Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz, highlighted the company’s focus on regional content, acknowledging its significance in capturing the true pulse of the audience. Recognising this, Qoruz has made it a priority to adapt its platform to meet these evolving needs.
He emphasised that marketers can now search for influencers, campaigns, and content insights in regional languages such as Tamil, Malayalam, Punjabi, and more. This advancement creates new opportunities for brands to engage meaningfully with audiences in Tier 2 and Tier 3 cities, facilitating deeper connections in these regions.
In a conversation with Marketing Mind, Bhuvaneswar said that the creator economy is becoming an unavoidable powerhouse for brand building, with more brands recognising influencers as key brand partners, not just stand-alone creators. Commerce is becoming a mainstream topic in the creator economy, and the West has already started adopting this approach.
“In the coming years, we’ll see deeper integration of creators across the entire marketing funnel of brands, not just at the top-of-mind recall stage. Of course, all of this will be supported by data-driven influencer practices with super insights. We’re moving towards advanced metrics that provide insights into an influencer’s true influence, like the Creator Authority Score and BrandScore. By understanding real engagement patterns and demographic fits, brands can make partnerships that feel more organic and deliver higher returns,” he added.
He emphasised that Qoruz is a full platform designed to help brands run campaigns from start to finish, with creativity and strategy at the core.
“We didn’t just jump into influencer marketing because it was trending, we started building Qoruz early on, even before influencer marketing took off in India, with the vision of creating a holistic ecosystem where brands have everything they need to succeed. At the heart of Qoruz is our proprietary tech and our commitment to staying ahead of the curve in a constantly evolving industry,” he said.
As Qoruz prepares to launch India’s first AI-powered features for advanced creator insights, automated recommendations, and predictive analytics, Bhuvaneswar explained the main objective behind this innovation saying that their goal with leveraging AI is to bring tools and practices that were only followed and adopted by giants with huge martech budgets, and make them accessible and affordable on a common stage.
“AI-powered features will simplify complex tasks like audience and content research, category analysis, and help marketers go beyond just influencer selection and campaign monitoring to support entire brand marketing functions,” he added.
He further shared insights into the response from both brands and influencers to Qoruz’s recently introduced Creator Authority Score.
“The Creator Authority Score has been incredibly well-received by marketing teams at both brands and agencies. Brands love it because it gives them a simple and reliable benchmark for assessing an influencer’s real impact without having to look into 20 or 30 data points to evaluate fitment and effectiveness in the pre-collaboration stage,” Bhuvaneswar said.
“To be honest, people don’t have time to research and calibrate campaigns around multiple factors, so this metric simplifies decision-making for brands and helps avoid pitfalls like inflated follower counts, irregular engagement rates, and inauthentic audiences,” he added.
Furthermore he went on to say that data is at the heart of everything they do at Qoruz. Beyond gathering information, through their proprietary tech, they have developed “Insights” by analysing over 50 unique data points for each of the 1.7 million creators on their platform.
“We are creating solutions that go beyond influencer selection, specifically by sub-segmenting processes into stages like consumer research, brand planning, campaign planning, campaign monitoring, and campaign analysis. This broadens the view for brand custodians and strategists, providing a more comprehensive look at what’s happening behind the scenes, allowing for smarter decisions even before budgets are decided and influencers are locked in,” Bhuvaneswar stated.
When asked about how Qoruz ensures transparency and accuracy in the increasingly tech-driven world of influencer marketing, particularly in acquiring and verifying data on content creators, Bhuvaneswar highlighted that their approach to data is meticulous.
He added, “We gather data from multiple verified sources, but beyond just collection, we focus heavily on verification. Qoruz’s data is regularly cross-checked against historical trends to ensure its reliability. For instance, through our Audience Quality Checker, our team flags unusual engagement patterns or follower spikes to filter out any inauthentic growth of any creator across Instagram, Youtube, Facebook and X. This commitment to data integrity helps our partners trust that they’re making decisions based on accurate, up-to-date insights, which is crucial in an industry where credibility matters deeply.”
Bhuvaneswar highlighted that their biggest revenue driver right now is the Creator Discovery and Analytics feature. This feature is all about helping brands find the right influencers with precision.
“It’s not just about picking someone with a large following; we dive deep, analysing engagement, audience fit, content style, and much more. Brands love it because they’re getting real insights, not just surface metrics, to see who can truly deliver results for their campaigns,” he said.
“What this success has shown us is clear: brands want depth, precision, and actionable insights to back every influencer partnership. That’s why we’re doubling down on advanced data capabilities, adding predictive analytics to show potential outcomes before campaigns even launch. It’s about making sure every brand gets maximum impact from every collaboration, and that is the direction we are heading with all our future offerings,” he added.
As regional content continues to gain popularity, Bhuvaneswar shared insights on how Qoruz is tailoring its strategies and offerings to meet the rising demand from regional audiences, emphasising that, “We understand that regional content is really where the pulse of the audience lies, and we’ve made it a priority to adapt Qoruz to meet that need. Now, marketers can search for influencers, campaigns, and content insights using regional languages like Tamil, Malayalam, Kannada, Punjabi, and more. This opens up a world of possibilities, especially for brands that want to connect deeply with audiences in tier 2 and tier 3 areas.”
“Our platform also makes it easy to find influencers from these regional demographics, which are often underrepresented in mainstream searches. By focusing on influencers from tier 2 and tier 3 cities, we’re helping brands tap into authentic, engaged communities that are driving the next wave of digital growth in India. This way, brands aren’t just reaching people in major metros; they’re building connections across a much wider audience landscape, rooted in local language and culture.”
Highlighting recent features on Qoruz that have significantly impacted the platform’s growth and user engagement, Bhubaneswar said that for the next leap of growth, they have launched Campaign Ideation, Content Research, and Competition Intelligence, all powered by Qoruz AI.
“We recently launched the Campaigns Library, powered by Qoruz AI. This feature allows marketers to explore campaigns from top brands, providing a deep dive into campaign objectives, content themes, and the top influencers driving them across various industries and occasions. By uncovering the creative ideas and strategies behind successful campaigns, brands can draw inspiration and insights to enhance their own initiatives,” he mentioned.
Furthermore, he went on to say, “This is a simple feature that helps marketing teams from copywriters and creative directors to even CMOs understand what has historically worked across different influencers and brands. We are testing more features like this to aid in multiple areas across marketing teams.”
The general philosophy at Qoruz is, “Always Be Launching,” as said by Andrew Chen, an influential voice among product builders and tech teams, Bhubaneswar highlighted.
“Any given year, we assess the current trends in the market and test minimum viable versions of different solutions and features. Whatever sticks, we double down on that and build specifics, adding arms and legs to the solution. That was always the game and will continue to be the game,” he added.
In conclusion he mentioned that this year has been one of solid growth for Qoruz.
“We’ve expanded our client base and introduced new features that have been widely embraced by brands and agencies. A key highlight has been our success in the UAE market, which has laid a strong foundation for our expansion into Saudi Arabia, the USA, and Southeast Asian countries,” he added.
