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How much does a creator campaign cost in India?
A creator campaign in India can cost anything from a few thousand rupees to several crore. Public reporting on film promotion cites deals from ten small accounts at Rs 5,000 each up to Rs 2 crore rollouts. Creator size, languages and the length of the window move the price most. Briefs on Rupees.com start at Rs 5 lakh.
The range
There is no public rate card for the market. Social Samosa's report on film marketing gives a sense of the spread, with examples from Rs 5,000 per account across ten accounts up to a Rs 2 crore rollout, plus barter and paid UGC deals. Treat any single price you hear as one deal, not the market.
The pricing models
| Model | You pay for | Works when | Watch out for |
|---|---|---|---|
| Per post | Each agreed post | You want specific creators and a fixed cost | You pay the same for a quiet post and a breakout |
| On performance | What the posts deliver, at an agreed rate | You want reach across many creators | Agree how results are counted before launch |
| Agency fee or retainer | Planning and running the campaign | You have no team to run it | Ask whether the creator cost is inside the fee |
| Barter | Product instead of cash | Small tests with smaller creators | Less control over timing and content |
What moves the price
- Creator size: bigger creators charge more per post, though not always more for the reach they deliver.
- Languages: each added language means more creators and often more clips to clear.
- Timing: release weeks and festive periods are busier.
- Exclusivity: asking a creator to avoid competitors for a period costs extra.
- Production: custom shoots cost more than edits of cleared footage.
- Usage rights: running a creator's post as your own ad is a separate ask.
Do not forget tax
Quotes are often before GST, and TDS applies on creator payments. Ask whether a quote includes both, and who files the paperwork for each creator.
How Rupees.com charges
Rupees.com agrees a performance rate on your brief before launch and sends one invoice after delivery, with GST. You set the budget, and when it is used up billing stops. Send a brief.
Common questions
What is the minimum budget for a creator campaign on Rupees.com?
Brief budgets start at Rs 5 lakh.
Is per-post or performance pricing cheaper?
It depends on results. Per post fixes your cost, while performance pricing ties it to what the posts deliver. Compare the two after a test.
Does a creator campaign quote include GST?
Often not. Ask whether the quote is before or after GST and how TDS on creator payments is handled.