Someone your buyers already trust says your name, on your terms.

Gully Sales picks creators on audience evidence, writes the brief, contracts the usage rights and the disclosure, supervises what gets published, and reports what each collaboration returned in enquiries.

Creators chosen on who is watching, not on how many are following.
Signed usage rights, so the content keeps working in your ads and on your site.
Every collaboration reported on enquiries and cost, not on likes.

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Gully Sales Private Limited works with small and medium businesses across India on marketing, sales, channels, customer success and revenue operations.

In one paragraph

What is Influencer and Creator Marketing in India?

Influencer and creator marketing places your product inside the feed of someone your buyers already follow. Gully Sales selects creators on audience evidence, writes the brief, contracts usage rights and disclosure, supervises production, amplifies what performs as paid media, and reports enquiries against spend. You borrow an audience you do not own, under written terms your brand can defend.

The problem

You have paid creators before, and cannot say what it did.

A creator was paid or gifted product, a post went up, there were comments and a few messages, and then the month ended and nobody could state what it was worth. Next time it was a different creator, a different price, no brief and no record. Meanwhile a competitor your size seems to have three or four creators talking about them every month. The gap is rarely budget. It is that nobody has treated creator work as a channel with rules: who qualifies, what they are asked to say, what you own afterwards, and what counts as a result.

You will recognise it as

Creators are picked by follower count and by whoever replied to your message first.
There is no written brief, so each creator guesses what your product is actually for.
The content lives only on the creator's handle; you cannot run it as an ad or put it on your site.
Fees, deliverables and reposting rights are settled over chat, never in a signed order.
Results come back as views, likes and story screenshots, never as enquiries or orders.
One collaboration went well, nobody wrote down why, and the next brief starts from nothing.

What it costs the business

Spend repeats without compounding, because every collaboration is a fresh experiment instead of a shortlist that keeps getting sharper.
You pay for reach that was never yours to keep, since the right to use the content ended the week the post did.
Sales hears nothing about the campaign, so an enquiry that mentions a creator is handled like any cold form fill.
A post that misstates your product, or skips the paid-partnership label, becomes your problem rather than the creator's.

Why it persists. Creator work sits between departments. The founder knows the creators, someone in marketing handles the messages, and finance sees an invoice with no deliverable attached to it. There is no owner and no standard, so nothing accumulates. It also feels social rather than commercial, so the discipline applied to a media buy, a target audience, a brief, a contract and a report, never gets applied here. The work stays personal, and personal work cannot be handed over or repeated.

If it stays unresolved. Your category fills with brands whose creators post every month and whose content pool keeps growing, while you start each quarter with an empty shortlist. Rates rise as the creators you liked get booked by larger advertisers. And the collaborations you did pay for leave you with nothing you can still legally use.

What changes

What changes once creator work is run like a channel.

In the first weeks

A shortlist of creators whose audience matches your buyer, with the evidence for each one written down.
A brief that tells a creator what to show, what to say, and what never to claim on your behalf.
A commercial and rights agreement you can reuse for every collaboration that follows.

In how the work runs

One owner, one calendar and one approval route, so collaborations stop depending on chat history.
Content arrives with raw files, so your team can cut it for ads, listings, email and product pages.
Every enquiry from a creator campaign carries a source, so sales knows where it came from.

In sales and marketing

A cost per qualified enquiry from creator work, comparable with your other channels.
A ranked roster: the creators worth booking again, and the ones worth dropping quietly.
Licensed content you already hold, so each quarter's production need starts from a stock, not from zero.

In what management can see

Your product is described by people your buyers already follow, in their own words.
Listings, product pages and search results gain video and mentions your team did not have to make.

Over the longer term

A creator programme a new marketing hire can run from the documents, not from your personal contacts.
A content library that keeps earning after the campaign has closed.

Gully Sales controls the selection, the brief, the contract, the production standard and the reporting. What an audience does with a post belongs to the audience. We do not promise reach, engagement or enquiry numbers, and a creator who quotes such figures upfront should be treated with caution.

Who it is for

This is for you if your buyers follow people, not brands.

The businesses it suits

Consumer brands selling food, apparel, home, beauty, wellness or personal care, online or in retail.
D2C and marketplace sellers whose product needs demonstrating rather than describing.
Local service businesses whose buyers check a place, a person or a finished result before enquiring.
B2B firms whose buyers follow specialist creators on LinkedIn and YouTube for technical opinion.
Businesses already paying creators informally who now need rules, rights and reporting around it.
Brands with a launch, a new range or a new city, where borrowed trust travels faster than paid reach alone.

What usually prompts the call

A launch or a new market where nobody has heard of you yet.
Advertising costs rising while the same creative keeps running and stops performing.
A competitor appearing in your buyers' feeds through creators rather than through ads.
One collaboration that worked and cannot be repeated by anybody else in the team.
A claim a creator made on your behalf that legal, a platform or a customer has questioned.

What Gully Sales does

The work, component by component.

Creator criteria and shortlist

We define who qualifies before looking at anyone: the audience your buyer belongs to, the platforms they use, the language they think in, the price point they accept and the content style your category needs. Candidates are then screened on where their audience actually sits, comment quality, past brand work, posting consistency and whether the following looks bought.

Why it matters:: Follower count says almost nothing about whether the right people are watching. Audience fit does, and it can be checked before you pay.
You receive:: A scored shortlist with audience evidence, sample content, tier mix and indicative rate expectations.
Business value:: You book on evidence, and you keep the shortlist even when a particular creator says no.

The creative brief

Every collaboration gets a written brief: the single message, the product moment to show, what to say about price and availability, the words to avoid, the call to action, the link or code, the delivery formats and the review window. It leaves the creator's voice alone and fixes only what your business needs stated correctly.

Why it matters:: Creators produce their own work well and your product badly, unless somebody tells them which parts are not theirs to improvise.
You receive:: A one-page brief per creator, with mandatories, exclusions and an approval checklist.
Business value:: Fewer reshoots, fewer corrections after publishing, and one consistent story across every creator.

Content rights and commercials

Commercial terms are written down before production: deliverables and formats, category exclusivity, the licence period for reuse in paid media and on your own channels, whether raw files are handed over, payment stages, and what happens if a post is removed early or a deliverable is short.

Why it matters:: Content you cannot legally reuse is a rental. Content you have licensed is an asset your ad account can spend behind for months.
You receive:: A creator agreement and rights schedule covering usage, licence term, exclusivity and payment stages.
Business value:: The work keeps earning after the post's first week, and finance has a deliverable against every invoice.

Brand safety and disclosure

Before a creator is approached we review their recent content, past controversies and other brand associations. Every paid or gifted collaboration is labelled as advertising in line with Indian advertising self-regulation, claims are limited to what your product can substantiate, and the response protocol is agreed in writing before anything is published.

Why it matters:: A borrowed audience comes with a borrowed reputation, and disclosure failures land on the advertiser, not on the creator.
You receive:: A vetting note per creator, a written disclosure standard, and a correction and takedown protocol.
Business value:: You know what you are associating with before you pay, and what to do if it changes afterwards.

Production and approvals

We coordinate what actually gets made: shot direction or product seeding, hook and script review where the format needs it, sample dispatch and tracking, a single consolidated approval pass against the brief, and a publishing schedule that lands the campaign as a wave instead of stray posts across six weeks.

Why it matters:: Most creator campaigns fail in logistics rather than in creative: samples late, approvals slow, posts scattered.
You receive:: A production and publishing calendar, a sample tracker, and one consolidated approval per asset.
Business value:: Creators are not chased, deadlines hold, and the campaign arrives with enough weight to be noticed.

Amplification

What performs organically then gets bought: partnership ads run from the creator's own handle where the platform allows it, cut-downs used in your ad account, the same footage placed on product pages and marketplace listings, and the strongest asset sent to your email and WhatsApp audiences.

Why it matters:: Organic reach on creator content decays within days, while the same content behind spend reaches the audience the post never touched.
You receive:: An amplification plan naming the assets, the audiences, the placements and how spend is split.
Business value:: One production effort serves the campaign, the ad account, the listings and the sales pages.

Outcome tracking

Each creator gets a distinct link, code or landing page so response can be attributed to a person rather than to a month. We record reach quality, saves and shares, click-through, enquiries, orders and, in B2B, the pipeline created, and read every one of them against what the collaboration cost.

Why it matters:: A screenshot of a story does not tell you which creator to book again, or which one to drop.
You receive:: A per-creator scorecard and a campaign dashboard showing enquiries and cost per enquiry.
Business value:: Your next shortlist is decided by what the last one returned, not by who was pleasant to work with.

What you will have at the end.

Creator criteria document: audience, platforms, tier mix and disqualifiers, agreed before any outreach.
Scored creator shortlist with audience evidence, sample posts and indicative rate expectations.
Vetting note per creator covering past brand work, controversies and audience authenticity checks.
One-page creative brief per collaboration, with mandatories, exclusions and the call to action.
Creator agreement and rights schedule: deliverables, licence term, exclusivity and payment stages.
Disclosure standard, with an anonymised example of a correctly labelled paid-partnership post.
Production and publishing calendar, showing sample dispatch and approval status per creator.
Approved asset library with raw files, captions, and the licence expiry recorded against each asset.
Amplification plan: which assets run as ads, to which audiences, on which placements.
Per-creator scorecard and a campaign report showing enquiries, orders and cost per enquiry.
A handover pack, so your own team can run the next round without us in the room.

How it runs

The engagement, step by step.

1
Audit and audience definition
We start with the free audit: who buys from you today, what they follow, what has already been tried with creators and what it returned, what your category allows you to claim, and what this campaign has to achieve. The response the campaign must produce is agreed before a single creator is discussed.
You provide:
Customer and order data, past collaborations and their costs, product claims you can substantiate, and any category or legal constraints.
We produce:
An audience and objective note, the response target, and an honest view on whether creators are the right channel for you at all.
Done when:
The audience, the objective and the measure of success are agreed in writing.
2
Creator criteria and shortlist
The audience becomes qualifying rules. We search the platforms your buyers use and screen candidates on audience location and language, comment quality, posting consistency, past brand work and sudden follower jumps. Tiers are mixed deliberately: a few larger names for reach, a wider set of small creators for response.
You provide:
Any creators you already work with or want considered, and competitors whose creator activity you have noticed.
We produce:
A scored shortlist with audience evidence, sample content and indicative rate expectations per creator.
Done when:
You approve the shortlist and the tier mix before any creator is contacted.
3
Brief, terms and contracting
We approach the approved creators, negotiate deliverables and commercials, and put it all in writing: the brief, the formats, the usage licence for your paid and owned channels, category exclusivity, disclosure obligations, payment stages, and what happens if delivery slips. Nothing is produced on a verbal understanding.
You provide:
Approval of commercial terms, product samples or service access, brand assets, and sign-off on the claims a creator may make.
We produce:
A signed creator agreement and rights schedule, plus a one-page brief for each collaboration.
Done when:
Every booked creator has a signed agreement and a brief they have confirmed they understand.
4
Production and approval
Samples go out, creators shoot, and drafts come back for one review against the brief. We check that the product is shown correctly, the claims match what you can substantiate, the disclosure label is present and visible, and the call to action works on the platform it will run on. Creative voice stays with the creator; accuracy does not.
You provide:
Timely sample dispatch or service access, and one named approver who can respond inside the review window.
We produce:
Reviewed and approved assets, correction notes where needed, and the publishing schedule across all creators.
Done when:
Every asset is approved, scheduled and cleared for use under the agreed licence.
5
Publish and amplify
Posts go live to the schedule so the campaign lands as a wave. We watch the first responses closely, then put spend behind what is working: partnership ads from the creator's handle, cut-downs in your own account, the same footage on product pages, listings, email and WhatsApp.
You provide:
Ad account and page access, approval of the amplification budget, and a named person ready to answer enquiries.
We produce:
Live posts, amplification running, and a tracked link, code or landing page for every creator.
Done when:
The campaign is live, attributed, and its enquiries are reaching a named owner the same day.
6
Measure, decide and repeat
Each collaboration is read against the baseline: reach quality, response, qualified enquiries, cost per enquiry and, where the sales cycle allows, orders and pipeline. Creators are ranked for re-booking, renegotiation or dropping, and the brief is rewritten with whatever the content taught us about what your buyers respond to.
You provide:
Enquiry outcomes and sales feedback on lead quality, so results are read to the order and not only to the click.
We produce:
A per-creator scorecard, a campaign report, and the recommended roster and brief for the next round.
Done when:
You hold a ranked roster, a sharper brief and a decision on what to spend next.

Ways to work with us

Set the programme up, or let us run it with you.

Creator programme setup

The system without the execution: criteria, shortlist, brief template, creator agreement and rights schedule, disclosure standard and tracking, handed to your own team or agency to run.

Managed campaign

We run one campaign end to end: shortlist, outreach, negotiation, contracting, production, publishing, amplification and reporting, then hand over the assets, the licences and the scorecard.

Always-on creator roster

A standing roster refreshed each cycle, with collaborations running continuously across your platforms, weekly optimisation and one monthly report to the owner.

Rights and compliance repair

For brands already working with creators who need agreements, usage licences, a disclosure standard and tracking put in place, without changing the creators they like.

Why Gully Sales

What you are actually choosing when you choose us.

We treat creators as a channel, not as a favour.

Selection, briefs, contracts and reporting are held to the same standard as your ad account. That is what makes the work repeatable by your team after our engagement ends.

The rights conversation happens before the shoot.

Usage, licence term and exclusivity are settled while you still have leverage, so the content can run as advertising later without a second negotiation or a second fee.

We report enquiries, not engagement.

A tracked link, code or landing page sits behind every collaboration, so creator spend can be compared with your other channels on exactly the same terms.

We know what an Indian SMB can actually run.

Recommendations assume your team size, your approval speed and your real budget, not a brand team of fifteen people with a retained agency behind them.

Sales is part of the plan from the start.

Enquiries from creator campaigns arrive with a source and a named owner, because a channel that produces leads nobody calls is a cost, not a channel.

Where it applies

The same service, in different businesses.

Industry	The situation	How it applies	Likely benefit
Packaged food and D2C consumer brands	A new range is listed on marketplaces and in a few stores, but nobody has tasted it and the reviews are thin.	Small food creators in your buying cities receive product, show the occasion it is eaten in, and post the listing link with a tracked code.	Listings gain video and social proof, and the same footage then runs as marketplace and social advertising.
Apparel, jewellery and accessories retail	Studio photography looks correct but never shows fit, drape or scale, so carts are abandoned and returns stay high.	Creators of your customer's own build and budget wear the range on camera and answer sizing questions in comments, under a licence that lets you reuse the footage.	Buyers see the product on somebody like them, and your product pages finally carry the footage that settles doubt.
Home, interiors and building products	The product is bought once in a decade, and the buyer researches for months before contacting any supplier.	Home and renovation creators document the product inside a real project, with a landing page per creator to capture enquiries.	You reach buyers during research and capture their details before they walk into a dealer showroom.
Coaching, skilling and education	Admissions turn on trust in the teaching, which a brochure or a discount advertisement cannot demonstrate.	Subject creators and past students explain the method, with disclosure, a tracked enquiry link, and claims limited to what you can evidence.	Enquiries arrive already convinced about the teaching, so counsellors spend their time on fit and fees.
Industrial and equipment manufacturers	Your buyers are engineers and plant heads who follow a handful of technical creators and scroll past advertising.	A small number of specialist creators run the machine, review the specification honestly, and link to a technical enquiry page.	Specification-stage enquiries from people who already understand what your equipment is for.
Restaurants, hotels and local experiences	Footfall depends on discovery, but your own posts mostly reach people who have already visited you.	City food and travel creators visit on a planned calendar with a booking link each, and the content is reused on listings and paid ads.	Visitors from outside your existing following, with the source of each booking visible to you.

Packaged food and D2C consumer brands

The situation:: A new range is listed on marketplaces and in a few stores, but nobody has tasted it and the reviews are thin.
How it applies:: Small food creators in your buying cities receive product, show the occasion it is eaten in, and post the listing link with a tracked code.
Likely benefit:: Listings gain video and social proof, and the same footage then runs as marketplace and social advertising.

Apparel, jewellery and accessories retail

The situation:: Studio photography looks correct but never shows fit, drape or scale, so carts are abandoned and returns stay high.
How it applies:: Creators of your customer's own build and budget wear the range on camera and answer sizing questions in comments, under a licence that lets you reuse the footage.
Likely benefit:: Buyers see the product on somebody like them, and your product pages finally carry the footage that settles doubt.

Home, interiors and building products

The situation:: The product is bought once in a decade, and the buyer researches for months before contacting any supplier.
How it applies:: Home and renovation creators document the product inside a real project, with a landing page per creator to capture enquiries.
Likely benefit:: You reach buyers during research and capture their details before they walk into a dealer showroom.

Coaching, skilling and education

The situation:: Admissions turn on trust in the teaching, which a brochure or a discount advertisement cannot demonstrate.
How it applies:: Subject creators and past students explain the method, with disclosure, a tracked enquiry link, and claims limited to what you can evidence.
Likely benefit:: Enquiries arrive already convinced about the teaching, so counsellors spend their time on fit and fees.

Industrial and equipment manufacturers

The situation:: Your buyers are engineers and plant heads who follow a handful of technical creators and scroll past advertising.
How it applies:: A small number of specialist creators run the machine, review the specification honestly, and link to a technical enquiry page.
Likely benefit:: Specification-stage enquiries from people who already understand what your equipment is for.

Restaurants, hotels and local experiences

The situation:: Footfall depends on discovery, but your own posts mostly reach people who have already visited you.
How it applies:: City food and travel creators visit on a planned calendar with a booking link each, and the content is reused on listings and paid ads.
Likely benefit:: Visitors from outside your existing following, with the source of each booking visible to you.

How it is measured

Baseline: Before the first creator is approached we record what you have today: enquiries and orders per month by source, what past collaborations cost and produced, your current cost per enquiry on paid channels, your product page conversion rate, and how much user-made content you already hold. You sign that baseline, and every creator report is read against it rather than against a good month.
Reporting: Daily for the first days of each post while response is live, weekly through the campaign for enquiries and cost per enquiry, monthly for orders, pipeline and return.
Measurement period: Set in the campaign brief and read across at least one full buying cycle, because creator content keeps producing enquiries long after the post stops being new.

The metrics that matter here

Reach quality: the share of views from the audience, cities and language the brief named, not total views.
Response rate: saves, shares, comments and clicks per thousand views, compared creator by creator.
Marketing-qualified leads: enquiries meeting your agreed definition, counted per creator and platform.
Cost per lead: creator fees, samples and amplification spend divided by qualified enquiries.
Pipeline created: value of opportunities traced to a creator link, code or landing page.
Conversion rate: enquiry to order, or enquiry to meeting, read by creator and by content format.
Campaign return: revenue attributed to the campaign set against fees, samples and media spend.
Owned content gained: approved assets licensed for reuse, and the licence period still remaining.

Questions buyers ask

Before you enquire, the answers you will want.

How will creators be selected, and what stops us paying for fake followers?

Selection starts from your buyer, not from a list of names. We define the audience, platforms, cities and language that qualify, then screen candidates on where their audience actually sits, comment quality, posting consistency, past brand work, and sudden follower jumps that suggest bought reach. Every recommendation carries its evidence, and you approve the shortlist before anyone is contacted. A creator who will not share audience data does not reach the shortlist.

Who owns the content afterwards, and can we run it as an advertisement?

Only if it was written into the agreement before production, which is how we do it. The rights schedule states the licence term, the channels covered, whether raw files are handed over, and whether the creator's handle may be used for partnership ads. Without that, you have paid for one post on somebody else's account. With it, the footage keeps working in your ad account, on product pages and in email.

How long does the engagement take?

It depends on how many creators are involved, how quickly samples reach them, and how fast approvals come back from your side. The sequence never changes: audit and audience, shortlist and approval, contracting, production and review, publishing and amplification, then measurement. The schedule is set in the campaign brief once scope is known, and the largest variable is usually your approval turnaround rather than the creators themselves.

What inputs are required from our side?

A named approver who can respond inside the review window, product samples or service access, brand assets, the claims your product can substantiate, past collaboration costs and results, ad account and analytics access if we are amplifying, and somebody free to answer the enquiries that arrive. Where any of these are missing, we say so during the audit rather than start the work and stall halfway.

How is success measured?

Against a baseline you sign before anything starts. We report reach quality, response, qualified enquiries, cost per enquiry, conversion and, where the sales cycle allows, orders and pipeline created, broken down per creator so the roster can be ranked. Views and likes are reported as context, never as the result. If a collaboration produced attention and no enquiries, the report says exactly that.

What is excluded from the scope?

Creator fees and media spend, which you pay directly. We do not manage your own social handles, run your search campaigns, build affiliate commission structures or handle press relations; those sit with other services and other pages. We also do not write claims your product cannot substantiate, and we will not proceed with a creator who refuses to label a paid collaboration.

Does this work for B2B, or only for consumer brands?

It works wherever your buyer follows an individual for opinion. In B2B that usually means a small number of specialist creators on LinkedIn and YouTube: an engineer reviewing equipment, an accountant explaining a compliance change, a plant head talking about throughput. Audiences are smaller and fees are lower, but the enquiries sit closer to specification stage. The method is identical; only the shortlist and the brief change.

What happens if a creator posts something that embarrasses us?

The agreement settles this before publication: which claims may be made, the correction window, when a post must be edited or taken down, and how fees are affected. Vetting reduces the risk by reviewing recent content and other brand associations first. If something does go wrong, you have a written protocol and a signed contract to act on, instead of a chat thread and an argument.

4 more questions

Is one large creator better than several small ones?

They do different jobs. A larger creator buys awareness quickly and usually returns content with higher production value. Smaller creators tend to deliver stronger response for the money, and their comment sections behave like a sales conversation. Most SMB campaigns we plan mix a few larger names with a wider set of small creators, then rebalance the next round on cost per enquiry.

Can we do this with free product instead of paying creators?

Sometimes. Seeding works when the product is desirable, the creator is small and the ask is modest. But gifting buys goodwill, not obligation: delivery dates, formats and usage rights are hard to enforce without a fee. We usually recommend a seeded tier for discovery and a paid tier for the content you intend to license and advertise, so the campaign does not depend on favours.

Do you handle the contracts and payments with creators?

We negotiate the terms, issue the brief, and prepare the agreement and rights schedule for signature. Payments are made by you, at the stages set in the agreement, so the money trail and the deliverable stay inside your business. You keep every signed agreement, which is what makes the licence you paid for provable later to a platform, a marketplace or your auditor.

Do paid posts have to be labelled as advertising in India?

Yes. Indian advertising self-regulation expects any material connection between a brand and a creator, whether payment, free product, a commission or a personal relationship, to be disclosed clearly inside the post rather than buried among hashtags. We write the disclosure standard into both the brief and the agreement and check it at approval. It protects you more than the creator, because responsibility for an advertisement rests with the advertiser.

Talk to us

Start with a free audit of what your creator spend produced.

The free audit is a working session, not a pitch. We look at who your buyers actually follow, what your past collaborations returned, and whether creators are the right channel for you right now.

No obligation and no sales script
A reply from someone who does the work
Your details are never sold or shared

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