Continuum Media, the Dubai-headquartered global media company, is expanding its India footprint with Raise, an AI-powered influencer marketing platform, under the leadership of Joy Shrivastava, Country Head – India.
The platform has already run campaigns for Olyv, an Indian fintech and financial wellness app, and Aspora, a financial and money-transfer platform for Non-Resident Indians. These early projects are the first step in a planned expansion across India.
An AI layer for performance-first influencer marketing
Raise combines artificial intelligence with performance-based influencer marketing. Instead of treating creator campaigns as brand-building exercises measured by reach and engagement, the platform is designed to bring accountability and predictability to influencer budgets.
It uses data-driven predictions to reduce execution challenges and campaign risk, and helps businesses evaluate the potential outcomes of an investment before committing budgets. In short, it aims to make creator collaborations operate more like performance marketing.
Performance-based influencer marketing shifts the currency of creator deals from estimated impressions to agreed outcomes—installs, sign-ups, transactions or qualified leads. For a platform, that means predictive models and reporting have to be built before a creator is even selected.
“India’s creator economy is full of opportunity, but brands today are looking for more than visibility. They want accountability, efficiency and real business impact,” said Joy Shrivastava, Country Head – India, Continuum Media.
Nayeem Siddiqui, Managing Director – UAE, Continuum Media, added that India represents a significant opportunity for the company, and that Shrivastava’s market knowledge and entrepreneurial approach have been instrumental in establishing the firm’s foothold.
Why this matters for marketers
The expansion reflects a broader industry shift. As creator marketing matures, brands are under pressure to show how influencer spend connects to business outcomes such as installs, sign-ups or transactions—not just impressions and likes.
For marketing professionals, this is a useful signal: performance-based influencer models are moving from experiment to expectation. The practical question is how quickly in-house teams and agencies adapt their planning, measurement and payment structures.
What to do next
If your brand is evaluating an influencer platform or agency, use this expansion as a prompt to raise the bar on measurement. Start by asking a few outcome-focused questions:
- Define success metrics before the campaign: conversions, installs, transactions or qualified leads.
- Ask the platform for predicted outcome models, not just audience estimates.
- Request a small pilot with fixed KPIs before committing to a longer contract.
- Track ROI at campaign level and compare it against other performance channels.
Continuum Media says it plans to expand Raise’s presence across India, build new brand partnerships and help businesses use AI-powered, performance-based influencer marketing to drive measurable results. For marketers, the message is clear: influencer spend is being held to a performance standard.
Source: MediaNews4U
