Big-name deals that can't be measured
One large fee, one post, a spike in impressions and no way to tell whether anything sold. Unrepeatable, unattributable, and impossible to justify twice.
Influencer & UGC
Creators sourced, briefed, licensed and measured like a media buy.
Creator marketing stopped being a PR activity and became a creative supply chain. The brands winning at it are not the ones paying the biggest names — they are the ones running many small creators, licensing the good footage, and putting paid budget behind whatever performs.
The problem
What this normally looks like before we start.
You paid for content you can't run as an ad
The contract covered an organic post and nothing else. The best-performing asset of the quarter cannot legally be put behind paid spend, which is where nearly all of its value was.
Sourcing and chasing eats the whole team
Finding creators, negotiating, briefing, chasing drafts, collecting invoices. Done manually it is a full-time job, which is why most programmes quietly stop after one round.
45.5%
of influencer marketing spend expected to go to nano and micro creators in 2026source ↗
What we do
The actual work.
01
Cast against the audience, not the follower count
We shortlist on audience overlap, comment quality and past brand work. Nano and micro creators usually deliver better engagement per rupee than a mega name.
02
Brief for a hypothesis
Each creator is briefed on a specific angle we want to test, not a general vibe. That is what makes a batch of creator content readable as data rather than noise.
03
License up front, always
Paid usage rights, whitelisting and term negotiated before the shoot. Every asset we commission can legally be run as an ad on day one.
04
Promote the winners
The content that performs organically goes into paid the same week, run from the creator's handle where the rights allow. This is where most of the return actually comes from.
05
Run it as a programme
A standing roster, monthly cohorts, tracked performance per creator, and a clear renew-or-drop call. Not a one-off campaign that has to be rebuilt each time.
What you get
Deliverables.
- ✦Creator sourcing, vetting and audience-quality checks
- ✦Rate negotiation and contracting
- ✦Angle-led creative briefs per creator
- ✦Paid usage rights and whitelisting secured up front
- ✦Draft review, revisions and approvals managed
- ✦Performance tracking per creator and per angle
- ✦Paid amplification of winning assets
- ✦Monthly cohort report with renew-or-drop calls
How we’re different
Why this is worth handing to us.
Every asset is licensed for paid
We do not commission content we cannot advertise with. It is the single biggest source of wasted spend in creator programmes.
We run it as media, not PR
Cost per licensed asset and cost per acquisition, tracked per creator. Impressions are context, not the result.
Roster, not one-offs
Creators who perform get booked again. Rates improve, briefing gets faster, and output quality rises — none of which happens in one-off campaigns.
Questions we get
Straight answers.
How many creators should we start with?+
Eight to twelve nano and micro creators in the first cohort. Enough to read a real signal on which angles work, cheap enough that a weak cohort is a lesson rather than a write-off.
Do creators have to disclose paid partnerships?+
Yes. India's ASCI guidelines require clear, prominent disclosure on paid promotions, and we brief and check for it. Undisclosed advertising is a risk we will not take on your behalf.
What if a creator's content underperforms?+
It is priced in — that is why we run cohorts rather than single bets. Underperformers are dropped at the end of the cycle and the budget shifts to whoever earned it.
Where the numbers come from
- NPR Design — UGC ads & nano influencers in India: the 2026 playbook ↗
- Influentials — UGC and influencer marketing trends for 2026 ↗
- Storika — The 2026 creator economy playbook ↗
Figures are industry benchmarks published by third parties, cited so you can check them. They describe the market, not a promise about your results.
Build a creator roster that pays for itself.
We'll cast a first cohort in your category and show you the angles worth testing.
Usually paired with
Production & Shoots
Studio, product, founder and event content — batched so the calendar never runs dry.
Read →Performance Marketing
Meta and Google, run against contribution margin rather than vanity ROAS.
Read →Social Media Management
Daily operations end to end — planning, publishing, community and reporting.
Read →Content Strategy
The plan that decides what gets made, for whom, and what it is supposed to do.
Read →