SPAG unveils FINNFluence to boost trust in influencer marketing

New Delhi: SPAG, a FINN Partners company, has introduced FINNFluence, a new influencer marketing framework designed to bring credibility, compliance, and measurable outcomes to brand collaborations.

India’s influencer economy is projected to reach Rs 3,500 crore in 2025, growing at an estimated rate of 25%. Amid this rapid expansion, marketers are confronted with challenges including influencer fraud, stricter regulatory requirements, and consumer expectations for authenticity. 

FINNFluence is built to address these issues, shifting the focus from traditional metrics such as likes and follower counts to elements that include reputation, relevance, and return on investment.

The system operates on SPAG’s proprietary SCORE model, Signal, Compliance, Overlap, Relevance, and Engagement, providing a framework that measures credibility, safeguards brand reputation, and ensures cultural alignment. 

Collaborations under this model are structured to comply with regulatory guidelines such as those issued by ASCI and the FTC, while delivering insights on performance and impact.

Aman Gupta, Managing Partner at SPAG FINN Partners, said, “Influence without trust is just noise. FINNFluence embeds credibility at the very core of influencer marketing. 

By marrying data intelligence with cultural insight, we are equipping brands to deliver impact that is measurable, meaningful, and market-ready. This is not influencer marketing as usual, it’s influence evolved.”

Shivani Gupta, also a Managing Partner at SPAG FINN Partners, added, “Audiences today don’t just buy products; they buy into values. 

They are discerning, skeptical, and demand authenticity. FINNFluence is designed for this new reality, building creator ecosystems that align with purpose and brand safety, while ensuring every rupee spent delivers long-term equity.”

The framework is sector-agnostic and can be applied across categories such as health, technology, consumer goods, finance, travel, and sustainability. It is designed to create long-term, brand-safe partnerships that prioritise credibility and cultural relevance over short-term virality. 

As digital ecosystems in the Asia-Pacific region evolve, FINNFluence has been developed to operate at scale while meeting diverse cultural and regulatory requirements.