Can I ask a creator to not work with competitors during our campaign? Is that legal?

Category exclusivity in creator contracts — what is enforceable in India: Yes, you can include exclusivity as a contract clause. You cannot force it without compensation. Standard practice: if you want category exclusivity (no competitor brand content during campaign period), you pay an exclusivity premium — typically 20–40% above base rate. What is enforceable: category-specific exclusivity ("no other protein powder brands during October 1–31") for a fair compensation. What courts will not uphold: broad industry exclusivity without payment, perpetual exclusivity, or clauses that prevent the creator from making a living. Practical advice: for a ₹8,000 Reel deal, asking for 30-day competitor exclusivity for +₹2,000 (25% premium) is fair and professional. Asking for it at zero cost signals you don't understand the business. Most professional creators will simply decline rather than negotiate.