Out of curiosity, I asked her, “Who’s your audience?”
She paused. Then said, “I don’t really know. Mostly Delhi, I think?”
That moment stuck with me.
Because here’s the truth: we’ve confused reach with relevance.
India has over 3.5 million influencers, but brands still struggle to see real ROI.
Why? Because most campaigns are built for scale, not for connection.
Shouting into a crowd doesn’t move people. Speaking their language does.
Over the past year, I’ve watched something interesting unfold.
1️⃣ A teacher from Kozhikode making content in Malayalam helped 5,000+ students enroll in a local course.
2️⃣ A creator from Ujjain reviewing sarees in Bundelkhandi saw her featured store sell out in two days.
No fancy production. No English voiceovers. Just authenticity, in the language people actually speak at home.
This isn’t a fluke. It’s a shift.
Influence is moving from global to local. From blue ticks to deep trust.
We’re entering the age of hyperlocal creators, people who know the streets, festivals, slang, and soul of a place.
iCubesWire just launched a platform that lets you connect with over 1 million influencers across 19,000+ PIN codes in India.
You can now run a campaign targeted not just to Maharashtra, but to Solapur. Not just to Tamil Nadu, but to Madurai, in the dialect they actually use.
And as per a recent survey, 65% of Indian consumers now prefer shopping from brands that partner with influencers who speak their local language.
The creator economy isn’t dying. It’s decentralizing.
Less noise. More nuance.
The next big wave of influence?
It’s not coming from Mumbai.
It’s coming from your neighborhood.
Fantastic stuff Sahil Chopra ❤️
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