What Mad Influence does

Mad Influence is a New Delhi-headquartered creator marketing agency founded in 2018 by Gautam Madhavan, operating an integrated ecosystem of six specialist arms — MAD Influence (agency services), MAD Productions (content creation), MAD Talents (talent management), MAD Stage (event booking), Xley (AI-powered creator marketplace), and Creators United (creator publisher and festival organizer). The company manages a network of 200M+ creators globally, with 100,000+ vetted Indian creators across Instagram, YouTube, TikTok, Moj, Josh, and Snapchat, and has delivered 10,000+ campaigns deploying $15M+ to creators. Its technology stack includes Mad AI Intelligence (generative AI marketing plan tool), Xley (AI-powered brand-creator marketplace), and proprietary creator vetting databases with audience analytics; AR/VR experiences are built on Spark AR, Lens Studio, and Unity.

The company serves enterprise brand clients across automotive (Hyundai, Kia, Maruti Suzuki, Hero Vida), streaming and entertainment (Netflix, Spotify, Warner Bros, Yash Raj Films), FMCG and D2C (Mamaearth, Emami, Coca-Cola, Dettol), consumer electronics (Panasonic, Samsung), and tech (Microsoft, Google, Meta, Snap). Revenue is generated through bespoke influencer campaign retainers (budget tiers from under ₹5L to ₹1Cr+), celebrity endorsement management, TikTok Shop activation as an official TikTok Agency Partner, media buying across ₹100M+ monthly ad spend, UGC production, and event-driven GTM via the Creators United Festival. Distribution is primarily direct enterprise sales complemented by the Xley self-serve marketplace, with offices in Noida, Mumbai, and Dubai supporting India, MENA, and GCC operations across 150+ countries. The company is privately held, founder-owned, and has not disclosed external funding rounds.

Name

Mad Influence

Legal name

Mad Influence

Website

https://madinfluence.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Mad Influence is a New Delhi-based creator marketing agency founded in 2018, operating an integrated ecosystem of six specialist arms that deliver influencer campaigns, celebrity endorsements, TikTok Shop activation, and media buying to enterprise brands across India, MENA, and 150+ countries via a 200M+ creator network.

Ownership category

akta.pro rank

Product category

Influencer Marketing Services

NAICS

Advertising Agencies (54181), Media Buying Agencies (541830), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Influencer Marketing Agencies (BPAFAHAA)

akta.pro secondary industries

Influencer Strategy & Campaign Management (MPAAAHAA), Influencer Campaign Operations & Managed Services (BPAFAHAF), Influencer Marketing & Creator Marketplaces (BPAMALAG), Creator Management & Talent Representation (BPAFAHAB)

Keywords

• Influencer marketing services
• Creator marketing campaigns
• Celebrity endorsement management
• Social media marketing
• Digital advertising agency

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Influencer & Creator Marketing Campaigns: Full-service influencer campaign fees — bespoke retainers and per-campaign fees covering strategy, creator discovery, outreach, briefing, content review, posting coordination, and performance reporting. 12–14 campaigns run per day across India.
2. Celebrity Endorsement Management: Brokering and managing high-impact celebrity partnerships with Bollywood A-listers, cricket stars, and regional entertainment icons. Handles identification, contract negotiation, creative direction, multi-platform content, and ROI tracking. 50+ celebrity partnerships managed.
3. TikTok Shop & Social Commerce Activation: Official TikTok agency partner fees for shop setup, creator affiliate programs, live shopping events, product seeding, and TikTok Ads integration. Generates measurable GMV for D2C brands.
4. Media Buying & Distribution: Paid media management across social, programmatic, and native channels. Manages ₹100M+ monthly ad spend. Revenue is a percentage of media spend managed or performance-based retainer.
5. UGC Production at Scale: Micro-creator recruitment, briefing, production, and licensing of authentic ad-ready UGC content for paid social, websites, email, and retail displays. Volume-based production with full usage rights.
6. Branding Solutions: Brand strategy, visual identity, verbal identity, and brand guidelines delivery. 75+ brands built or refreshed. Project-based and retainer arrangements.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mad Influence is a global creator marketing agency that plans and executes end-to-end influencer, celebrity, meme, UGC, and social commerce campaigns for enterprise brands. It connects marketers with a proprietary 200M+ creator network across 150+ countries, supported by in-house production, talent management, media buying, AR/VR, and an AI-powered marketplace (Xley) for brand-creator matching.

Product overview

Mad Influence operates as an integrated ecosystem of six specialist arms rather than a single unified product. The core MAD Influence agency handles 360-degree creative digital marketing and influencer marketing, supported by MAD Productions (content creation), MAD Talents (talent management), and MAD Stage (event booking). Two additional arms extend the platform: Xley (AI-powered global creator marketplace) and Creators United (creator publisher and festival organizer). The company also offers Mad AI Intelligence as a free AI marketing plan generator tool. Twelve core service capabilities span Influencer Marketing, Celebrity Endorsements, Meme Marketing, UGC Marketing, TikTok Shop Activation, Media Buying & Distribution, Creative Strategy & Planning, Branding Solutions, Content Marketing, Social Media Management, AR/VR Innovations, and OOH Advertising.

Differentiator

Problem solved

Functional benefit

Brands

• Xley: AI-powered global creator marketplace streamlining connections between brands and creators.
• Creators United
• MAD Productions
• MAD Talents
• MAD Stage
• Mad AI Intelligence

Products and services

• Influencer Marketing
• Celebrity Endorsements

Quantifiable outcome

• 1.2 billion views in 28 hours (Bachchhan Paandey Bollywood campaign)
• +10 more outcomes

Named customers31 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• PinkvillaflagshipStrategic or Co-development Partner · 1 January 2023Co-produced the Creators United Festival — India's first experiential creator festival in Goa — with Pinkvilla. The festival brought together 1,000+ creators, 50+ brand partners, and industry titans, redefining what brand-creator relationships could look like at scale. The partnership combined MAD's creator network and campaign execution with Pinkvilla's entertainment media reach.
• TikTok (Official Agency Partner)coreChannel Partner/ Reseller/ DistributorMAD Influence is an official TikTok agency partner with direct platform access. This enables priority TikTok Shop activation, creator affiliate program setup, live shopping event production, and TikTok Ads integration. The partnership provides access to TikTok's commerce ecosystem in active markets (MENA, SEA, US) and India-origin creator content for TikTok-live markets globally.
• Xley (xley.ai)coreTechnology or IntegrationXley is an AI-powered global creator marketplace developed by the MAD Group (parent entity). MAD Influence leverages Xley's platform to streamline brand-creator matching, outreach, and campaign management. Xley was launched as a separate entity to serve the self-serve creator economy market, complementing MAD Influence's full-service agency model.
• Innocean IndiaminorStrategic or Co-development PartnerCollaborated with Innocean India on the Hyundai CRETA Electric Coast to Crown EV Expedition campaign. Innocean India served as the automotive agency's creative and media strategy partner, with MAD Influence leading creator activation across 100 creators.

Scale indicators21 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• IZEA Worldwide: Public influencer marketing technology and services company offering managed campaigns plus SaaS tools. Comparable creator marketplace + agency model, with disclosed financials providing a public comp.
• NeoReach: Influencer marketing agency and SaaS platform serving enterprise brands with campaign execution, creator discovery, and analytics — directly comparable to MAD's full-stack service offering.
• CreatorIQ: Enterprise influencer marketing platform with creator CRM, analytics, and campaign management. Competes for the same Fortune 500 procurement-led RFPs that MAD targets with its creator database and AI tooling.
• Influencer.com: Full-service influencer marketing agency combining managed campaigns with self-serve technology. Comparable to MAD's hybrid agency-plus-Xley marketplace positioning.
• Aspire (formerly AspireIQ): Influencer marketing platform combining creator marketplace technology with managed services for enterprise brands. Overlaps with MAD's Xley marketplace + agency hybrid model.
• Obviously: Global full-service influencer marketing agency running end-to-end creator campaigns for enterprise brands. Direct competitor to MAD Influence on bespoke influencer retainers, with similar celebrity/creator activation capabilities and Fortune 500 client base.
• Viral Nation: Global creator marketing agency and talent management firm offering influencer campaigns, celebrity endorsements, and AI-powered creator matching. Closest analogue to MAD's integrated agency + talent representation model.
• Grin: Creator marketing platform focused on ecommerce and DTC brands, combining influencer CRM with content/UGC workflows. Closely comparable to MAD's UGC and DTC (Mamaearth) service lines.

Regional players

• Winkl: India-based influencer marketing platform and agency offering self-serve creator discovery plus managed campaigns. Direct regional peer competing in the same Indian enterprise and D2C market as MAD.

Emerging players

• Carro: Creator economy platform enabling brands to discover, collaborate with, and sell through creators — a marketplace model that intersects with MAD's Xley platform ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/madinfluencein

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mad Influence