Qoruz calls for role-led creator plans ahead of Diwali 2026

Qoruz cofounder says Indian consumer brands should move beyond follower counts and match creators to defined business roles, audience context and measurable outcomes. The argument positions festive creator marketing as a long-term capability rather than a seasonal media buy.

— Source publishedWed, 23 Sept, 2026, 09:10 IST·First seen Wed, 23 Sept, 2026, 10:04 IST·Source ET BrandEquity

What happened

Qoruz cofounder argues Indian consumer brands should plan Diwali 2026 creator campaigns around defined business roles, audience context and institutional

Key facts

  • Diwali 2026
  • six years
  • fourth festive season
  • 2020

Why this matters

The shift toward role-led creator planning makes creator analytics, audience-context data and measurement providers attractive partnership or acquisition targets for brands, agencies and commerce platforms.

Also reported by