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Tag: <span>influencer marketing</span>

LOVETC 'Who Wore Who?' with Tamannaah Bhatia
New Ads

LOVETC’s ‘Who Wore Who?’ makes makeup an identity game

LOVETC's Tamannaah Bhatia campaign flips makeup into an identity game. The psychology behind the 'Who wore who?' hook and what marketers can…

3 min read
Meme pages are planned media, not add-ons
Marketing Psychology

Some 10M-Follower Meme Pages Cost ₹50,000 a Post

Meme pages are moving from late-campaign buzz to planned media. Here's why brands now pay for native voice, timing and community over…

3 min read
6M Views, Almost Zero Sales: The Relevance Problem
Marketing Psychology

6M Views, Almost Zero Sales: The Relevance Problem

A comedy creator's course promo hit six million views and generated almost no enrolments. Why relevance, not reach, decides influencer sales.

2 min read
78% now want control over their own health
Consumer Behaviour

Wellness is a belief system now, and 78% want control

Ipsos finds 78% want more control over health decisions as wellness evolves from product category to belief system. Brands must sell clarity,…

2 min read
The budget shift Indian marketers can't ignore
Consumer Behaviour

Influencer spend crosses ₹3,000 crore as TV growth slows

Influencer marketing has crossed ₹3,000 crore in India while TV ads grow at 4-6% and hoardings plateau. Here's the psychology behind the…

2 min read
Mamaearth's 187 ASCI flags are a scaling lesson
Branding

What Mamaearth’s 187 ASCI Flags Teach D2C Marketers

Mamaearth's rise to a ₹1,920 crore house of brands came with 187 ASCI-flagged ads in FY24. Here's why influencer-led growth turns compliance…

3 min read
Creators are beating influencers at their own game
Consumer Behaviour

Why Brands Are Choosing Creators Over Influencers

From a $2M sales day at Favorite Daughter to Bob's Discount Furniture's 50% jump in organic reach, creator-led content is outperforming influencer…

3 min read
No free samples, no influencers: Maharashtra's infant food reset
Consumer Behaviour

Maharashtra Bans Infant Formula Ads and Influencer Promos

Maharashtra FDA has banned ads, free samples, cashback and influencer promotion of infant formula, with fines up to INR 10 lakh.

2 min read
Stop Asking Creators for Sales. Ask for Consideration.
Marketing Psychology

D2C Brands Are Measuring Influence With the Wrong Ruler

Why judging creators on sales alone misses their real job: trust and consideration. Watch branded search and depth ratios instead of raw…

2 min read
Why Blockbuster Ads Are Losing Recall Today
Consumer Behaviour

Why Gen Z Can’t Recall Ads: The Psychology Behind the Shift

TV's share of ad spends fell from 39.2% to about 21%, digital rose to 44%+. What the shift means for brand recall,…

2 min read
Ghost Creators and the Price of Rented Authenticity
Marketing Psychology

Ghost Creators: The Psychology Behind Rented Authenticity

Ghost creators produce brand content under fake names and tight briefs. Here's why the tactic works psychologically, and where it quietly destroys…

3 min read
Employee Creators Are In. Borrowed Attention Is Out.
Marketing Psychology

Employee Creators Are In: Q4’s Creator Economy Shake-Up

Digiday's Q4 creator list signals a trust shift: employee creators, diversification and creators in the C-suite are in. Here's the psychology behind…

3 min read