Influencer marketing agency in India.
Creator-led campaigns for brands in India and the UAE. The idea first, then the creators.
Dhi & Kin is an influencer marketing agency in Delhi NCR, India. We write the idea first, cast the right few creators from 20,000+ on file, run the campaign on Instagram and YouTube, and report posts, views and engagement. 101 influencer campaigns for 92 brands are on our public record.
What is an influencer marketing agency?
An influencer marketing agency plans and runs campaigns in which creators speak to their own audiences on behalf of a brand. The agency decides what the campaign should say, finds creators who can say it believably, manages contracts, briefs and content approvals, and reports what happened. Brands in India hire agencies because good campaigns need more than a list of names: they need an idea, the right casting, clear rules and honest numbers.
Dhi & Kin is a creator-led agency based in Delhi NCR, founded in 2018. We combine influencer campaigns with brand films, retail activations and out-of-the-box stunts, so a campaign can start as one idea and travel across formats.
What an influencer marketing agency does
- Strategy: the idea, the audience and the one message worth repeating.
- Casting: creators chosen for fit, from nano to mega, in the right cities and languages.
- Briefing and content: clear briefs, approvals and, where needed, film and UGC production.
- Management: contracts, timelines, posting and usage rights.
- Reporting: views, engagement and results you can show your team.
Results from our influencer campaigns
- PUMA: 80 regional creators visited 16 PUMA outlets, reaching about 4 million people
- Saffola: 30M views in 4 days
- Shoppers Stop: 10 posts delivered 11.6M views in a month
- Paper Boat: 7 videos, 2.8M views in 15 days
- Philips: 20 creators on one campaign
Highest-view campaigns on record
- Ariel: 50M views, 7 creators
- Saffola: 30M views, 60 creators
- Shoppers Stop: 11.6M views
- MG Motor: 10M+ views, 7 creators
- Oppo: 10M views, 75 creators
- Foreo: 9.7M views
- Godrej Interio: 5.2M+ views, 3 creators
- Tata Tea Premium: 5M+ views, 30 creators
Every campaign is listed with its brief, strategy and numbers on the case studies page, in the results table and in the case study deck.
Three campaigns in detail
PUMA
Brief: Raise awareness of PUMA's new collection through store visits by regional content creators, under #PropahLady.
What we did:
- Arranged store visits for 80 regional content creators nationwide
- Creators made short videos urging people to discover 16 selected PUMA outlets, with a chance to be featured on the official website
- Audiences were told about the chance to feature in PUMA's upcoming campaign with Kareena Kapoor Khan
Results:
- 80 regional creators; store visits across 16 selected PUMA outlets
- 4M target audience reached; about 50K average views per creator, per the campaign deck
Saffola
Brief: Raise awareness of Saffola Munchiez Chips and introduce the product to a broader audience.
What we did:
- Targeted people who crave munchies but are also health-conscious
- Personalised scripts, with creators featuring the chips in dedicated or integrated videos
- Executed with 60 micro and macro influencers across fashion, lifestyle, fitness and more
Results:
- 58 videos delivered over 4 days; 30M views achieved, per the campaign deck
Paper Boat
Brief: #TenYearsOfPaperBoat: a campaign marking Paper Boat's 10th anniversary through nostalgic stories from creators.
What we did:
- Partnered with macro and mega infotainment influencers
- Creators recalled childhood birthday parties and 90s nostalgia
- Audiences were invited to share their own childhood birthday memories in the comments
Results:
- 7 videos delivered over 15 days; 2.8M views achieved, per the campaign deck
How we run an influencer campaign
- Campaign ideation. We set clear goals, learn about the target audience, craft a distinctive concept and outline the key deliverables.
- Creator selection and training. We identify creators who fit the goals, share a detailed brief and content guidelines, and offer training and support.
- Campaign execution. Creators develop and refine their content, publish it, and engage with their audience.
- Tracking and learning. We set performance metrics, monitor data, collect feedback and refine the strategy.
| Stage | What happens | What you get |
|---|---|---|
| Brief | We agree goal, audience, budget range and dates. | A one-page brief both sides sign off. |
| Idea and casting | We write the idea, shortlist creators and check fit. | An idea, a creator list with reasons and a plan. |
| Production | Creators shoot to the brief; we review before posting. | Approved content and a posting calendar. |
| Live | Posts go out; we track views and engagement. | Live numbers and quick fixes if needed. |
| Report | We compare results with the goal. | A report per creator and per post, with next steps. |
Types of influencer campaigns
- Awareness and reach: reels and videos from a mix of creators to put a launch or a message in front of a large audience.
- Product seeding and barter: product-only collaborations with many smaller creators. See how a 200-creator barter campaign works.
- Store visits and footfall: creators visit stores and malls and send their audience to the shelf. See retail influencer marketing.
- Launches and events: creators at a launch, a stunt or an activation, with the film that follows.
- UGC and creative: creator-style video for ads and social, with personalised scripts and in-house editing. See UGC production.
- YouTube and long form: series and channel growth. See YouTube channel management.
- Stunt-led campaigns: a drone show, balloon or space balloon made for creators to film and share.
Creator tiers and how we choose
Tiers are rough bands by audience size. Each does a different job, and most campaigns work best as a mix.
| Tier | Typical audience | Best for |
|---|---|---|
| Nano | 1K to 10K | Trust, seeding and barter at scale in niche communities. |
| Micro | 10K to 100K | Engaged niches, product demos and local reach. |
| Macro | 100K to 1M | Reach with strong content quality and credibility. |
| Mega | 1M and above | Mass reach, launches and cultural moments. |
We pick on audience fit, content quality and past results, not follower count alone. Read how we cast a campaign.
Platforms
We run campaigns on Instagram and YouTube.
- Instagram: reels and posts drive most creator campaigns for product, lifestyle, fashion and food brands.
- YouTube: reviews, explainers, long-form series and Shorts for categories where buyers research before they choose.
- LinkedIn: for B2B and professional services, with creators and founders who speak to a working audience.
We choose the platform from your audience and goal, and often use two together: a YouTube review for depth and Instagram reels for reach.
Languages and cities
India is many markets. A campaign that works in Delhi may not land in Chennai, and a Hindi script does not translate word for word into Tamil or Bengali. We cast creators who speak the audience’s language and know the city, across Hindi, English and regional languages such as Marathi, Gujarati, Punjabi, Bengali, Tamil, Telugu, Kannada and Malayalam.
For multi-city campaigns, such as PUMA across 16 stores, we cast regional creators for each city and run one plan with one tracking sheet. We are based in Delhi NCR and run campaigns across Delhi NCR, Mumbai and Bengaluru, and in the UAE.
Seasons and festivals
Timing changes results. Plan creator campaigns around the moments when your audience is already shopping and sharing:
- Festive season: Navratri, Durga Puja, Dussehra, Diwali, Dhanteras and wedding season.
- Eid, Holi, Raksha Bandhan and Independence Day or Republic Day sales.
- Cricket season and big match days for food, beverage, telecom and fintech brands.
- End-of-season sales and store anniversaries for fashion and retail.
Casting and approvals take time, so we start planning festive campaigns well before the date. Share your launch date and we plan backwards.
Industries we work in
FMCG influencer marketing (22 brands)
Reach and trial matter most. Short product-in-use reels, recipe and routine content, and a mix of micro and macro creators work well. Barter campaigns with many smaller creators are common for new launches. Examples from our record: Ariel, Bingo Tedhe Medhe, Country Delight, Dabur.
Fashion influencer marketing (21 brands)
Fashion needs creators whose style the audience wants to copy. Try-ons, styling reels and store-visit campaigns around sales and launches drive both views and footfall. Examples from our record: Amazon, Andamen, Bata, BIBA.
Electronics influencer marketing (15 brands)
Electronics buyers want proof. Unboxings, comparisons and honest reviews from tech and lifestyle creators, with clear specs and a call to action, outperform generic promotion. Examples from our record: Casio, Dyson, Epson, Fastrack.
Finance influencer marketing (13 brands)
Finance content has to be clear and compliant. Explainer videos from finance educators and trusted voices build trust; the brief must keep claims accurate and disclosures visible. Examples from our record: Angel One, Grow, Groww, ICICI Bank.
Automotive influencer marketing (10 brands)
Automotive campaigns suit longer videos and experiences: test drives, road trips and launch events, with creators who already talk about cars, bikes or travel. Examples from our record: Ford, Hero, Honda, Land Rover.
Skincare influencer marketing (6 brands)
Skincare depends on believable routines and honest explanations. Creators who match the product's skin concern make the content credible. Examples from our record: Bepanthen, Bioderma, Neolyr Pro, No7.
Beauty influencer marketing (6 brands)
Beauty and skincare depend on believable demonstrations: routines, before-and-after context, ingredient explainers and creators with the right skin and hair concerns. Examples from our record: Garnier, Herbal Essence, IZIL, Nivea.
Technology influencer marketing (5 brands)
Technology and app campaigns work with demos, how-to content and creators whose audience already uses the category. Examples from our record: Grab, Haier, Noise, OnePlus.
Healthcare influencer marketing (4 brands)
Healthcare needs accuracy first. Educational content with qualified voices and carefully reviewed claims builds trust without overpromising. Examples from our record: Apollo, Apollo 24|7, Redcliffe, WellBeing.
See all industries.
How we measure results
We agree the goal before the brief. During the campaign we track posts and views live. After it, you get a report with numbers per creator and per post, and what we would change next time.
| Metric | What it tells you |
|---|---|
| Views and reach | How many people saw the content. |
| Average views per creator | How each creator performed against their audience. |
| Engagement | Whether people reacted, commented, saved or shared. |
| Click-through rate | Whether viewers took the next step (link, store, app). |
| Cost per view and per engagement | How efficiently the budget bought attention. |
| Store visits or code redemptions | Whether the campaign moved people to buy. |
See real figures in our results table.
Agency vs platform vs in-house
| Agency | Platform | In-house team | |
|---|---|---|---|
| Strategy and idea | Included | You do it | You do it |
| Finding creators | Cast for fit | Search and filter | Manual search |
| Negotiation and contracts | Managed | Mostly self-serve | Your team |
| Content approvals | Reviewed | You review | Your team |
| Reporting | Per creator and post | Dashboards | Your team |
| Best for | End-to-end campaigns | Brands with a team to run it | Always-on programs |
What a good influencer brief includes
- The goal and how success will be measured.
- The audience and the one message.
- Must-say and must-avoid points.
- Deliverables, dates and platforms.
- Usage rights and exclusivity.
- Budget range and approvals process.
Use our one-page influencer brief template.
Disclosure and rules for influencer ads in India
Paid posts must be disclosed clearly. India’s advertising self-regulator, ASCI, has influencer advertising guidelines, and consumer-protection rules cover endorsements. We brief every creator on disclosure, check posts before they go live and keep a record of approvals. Regulated categories such as finance and health need extra care with claims.
Common mistakes we help brands avoid
- Picking creators by follower count instead of audience fit.
- Briefing with a script and no idea, so every post looks the same.
- No agreement on usage rights or exclusivity before the shoot.
- Measuring only likes, not the goal that matters.
- Launching without a plan for the days after the posts go live.
- Starting too late for a festive or sale date.
Why brands work with Dhi & Kin
- Idea first: the idea is written before a single creator is booked.
- Public proof: 150 campaigns, named and numbered, at dhiandkin.com/work.
- One plan: creators, film, retail and out-of-the-box stunts planned together.
- Creator depth: 20,000+ creators on file, cast city by city.
- In-house production: brand films and UGC shot and cut by the same team.
Influencer campaign ideas that work in India
- Challenge and trend campaigns: a simple, repeatable format creators can make their own, tied to the product.
- Day-in-the-life and routine content: the product shown inside a real routine, which suits FMCG, beauty and wellness.
- Store-visit weekends: creators in a city visit your stores on the same days, with one offer and one route.
- Unboxing and first-impression series: best for electronics, fashion and gifting.
- Founder and expert explainers: credible voices explaining a product or a service, useful for finance and health.
- Festive gifting guides: creators build gift lists around Diwali, Raksha Bandhan or weddings.
- Stunt-and-share moments: a drone show, hot air balloon or hologram that creators film and post.
- Creator-led product films: a short brand film made with a creator, then reused in ads.
- Barter seeding: product-only collaborations with many nano and micro creators to build proof fast.
- Always-on ambassadors: a small set of creators who work with the brand over months.
Every one of these starts with the idea, then the casting. Read about ideas that leave the feed.
Influencer marketing terms explained
- UGC (user-generated content)
- Content made in a creator’s style, often used by the brand in its own ads and pages. See UGC production.
- Usage rights
- Permission for the brand to reuse a creator’s content, for a set time and on set channels. Wider rights usually cost more.
- Exclusivity
- An agreement that a creator will not promote competing brands for a set period.
- Whitelisting or partnership ads
- Running paid ads through a creator’s handle so the ad appears from the creator.
- Seeding
- Sending products to creators, usually without a fee, so they can try and share them.
- Engagement rate
- Reactions, comments, saves and shares compared with views or followers.
- CPV and CPE
- Cost per view and cost per engagement: how much each view or engagement cost.
- Reach and impressions
- Reach is how many people saw the content; impressions count every time it was shown.
- KOL
- Key opinion leader, often used for a creator or expert with strong credibility in a niche.
How to choose an influencer marketing agency in India
- Ask for case studies in your category, with numbers.
- Ask how creators are cast and who owns the relationships.
- Ask how content is approved before it goes live.
- Ask what is reported, how often, and in what format.
- Ask what the quote includes: creators, production, usage rights, management.
- Ask who will actually run your account.
- Check that the agency can show its work publicly, as we do.
Be careful with agencies that guarantee views or sales, show only logos, or cannot say how creators are chosen.
What drives the cost
There is no single price, because campaigns differ. The main drivers are:
- The number and tier of creators.
- The number and type of deliverables (reels, posts, videos, stories).
- Usage rights and exclusivity, which raise creator fees.
- Production: scripts, shoots and editing.
- Paid amplification of creator content, if used.
- Agency management and reporting.
Read what drives influencer marketing cost in India, then send a brief for a written quote.
Questions
What is an influencer marketing agency?
An influencer marketing agency plans campaigns with creators, casts the right creators for the brand, briefs and manages them, and reports on posts, views and engagement. Dhi & Kin is a creator-led agency in Delhi NCR that has run 101 influencer campaigns for 92 brands.
What are the top influencer marketing agencies in India?
Lists of top agencies differ by who writes them. Compare agencies on proof (named case studies with numbers), casting process, reporting and fit for your category. Dhi & Kin publishes 150 campaigns across 134 brands at dhiandkin.com/work/ and a results table at dhiandkin.com/results/ so you can judge the work directly.
How much do influencer marketing agencies charge in India?
Pricing depends on the number and tier of creators, deliverables, usage rights, timelines and whether production is included. Agencies quote per brief, and some charge a management fee on top of creator fees. Our guide lists what drives the cost, and you can send a brief for a written quote.
What is the difference between an influencer marketing agency and a platform?
A platform is software to find and contact creators. An agency adds strategy, creative direction, casting, negotiation, content approvals and reporting. Many brands use an agency when they want the campaign managed end to end.
How do I choose an influencer marketing agency in India?
Ask for case studies in your category, how creators are cast, who owns creator relationships, how content is approved, what is reported and when, and what is included in the quote. Look for named results, not just logos.
Do influencers have to disclose paid posts in India?
Yes. India's advertising self-regulator ASCI requires influencers to clearly disclose paid partnerships, and consumer-protection rules also cover endorsements. We brief every creator on disclosure and check posts before they go live.
How long does an influencer marketing campaign take?
It depends on casting, approvals and any production. Simple creator campaigns move fastest; film or stunt-led campaigns need more lead time. Share your launch date and we plan backwards from it.
How many creators should a campaign use?
It depends on the goal. A tight launch may use four to nine well-matched creators. Reach and seeding campaigns can use dozens or hundreds of smaller creators. We recommend the mix after the brief.
Is influencer marketing worth it for small brands?
It can be, because small brands can start with micro creators and product seeding before scaling. Define one goal, test a few creators, measure, then expand what works.
Which platform is best for influencer marketing in India?
Instagram reels and YouTube carry most creator campaigns in India. Instagram suits product, lifestyle and fashion; YouTube suits reviews, explainers and long-form series. We choose by your audience and goal.
Can you run influencer campaigns in regional languages?
Yes. We cast creators who speak the language of the audience, so regional campaigns feel native and not translated.
How do you measure influencer campaign results?
We agree the goal first, then track views, average views per creator, engagement, click-through and, for retail, store visits or code redemptions. You get a report per creator and per post.
Do you work with brands outside India?
Yes. We run campaigns in the UAE as well as across India.
Can influencer marketing be combined with films or stunts?
Yes. We plan creators, brand films and out-of-the-box stunts such as drone shows, hot air balloons and space balloons as one idea, so the stunt becomes content creators can share.
How many creators does Dhi & Kin work with?
We have 20,000+ creators on file. Most briefs close on four to nine names, chosen for fit and not follower count.
Does Dhi & Kin run influencer campaigns outside Delhi?
Yes. We run campaigns across India, including Mumbai and Bengaluru, and in the UAE, casting regional creators for each city.
What should an influencer brief include?
The goal, the audience, the key message, must-say and must-avoid points, deliverables, dates, usage rights and how success will be measured. Our blog has a one-page brief template.
How do I start an influencer campaign with Dhi & Kin?
Send a short brief through the form on dhiandkin.com or email sales@dhiandkin.com. We reply as soon as we can.