Social Panga launches The Viral Union to ace influencer marketing’s next big test

In an era where influencer marketing is moving from experimental budgets to core brand strategy, Indian integrated creative and digital marketing agency Social Panga has thrown its hat deeper into the ring with the launch of The Viral Union (TVU). This dedicated influencer marketing vertical, helmed by Sudarshan Kailash, aims to build an ecosystem that seamlessly connects brands with nano, micro, and macro influencers, facilitating talent partnerships and performance-driven campaigns that go beyond vanity metrics.

With influencer marketing in India projected to reach INR 3,375 crore ($404.82 million) by 2026, expanding at an 18% CAGR (as per an EY report), the industry is poised for exponential growth. However, concerns over fake engagement, lack of transparency, and consumer fatigue have prompted brands to demand more from their influencer collaborations.

As brands focus on authenticity and measurable ROI, TVU is positioning itself to meet these evolving expectations. "When influencer marketing is integrated into the overall media strategy from the outset, it is approached strategically rather than being treated as a last-minute add-on for quick amplification," says Himanshu Arora, co-founder of Social Panga.

He emphasises the relevance of the traditional POEM framework—Paid, Owned, and Earned media. While most brands heavily invest in paid and owned media, many overlook the immense potential of earned media that influencer marketing can drive. Himanshu cites Mamaearth as a prime example of a brand that embedded influencer marketing into its DNA from the beginning, leading to massive brand equity and sustained consumer trust.

The key, he explains, is to move beyond simple coupon codes and affiliate links. “Creative content and strategic placement play a crucial role in driving effective results. What makes influencer marketing impactful is not just conversions but crafting engaging, authentic narratives that resonate with consumers,” Himanshu says.

Cutting through the noise

This shift signals an evolution in how brands approach influencer partnerships—no longer as a one-time promotional exercise but as a crucial channel within their broader marketing mix. After all, being ‘influential’ doesn’t always mean playing by the rules.

The results of Advertising Standards Council of India’s (ASCI) Top Influencer Compliance Scorecard, aren’t exactly endorsement-worthy. It found that 69% of the country’s top 100 digital stars failed to comply with disclosure guidelines.

ASCI’s guidelines (along with the Central Consumer Protection Authority’s rules) require influencers to clearly disclose any material connections with brands. But with many still skirting transparency, the report exposes major gaps in advertising ethics. The message for brands, agencies, and influencers is pretty clear—get compliant or risk regulatory heat.

Consumer trust is increasingly becoming a rare commodity in the influencer space, with audiences becoming more discerning about paid partnerships. The Viral Union aims to navigate this challenge through a structured approach that prioritises credibility, message alignment, and brand fit.

“A successful influencer strategy answers three key questions,” explains Himanshu. “Who is speaking? What are they saying? And who are they speaking about? The key is to keep it simple yet impactful—fostering creativity, authenticity, and real connections.”

With influencer marketing budgets growing, brands are demanding better measurement frameworks. Gone are the days of measuring success solely by likes and shares; today, marketers want clear attribution models, engagement quality metrics, and sales impact data. TVU plans to implement robust analytics that track performance beyond surface-level engagement.

Integrated storytelling: Social Panga’s multi-channel play

TVU is not operating in isolation. Social Panga’s integrated marketing approach brings together TVU, The Yellow Shutter (its production vertical), and its core creative and media services. This structure enables brands to execute cohesive campaigns spanning video content, influencer-led strategies, and broader digital storytelling.

“Brand storytelling is reinforced by consistency across multiple channels,” said Himanshu. “When we blend influencer marketing with video production, media buying, and creative storytelling, we ensure brand recall and a seamless consumer experience.”

This integrated strategy is already in play with leading brands like Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M, all of whom are leveraging TVU for influencer-driven campaigns.

The rise of paid media in influencer marketing

As the influencer landscape matures, brands are no longer relying solely on organic reach. Instead, many are putting advertising spend behind influencer content through boosting and paid ad formats. This shift raises an important question: is social ad spend absorbing influencer marketing budgets?

“We see a clear shift where influencer marketing is no longer a standalone strategy but a core component of a brand’s paid media mix,” says Gaurav Arora, Social Panga’s co-founder. “At TVU, we’re blending influencer strategies with performance-driven media buying, ensuring brands get both authentic engagement and measurable outcomes.”

Brands are increasingly running influencer-driven content as programmatic ads, extending their reach beyond the creator’s immediate follower base. This convergence of influencer marketing with paid media strategies suggests that influencer marketing budgets may start to be absorbed into larger digital media plans rather than existing as a separate line item.

Influencers enter the mainstream

Another emerging trend is the diversification of influencer marketing beyond traditional social media channels. Brands are leveraging influencers in connected TV (CTV), out-of-home (OOH), and even affiliate marketing.

“Our ecosystem is built to support influencer-first campaigns across multiple platforms,” says Gaurav. “From CTV to OOH and affiliate marketing, we ensure brands get an omnichannel experience that extends beyond social media.”

This signals a major shift in the industry, where influencer marketing is beginning to resemble traditional media planning, requiring clearer ROI benchmarks and improved measurement capabilities.

While brands demand better ROI, creators are pushing for fair and timely compensation. Many influencers have voiced concerns over delayed payments and lack of transparency in deal structures.

Sudarshan Kailash, TVU’s head, acknowledges this challenge and highlights TVU’s commitment to fostering sustainable partnerships. “We act as strategic partners rather than just talent agencies,” he says. “By ensuring transparent contracts and aligning with creators’ long-term growth strategies, we build relationships that are mutually beneficial.”

Influencers are also diversifying their revenue streams, moving beyond brand deals into affiliate marketing, merchandise sales, and subscription-based models. TVU plans to support this evolution by helping creators find new ways to monetise their influence while aligning with brand objectives.

With India’s influencer marketing industry expected to hit INR 10,500 crore by 2027, the space is becoming more competitive than ever. TVU’s bet is on a more strategic, data-driven approach that balances creativity with performance.

“Our vision is to transform influencer marketing from a series of isolated promotions into a cohesive, strategic discipline,” says Kailash. “We’re integrating real-time data insights with creative storytelling to support enduring partnerships—whether through live streaming, niche platforms, or emerging virtual influencers.”

As the industry matures, brands will continue to demand clearer ROI, more sophisticated measurement tools, and better integration with broader marketing strategies. Whether influencer marketing remains a separate budget or is absorbed into digital media plans, one thing is certain: it’s no longer just about reach—it’s about results.