Latest news with #VirajSheth
Mint
25-05-2025
- Business
- Mint
Over half of Indian influencers are losing brand deals because of fake managers
For India's content creators chasing deals with brands, imposters posing as their managers are becoming a big risk. India's over four million influencers lost about ₹350 crore worth of brand deals in 2024 because unauthorised managers tried negotiating deals for them but failed, according to a report by Hashfame, a networking platform for creators and marketers, exclusively shared with Mint. 'More than 55% of Indian content creators are losing brand deals not because of poor performance or content misalignment, but due to misrepresentation and the lack of direct access caused by unverified or fake talent managers," read the report that surveyed over 32,000 content creators across India. Imposters inflate charges India's influencers industry, estimated to touch ₹3,375 crore by 2026, according to EY, is shadowed by talent management businesses. These agencies negotiate endorsement deals from brands for influencers in exchange for a commission. Read more: India's influencers confront a harsh reality: more views don't mean more subscribers However, since the industry is nascent with no formal setup, some agents with no professional and contracted association with creators try to take advantage of it. When brands are hunting for creators for campaigns, these middlemen respond to their queries, claiming to manage creators and negotiate deals on their behalf, often bypassing actual managers. Such imposters usually quote inflated charges that are much higher than the influencer's charges. 'This has happened to me more times than I can count," travel creator Anunay Sood with over 1.3 million followers on Instagram said in the report. 'There have been people in the industry claiming to be my manager and quoting inflated prices to brands without my knowledge. I ended up losing deals I didn't even know existed." This is particularly worrying for agencies managing such influencers. 'Every time a brand picks the wrong contact, a creator loses money and an agency loses trust. Fake managers are a dime a dozen now. They are circling deals they didn't build and hijacking relationships they've done nothing to earn," said Viraj Sheth, chief executive officer and co-founder of influencer talent management agency Monk Entertainment. 'It's time the industry stopped enabling them by being careless with point-of-contact verifications." Agencies that officially represent creators negotiate deals with brands. However, when an agent directly brings a deal to an influencer, the marketing firm representing a creator is, at times, required to be looped in. In such cases, both charge separate commissions, spiking the costs and making brands less likely to sign that deal. 'When multiple agents mediate between brands and creators, it creates a murky pricing system. Each agent adds their margin, jacking up costs for brands and reducing the chances of getting the deal sealed," comedian Mallika Dua, who has over a million followers on Instagram, told Mint. Read more: Gen Z wants more than just cricket from sports entertainment, looks for authentic athlete engagement This multilayered setup hurts bigger creators the most, Dua said, as they already command higher fees than their emerging counterparts, ultimately making them appear hard to get. "A direct channel of communication between creators and brands involving only one legitimate agency taking care of all logistics is the key to successful campaigns leading to transparency and possible opportunities for future collaborations as well." The problem is, however, also rooted in influencer marketing becoming overcrowded. "In any fragmented high-demand market without clear ownership or infrastructure, misrepresentation becomes inevitable," said Anirudh Sridharan, co-founder of HashFame. Citing LinkedIn data, he said, there are over 12,000 agencies operating in this marketing domain. 'Influencer marketing in India is exactly that. Too many agencies. Too little accountability. No system of record," Sridharan said. 'So when everyone's selling the same asset, whoever lies first often wins." For someone negotiating such deals, it becomes a game of luck. If the deals go through, everyone profits, but if it doesn't, all stakeholders take the blow, not just the creator. "Cutting a deal in this industry is all about relationships with the stakeholders involved. If you come across a client from the brand side looking for a particular creator or celebrity and you have good relationships with the talent, you can negotiate and close the deal for them at better commercials, which is a win-win for all," said Udit Juyal, brand partnerships manager at IOS sports and entertainment, a marketing agency. Juyal highlighted that after securing the deal with the brand, the middleman's profitability depends on convincing the influencer to do the campaign at a lower cost. "If the deal doesn't go through, it is a loss for all the stakeholders involved, in terms of time and missed opportunity, not just the influencer," said Juyal, who has negotiated over a hundred deals with brands on behalf of influencers without directly representing them. Ramya Ramachandran, founder of influencer marketing agency Whoppl, said, 'The best solution to this issue is that talent managers should ensure influencers clearly disclose their agency representation in their profiles. This way, all official brand inquiries can be directed through the agency, streamlining communication."
Mint
27-04-2025
- Entertainment
- Mint
Monk Ent CEO slams Gujarati actor Hitesh Thakkar for eating khaman on Surat airport floor: ‘Stop terrible manners'
Monk Entertainment CEO Viraj Sheth has hit out at Gujarati actor Hitesh Thakkar, saying that Gujaratis need to 'learn social etiquette and cues'. In the video, which has gone viral, Hitesh Thakkar is seen sitting on the airport floor and eating khaman, a Gujarati dish, with his friends. While eating, he says in Gujarati about holding on to his roots. Sheth shared this video and lashed out, saying that Gujaratis have the means to learn social cues. 'Gujaratis need to learn social etiquette and cues. We have the means and resources to learn it,' he said. The Monk Entertainment CEO further asked Gujaratis to get out of their comfort zone as the community has all the qualities to represent India at the global stage. 'Get out of your comfort zone and stop shoving terrible manners under the garb of being rooted. We have the business acumen, the street-smarts, and the work ethic to represent India at a global stage,' he said. A Gujarati himself, Sheth urged his fellow community people to try different cuisines while travelling abroad and open up their minds. 'Stop eating only gujarati food when you travel abroad. experience different cultures, cuisines, and traditions. Open your mind up. dress well. speak well. interact with people from all countries,' he said. 'Don't fall for this 'be proud of your roots' crap. you can be proud of your roots without having to be insecure enough to keep flaunting them everywhere,' Viraj Sheth added. Viraj Sheth's post has also sparked a debate on the comments section about the Gujarati community. While some agreed with the CEO, others supported Hitesh Thakkar. 'We gujjus are hard wired and we have a superiority complex too added with hard core religious beliefs in matters of food atleast, its all too much in the cerebellum to change in this generation, maybe GenZ onwards things will be easier,' a person said. 'This is where u need to fine people heavily for distorting public place sanctity,' another added. However, some users disagreed with this viewpoint. 'What's wrong with seating on the floor and having amazing dhoklas,' one of them commented. Another user pointed out that not just Gujaratis, Indians in general need to learn manners. 'Slightly Incorrect statement…..Indians have to learn etiquette n cues. Also, this behaviour would have triggered me n many more aside non Indians We need basic behaviour n patience training n should be called out or fined [sic],' the user said. In the video, Hitesh Thakkar is seen sitting on the Surat airport floor on newspapers and enjoying khaman with his friends. The actor was on his way to Pattaya, Thailand. First Published: 27 Apr 2025, 09:49 PM IST
