Brands are raising festive creator spends, but with influencer discovery getting crowded, focus is shifting from reach to relevance, regional influence & trusted voices that drive purchase decisions

Shalinee Mishra Aug 29, 2026 8:52 AM

From an 80-20 split to equal regional spend, the new blueprint for penetrating tier 2 And tier 3 India

NATIVE CONTENT Aug 25, 2026 5:03 PM

Rather than translating one national advertisement into multiple languages, marketers are creating local narratives that reflect how festivals are celebrated across different parts of the country

Shalinee Mishra Aug 4, 2026 8:26 AM

Creators are becoming important not just for speaking regional languages, but for understanding their nuances, cultural context and the way people naturally communicate

Shalinee Mishra Jul 21, 2026 9:13 AM

The supply of regional creators is growing rapidly, engagement is rising and brands are increasingly using local voices to reach audiences during festivals and cultural moments

Shalinee Mishra Jul 17, 2026 9:20 AM

The broader delegation also includes Sufi Motiwala, Ishita Mangal, Nidhi Kumar Ishani Mitra, among others

Shalinee Mishra May 11, 2026 6:06 PM

Marketers are realising that a one-day celebration does not justify blanket national spends. Instead, smart money is moving towards regional creator-led storytelling

Shalinee Mishra Mar 4, 2026 9:07 AM

As the New Year approaches, brands are turning to regional creators to aid discovery and drive measurable campaign impact

Shalinee Mishra Nov 20, 2025 9:43 AM

Brands are increasingly looking to build relevance and trust in tier markets with the help of regional storytelling and sub-campaigns 

Shalinee Mishra Jul 3, 2025 9:04 AM