How do creators choose which brands to work with in India?

How Indian creators evaluate brand collaboration requests: Primary filter: brand-creator value alignment. Is this product something I actually believe in or would use? Creators who promote misaligned products lose audience trust fast — they know this. Rate filter: is the rate fair for the deliverables? 80% of mass-blast briefs are rejected at this stage. Communication quality: how did the brand reach out? Generic copy-paste DM vs specific, researched outreach? Creators can tell in 10 seconds. Creative control: does the brand give me space to be myself? Full script = low priority. Delivery timelines: is the posting deadline realistic? Rushed briefs with impossible timelines get deprioritised. Audience fit: will my audience actually care about this? Creators who pitch irrelevant products get unfollowed — they protect their audience from that.