India's Creator & Brand Intelligence Platform

No More
Guesswork.
On either side.

Creators deserve to know what their audience is actually worth. Brands deserve to know what fair looks like. OVERDUE is the intelligence layer that closes the gap — India's first end-to-end pricing platform built for honest deals.

₹8,400 Cr
India Creator Economy 2025
68%
Deals Priced Without Any Data
3.4×
More Accurate Rates vs Guesswork
₹2.8 Cr
Revenue Generated For Creators
120%
Variance In Rates For Same Audience
14 Sec
To Generate A Data-Backed Rate
₹8,400 Cr
India Creator Economy 2025
68%
Deals Priced Without Any Data
3.4×
More Accurate Rates vs Guesswork
₹2.8 Cr
Revenue Generated For Creators
120%
Variance In Rates For Same Audience
14 Sec
To Generate A Data-Backed Rate
The Gap

The deal is only fair
when both sides know the numbers.

The Indian creator economy is worth ₹8,400 crore and growing. But most deals still happen on gut feel, personal relationships, and numbers pulled from thin air. That's not good for creators — and it's not good for the brands trying to justify spend either. OVERDUE puts real numbers on the table, for everyone.

68%
of influencer deals in India are priced without any data-backed methodology

Based on OVERDUE's analysis of 4,000+ creator deals across Instagram, YouTube, and Moj — cross-referenced against media buying benchmarks from 60+ advertisers in India. When both sides work from the same data, deals close faster and hold up longer.

Pricing Accuracy Gap — Data-Backed Rate vs Actual Deal Value
Nano (1K–10K)−54%
Micro (10K–100K)−61%
Macro (100K–1M)−68%
Mega (1M+)−41%
01
No Shared Benchmark Exists
There is no public database of what deals actually look like in the Indian creator economy. Every negotiation starts from zero — with both sides making up numbers and hoping they meet in the middle.
02
Numbers Are Invented on Both Sides
Media buying teams have CPM models, but they're built for TV and programmatic — not creator content. Creators quote what feels right. Neither side is working from real data, and the deal reflects that.
03
Relationships Shouldn't Set Rates
Most deals in India are negotiated on relationships and reputation — not data. That works until it doesn't. OVERDUE adds a number to the conversation, so rates are defensible, repeatable, and fair.
How OVERDUE Works

The intelligence engine,
explained plainly.

01
Input
Put the numbers in
Connect your Instagram or YouTube account (read-only), or enter your follower count and engagement rate manually. We also ask for the brand's industry — because a fintech brief and an FMCG brief have different audience values, even for the exact same creator.
02
Engine
The model runs the math
Every creator has a base CPM — cost per 1,000 followers — that varies by audience tier. Nano creators command a higher CPM than mega ones because their audiences are more targeted. OVERDUE multiplies this by platform (YouTube = 1.5× Instagram), content type (video = 1.5×, story = 0.5×), and industry premium. Engagement above 3% adds a bonus. Usage rights and exclusivity stack on top. The same logic brands use — available to creators.
03
Output
A number you can stand behind
Not a guess. A number with a full breakdown — base CPM, every multiplier, every add-on. The output includes a recommended rate, a floor, and a ceiling. When a rate is questioned, the breakdown is the answer. No more "I just feel like I'm worth this."
04
Leverage
A rate card that speaks for itself
OVERDUE generates a shareable rate card at overdue.in/r/yourhandle. A clean, professional document with your stats, engagement, rates, and terms. Every view is tracked. It signals that the number on the page didn't come from thin air.
05
Intelligence
Every deal makes the data stronger
When you log completed deals in OVERDUE's Deal Tracker, the anonymised data feeds our market benchmarks. The more deals are logged, the more accurate the pricing becomes — for every creator, and for every brand trying to understand what fair looks like. India's first creator deal database, built from the ground up.
The Difference

The same deal,
with and without data.

The Negotiation
Without Data
With OVERDUE
How you set your rate
Gut feel + asking friends
CPM model with 6 variables
When brand haggles
You cave — no way to know if you're right
You show the breakdown
Rate card
WhatsApp message with numbers
Shareable page at overdue.in/r/you
Knowing your audience value
You don't
Age, city, interest, gender split
Finance brand, beauty creator
You charge the same rate as always
You apply the industry premium, correctly
Rate negotiation
Based on who blinks first
Based on data neither side can argue with
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Brands actively running creator campaigns in India
Early Access Stories

What changes when
the number has a reason.

"I quoted ₹40,000 for a reel. OVERDUE's model put it at ₹1,10,000 for that industry. I came back with a breakdown next time. The number held. No pushback."
Priya Sharma
@priyasharma · 540K · Food & Travel
"The industry premium data changed how I think about briefs entirely. Different brands, same audience — wildly different value. Now I price the brief, not just the platform."
Arjun Mehta
@arjunm · 890K · Finance & EdTech
"The rate card changed the first impression entirely. When there's a structured document with real numbers, the conversation starts differently. It's not personal anymore — it's professional."
Kabir Nair
@kabirnair · 1.2M · Gaming & Tech
Start Here

Every deal deserves
a real number.

Get a data-backed rate in 14 seconds. Know what your audience is actually worth — and walk into every deal with a number you can defend.

India's Creator Pricing Intelligence Platform · overdue.in
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About OVERDUE

Built on a simple idea:
numbers, not guesswork.

OVERDUE started with a simple observation: the Indian creator economy is worth thousands of crores, and almost none of it is priced with any real data. Creators quote on instinct. Brands counter on instinct. Everyone leaves wondering if they got it right.

We built OVERDUE as the intelligence layer that makes both sides more confident — actual pricing mathematics, audience intelligence, and a rate card that turns a conversation into a negotiation with a foundation. Better data means better deals. For everyone at the table.

What We Stand For

The principles
behind the platform.

⚖
Shared Intelligence
The creator economy works better when both sides of a deal have access to real numbers. Every feature in OVERDUE is designed to add data to conversations that have been running on gut feel for too long.
◈
Data Over Gut Feel
Your rate should come from a model — follower tier, platform, content type, industry, engagement, add-ons. Not from a friend's advice or a brand's first offer. OVERDUE builds the model so you can defend every rupee.
◎
No Conflicts of Interest
We don't take commissions on deals. We don't take money from brands to influence how rates are modelled. OVERDUE is a subscription product — our only incentive is to give you the most accurate number possible.
✦
A Database Built Together
Every deal logged in OVERDUE — anonymised — feeds the benchmarks that sharpen pricing for everyone who comes after. We are building India's first real creator deal database, from the ground up, one logged deal at a time.
The Team

People who've worked
with the data firsthand.

AK
Aarav Khanna
Founder & CEO
Former media buying lead at a top 5 Indian ad agency. Spent 6 years building CPM models for the exact brands that now use OVERDUE creators. Saw the gap from the inside.
SM
Shreya Menon
Head of Product
Ex-creator with 800K followers on Instagram. Signed 40+ brand deals before pivoting to tech. Built OVERDUE's pricing engine from the first deals she wishes she'd had data for.
RV
Rohan Varma
Head of Data
Built audience intelligence tools at a Series B adtech startup. Designed OVERDUE's audience scoring model — the same logic that powers how brands value your followers.
Join OVERDUE

Walk in with a number.
Walk out with a fair deal.

India's Creator Pricing Intelligence Platform · overdue.in
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