MAM
IAMAI unveils document on best practices for affiliate marketing in India
Mumbai: The Internet and Mobile Association of India (IAMAI) launched a comprehensive document on the “Best Practices for Affiliate Marketing in India” at the India Affiliate Summit (IAS), India’s premier annual conference for affiliate marketing professionals. Organised by IAMAI, IAS 2024 serves as a platform for thought leaders and industry captains to address key issues within the affiliate marketing ecosystem.
Affiliate marketing spending in India currently stands at around $331 million, with projections reaching over $420 million by 2025. This anticipated growth underscores the urgent need for standardised practices and ethical guidelines to sustain the industry’s expansion. The “Best Practices for Affiliate Marketing in India” document by IAMAI addresses this need, providing a comprehensive framework to guide the industry toward greater transparency, trust and efficiency.
Given India’s position as one of the world’s top 10 markets in affiliate marketing, there is immense potential for further growth. Key factors driving this growth include the rising penetration of mobile phones, the rapid expansion of the e-commerce sector, robust digital infrastructure, and government initiatives such as Digital India. Together, these elements are anticipated to enhance the role of affiliate marketing as a strategic tool for companies across the country.
The comprehensive framework outlined in the document aims to foster trust, transparency, and efficiency across the affiliate marketing ecosystem.
The key objectives of launching the Best Practices for Affiliate Marketing are to:
● Establish industry-wide standards for ethical, transparent and effective campaigns
● Foster trust between advertisers, affiliates, and consumers
● Provide compliance guidance in a complex regulatory landscape
● Offer guidelines on performance optimization and KPI measurement
● Address common challenges such as unclear contracts and undisclosed terms
The document includes:
● Overview of different types of affiliate marketing
● Guidelines for technical setup and KPI tracking
● Best practices for various campaign formats (CPV, CPL, CPS, CPI)
● Emphasis on transparency and compliance
In October 2023 IAMAI facilitated the creation of a taskforce, comprising nine renowned companies of the affiliate marketing sector with the intention of creating affiliate marketing best practices guidelines. Companies involved in drafting the document include leading brands such as Affle, Admitad, Grabon, mFilterIt, Optimise, Tyroo, Valueleaf, and vCommission.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
