Brands
India’s influencer watchdog drops the rulebook – brands, beware
MUMBAI — The Indian Influencer Governing Council (IIGC) has rolled out a new playbook — and it’s no fluff piece. Dubbed the Code of Standards for Brands, this shiny new framework lays down the law for ethical, transparent, and drama-free brand partnerships in India’s booming influencer economy.
The code takes aim at some of the industry’s worst-kept secrets: undisclosed paid plugs, shady affiliate links, and influencer posts that read like they were written by bots – or worse, lawyers. It urges creators to keep it real, while brands are now expected to play by the book, especially in high-stakes sectors like health and finance where scientific claims must be backed by certified proof.
And in a first-of-its-kind move, the code tackles AI trickery head-on. Brands must now disclose if a virtual influencer is doing the talking — and deepfakes? Absolutely not. Also on the radar: data privacy. The code echoes India’s tightening grip on consumer data, aligning with the Consumer Protection Act and other watchdogs.
To fix the Wild West of handshake deals, the IIGC is also offering brands and influencers a new rulebook for contracts — with templates, best practices, and a clear path to avoid ghosting each other after the collaboration.
Backing this all up is the newly launched IIGC Taskforce — the council’s crisis Swat team. It monitors online chatter, sniffs out sentiment shifts, and steps in when things go south. Think online therapy meets legal triage — with a hotline to vetted lawyers for messier disputes.
Commenting on the launch, IIGC chairman Sahil Chopra said, “Brand-influencer partnerships are incredibly powerful, but also vulnerable to reputational risks. Today, almost 95 per cent of brand-influencer work happens without a formal contract, leading to unnecessary disputes and breakdowns of trust. The Code of Standards for Brands makes the ecosystem more accountable and sustainable. With the addition of the IIGC Taskforce, we are giving the industry a much-needed safety net to operate with greater transparency and fairness.”
Crafted in consultation with brands, agencies, creators and legal eagles, this move cements IIGC’s role as the referee in India’s fast-moving influence game — and puts brands on notice: the rules have changed.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
