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Tag: Big Bang social

  • Collective Artists Network hits the road with India’s first bilingual AI travel influencer

    Collective Artists Network hits the road with India’s first bilingual AI travel influencer

    MUMBAI: Collective Artists Network has unveiled Radhika Subramaniam, India’s first AI-powered travel influencer fluent in both English and Tamil, and the latest entrant in the firm’s expanding world of virtual creators.

    Unlike her glossier predecessor Kavya — who leans into luxe aesthetics — Radhika is your girl-next-door meets globetrotter. A Gen Z solo traveller with a backstory that reads like a millennial quit-notice, Radhika ditched her corporate job to chase culture, conversations and chai at roadside stalls across India.

    “Radhika feels like someone we all know — that one friend who took the leap and actually went on the trip. She’s thoughtful, independent, and interested in the world around her. With her, we wanted to build more than just a new kind of influencer — we wanted to create someone who could tell stories with heart, and make people feel seen,” said Collective Artists Network founder & group CEO Vijay Subramaniam.

    What sets Radhika apart isn’t just her synthetic pixels — it’s her human nuance. From local folklore to hidden cafés, she dives into places and perspectives often left behind by mainstream tourism content. And her bilingual voice allows her to bridge geographies, resonating deeply with both urban metros and regional markets.

    “There’s a warmth to Radhika that’s hard to fake. She’s not just spitting out trends or trying to be viral — she actually gets the context,” said Collective Artists Network chief revenue officer and CEO of Big Bang Social CEO Sudeep Subhash. “For brands, that’s gold. You get someone who’s always on, always in sync with your voice — but also genuinely engaging for the audience. That kind of storytelling at scale is really exciting.”

    As AI-powered influence evolves from novelty to nuance, Radhika signals a bold step forward — where connection trumps curation, and virtual creators feel less like code and more like companions.

  • Collective minds as Collective Artists Network sets stage for media power play

    Collective minds as Collective Artists Network sets stage for media power play

    MUMBAI: When content meets culture and creators meet code, you get a media revolution in the making. Collective Artists Network, long known for its fingerprints across India’s pop-cultural pulse, has officially put a name to what it’s already been quietly building: a full-blown media network that spans platforms, talent, tech, and taste.

    But don’t call it a pivot. This is less a launch than a loud confirmation of Collective’s growing dominance across original storytelling, social influence, and digital-first innovation.

    From viral storytelling brands like Terribly Tiny Tales and campus connector Under 25, to creator engine Big Bang Social and AI-optimised visual platform Galleri5, the Collective universe is already humming. Add to that new launches like Rashmika & Ru (with TTT), Marathi Minded (with Neel Salekar), and Not Funny (a creator-led comedy brand with Funcho), and you’ve got a content slate that’s part Netflix, part Reddit, part desi dopamine machine.

    And speaking of machines, meet Kavya Mehra and Radhika Subramaniam, Collective’s two AI-powered creators. They don’t blink, but they do reflect. Kavya’s all about modern parenting and daily life dilemmas, while Radhika decodes digital youth culture. Far from novelty avatars, they’re a peek into the company’s ambitions in synthetic storytelling and culturally responsive AI.

    Adding another layer to its expanding digital dharma is the launch of Sanatani Dharma, a bold new channel that dives deep into Indic tradition, mythology, rituals, and spiritual modernity. It’s Collective’s play to own a space where very few digital-first brands have dared to venture where the Ramayana meets reels, and Vedic wisdom meets algorithmic discovery.

    As Collective scales, it has brought in seasoned content veteran Sudeep Lahiri as head of channels and distribution to steer the ship across creator and platform ecosystems. With Collective’s stronghold on distribution spanning owned platforms, newsletters, and creator networks the move marks a serious upgrade in operational firepower.

    Meanwhile, Galleri5, the group’s creative tech arm, is busy building tools that can sniff out trends, benchmark creative performance, and test drive synthetic content helping creators and marketers stay two scrolls ahead of the curve.

    “In today’s world, new media is about owning eyeballs and through our content, distribution, and influence, we intend to become the media network that defines attention. We have always understood the pulse of pop culture, reflecting it when needed, and influencing it when it matters most,” said Collective Artists Network founder and group CEO Vijay Subramaniam.

    With thousands of creators, millions of impressions a month, and a content strategy that swirls together storytelling, software, and spirituality, Collective Artists Network is sketching out a new blueprint for Indian media, one where every like, loop, and live session is just another piece of a much bigger cultural puzzle.

  • Sudeep Subash named CEO of Big Bang Social

    Sudeep Subash named CEO of Big Bang Social

    MUMBAI: The creator economy in India has a new captain, and he’s no stranger to the high seas of digital marketing. Sudeep Subash has been appointed as the CEO of Big Bang Social, the country’s leading creator economy platform. But wait, there’s more! He will also continue steering the revenue juggernaut at Collective Artists Network as its chief revenue officer. That’s right—two titles, one powerhouse leader, and a whole lot of responsibility. No pressure, Sudeep!

    Collective Artists Network, the mothership behind Big Bang Social, made the announcement on 3 March 2024, marking a significant leadership move in the world of influencer marketing and content-driven commerce. Known for his razor-sharp revenue strategies and uncanny ability to make brand-creator collaborations flourish, Subash is all set to shake things up in a market that is already buzzing with potential.

    “Sudeep is one of those rare leaders who invests deeply in his teams,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “His knack for scaling businesses, igniting innovation, and fostering collaboration makes him the perfect candidate to propel Big Bang Social to new heights. As brands and advertisers increasingly turn to creators for meaningful collaborations, his vision will be key in expanding our influence and unlocking fresh opportunities in the creator economy.”

    With a track record that speaks for itself, Subash isn’t just taking on this role for the business cards (though, let’s be honest, having two fancy job titles is a flex). He’s here to supercharge Big Bang Social’s growth by driving data-backed strategies, deepening brand partnerships, and delivering breakthrough influencer campaigns.

    “I am excited to take on this new challenge and further build on the incredible foundation of Big Bang Social,” said Subash, now Big Bang Social CEO and Collective Artists Network CRO. “We are at a pivotal moment where content, culture, and commerce are converging like never before. I look forward to working with our teams, creators, and brand partners to drive meaningful growth and shape the future of this dynamic ecosystem.”

    Under Subash’s leadership, Big Bang Social is expected to amplify its impact by fine-tuning brand-creator collaborations, harnessing data-driven insights, and crafting innovative campaigns that define the next frontier of influencer marketing. The Indian creator economy is growing at an explosive pace, and with Subash at the helm, it looks like things are about to get even bigger.

  • Big Bang Social launches Linkit: The ultimate creator’s tool

    Big Bang Social launches Linkit: The ultimate creator’s tool

    MUMBAI: Attention creators! Managing multiple links has just levelled up.

    Big Bang Social (BBS), powered by Collective Artists Network, has launched ‘Linkit’, a revolutionary feature combining collaboration opportunities, creator tools, and community-building under one seamless roof. Oh, and the cherry on the top– it’s completely free.

    With the creator economy booming, juggling endless links, social handles, and affiliate profiles is no joke. Swoops in Linkit: a sleek, customisable link-management tool built specifically for creators. Think of it as the “link-in-bio” on steroids. Want to simplify your online presence? Showcase your portfolio? Drive sales? Linkit’s got you covered.

    Picture a beautifully designed hub where creators can organise all their links in one place, whether for social media bios or personal branding. With custom backgrounds, QR codes, and images, Linkit doesn’t just let you share links – it lets you make a statement.

    Are you a creator monetising your craft? With Linkit, you can easily display products, services, or affiliate links and track performance with real-time analytics. Yes, creators – this means you can finally know exactly which link gets the clicks and which one needs a glow-up.

    Let’s be honest: creators have enough on their plate, from content brainstorming to editing marathons. Simplifying link management shouldn’t be another stress point. But Linkit isn’t just about convenience; it’s about supercharging your presence online.

    Collective Artists Network co-founder & CRO Sudeep Subash said, “We’re excited to announce Linkit as part of our ongoing commitment to provide the best tools available for creators. By combining collaborations, creator tools, and a community-driven platform, Big Bang Social is bringing a much higher degree of convenience to the creator experience.”

    In just two weeks since launch, over 1,000 creators have adopted Linkit. Popular users have already created stunning profiles like these:

       https://creator.bigbang.social/khushifitx

       https://creator.bigbang.social/aditikapur

    Are you next to join the party?

    You can grab Linkit as part of the Big Bang Social app, available now:

       Apple: Big Bang Social – App Store

       Android: Big Bang Social – Google Play

    If you’re a creator, ask yourself: why settle for outdated link tools when Linkit can do so much more? Say goodbye to clunky link trees and hello to a sleek, creator-first experience.

  • Big Bang Social launches Auto Payouts to revolutionise creator payments

    Big Bang Social launches Auto Payouts to revolutionise creator payments

    MUMBAI: The sweetest six words in any professional’s life? “Your salary has been credited successfully.” For corporate warriors and government employees, it’s a monthly ritual backed by an entire accounts team.

    But for the creators—the modern-day artists of the internet—it’s a waiting game. Payments trickle in at their own pace, often delayed, tangled in red tape, and leaving creators juggling their passions with financial frustration.

    Enter Big Bang Social (BBS), the brainchild of Collective Artists Network, with its game-changing Auto Payouts feature—where payments hit creators’ accounts as early as six hours after content approval. No more chasing payments. No more awkward follow-ups. Just content, approved, paid, repeat.

    A revolution in the creator economy that’s setting new standards for speed, efficiency, and sheer satisfaction. The platform streamlines campaign execution, performance tracking, and talent discovery while addressing critical challenges such as payment delays.

    Collective Artists Network co-founder & chief revenue officer, Sudeep Subash highlighted the platform’s mission, “Our vision at Collective Artists Network has always been to empower creators and build a thriving ecosystem where collaboration between brands and creators is seamless and rewarding. By addressing the long-standing issue of payment delays, we’re not just enhancing operational efficiency but also reaffirming our commitment to the creators who are the heartbeat of this industry. This feature sets a new industry benchmark, showcasing how technology can create meaningful, creator-first solutions that benefit everyone involved.”

    Since its rollout, over 500 creators have already benefited from the Auto Payouts feature, with payments now processed within five days instead of the traditional 45-day cycle. By automating this process, BBS has effectively eliminated operational complexities.

    Creators have expressed their enthusiasm for this transformative feature.

    . A lifestyle & travel creator from Noida, Aman Chaudhary, shared: “The auto-payment feature on Big Bang Social is amazing. Now I get my payments on time without any delays. Great work, Big Bang Social team!”

    .  A fashion & beauty creator from Cuttack, Sweta Suman said: “Big Bang Social has made collaborations so enjoyable! The ease of tracking everything on their app, combined with their auto-payment system, makes me excited to keep working with them in the future.”

    With Auto Payouts, Big Bang Social reinforces its position as a leader in the creator economy, delivering cutting-edge solutions that empower creators and optimise brand partnerships. The feature is now live, ensuring creators receive timely payments and brands enjoy seamless collaborations in a tech-enabled marketplace.

     

  • Collective Artists Network launches Not Funny brand solutions agency

    Collective Artists Network launches Not Funny brand solutions agency

    MUMBAI: Being funny can be big business. At least that’s the hope that Collective Artists Network founders  Sudeep Subhash and Dhruv Chitgopekar are nurturing. The new age agency has got into bed with comedy duo Funcho—comprising Dhruv Shah and Shyam Sharma— to launch a new creative brand solutions company, strangely called, Not Funny.  Dhruv and Shyam  have built a fanbase of 39.7 lakh YouTube subscribers and over 2.8 million Instagram followers.

    The company will specialise in content-first solutions, focusing on scripting, talent representation, and consultation for brands. Led by CEO Mihir Surana, Not Funny aims to tell brand stories through the lens of comedy, with a strong focus on both fictional and non-fictional content.

    “We have been razor sharp focused on blending technology, entertainment, and strategy seamlessly across all our various ventures, including recent acquisitions like Galleri5, Under 25, and Terribly Tiny Tales.  Funcho’s relatable humour and genuine connection with their audience make them the perfect partners to lead this venture. Not Funny represents our collective ambition to blend creativity, humour, and strategic brand solutions that speak directly to modern consumers,” said Subhash. “

    Big Bang Social, Collective Artists Network’s creator marketplace, played a pivotal role in facilitating this new venture. Through its platform, Not Funny will leverage the vast ecosystem of creators, brands, and storytellers that the former has curated over the years. 

    “We have always strived to be at the forefront of connecting creators and brands in innovative ways. With Not Funny, we’re pushing the envelope even further, creating a space where humour becomes a powerful tool for brand storytelling and audience engagement,” added  Dhruv. 

    Not Funny will cater to brands looking for innovative content strategies by leveraging Funcho’s expertise in real-life inspired comedy and applying it to brand storytelling. The company’s mission is to infuse humour into brand communications, creating highly engaging and relatable campaigns. From scripting to creative consultation and talent suggestions, Not Funny aims to redefine how comedy can be integrated into both digital and traditional media strategies.

    Added Funcho co-founders Dhruv Shah and Shyam Sharma: “Not Funny is dedicated to closing the gap between brands and their audiences. By creating captivating, humorous content, we make branded messaging enjoyable and relatable, ensuring meaningful connections.”

    Simply put, they are not joking! 

  • Big Bang Social partners with Rob & NOOE

    Big Bang Social partners with Rob & NOOE

    Mumbai: Collective Artists Network’s Big Bang Social (BBS) has announced a partnership between artist Harun Robert (a.k.a. Rob) and NOOE, a premium design brand specialising in desk essentials, stationery, and everyday carry products. This collaboration marks a shift in creator-brand engagement, where creators act not only as content creators but also as investors and strategic partners.

    Rob, who is also an investor and NOOE’s new chief community officer, will lead the brand’s community and content strategy for the next five years. Rob said: “NOOE’s dedication to both quality and creativity really resonates with me. This isn’t just about creating content; it’s about being involved at a deeper level, helping shape the brand’s story and building a community that shares our love for thoughtful design. I’m looking forward to working with the team at NOOE and exploring how we can bring something special to people who value creativity as much as we do.”

    Known for his award-winning TV show and innovative DIY projects, Rob’s design expertise and broad appeal make him an ideal partner for NOOE. NOOE, founded by Piyush Suri and Neetica Pande, is a RED DOT Design Award-winning brand available in over nine countries, including in premier outlets like Harrods. This partnership redefines creator-brand collaborations, delivering long-term value.

    NOOE co-founder & CEO Piyush Suri added: “Having Rob join us feels like the perfect match. His vision, combined with his passion for art and design, aligns seamlessly with what we stand for at NOOE. We’re excited about the potential of this partnership to elevate our brand and create a stronger, more personal connection with our customers.”

    Collective Artists Network co-founder Dhruv Chitgopekar commented: “Facilitating a collaboration like this, where a creator takes on such a meaningful marketing and community-building role, is exactly what we strive for at Big Bang Social. Rob’s partnership with NOOE is an exciting step in reimagining how creators and brands work together. We believe this collaboration will grow Rob’s engagement with his community and NOOE’s growth on all relevant brand metrics. This sets the stage for more cutting-edge collaborations that push growth for forward-thinking D2C brands.”

    This strategy sets a new precedent, encouraging startups and investors to think outside the box, empowering creators to take on dual roles as both investors and ambassadors. Big Bang Social is leading the way for innovative collaborations in the industry.

  • SOCIAL partners with Big Bang Social

    SOCIAL partners with Big Bang Social

    Mumbai: Collective Artists Network’s Big Bang Social and India’s leading casual dining restaurant company, Impresario, behind iconic brands like SOCIAL, antiSOCIAL, and Smoke House Deli, have joined forces to form a unique partnership. SOCIAL provides a natural space for creators to come together, offering a platform where they can collaborate and share their work. By fostering these connections, SOCIAL plays an important role in enabling local communities, creating a vibrant environment where creativity and community spirit thrive.

    The essence of this partnership lies in its mission to empower creators across multiple cities to curate compelling narratives that celebrate the essence of their local neighborhoods. From the bustling streets of Hauz Khas to the charm of bylanes of Khar, from the vibrant spirit of Church Street to the yet-to-be-discovered gems, this collaboration brings in a new era of discovery and celebration of local culture.

    Impresario Entertainment & Hospitality Pvt Ltd chief growth officer Divya Aggarwal commented, “With the creative prowess of creators like comedians, writers, dancers, podcasters, visual design artists, poets, and more, we aim to showcase rich narratives that flaunt different aspects of neighborhoods and bring together local communities in the pincode. This partnership is a milestone development in discovery and celebration of local talents, paving the way for new initiatives in the F&B industry.”

    Sharing his thoughts on the partnership, Big Bang Social’s Dhruv Chitgopekar said, “At Big Bang Social, we are committed to providing creators with a platform to amplify their voices and showcase their unique perspectives. In this partnership, we seek to bring in a creative renaissance, where creators are empowered to weave narratives that align with the soul of neighborhoods, giving birth to a sense of exploration and pride in the local culture among patrons of SOCIAL.”

  • India’s influencer marketing sector primed for meteoric rise!

    India’s influencer marketing sector primed for meteoric rise!

    Mumbai: A recent report titled ‘The State Of Influencer Marketing in India’ by EY and Collective Artists Network’s Big Bang Social unveils a promising approach for influencer marketing in the country. Projections suggest a remarkable 25 per cent surge in 2024, reaching Rs 2,344 crore, with further expansion to Rs 3,375 crore by 2026.

    The report showcases the integral role of influencer marketing across sectors, particularly in lifestyle, fashion, and beauty, as well as automobiles, e-commerce, and FMCG. With over 50 per cent of mobile usage dedicated to social media platforms, integrating influencer marketing into communication strategies is becoming imperative for marketers.

    A blend of mega/macro influencers for brand awareness and micro/nano influencers for engagement is proving effective, with nano influencers exhibiting the highest engagement rates. Notably, 47 per cent of brands prefer micro and nano influencers due to their cost-effectiveness.

    Challenges persist on both the brand and influencer fronts, with marketers grappling to determine the ROI of campaigns while influencers strive to maintain credibility and build loyal audiences.

    The rising popularity of influencer marketing is evident, with 75 per cent of brands considering it an integral part of their marketing strategy. Smartphone users are driving this trend, with around 50 per cent of their time spent on social media platforms, predominantly Instagram and YouTube.

    Looking forward, 86 per cent of influencers anticipate income growth of over 10 per cent in the next two years, reflecting the increasing demand for their services. Additionally, brands are poised to amplify their investments, with 70 per cent planning to maintain or increase budgets for influencer marketing in 2024.

    Indiantelevision.com reached out to industry experts and digital creators on their thoughts on the state of Influencer marketing in India, what factors are contributing to its projected growth and the challenges anticipated in the evolving influencer marketing economy.

    Edited excerpts

    Chtrbox VP Karan Pherwani

    The influencer marketing industry in India is expected to grow to Rs 3,375 crore by 2026 due to more people using social media, increased digital content consumption, and the rise of specialized influencers appealing to different audiences. The increasing adoption of influencer marketing by a wide range of industries, from fashion and beauty to technology and healthcare, is contributing to this growth. Furthermore, the trend towards personalized and authentic brand experiences is driving brands to invest more in influencer collaborations as a means of connecting with their target audiences on a deeper level.

    Challenges in influencer marketing include ensuring genuine content in a crowded market, weeding out the influencers that ‘buy followers’, dealing with regulations.

    Mint + Milk PR founders Komal Rukhana and Janvi Mankani

    As an industry insider, it’s really fascinating to see how influencer marketing has evolved and exploded over the years. I think one of the big drivers behind this growth is the sheer number of influencers out there; and of course that’s paired with the way people consume news today. Post-covid, the audience relies on social media to know what’s happening in the world (topically) – all the way from fashion to politics, social media has become an hourly routine for audiences to know what’s happening in the world. It’s not just the usual lifestyle influencers anymore; we’ve got people from all walks of life sharing their stories and recommendations. But with everyone trying to be an influencer, it raises the question – who are they actually influencing? It’s become a bit overwhelming for audiences too, with so much content flooding their feeds every day. Therefore on the flip side, brands are facing a challenge in standing out amidst this sea of influencers and posts.

    It’s true, many influencers are expecting their incomes to shoot up in the coming years. But along with that growth comes some challenges. Traditional media channels are shrinking, and brands are turning to influencers to get their messages across. Influencer marketing offers brands a way to control their message while still letting influencers bring their own flair to it. This blend of brand messaging and influencer authenticity is what resonates with audiences and ultimately drives sales. Plus, with all these new tools for tracking influencers and their audiences, brands are getting savvier about who they work with. It’s all about finding the right fit! And with influencers more accessible than ever, even smaller brands can jump into the game and grow their business without relying on big agencies.

    Actor, model and digital creator Hamid Barkzi

    With the growing internet penetration and smartphone usage in India, influencers have access to a larger audience, allowing brands to target a wider demographic. However, in a saturated market, navigating the right influencers can be challenging. Brands sometimes prioritize influencers based solely on their follower count, which may overlook content creators who offer genuine engagement and authenticity. This approach could limit opportunities for meaningful collaboration and reduce the impact of influencer marketing efforts.

    Digital creator Hiba Hasan

    Brands are now allocating more resources towards collaborating with micro and nano influencers. These influencers typically have smaller follower counts compared to macro-influencers but often possess highly engaged and loyal audiences.  They provide brands with cost-effective and targeted avenues for marketing. Their ability to engage with niche audiences effectively contributes significantly to the overall growth of the industry.

    Maintaining authenticity while adhering to brand guidelines can be tricky. Striking the right balance between creative freedom and brand expectations is crucial for content creators to preserve their credibility and resonate with their audience.

    Content creator: Lifestyle and beauty Ria Amin

    Consumers are increasingly valuing authenticity and trust, favoring influencers who can authentically endorse products and services, leading to higher engagement rates and ROI for brands.

    The constant evolution of social media algorithms and platforms requires content creators to stay agile and adapt their strategies accordingly. Keeping up with the latest trends and algorithm changes while producing quality content remains a significant challenge in the ever-changing landscape of influencer marketing.

  • India’s influencer marketing industry estimated to reach Rs 3,375 crore by 2026: EY – Collective Artists Networks Big Bang Social report

    India’s influencer marketing industry estimated to reach Rs 3,375 crore by 2026: EY – Collective Artists Networks Big Bang Social report

    Mumbai: Highlighting the influencer marketing trends in India, the latest report by EY and Collective Artists Network’s Big Bang Social indicates that the industry is poised for significant growth. The report titled ‘The State Of Influencer Marketing in India’, states that influencer marketing in India is expected to surge by 25 per cent in 2024, reaching Rs 2,344 crore, and further expand to Rs 3,375 crore by 2026. These projections underscore the continued growth and immense potential of the influencer marketing industry, presenting ample opportunities for brands, marketers, and influencers alike.

    The report highlights a crucial insight: with 50 per cent of mobile usage dedicated to social media platforms, integrating influencer marketing into communication strategies is essential for marketers. In addition, it is expected that there will be 740 million active smartphones in India by 2030. Consequently, three out of four brand strategies are expected to include influencer marketing. Brands prioritize engagement rate and the quality of the target audience when selecting influencers, recognizing the importance of authentic connections in reaching their desired audience.  

    Reflecting on the key findings of the report, EY India partner, marketing advisory Amiya Swarup said, “In today’s rapidly changing Indian society, citizens face transformations in various aspects – be it societal norms, career paths, financial strategies, or cultural shifts. Influencers are stepping in to provide guidance, reassurance, and advice, effectively assuming the role of contemporary heroes. Coupled with the projected growth in influencer marketing, it’s clear that influencers now define an unprecedented era of knowledge and impact, while also unlocking vast opportunities for brands and marketers.”

    The report further reveals that the growth of influencer marketing is anticipated to be driven by lifestyle, fashion, and beauty categories. Further insights from the survey indicate that sectors such as automobiles, e-commerce and FMCG are expected to increase spending on influencer marketing the most.

    Collective Artists Network group CEO and founder Vijay Subramaniam shared, “It is heartening to see that brands are recognizing the potential of the creator economy and are increasingly investing in influencer marketing, with sectors like FMCG, automobiles and consumer durables leading the way. This report should serve as an invaluable resource for brands seeking to harness the power of influencer marketing to connect with their audience, drive engagement, and achieve sustainable growth in the dynamic and competitive landscape of the Indian market.”

    It was found that marketers must strike a strategic balance between mega/ macro influencers to drive awareness and brand loyalty, while also tapping into the power of micro/ nano influencers to drive engagement. Interestingly, nano influencers had the highest engagement rate compared to other influencer categories. It is important to note that 47 per cent of brands preferred driving influencer campaigns with micro and nano influencers due to the lower cost per reach.

    Challenges were reported from both the brand side and influencer side. The biggest challenge for marketers was determining the ROI of their influencer marketing campaigns, while building a loyal audience and maintaining credibility were the top two challenges for influencers.

    Key insights:

    •    75 per cent brands are expected to consider influencer marketing as part of their marketing strategy.
    •    56 per cent of the brands invested more than 2 per cent on influencer marketing.
    •    70 per cent of brands plan to keep their influencer marketing budget the same or increase it in 2024, with half planning to increase it by up to 10 per cent
    •    77 per cent brands believe that their agencies are fairly equipped to drive influencer marketing campaigns.
    •    71 per cent of brands engage with influencers on a fixed fee model and 29 per cent are exploring performance linked models to drive influencer accountability.
    •    77 per cent of influencers reported income growth in the past two years and 86 per cent of influencers expected over 10 per cent increase in their income over the next two years.

    Big Bang Social CEO Anurag Iyer commented, “India is often described as a young and aspirational country, and as one of the fastest-growing major economies in the world, it is a complex time to be an Indian. In the world of digital marketing, where getting 2-3 mins of attention from a consumer is a massive challenge, creators are able to capture undivided attention with their creativity. May this report serve as an invaluable resource for brands seeking to harness the power of influencer marketing to connect with their audience, drive engagement, and achieve sustainable growth in the dynamic and competitive landscape of the Indian market.”

    This report reflects the findings from the survey of CMOs, creators, agencies, and individuals.