iCubesWire, founded in 2010 by Sahil Chopra, has evolved from a small email marketing platform to a leading player in digital marketing, offering services across influencer marketing, content production, and technology-driven solutions. With a team of 250+ people, iCubesWire serves major brands in India and the Middle East.
Over the years, the company has consistently adapted to the changing digital landscape, exploring innovative solutions to meet evolving market demands.
Celebrating 15 years of innovation in digital marketing, Sahil Chopra, in an interaction with MediaNews4U, reflects on iCubesWire’s growth journey, the evolution and rise of influencer marketing, emerging industry trends, regulatory frameworks, and the road ahead.
How did iCubesWire start and how has the journey evolved over the past 15 years?
We began operations in 2010—it’s hard to believe it’s been 15 years. iCubesWire started as an email marketing service provider. At that time, email was a dominant digital channel, with instant messaging platforms and social media still in their infancy. Our platform offered what we would now recognize as standard—email design, campaign distribution, and advanced analytics like open and click rates. We also introduced features like abandoned cart emails and early automation.
Our early clients included prominent names like Snapdeal and Myntra. As consumer behavior evolved, so did we—expanding from email into influencer marketing, content creation, and hyperlocal engagement. Today, we are a 250-member team operating across India and the Middle East, with offices in Mumbai, Bangalore, Dubai, Cairo, and Riyadh. Our clientele spans industries from banking and e-commerce to smartphones and travel, including brands like Samsung, OPPO, and Flipkart.
Do you still offer email marketing services? Is it still relevant in today’s ecosystem?
Not in the conventional sense. Consumer-focused email marketing has seen a sharp decline, especially with the rise of instant messaging platforms like WhatsApp. However, email continues to be effective in B2B communications. We still use email extensively for outreach, targeting a network of over 50,000 customers and influencers. While the channel has lost relevance for direct consumer marketing, it remains invaluable when applied strategically in the B2B context.
Since we last spoke a year ago, what are the most significant developments at iCubesWire and within the influencer marketing industry?
There have been substantial shifts. At iCubesWire, we’ve focused on strengthening our product and technology capabilities. We recently launched hyperlocal influencer targeting, a first in the industry. We now work with over 1.1 million influencers and have verified pin code data for more than 90% of them.
We also formally launched iCubesWire Films, our in-house content production division. Although active informally for a few years, it’s now a fully operational arm creating everything from TVCs and reels to product visuals and digital thumbnails.
At an industry level, influencer marketing has transitioned from a tactical to a strategic pillar. Previously, brands leaned heavily on traditional media. Today, sectors like consumer goods, automotive, and real estate are allocating significant budgets to influencers, favoring authenticity and regional relevance. Localization has become key—national campaigns are now incomplete without regional adaptation.
What is its mission and focus of the India Influencer Governing Council (IIGC)?
The IIGC was established just 10 weeks ago and has already garnered considerable momentum. We have over 125 senior marketers involved and organic recognition from publications like The Economic Times. Our mission is to bring structure, accountability, and clarity to the influencer ecosystem.
The council is built on four pillars: Creators, Consumers, Brands, and Platforms. Each has distinct needs and challenges. We’ve introduced a 179-page Code of Standards for influencers, detailing operational ethics, brand alignment, and addressing concerns like defluence—where influencers damage brands through unjustified negative content.
Ultimately, IIGC aims to create a collaborative framework:
- For creators, it provides professional and ethical guidelines.
- For brands, it offers transparency and trust in engagements.
- For consumers, it promotes credible and truthful content.
- For platforms, it advocates for systemic responsibility—though influencing global platforms is a longer-term objective.
Mid-level agencies often raise concerns about paying influencers upfront while clients operate on long credit cycles. Is IIGC addressing this issue?
It’s a genuine and growing challenge. At iCubesWire, we frequently face the dilemma of paying influencers in advance while clients follow 90–120 day payment cycles. It affects working capital and increases financial exposure.
While we hope to evolve towards a model like those followed by INS or IBF in print and broadcast, influencer marketing is still a commercially negotiated ecosystem. Influencers and agencies alike have the right to define their terms. If a creator insists on an advance and the agency deems it unfeasible, it’s within their discretion to pass.
There’s also an underlying love-hate equation—marketers admire creators for their impact, but at times, there’s envy when a 19-year-old influencer commands more attention than seasoned professionals.
That said, IIGC is open to developing frameworks—potentially including accreditation models—to address this. But it will take industry-wide alignment.
What’s your assessment of the current fairness in influencer payment structures?
I believe the ecosystem is relatively fair. Unlike traditional media, influencer marketing allows new talent to emerge overnight. Influencers have the right to demand advances or decline work that doesn’t meet their expectations—just as brands have the right to decline such terms.
At iCubesWire, our long-standing reputation allows us to extend credit responsibly. For new clients, we do insist on advance payments, especially if risk levels are high. But creators are always free to negotiate or walk away. The market is mature enough for mutual understanding and transparent dealings.
How do you view the ASCI guidelines on influencer advertising disclosures?
ASCI’s intentions are fair—disclosure and transparency are non-negotiable in advertising. But their influencer code is basic—essentially limited to using “#ad.” Many creators ignore it, and sometimes, even brands actively discourage disclosures to maintain organic feel.
While ASCI is respected, particularly in traditional advertising, the influencer landscape is dynamic. In that sense, IIGC’s code offers far more depth and clarity for modern creator-brand relationships.
SEBI has stepped in to regulate financial influencers. Do you support such intervention?
Absolutely. SEBI’s role is crucial, especially given the potential impact of financial misinformation. However, it’s not just a content creator’s responsibility—consumer discernment is equally vital. We’re currently developing a Code of Standards for Consumers at IIGC to promote awareness and informed decision-making.
We’ve seen alarming incidents, such as a 70-year-old passing away after consuming a supplement endorsed by an influencer. Regulatory action is welcome, but so is increased consumer education. The onus lies with all stakeholders—regulators, platforms, creators, and audiences.
Q: Why do some legacy brands still resist influencer marketing?
Some are still stuck in legacy mindsets. Frankly, those decision-makers haven’t yet smelt the coffee. That’s an outdated perspective. Influencer marketing is not just effective—it’s where your audience already is. It’s a different beast. And until marketers align with where their consumers are spending time, they’ll be missing out.
Mainline and media agencies often struggle with influencer marketing because it requires a different DNA—more agile, grassroots, and emotionally intelligent. Those who adapt will thrive.
iCubesWire has been publishing impactful research reports. What’s the strategy behind that?
We’ve been running iCubesWire Insights for over four years now. Every few months, we focus on a relevant topic and survey 2,500 to 3,500 respondents via our proprietary media network.
The objective is to bridge the gap between boardroom assumptions and consumer realities. Our recent 2024 report, for example, revealed that users trust regional and vernacular creators more than celebrities. These insights guide brands on everything—from platform strategy and content formats to language and influencer selection.
We ensure broad representation across regions, languages, and demographics. Often, brand teams are unsure about how to approach content, and these insights give them a reliable roadmap. It’s all data-driven—no guesswork.
How is iCubesWire leveraging AI in influencer marketing?
AI isn’t yet core to influencer marketing in a visible way. We use it in backend processes—analytics, campaign automation, and workflow efficiency. The most effective use of AI is when consumers don’t realize it’s at play.
Globally, some are experimenting with AI-generated influencers. Personally, I don’t believe it will become mainstream. Influencer marketing thrives on authenticity and relatability—qualities AI can’t yet replicate.
Do you foresee virtual AI influencers gaining widespread acceptance?
Frankly, I hope not. If it does happen, we’ll adapt—but it goes against the very spirit of influencer marketing. Relatability is the cornerstone of influence. An AI-driven persona lacks emotional context.
That said, innovations like “Vigil Aunty”—a chatbot offering relatable commentary—show how AI can support storytelling. The future is unpredictable, but I firmly believe human connection will remain irreplaceable.
