We started this
because the
spreadsheet was
the agency.
India's creator economy crossed ₹3,500 crore in 2025 spend, but 75% of it now flows direct from brand to creator. The agency layer is being skipped because agencies earn their fee by hoarding spreadsheets. Bracket exists to replace the spreadsheet, not the relationship.
Founder's note
Dated · May 2026 · Bombay
“We've sat on the other side of this desk — as the brand wondering where the ₹14 lakh went, as the creator wondering when the invoice would clear, as the agency junior explaining to a CFO why a deck is not a report.”
Bracket is the version of the agency we wanted to hire. Six services. One price list. Audit-trail by default. A desk small enough that the person who pitched is the person who delivers. We are not building India's largest creator network — we are building a desk that 200 of India's most useful mid-tier creators want to be on, and 50 of India's most thoughtful brands want to work with twice.
— The founders
- I.
Show the working.
We will share the math. Audit pack on every creator. Open-ledger report on every campaign. If a number cannot be explained, it does not go on the report.
- II.
Disclosure is not optional.
ASCI compliance is a contract clause, not a recommendation. We will return a brief rather than run a deal whose disclosure makes the brand uncomfortable.
- III.
Scope is sacred.
Six services on our menu, written down. Everything else gets a referral. The agencies that try to do everything end up doing none of it well.
- IV.
The creator is not the inventory.
We hold long relationships with the roster. Mid-campaign chasing is on us, not on them. If a creator drops off the roster, we say why.
- V.
Don't book what you can't audit.
Performance-linked work waits until the attribution math is defensible. We would rather pass on a deal than reverse-engineer credit for one.
The rules we run by.
Not the small-print version. The version we expect our brands and creators to be able to recite back to us.
ASCI Influencer Guidelines · Apr 2025
Verbal + on-screen disclosure in the first 10 seconds for video; full-duration on stories. Extra registration disclosures for health and finance briefs.
Consumer Protection Act, 2019
Non-disclosure is treated as a misleading advertisement under CCPA — exposure ₹10L (₹50L repeat). We will not run deals that walk this line.
GST · 18% · SAC 998361
Once registered, agency services will be invoiced under SAC 998361 (advertising agency services) at the prevailing GST rate, with ITC preserved through to creator invoices.
Income-tax · 194J / 194R / 194O
TDS will be deducted at source on creator fees, barter cash-equivalent, and marketplace payouts at applicable rates. Form 16A issued quarterly.
DPDP Act, 2023
Audience and creator data flowing through reporting carry consent notices. Brand dashboards scoped per campaign, purged 90 days post-contract.
FEMA · cross-border
Cross-border engagements will route through AD-Category-I banking with appropriate documentation: FIRC inbound; Form 15CA / 15CB outbound.