Influencer marketing budgets have two parts: what you pay creators and what you pay the agency that finds, manages and reports on them. Agencies that blend the two into one number make it impossible to judge either. We keep them apart.
Three ways we charge
| Model | How it works | Best for |
|---|---|---|
| Creator fees + management fee | Creator fees passed through at cost, plus a management fee for strategy, vetting, contracts, approvals, payments and reporting | Most campaigns, especially with many creators |
| Fixed project fee | One price for a defined scope: a launch, a UGC batch, a seeding drop | Brands that need a fixed number for approval |
| Monthly retainer | A monthly fee covering an always-on programme: a set number of creators and posts each month, creator ads and monthly reporting | Brands running influencers as a permanent channel |
Across the Indian market, published benchmarks put agency management fees at roughly 15% to 25% of creator spend, depending on campaign size and complexity. Larger campaigns sit at the lower end because the fixed work (strategy, reporting) is spread across more creators. We quote our fee per campaign and show it on its own line, so there are no surprises.
What drives the cost of a campaign
- Creator tier. A mega creator can cost dozens of times what a micro-creator charges for the same format. See typical fees in our influencer rates guide.
- Format. YouTube dedicated videos cost more than integrations; Reels cost more than Story sets; static posts sit in between.
- Number of creators and posts. Volume brings per-creator discounts and better data; a single post per creator rarely moves sales.
- Usage rights. Using creator content in your ads or on your site adds to the fee, usually 20% to 50% for three months, more for longer or broader use.
- Exclusivity. Asking a creator not to work with competitors for a period adds cost in proportion to how much work they give up.
- Niche and language. Finance, tech, health and B2B creators charge more than lifestyle creators of the same size; some regional languages are cheaper per view, others have fewer creators and less room to negotiate.
- Production. Shoots, travel, events and props add direct costs.
Try combinations in our influencer cost calculator to see how each factor moves the budget.
What typical budgets buy
These are realistic shapes of campaigns at different budget levels in India, based on typical creator rates. Your plan will be built around your goals, not these templates.
| Creator budget | Typical shape | Good for |
|---|---|---|
| ₹1 to 3 lakh | 10 to 25 nano and micro-creators, one wave, one platform, often with product seeding | A pilot in one city or niche, early UGC for ads |
| ₹3 to 10 lakh | 20 to 60 micro and a few mid-tier creators, two platforms, 2 to 4 languages, usage rights on the best posts | A regional launch or a national micro-influencer push |
| ₹10 to 25 lakh | 50 to 150 creators across tiers, including 1 to 3 macro creators, Reels plus YouTube, creator ads | National launches and festive campaigns |
| ₹25 lakh and above | Always-on programmes, macro and celebrity creators, events, multi-language, monthly creator ads | Category leaders and brands where creators are a core channel |
Add a creator-ads budget on top if you want to amplify the best posts; it often produces the lowest cost per click of the whole campaign. See creator ads and whitelisting.
What's included in our fee
- Strategy and the creator plan within 48 hours
- Creator discovery and Gully Score vetting for every name
- Negotiation, contracts, usage rights and exclusivity
- Briefs, script and draft reviews, ASCI disclosure checks
- Product logistics coordination for seeding and reviews
- Creator payments, with TDS handled
- Live tracking, a closing report and recommendations
- A named strategist on WhatsApp throughout
Not included unless agreed: paid media spend for creator ads, production costs for shoots and events, product costs, and GST.
Get a quote
Tell us what you're launching, who it's for and your rough budget. Within 48 hours you get named creators with their quotes, our fee, and a plan. Send a brief or read how we work first. New to the channel? Start with our guide to influencer marketing in India.
Frequently asked questions
What is the minimum budget for an influencer campaign?
We don't set a fixed minimum. A focused pilot with 10 to 20 micro-creators can work from a few lakh rupees. If your budget is better spent on a batch of UGC videos or a smaller test first, we will say so.
Do you mark up creator fees?
No. Creator fees are passed through at cost and shown per creator. Our fee is a separate line, so you can see exactly what you pay for creators and what you pay for management.
Is GST included in the prices?
No. GST at 18% applies to our invoice. Creator fees are paid by us with TDS deducted as the law requires. Our guide to TDS and GST on influencer payments explains the details.
Can we pay creators in product instead of cash?
Sometimes. Barter works with nano and some micro-creators for products they genuinely want, but it limits who you can work with and how much you can ask of them. Barter is also taxable for the creator. Read our barter collaboration guide.
How quickly do we pay?
Typically 50% when the plan is approved and creators are booked, and the balance when the campaign goes live. Retainers are billed monthly in advance. Terms are agreed in writing before work starts.
What does a typical micro-influencer Reel cost in India?
Usually between ₹8,000 and ₹80,000 per Reel, depending on niche, engagement, language and usage rights. Our influencer rates guide breaks it down by tier and format.