Mumbai: As influencer marketing cements itself as a core pillar of brand strategy, influencer intelligence platform Qoruz has launched the Creator Brand Fit (CBF) Index — a contextual framework designed to help marketers evaluate creator-brand compatibility beyond generic engagement metrics. This new approach recognizes the need for more nuanced, campaign-specific alignment in influencer selection.
Traditionally, creators have been measured using universal benchmarks such as follower count, engagement rate, or past campaign performance. While helpful for a top-level view, these metrics often fall short when evaluating a creator’s relevance to a brand’s distinct tone, audience, and storytelling objectives.
“Every brand defines a ‘good creator’ differently,” said Aditya Gurwara, Co-Founder and Head of Brand Alliances at Qoruz. “For a platform like Myntra, a good creator might be someone with a strong Tier 1 presence and trend-savvy appeal. For Meesho, it can be someone who connects deeply with Tier 3 audiences, often in regional languages. Their audience, tone, and influence behave very differently. One universal score for choosing creators simply can’t reflect that.”
The newly launched CBF Index evaluates creators using over 20 parameters — including audience location, gender mix, age distribution, brand safety signals, tone of voice, and category consistency. The result is a dynamic, campaign-specific score that reflects the creator’s relevance to the brand’s communication strategy, audience fit, and campaign objectives.
“Marketing teams don’t have the luxury of time when planning fast-moving campaigns,” said Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz. “The CBF Index helps them move away from guesswork and manual vetting by offering a single, unified view of creator compatibility. What’s critical is that the same creator doesn’t get the same score everywhere, their score shifts based on the brand’s target audience, campaign goals, and category fit. It’s not just about past performance, it’s about contextual relevance. That’s where influencer marketing is headed.”
Built on Qoruz’s proprietary AI engine and a database of over 4 million creators, the CBF Index empowers marketers to make faster, more informed decisions and helps reduce mismatches in influencer-brand partnerships. With rising scrutiny on brand safety and ROI in the influencer space, Qoruz’s solution reflects a larger industry shift toward precision, accountability, and strategic storytelling in creator collaborations.
