Kushagra Tiwari founded Exif Media in 2021 to work with one kind of creator: the people who travel and photograph India for a living. He runs the agency's strategy, brand partnerships and creator selection himself, and works between Gurugram, Mumbai and Bangalore.

He is a photographer as well as a founder, and that shapes how Exif works. A campaign starts from what a creator's audience already trusts them for, and the brand earns a place in that world.

Point of view

Positioning over integration. A creator campaign can place a product in a frame, or it can give a brand meaning in a creator's world. Kushagra's work is built on the second: the story is developed with the creator, and the product appears where it naturally belongs.

Cultural fit over follower count. Creators are matched on audience, craft, values and geography first. The question is who genuinely fits the brand.

Pan-India, from Kashmir to Kanyakumari. Audiences beyond the metros are often where a brand's next growth is, and regional creators reach them in their own language and landscape.

Writing

Guides and essays for brand marketers on creator marketing in India.

Talk to Kushagra

For brand partnerships, creator campaigns or speaking, write to kushagra@exifmedia.com.

Get in touch