Mumbai: ‘NOFILTR.Group’ is an influencer management agency, Mihir Surana currently holds the position of partner & chief executive officer at NOFILTR.Group.

By creating the enigmatic synthesis between influencers and brands, NOFILTR.Group works towards intelligibly devising a network that enables the marriage of personal expression and thought-provoking content that has the ability to hook onlookers at every level of the marketing experience. In a nutshell, the agency connects brands to influencers, who creatively connects with the brands target audience, by enticing onlookers with a plethora of services that includes personal branding, content creation and curation, influencer marketing, brand collaboration, campaign design, coupled with the total execution and analysis of the entire activity.

Today, the agency graduates beyond the capacity of a typical influencer marketing and management company. Apart from providing content creators with facilities like brand collaboration and management, content ideation, growth mapping and production team support; 'NOFILTR.Group’ invests in the dreams of content creators, helping them to make it a reality.

Presently, the company has exclusively signed up with 50+ content creators. Some of the names are Nagma Mirajkar, The Mermaid Scales (Krutika), Mr. MNV, and Funcho. The list continues to grow, as we continue to discover promising creators who’re on the verge of witnessing a potential rise.

Indiantelevision.com caught up with the agency’s creative director Anushka Sanghvi who gave lot of insights on various aspects and projects in which NOFILTR works.

Edited excerpts

On NOFILTR engage with its community or audience to promote the projects it invests in

At Nofiltr, we have always been deliberate about the fact that Nofiltr isn’t the creator. Nofiltr helps creators. What that means is, for Nofiltr, the community is the roster of creators it has and the team members who help make things happen. Everything else and everyone else who is curious/interested in Nofiltr is a byproduct of Nofiltr’s core community. We are so focused on understanding our creators and team members that our way of engaging with our community is to give them the right opportunities and ways to get what they want out of life. For the times when we want to exercise the bragginbg rights we have for our community, we take it to our IG - postoffice. Our goal with that also is to ensure we don't become a company talking to an audience. The page’s purpose is to have our team members talk about our creators and give in-depth insights on collaborations, executions, and culture for the next batch of people who would want to enter this industry.

On ensuring positive social or cultural impact through its supported projects

We consciously take out a lot of time and go extremely in-depth to understand what members of our community want. It needs to make sense. Our end goal is to ensure people get a chance to understand and enable their truest selves. All collaborations and associations have to be in line with what they are and what they stand for. We believe true cultural impact is impossible without people being true to themselves.

On financial arrangements or partnerships you typically offer to content creators

We have a very transparent financial relationship with our creators. Terms set while signing them are followed throughout their lifecycle with NF.

On facilitating collaborations or networking opportunities among the creators it invests in

Over the past six years we have built an extensive network of brands, agencies, and creators where everyone benefits off of each other. Integration in the network becomes the main priority. Post that, our already-established systems take care of the rest.

On NOFILTR envisioning the future impact of its support on content creators and the industry as a whole

- We want to cause creators. If you are a creative person, you don't just get to create. You have to focus on a multitude of things to ensure you get that 5% chance/opportunity to create. We want to make sure creative people get to be creative. We take care of the rest. By establishing backend systems that facilitate the creation process as a whole, we want to make sure creative people do not have to second guess following their passion.