Influencer Campaign Brief Template for Indian Brands (Free, 2026)
A good influencer brief fits on one page and answers eight things: the goal, the product, the key message, what to post, the do's and don'ts, the timeline, usage rights, and the payment or barter. Creators who get a clear brief make the Reel you wanted the first time; vague briefs cause revisions, delays and posts that miss the point. Copy the template below and fill it in.
What every influencer brief needs
| Part | What to write | Example |
|---|---|---|
| 1. Goal | One sentence on what the post should achieve | Get first orders for our new sunscreen |
| 2. Product | Name, what it does, its price or value | SPF 50 gel sunscreen, ₹499 |
| 3. Key message | The one thing viewers should remember | No white cast on Indian skin |
| 4. Deliverables | Format, number, length | 1 Reel (30–45 s) + 2 stories |
| 5. Do's and don'ts | Must-say points, things to avoid | Show it on skin outdoors; no medical claims |
| 6. Timeline | Draft date, post-by date | Draft by 5 Nov, post 8–12 Nov |
| 7. Usage rights | Where and how long you can reuse it | Our page only, or ads for 30 days |
| 8. Payment | Fee, barter product, or both, and when | ₹2,000 + product, paid within 7 days of posting |
Copy-and-fill brief template
Paste this into a document, a DM or a campaign, and replace the brackets:
- • Brand and product: [brand name], [product name], [price or value in ₹], [link].
- • Goal: [awareness / first sales / app installs / store visits / videos for our ads].
- • Key message: [the one thing viewers should remember].
- • Deliverables: [number] Reel(s) of [length], [number] stories, [feed post: yes or no].
- • Must include: [points to mention], tag @[handle], [hashtags], link [URL or code].
- • Avoid: [competitor names, claims you can't make, topics to skip].
- • Draft review: [yes, send the draft by date / no, post directly]; up to [number] revisions.
- • Timeline: post between [date] and [date].
- • Usage rights: [organic only / repost on our page / paid ads for N days]; Partnership ads (whitelisting): [yes or no].
- • Disclosure: use #ad or #collab in the first two lines of the caption.
- • Payment: [₹ fee], [product sent by courier / code / in-store visit], paid [when and how, e.g. UPI within 7 days of posting].
A filled example: skincare launch with nano creators
For 10 nano creators at that rate the campaign costs about ₹20,000 plus product. Check your own numbers with the cost calculator before you send the brief.
- • Goal: first 200 orders for a new SPF 50 gel sunscreen.
- • Key message: light, no white cast, works under makeup.
- • Deliverables: 1 Reel (30–45 seconds) showing application outdoors + 2 stories with the link sticker.
- • Must include: tag @brand, code CREATOR10 for 10% off, #ad in the first line.
- • Avoid: "cures", "treats" or any medical claim; don't show other sunscreen brands.
- • Timeline: draft by 5 November, post between 8 and 12 November.
- • Usage rights: we can repost on our page; paid ads for 30 days if you agree (extra fee).
- • Payment: ₹2,000 + the product, by UPI within 7 days of posting.
Build your brief with the free generator →Influencer cost calculator →
Mistakes that get you the wrong Reel
- • Writing a script. Give the key message and must-say points; let creators say it in their own voice, which is why their audience trusts them.
- • Asking for everything at once. One key message per Reel works better than five product features.
- • Leaving usage rights out. If you plan to run the video as an ad, say so and pay for it up front.
- • No post-by date. "Whenever you can" turns into weeks.
- • Barter with no stated value. Creators judge a product deal by its value against their rate.
- • Forgetting disclosure. Undisclosed promotion breaks ASCI's guidelines and is a risk for the brand too.
Send the brief as a campaign on Hypee
Hypee's campaign form has a field for every part of this template: the brief, do's and don'ts, hashtags and mentions, required links, deliverables, posting window, usage-rights days and Partnership ads, the disclosure tag, and paid, barter or barter-plus-cash terms with the product and its value. Creators apply with their media kit, so every applicant has already read the brief. Brands can post up to 3 campaigns free, and Hypee takes 0% commission.