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Grey Matter

Opening the grey of influencer campaign management.

Brands we have worked with

  • Emergent
  • Tira
  • Lipton
  • Axis Max Life Insurance
  • Lenskart
  • Flipkart
  • Indulekha
  • Nykaa
  • Fevicol
  • Acko
  • Cars24
  • Neeman's
  • Beardo
  • Shoe Factory
  • Urban Company
  • Safari
  • Red Bull
  • Asian Paints
  • Chasmaa99
  • Snitch
  • Philips
  • Elevé Diamonds
  • Fastrack
  • Titan
  • Tata Motors

It starts with a Brief

Brief enters the Grey Matter

New brief

Upload a brand brief or paste its text. It is parsed into structured requirements you review before saving.

Nykaa Diwali — festive beauty campaign, PAN India.20 nano & micro creators on Instagram · beauty, lifestyle.Deliverables: 1× Collab Reel + Story · 1-month ad usage rights.Budget: max ₹15,000 per creator, inclusive of deliverables.Go-live: 3–4 days post product delivery.
1,842 / 200,000✦ Analyze brief

✦ Parsed requirements

Structured criteria extracted from the brief — review, edit, save.

High Confidence
Platforminstagram
TiersNano · Micro
NichesBeauty · Lifestyle
How many20 creators
Budget₹15,000 / creator
DeliverablesReel + Story

OGM0001 · Nykaa Diwali — saved to the Briefs board

The brief is in. 1,14,208 creators are waiting.

1,14,208 Creators

The Right Ones for your campaign get picked.

We match your campaign brief with creator personas and surface the creators that fit best.

Creator persona · AI match

Sonal@jennifer_wangkhem94% brief match
BeautyLifestyleReels-first
  • Shoots at home, in daylight, with one light and a phone.
  • Talks to the camera like a friend — no scripts, no studio voice.
  • Her audience is women 22–30 who buy after a second mention, not a first.
  • Reels outperform her static posts almost four to one.
  • She turns down a brand a month, and says so on camera when she does.
8,265Followers11.4KMedian views6.2%Engagement

Persona built from her last 90 days of content — matched against the Nykaa Diwali brief.

Scouting — Nykaa Diwali

Scored & ranked, one-line reason each

14 selected
Lokesh Singh@lokeshhsingh10020,808Infotainment
Trishita Sarkar@tusharvakt10016,562Infotainment
Anil Kumar@talks_onpoint10016,006Infotainment
Kunal@cakunalkathuria10014,233Business
Raviteja Pulimetla@telugustartupguy10013,226Business
Sonal@jennifer_wangkhem988,265Lifestyle
Astha@astha.tandon977,553Lifestyle
Rohan@irohangautam20029611,669Lifestyle
1,14,208 scanned · 120 scored · 14 selected (+6 more rows)🔒 Lock 14 & share

Intent first Then the lock

WhatsApp + Voice call, to every shortlisted creator

AI voice call · Eknoor

Briefing & intent check, in Hindi or English

00:42Intent captured ✓

Locked with intent

Every yes captured before the brand pays a rupee

🔒 Eknoor locked🔒 Divyansh locked🔒 Shivani locked+11 more

14 / 14 locked with intent

Selection Matter

Approve or reject every creator — before a rupee moves

Nykaa Diwali

OGM0001 · 14 creators shared for your review

Campaign cost₹2,10,000
Shared14
Approved11
Rejected3
Awaiting0
Eknoor82K reachApproved
Divyansh64K reachApproved
Shivani71K reachApproved
Faima38K reachRejected
Lokesh Singh96K reachApproved

Decisions save automatically and are visible to the team.

SENT ✓

To: 11 approved creators

Subject: You're confirmed — Nykaa Diwali ✨

Congratulations! The brand has approved you. Attached: brand guidelines, deliverables & payment terms.

📎 Brand guidelines📎 Payment terms📎 Timelines

Execution Matter

From Script to Live. Seamless, Transparent & Real Time

Pipeline — where every creator line stands right now

Nykaa Diwali · 11 lines

Confirmation0
Script0
Video0
LiveLIVE3
Completed8
Script ✓link on file
Video ✓cut reviewed
Live link ✓tracked daily
Live date12 Oct

Nykaa Diwali × OGM

OGM POC · Brand POC · Creator — one group

Parul · OGMScript v2 approved ✅ shoot starts tomorrow
Eknoor · CreatorShoot done 🎬 edit with you by Friday
Parul · OGMGoing live today 6 PM 🎉 link drops here
Nykaa POCWatching it live — great work 🔥

Every update lands with the brand the moment it happens — full transparency.

Payment Matter

Once we receive the payment from you, the creators get paid instantly.

The brand

Pays for the campaign · Nykaa Diwali

within 48 hours
The creator

Paid in full, straight to the bank

CreatorTDSStatus
Eknoor✓Settled ✓
Divyansh✓Settled ✓
Shivani✓Settled ✓
+5 more — all settled8 / 8 paid

Performance Report

See the detailed report of your Campaign & Creator Performance

Eknoor@eknoor

Reach
2.4M
Views
1.7M
Eng.
7.1%

Divyansh@divyansh

Reach
1.9M
Views
1.3M
Eng.
5.4%

Shivani@shivani

Reach
1.7M
Views
1.2M
Eng.
6.0%

Lokesh Singh@lokeshhsingh

Reach
2.1M
Views
1.4M
Eng.
5.8%

Trishita Sarkar@tusharvakt

Reach
1.5M
Views
1.0M
Eng.
6.6%

Anil Kumar@talks_onpoint

Reach
1.4M
Views
0.9M
Eng.
4.9%

Kunal@cakunalkathuria

Reach
1.3M
Views
0.8M
Eng.
5.1%

Raviteja@telugustartupguy

Reach
2.6M
Views
1.9M
Eng.
8.4%

Sonal@jennifer_wangkhem

Reach
1.2M
Views
0.8M
Eng.
6.2%

Astha@astha.tandon

Reach
1.1M
Views
0.7M
Eng.
5.6%

Rohan@irohangautam2002

Reach
1.2M
Views
0.9M
Eng.
5.2%

Nykaa Diwali — Campaign report

OGM0001 · 11 creators · generated 7 days post-campaign
Total reach18.4MAcross the 11 creators
Impressions24.1MEvery placement counted
Views12.6MReels & stories
Likes & saves1.9MThe signal past views
Creator-wise performance — every metric, checked by us
Per-creator performance for Nykaa Diwali — Campaign report, 11 creators
CreatorReachImpressionsViewsLikesEng.Share of campaign reach
Eknoor@eknoor2.4M3.2M1.7M281K7.1%
Divyansh@divyansh1.9M2.5M1.3M171K5.4%
Shivani@shivani1.7M2.2M1.2M169K6.0%
Lokesh Singh@lokeshhsingh2.1M2.7M1.4M202K5.8%
Trishita Sarkar@tusharvakt1.5M2.0M1.0M164K6.6%
Anil Kumar@talks_onpoint1.4M1.8M0.9M114K4.9%
Kunal@cakunalkathuria1.3M1.7M0.8M109K5.1%
Raviteja@telugustartupguy2.6M3.4M1.9M361K8.4%
Sonal@jennifer_wangkhem1.2M1.6M0.8M123K6.2%
Astha@astha.tandon1.1M1.4M0.7M103K5.6%
Rohan@irohangautam20021.2M1.6M0.9M103K5.2%

One week after the campaign closes, the full report lands with the brand — reach, likes, impressions, views · creator-wise · frozen at the moment it runs.

Grey Matter

From brief to payments

Manage your influencer campaign with us.

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