Bombay Shaving Company Founder and Content Creator Shantanu Deshpande has shared an interesting take on how influencers approach brand collaborations, particularly newer creators who are still building their presence in the industry. In a recent Instagram reel, Deshpande spoke about his experience reaching out to influencers directly for a Bombay Shaving Company project. He compared the responses he received from established creators with those from smaller, up-and-coming influencers.
Shantanu Deshpande Says Bigger Creators Were More Open To Collaboration
Deshpande revealed that after nearly three to four years of not directly communicating with influencers, he recently started reaching out to creators himself for a Bombay Shaving Company project. According to him, the response from several established influencers was surprisingly quick and enthusiastic.
He said creators with millions of followers responded positively to the idea, with some asking him to send the script or brief. Others even offered to come up with their own ideas for the campaign. Deshpande also recalled creators suggesting that commercial discussions could happen later, while some were open to doing the collaboration without a fee because they liked the opportunity and wanted to work with the brand.
Smaller Creators Took A More Transactional Approach
Deshpande said the experience was noticeably different when he approached some smaller, newer influencers. He described instances where creators with only a few thousand followers and limited engagement immediately directed him to their managers instead of engaging with the opportunity themselves. In one example, a creator reportedly quoted a commercial fee of $300 for a reel before Deshpande had even reached the stage of discussing the commercial terms. This led him to question why some newer creators appear to be approaching collaborations in such a formal and transactional manner.
Deshpande Wants More Guidance For The Creator Economy
Deshpande ultimately described the influencer ecosystem as an “unorganized sector” that could use more guidance. His larger point was about the importance of making a good first impression, especially for creators who are still trying to establish themselves.
For emerging influencers, a brand interaction does not always have to begin with rates and managers. Sometimes, simply understanding the opportunity, responding thoughtfully and putting your best foot forward can help build relationships that extend beyond a single campaign.
His comments also highlight a growing tension in the creator economy: where does professionalism end and unnecessary formality begin? As influencer marketing becomes increasingly commercialised, creators are learning to negotiate their value. At the same time, Deshpande’s experience suggests that keeping the human element in brand relationships may still matter.