Disclosure checks and comment-level readouts for brands' influencer campaigns
TL;DR Postproof tells a D2C brand what its influencer campaign actually did. It checks every paid post for a proper ad disclosure, reads the comments in Hindi, Hinglish and regional languages for buying intent and complaints, and ties each creator to coupon and link sales. Brands pay per campaign or monthly.
Brands spend more on creators each year but struggle to tell what worked. A consulting firm and agency report put Indian influencer marketing at INR 2,344 crore in 2024 and named return on investment as marketers' biggest challenge[1]. Most brands still pay a fixed fee per post[1].
There's legal exposure too, and most brands don't think about it. In April to September 2025, ASCI processed 1,173 influencer ads and found 98% needed changes[2]. Among India's top 100 creators, 76% failed to disclose paid deals properly, up from 69% the year before[2]. The brand's name sits on every one of those posts.
Postproof connects to a brand's campaign list. For each post it does three jobs -
First, a disclosure check. Is the ad label visible in the first lines or on the video itself, rather than buried among hashtags, as ASCI and the consumer regulator require[3]? Second, a comment readout. It reads comments in the language people actually write, flags questions about price, size or delivery, sorts out complaints, and counts real purchase intent separately from emojis. Third, a sales match with coupon codes and tagged links per creator, so the brand sees orders next to reach.
The seed pitched real-time emotional AI, and I've dropped the emotion reading. A major scientific review found facial expressions are not a reliable guide to what people feel[4]. What audiences write and buy is better evidence, so Postproof reads those.
The user is a brand or growth manager at a D2C company spending ₹5 lakh or more a quarter on creators. The payer is the same brand, per campaign (₹25,000–75,000 is our estimate) or monthly. Influencer agencies are a second buyer who can resell reports to clients. Indian influencer platforms don't publish prices[5].
ASCI is now running regular compliance checks and naming top creators[2][3]. Language models can now read mixed Hindi-English comments well enough to be useful, which older sentiment tools never managed. More brands are trying performance-linked creator pay, which needs better measurement[1].
The industry figure is INR 2,344 crore in 2024, projected at INR 3,375 crore by 2026 (the same report)[1]. Postproof's narrower market is the measurement and compliance spend within that, and no public figure exists for it. ASCI's 1,173 cases in six months[2] show how often the problem appears.
Indian influencer platforms sell creator discovery, real-time campaign reports and competitor benchmarks[5]. Global analytics tools vet creators and track campaigns. None that I found puts a per-post disclosure audit and Indian-language comment reading at the centre for the brand. The large platforms could add both, so speed and depth in Indian languages matter.
| Difficulty | Moderate (36/100) |
| Starting capital | ₹40–75 L |
| Time to launch | 5–8 months |
The hardest parts are data access and language. Platforms limit what third parties can pull from posts and comments, so many reports need creators to connect accounts. Comment reading must handle code-mixed text, slang and sarcasm, and brands will judge you on the first wrong call.
No licence from a regulator is needed. The rules you check for clients are also rules you work within.
Building this outside India? The categories above usually have a local equivalent, so check with your own regulator.
Don't trust AI to read emotions from faces, or to make the final legal call on a disclosure. Borderline posts go to a person.
Want to work out the AI layer for Postproof? Talk to Yash →
I think it's a sensible tool for a founder who has run influencer campaigns for D2C brands and knows their pain. If you have no route to platform data then skip it. First prove that ten brands will pay for one campaign report and act on its findings.
Plan for roughly ₹40–75 L, mostly product build, language models and platform integrations.
No regulator licence. You must use official platform APIs, follow ASCI and CCPA disclosure rules in your checks and comply with the DPDP Act.
Yes, disclosure rules exist in many markets. Swap ASCI for your local advertising code and check platform data terms there.
The free Postproof validation kit has the line-by-line capital breakdown, the effort scoring, the advertising-code and data checklist, a 14-day validation sprint with pass/fail targets, a 90-day launch plan, 10 interview questions for brand managers and agencies, and 5 assumptions to test. Download the kit →
Thinking about building Postproof or something close to it? The make-or-break work is reliable data access and comment reading that brands trust, and that's the kind of thing I help founders with. If you need a hand, you know where to find me. Talk to Yash →
For illustration only. Names are fictional and ideas hypothetical; sourced facts are real but may be out of date. Nothing here is legal, financial or professional advice, and Yash Khatri is not personally liable for any use of it. Read the full disclaimer.