What is creator gifting and how do brands manage it at scale in India?

Creator gifting at scale — operational system: Database first: spreadsheet with creator name, handle, address (collect via Google Form), phone, expected post date, product variant. Column for each: "Product sent (date)," "Tracking shared," "Content received (date)," "Content live (date)." Shipping: use a logistics partner (Shiprocket, Delhivery) for bulk dispatch. Give creators tracking links — reduces "where's my product?" messages by 70%. Packaging: branded packaging with a personalised handwritten card performs dramatically better than plain packaging. "We specifically chose you because [specific reason]" on the card. Gifting-to-post conversion rate: expect 40–60% of gifted creators to post organically. Factors that improve rate: high-quality product, beautiful packaging, personal outreach (not mass DM), no obligation + genuine ask. At 100 gifted creators, budget for 40–60 posts.