You’ve probably seen them on Instagram: beautifully packed PR packages arriving at a creator’s doorstep, filled with a new product, handwritten notes, and carefully designed extras. They look like gifts. However, for brands, they’re anything but. PR packages are a marketing investment designed to turn products into conversations. When a brand sends 100 creators a launch kit, it isn’t simply giving away 100 products. It is creating multiple opportunities for content, product discovery, reviews, and social proof. The business model is fairly simple. A brand allocates a budget for the campaign. A PR or influencer agency may handle creator selection, packaging, campaign strategy, logistics, and reporting. The brand then measures the response through reach, engagement, content generated, website visits, sales, or other campaign goals. But there’s another important layer: content production. A traditional campaign might require a production team, studio, photographers, actors, and media buying. A PR package can turn creators into a distributed content network. One product can appear in dozens of different videos, stories, photographs, and reviews—each adapted to a creator’s own audience. And brands don’t always choose the biggest creators. A skincare brand might send products to beauty creators. A food startup might work with food reviewers. A regional brand might choose smaller creators with strong local communities. That’s because relevance can matter more than reach. The package itself is also part of the strategy. Packaging, personalisation, and unboxing experiences are designed to make the product worth sharing. The box becomes part of the content. Of course, receiving a PR package does not automatically guarantee a post or positive review. Brands have to build genuine creator relationships and choose the right people for the campaign. Ultimately, the box is not the product being marketed. The box is the beginning of the marketing.

Micro-influencers are proving that bigger names don’t always mean bigger results. While celebrities and mega-influencers can put a brand in front of millions, smaller creators are often winning where it matters most: trust, engagement and actual sales. For years, brands chased huge follower numbers. But today, audiences care less about “How famous is this person?” and more about “Can I trust them?” 1. They Feel Like Real People Micro-influencers usually have smaller, closer communities. Their content feels less like an advertisement and more like a recommendation from a friend. For example, a beauty creator with 30,000 followers saying, “I have been using this sunscreen for two weeks, and here’s what I noticed,” can feel far more believable than a celebrity simply holding the same product. 2. Smaller Audience, Better Targeting Big creators reach everyone. Micro-influencers reach the right people. A fitness brand, for instance, may get better results from five fitness creators with 25,000 followers each than one celebrity with 2 million followers. Their audiences are already interested in workouts, nutrition and fitness products. 3. Conversations Drive Action Micro-creators often reply to comments, answer DMs and actually talk to their followers. That conversation builds trust. When someone asks, “Is this worth buying?” and the creator gives a genuine answer, the recommendation becomes much more powerful. 4. More Creators, Less Risk Instead of spending the entire budget on one big name, brands can work with several micro-influencers. This gives them more content, different audiences and more chances to find a winning campaign. The Real Takeaway Influencer marketing isn't a popularity contest. A million followers may create attention. The right 20,000 followers can create action. The future belongs to brands that choose trust, relevance and real conversations over follower count.

The Northeast is no longer just being discovered—it’s being heard, seen, and celebrated through its creators. From Assamese fashion and Mizo music to Khasi food, Manipuri culture, and Nagamese content, Northeast Indian influencers are bringing the region’s languages, traditions, creativity, and everyday experiences to audiences across India and beyond. What makes this movement powerful is self-representation. Creators are telling their own stories through reels, vlogs, podcasts, and visual content. College life, local festivals, cafés, street style, music, food, local folklore, and personal experiences are finding space on the digital stage. And the impact goes beyond visibility. Regional creators are opening doors for local brands, tourism, fashion, food, music, handicrafts, and small businesses. Their strong community connections and culturally relevant content make them valuable partners for brands looking to connect with audiences in meaningful ways. But influence also comes with responsibility. Social media can encourage creators to simplify cultures into trends or package traditions for easy consumption. With eight states, hundreds of communities, and countless languages and traditions, there is no single definition of “Northeast culture.” The most exciting part is seeing creators balance heritage with modernity—wearing traditional textiles with contemporary fashion, remixing folk sounds with modern music, and bringing local flavours into global conversations. Northeast influencers aren't just creating content. They're creating visibility, building communities, and putting Northeast culture on the digital map.

Editorial | Rudrajeet Kumar Laskar A creator from Guwahati has 7,000 followers. Another from Shillong has 12,000. Someone from Imphal has 18,000. None of them would probably be considered a "big influencer" by traditional standards. But ask their followers where to eat, what to buy, which café to visit, which song to listen to or what is happening in the city—and you may get a very different picture. Because influence is not always about numbers. Sometimes, it is about how well people know you and how much they trust what you say. And this is where the Northeast could have a very interesting advantage. The influencer game is changing For a long time, influencer marketing was fairly simple. More followers meant more reach. More reach meant more visibility. And brands naturally wanted the biggest names they could afford. But that thinking is slowly changing. India’s influencer marketing industry is expected to reach around ₹3,375 crore by 2026, growing at roughly 18%–25% a year. The number is impressive. But the more interesting story is what is happening behind it. Brands are beginning to realise that a large audience isn't necessarily an engaged audience. A million followers look impressive on a presentation. But 8,000 people who genuinely listen can sometimes be far more valuable. And this matters even more in the Northeast Anyone who has tried to market across Northeast India knows that the region cannot simply be treated as one large market. Assam is different from Meghalaya. Meghalaya is different from Mizoram. Mizoram is different from Manipur. And the cultural nuances within each state can be just as important. Language matters. Food matters. Music matters. Local humour matters. Festivals matter. Even the way people talk about brands can be different. This is where a local creator has an advantage that money cannot easily manufacture. They understand the reference. They understand the joke. They know what feels natural. And their audience understands them. A national celebrity might make people notice a brand. But a local creator can make the brand feel familiar. Think about the 5,000-follower creator Let's say there is a creator in Guwahati with 5,000 followers. They are not famous across India. But their followers may include college students, young professionals, entrepreneurs, foodies, fashion enthusiasts and people from their own neighbourhood. They may regularly comment on the creator's posts. They may send DMs asking for recommendations. They may meet the creator at local events. That relationship is very different from simply seeing a celebrity in an advertisement. There is a degree of familiarity. And familiarity builds trust. That is why nano and micro creators are becoming increasingly interesting to marketers. Research from AnyMind Group, based on data from more than 15,000 Indian influencers, has also highlighted strong engagement among nano creators. The point isn't that every small creator is automatically better. It is that follower count alone is becoming a poor way of measuring influence. What if brands looked at the Northeast differently? Imagine a campaign across the region. Instead of one celebrity doing everything, a brand could work with 20 carefully selected creators. A food creator from Guwahati. A fashion creator from Shillong. A travel creator from Manipur. A lifestyle creator from Mizoram. A campus creator from Agartala. A music creator from Nagaland. And several smaller creators from different communities. Individually, their numbers may not look extraordinary. Together, they could create something much more interesting. The brand message travels from community to community rather than being broadcast from one giant account. That is a very different kind of reach. From influencers to people Perhaps this is where influencer marketing is heading. Away from simply asking: "How many followers does this person have?" And towards asking: "How much influence does this person actually have over their community?" Because there is a difference between having an audience and having a relationship with an audience. The second one is much harder to build. And much harder to fake. For brands looking at the Northeast, this could become one of the biggest opportunities of the next few years. The region already has the raw ingredients: Culture. Stories. Communities. Creators. And increasingly, digital audiences. What it needs is for brands to look beyond the obvious names. The Northeast creator economy isn't small. It is simply spread across many communities. And that may actually be its strength. I believe the next big Northeast story may not come from the creator with the biggest follower count. It may come from the creator who knows their 5,000 followers by heart. Because ultimately, influence isn't just about how many people see you. It is about how many people believe you. And in the Northeast, that difference could be worth paying attention to. Netive Studio — Stories, Culture & Ideas from Northeast India

Trident Brandcom has added another milestone to its journey, taking home the Gold Award for Best Regional Influencer Campaign (Consumer Electronics & Technology) at the Adgully CMO Charcha Kolkata MAA Awards 2026. The recognition came for its campaign, Xiaomi Mobile – Christmas Through the Lens of Northeast India, which celebrated the region through authentic creator-led storytelling. The award-winning campaign stood out for putting the Northeast at the heart of the narrative. Rather than following a one-size-fits-all influencer strategy, Trident Brandcom worked with regional creators whose stories, audiences, and cultural understanding brought the campaign to life. The result was content that felt genuine, relatable, and deeply connected to local communities. At the centre of the campaign was a simple yet effective idea—showcasing the festive spirit of Christmas in Northeast India through the lens of Xiaomi smartphones. By blending stunning visuals with authentic experiences, the campaign highlighted the brand's camera capabilities while celebrating the region's unique identity and traditions. The campaign also reflected a carefully planned influencer strategy. Every creator was selected based on their relevance, credibility, and ability to connect with audiences in the region. This thoughtful approach helped Xiaomi strengthen consumer trust while delivering meaningful engagement across digital platforms. Beyond creative storytelling, the campaign delivered measurable results. Its strong performance, data-driven execution, and ability to stand out in an increasingly crowded digital landscape impressed the jury, earning Trident Brandcom the top honour in one of the event's most competitive categories. Trident Brandcom has once again proven the power of regional storytelling, winning the Gold Award for Best Regional Influencer Campaign (Consumer Electronics & Technology) at the Adgully CMO Charcha Kolkata MAA Awards 2026. More than just another industry recognition, the win reflects the growing impact of culturally rooted, creator-first campaigns and reinforces the agency's commitment to telling local stories that leave a lasting impression.

Fashion met coffee, music, and creativity as Trends Drip Fest 2026 transformed Trends, Christian Basti, Guwahati, into a vibrant lifestyle destination on 24th July. The event brought together fashion enthusiasts, creators, influencers, media personalities, and shoppers for an immersive experience that celebrated style beyond the runway. The evening began with an energetic welcome, setting the stage for a celebration where fashion was experienced rather than simply showcased. Guests witnessed captivating runway presentations featuring the latest Indo-Western and New Age Casual collections from Trends, highlighting contemporary styles designed for today's fashion-conscious generation. A major highlight of the event was the engaging fashion talk featuring celebrated actress Nishita Goswami, digital creator and actor Vivek Bora, and renowned fashion choreographer Abhijit Sinha. The panel explored evolving fashion trends, personal style, and self-expression while emphasizing how experiential marketing is redefining the relationship between brands and consumers. The discussion highlighted the growing role of influencers and content creators in creating authentic brand experiences, proving that meaningful engagement today is driven not just by products, but by memorable interactions and shared stories. Adding to the experience was a specially curated café menu featuring freshly brewed coffee, creating the perfect setting for conversations, networking, and memorable moments. As the evening unfolded, music and entertainment brought the celebration to life, culminating in a lively DJ session that had guests dancing and celebrating together. The event witnessed an enthusiastic response from invited guests, lifestyle influencers, creators, and fashion enthusiasts. Social media quickly amplified the experience as attendees shared reels, stories, and posts that extended the celebration far beyond the venue. The resulting online buzz reinforced Trends Drip Fest 2026 as a successful celebration of fashion, coffee, music, and community. What made Trends Drip Fest 2026 stand out wasn't just the fashion or the entertainment—it was the strategy behind the experience. In an era where consumers value experiences over conventional promotions, the event demonstrated how experiential marketing can create lasting brand recall. By combining fashion, coffee, live conversations, music, and creator-led storytelling, Trends transformed visitors into participants and attendees into brand advocates. The conversations may have ended when the lights went down, but the stories continued across social media—proving that the most impactful marketing today is the kind people genuinely want to experience and share. With vibrant participation and impressive digital visibility, Trends Drip Fest 2026 concluded as a resounding success. More than just a fashion event, it celebrated community, creativity, and meaningful experiences, reinforcing Trends' vision of bringing people together through style, culture, and innovation.

Every year, as the monsoon arrives, Tripura comes alive with one of its most cherished celebrations—Kharchi Puja. With a legacy spanning over 150 years, this iconic festival is deeply rooted in faith, culture, and community. Dedicated to the worship of the Chaturdasha Devata, the fourteen guardian deities of the former Tripura Kingdom, Kharchi Puja welcomes lakhs of devotees and visitors who gather to seek blessings, celebrate tradition, and experience the vibrant spirit of the state. But every great celebration is also about creating new memories. This year, ITC Bingo! became a part of that journey by bringing an exciting, interactive experience to the heart of the Kharchi Puja mela. Designed to add a playful twist to the festivities, the Bingo! stall invited visitors to participate in a range of engaging games. The concept was simple—purchase a Bingo! pack and unlock the chance to play one exciting game. Whether it was trying their luck at Spin the Wheel, testing their aim with Ring the Bingo, taking on the Zig Zag challenge, or solving the Jigsaw Puzzle, every game offered a perfect blend of fun, excitement, and rewarding moments. The vibrant setup, energetic atmosphere, and engaging activities quickly turned the stall into one of the mela's standout attractions. Families, friends, and festival-goers gathered around to participate, while creators and influencers captured and shared the experience, adding to the excitement and making the activation a natural talking point across the festival grounds. What made the experience truly special was the response from the crowd. Children eagerly joined the games, adults embraced the playful competition, and visitors walked away with more than just prizes. They left with photographs, shared laughter, and memories that became a part of their Kharchi Puja experience. For seven memorable days, the ITC Bingo! stall wasn't simply a brand activation—it became a celebration within a celebration. By blending entertainment with one of Tripura's most significant cultural festivals, ITC Bingo! created meaningful interactions that connected with people of all ages while celebrating the joy, togetherness, and vibrant spirit that define Kharchi Puja. Because the best celebrations aren't just remembered—they're experienced.

The Confederation of Indian Industry (CII) hosted the North East MSME Conclave 2026 in Guwahati on July 22, bringing together policymakers, financial regulators, industry experts and business leaders to deliberate on measures that can accelerate the growth of Micro, Small and Medium Enterprises (MSMEs) across the Northeast. Held under the theme "Unlocking the Region's Entrepreneurial Potential," the conclave underscored the need for greater formalisation, digital integration and collaborative financial frameworks to build a resilient industrial ecosystem. Welcoming the participants, Mukesh Nankani, Vice-Chairman of the CII Assam State Council and Chief Airport Officer of Guwahati International Airport Ltd., highlighted the Northeast's strategic role as India's gateway for MSME expansion and its immense entrepreneurial potential. Delivering the inaugural address, Satinder Kumar Bhalla, ITS, Secretary, North Eastern Council (NEC), outlined initiatives aligned with the vision of Viksit North East 2047. He highlighted the launch of a free digital compliance portal, developed in collaboration with the Ministry of Development of North Eastern Region (DoNER) and SIDBI, aimed at simplifying regulatory compliance and assisting micro enterprises with timely reminders. Speaking on financial inclusion, Sushmita Phukan, Regional Director, Reserve Bank of India (RBI), emphasised the importance of expanding formal credit access for MSMEs. She outlined RBI's ongoing initiatives, including enhancement of the collateral-free loan limit to ₹20 lakh, promotion of cash flow-based credit appraisal and strengthening of the Trade Receivables Discounting System (TReDS). Atul Rathi, Chief General Manager, State Bank of India (SBI), highlighted the bank's technology-driven approach to improving credit access, while G. Ramesh Kumar, Chief General Manager, NABARD, announced a ₹10,000 crore rural infrastructure disbursement target for the current financial year. The conclave witnessed participation from over 100 stakeholders, with technical sessions focusing on access to capital, regulatory alignment and sustainable growth for MSMEs in the Northeast.

In a market flooded with chemical-heavy skincare, natural alternatives are becoming more important than ever. One such brand making its mark from Northeast India is Angry Mother Soap Co. The brand was founded in 2014 by entrepreneur Akitoli Suu in Dimapur, Nagaland. What began as a small handmade soap project slowly turned into a trusted eco-conscious skincare brand. The name itself has an interesting story. While brainstorming ideas for the brand, Suu’s mother reportedly stormed into the room during a discussion. The moment inspired the quirky and memorable name — Angry Mother. The company focuses on making handcrafted soaps using natural ingredients. Each product is carefully made in small batches. The goal is simple: create skincare that is gentle on the skin and safe for the environment. The soaps are free from harsh chemicals like parabens, sulfates, and petrochemicals. Instead, the brand uses organic oils, essential oils, and locally sourced herbs. Many products are also vegan and palm-free. Over the years, Angry Mother Soap Co. has developed more than 30 varieties of soaps. Some popular options include Aloe Vera, Milk & Oats, and Rice Brew soap. Each bar is designed to target specific skin concerns like dryness, acne, or pigmentation. The brand has also expanded its product range. Today, it offers shampoo bars, lip balms, perfumes, and even pain relief balms made with the famous Raja Mircha chilli from Nagaland. Sustainability is a key part of the brand’s identity. Each soap bar is wrapped in recycled paper made in-house. The packaging also features playful illustrations inspired by Naga culture. From a small workshop in Dimapur, Angry Mother Soap Co. is now reaching customers across India — proving that natural skincare can grow from local roots.

Guwahati, July 1: In a heartfelt tribute to the medical fraternity on the occasion of National Doctors' Day, the Rotary Club of Guwahati Icons organized Rotary Arogya Samman 2026 under the theme "Celebrating Those Who Create Lasting Impact" at Pratiksha Rainbow Children's Hospital, Guwahati. The event honoured 52 eminent doctors for their outstanding service, dedication, and invaluable contribution to healthcare and society. The programme was organized in association with Pratiksha Rainbow Children's Hospital, with NETIVE and Red FM as media partners, helping amplify the message of gratitude and recognition for healthcare professionals across the region. The event commenced with a welcome address by Rtn. Sudha Laskar, President, Rotary Club of Guwahati Icons, who emphasized Rotary's commitment to creating lasting impact by recognizing individuals whose selfless service continues to transform lives and strengthen communities. Addressing the gathering, Mr. Naveen Shamakuri, Facility Director, Pratiksha Rainbow Children's Hospital, appreciated Rotary's initiative in honouring doctors and acknowledged the relentless efforts of healthcare professionals who serve society with compassion and excellence. The keynote address was delivered by Rtn. Dr. Partha Protim Bora on the topic "Doctor–Patient Relationship: Building Trust in Modern Healthcare." He highlighted the importance of empathy, ethical practice, transparent communication, and mutual trust in strengthening the healthcare ecosystem. Rtn. Rajesh Singh, Assistant Governor, Zone X, also addressed the audience and applauded the Rotary Club of Guwahati Icons for creating a meaningful platform that recognizes healthcare professionals while advancing Rotary's mission of Service Above Self. A special Doctors' Day cake-cutting ceremony added a celebratory touch to the programme, bringing together doctors, Rotarians, partners, and guests in honour of the medical fraternity. The event concluded with a vote of thanks by Rtn. Himanshu Agarwal, Secretary, Rotary Club of Guwahati Icons. Speaking on the occasion, Rtn. Sudha Laskar said, "Doctors dedicate their lives to healing others with compassion, integrity, and commitment. Through Rotary Arogya Samman, we express our deepest gratitude to these healthcare heroes who continue to create a lasting impact on countless lives every day." As a media partner, NETIVE is proud to be associated with initiatives that recognize excellence, celebrate community service, and highlight stories that inspire positive change. Rotary Arogya Samman 2026 stands as a fitting tribute to the medical fraternity and reinforces the collective commitment towards building a healthier and stronger society.

Guwahati, June 2026: As lakhs of devotees converged at the sacred Kamakhya Temple for Ambubachi Mela 2026, ITC’s Bingo! stepped beyond conventional marketing to become part of the pilgrims’ journey through a dedicated support initiative. Set up along the temple route, the colourful Bingo! activation offered drinking water and refreshments to devotees navigating long walks, crowded pathways and hours of waiting. The initiative provided a welcome pause for visitors, helping them recharge before continuing their spiritual journey. While delivering comfort and convenience, the activation also reflected the brand’s vibrant identity. The stall featured Bingo!’s newly redesigned packs and popular flavours, including Masala Masst, Kimchi Cream & Onion, Chilli Sprinkled Delights, Thrillin' Tomato and Slayin' Salt. Thousands of devotees and visitors passed through the activation every day, giving the brand a meaningful opportunity to connect with consumers in one of Northeast India’s most significant cultural and spiritual events. More than a brand showcase, the initiative highlighted how thoughtful engagement can blend utility with visibility, support with storytelling, and service with branding. For ITC’s Bingo!, Ambubachi Mela 2026 was not merely a marketing platform—it was an opportunity to contribute to the experience of millions of pilgrims and become part of a journey defined by faith and devotion.

Guwahati, June 2026: Reinforcing its commitment to community welfare and meaningful engagement, KEI Industries Ltd. has launched a special service initiative during Ambubachi Mela 2026, one of the largest religious congregations in North-East India, attracting an estimated 8–10 lakh devotees over four days. As part of the initiative, KEI has set up a prominently branded stall at a strategic high-footfall location along the route to the revered Kamakhya Temple. The activation aims to provide essential support to pilgrims while strengthening the brand’s association with service and care. The key highlights of the four-day initiative include: * Free drinking water distribution for devotees visiting the temple. * Mobile charging facilities to help pilgrims stay connected during their journey. Speaking on the initiative, Mr. Rubul Gogoi, KEI Industries Branch Head -Assam) "Ambubachi Mela is not only a major spiritual gathering but also an occasion that brings together millions of devotees from across the country to visit the Nilachal Hills during the four-day event During this mega spiritual gathering, devotees come from faraway places and face problems related to charging their cell phones and getting Access to clean Drinking Water. Through this initiative, KEI aims to contribute meaningfully to the comfort and convenience of pilgrims while reaffirming our commitment to community welfare. Their four-day initiative offers free drinking water distribution to devotees, ensuring access to safe hydration amid the summer weather and long queues. In addition, the company has set up mobile charging facilities, enabling pilgrims to stay connected with family members and fellow travellers throughout their spiritual journey. it's about addressing small but important needs that can make a big difference to a devotee's journey The initiative reflects KEI Industries' focus on creating a positive impact beyond its core business operations by supporting communities during important cultural and religious occasions About KEI Industries Ltd. KEI Industries Ltd. is one of India's leading manufacturers of wires and cables, offering a wide range of products catering to retail, institutional, and industrial customers. The company is committed to innovation, quality, and creating meaningful connections with communities across the country.