, and ALT Balaji. Beyond content creation, she’s also the founder of Nish Hair, a D2C brand for extensions, and won ₹1 crore on Shark Tank India in exchange for 2% equity. Her entrepreneurial journey adds depth to her persona, resonating with audiences who appreciate both her creativity and drive.
View this post on Instagram
Sahiba Bali (@sahibabali)
Brand Interest: 55 • Followers: 748 K • Engagement: 10.36%
Sahiba’s content includes personal experiences, wellness routines, fashion, and spiritual reflections. Brands like Zomato and the Punjab Kings (PBKS) have partnered with her. With strong engagement (10.36%), her followers treat her content as a trusted voice—emphasizing authenticity in brand collaborations.
Link: https://www.youtube.com/shorts/duI8YBtMOUs
Vicky Pedia (@vickypedia_007)
Brand Interest: 52 • Followers: 1 M • Engagement: 12.07%
Vicky creates bite-sized motivational and educational content. His sharp storytelling has landed campaigns with Airtel India and others in the education, self-help, and corporate space. His ability to explain ideas clearly in under a minute makes his content perfect for thought leadership campaigns.
View this post on Instagram
Ravi Gupta (@shudhdesicomic)
Brand Interest: 46 • Followers: 3.2 M • Engagement: 8.66%
Ravi adds a cultural spin to comedy with sketches centred around family and society. He’s collaborated with boAt, House of McDowell’s Soda, Uber, Zomato, Spinny, Vastrado, Housing.com, Amazon MX Player (“My Girlfriend is an Alien” campaign), and Samsung India (Galaxy Z Fold7). His humour brings warmth and relevance, blending brand messaging into shared social experiences.
View this post on Instagram
Aashi Adani (@aashiadani)
Brand Interest: 40 • Followers: 288 K • Engagement: 5.40%
Despite being a smaller creator, Aashi’s clean, high-trust content has earned her collaborations with Garnier, Lakmé, MAC, Myntra, Amazon, Maybelline, Kiro Beauty, MyGlamm, Nykaa, Clinique, Mamaearth, Dove, CeraVe, and more. Her engagement rate of 5.4% makes her a darling among boutique and premium beauty brands.
View this post on Instagram
Why These Creators Stand Out
At the heart of what these 10 creators do lies a powerful formula: niche authority, community trust, meaningful engagement, and content aligned to both their own voice and brand needs. They don’t chase trends—they build real, lasting relationships with their audience.
From Neha’s financial insights to Apoorva’s Gen Z relevance and Parul’s entrepreneurial authenticity, each creator is crafting their own unique space. They are proof that consistent, well-targeted content can outperform flashy, one-off bursts of attention.
According to the BCG report, creators in India currently influence over $350–400 billion in consumer spending, a figure projected to cross $1 trillion by 2030. While India has an estimated 2 to 2.5 million active digital creators (those with over 1,000 followers), only 8–10% effectively monetize their content today. The direct revenue from the creator economy, pegged at $20–25 billion, is expected to grow fivefold to $100–125 billion by 2030.
The report also notes that short-form videos dominate, with comedy, fashion, daily soaps, and films among the most consumed genres. With brands expected to scale investments in creator-led marketing by 1.5–3x, the study signals a clear shift in commerce models driven by creators.
In India’s current creator economy, the real influencers aren’t always the biggest—they’re the ones who speak with clarity, show commitment to their craft, and keep their audience close. They hold attention, not just views. They foster trust, not just clicks. That’s what brands want now—and they’re backing it.
At the end of the day, it’s never been less about who’s the loudest or has the biggest following—it’s about who rings true. Brands are waking up to this. They’re backing creators who show up with genuine purpose, truly understand their audience, and don’t force the sales pitch. Whether it’s finance, wellness, or tech, the voices that speak with heart—and stick to their lane—are the ones making waves now. If the current pace holds, it’s these grounded, authentic creators who will keep leading the charge—one honest, thoughtful collab at a time.
Read more news about Influence Zone, Marketing, PR and Corporate Communication, Internet Advertising, People Movement
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook, YouTube & Google News