This Article First Appeared In The Print On Jan 29, 2023
Agroup of people huddle inside a small studio to brainstorm content strategy for their influencer clients. They comb through endless Reels, YouTube videos and occasionally ‘lol’. But this is serious business at IPLIX, even though the office looks like a college lounge. Crores of rupees are at stake here. This is one of India’s top influencer spotting and marketing agencies.
Creators like Shlok Srivastava, better known as Tech Burner, Thugesh or Mahesh Keshwala, Ritvi Shah, and Saloni Gaur turn to IPLIX to get lucrative deals and be at the top of their game.
The space once occupied by model/talent agencies in the 2000s is now occupied by influencer marketing agencies. Barter or paid, everyone now wants to be a creator or collaborator. The returns are high and the work is not the ‘boring’ 9 to 5. Everyone wants a slice of the influencing pizza. But it is ultimately these agencies that are making the biggest buck.