01Find the gaps
Where your brand is invisible, inconsistent, or paying twice for the same thing. We audit what you are actually buying today across every channel and every vendor. One week, written down, no jargon.
We don't do marketing. We make demand.
Creator-led
Performance-proven
Kerala & the GCC
Cited is the digital growth engineWhat we meanSearch, creators, paid media and content run by one team as a single system. What wins as content becomes the advertising. What the advertising learns briefs the next round. built by Xpresso Global. Creators, advertising, search and content run as one machine, not five invoices.
The loop
Earn it. Then buy more of what works.
- 01
Creators make content people actually watch
- 02
The pieces that win become your ads
- 03
Ad money scales only what already proved itself
- 04
Search and AI catch the demand that creates
- 05
Every result teaches the next campaign
The promise
01
Creators who sell for you, not just post for you
02
Content in the volume advertising actually needs
03
Every rupee measured, not estimated
04
One team. Not four vendors.
05
Beat bigger budgets by testing more
06
Quoted by AI, not just ranked on Google
The words, sorted
Everyone says digital marketing. Nobody means the same thing.
Six terms get used interchangeably in every pitch meeting. They mean six different things, and the difference decides what you should pay for.
- Digital ads
- Paying to be seen online. Banners, boosted posts, video views. Bought like hoardings: spend, reach, done.
- Social media marketing
- Keeping the pages alive. Posting, replies, followers. Presence, not necessarily customers.
- Performance marketing
- Advertising held to an outcome. Every rupee tracked to a lead, a sale, a booking. Judged on cost per result, never on reach.
- Creator marketing Influencer marketing is not UGC Influencer marketing UGC You pay for Their audience and their trust The content itself. Their audience is not the purchase It runs on The creator's own channels, to their followers Your channels and inside your ads Followers The whole point. Distribution is the product Rarely the point. App brands often seed posts on small creator pages too Measured by Reach, engagement, sales from their audience Ad performance: cost per result The deliverable The post, with usage rights agreed The file. You own it outright Brands pay influencer prices for UGC, and buy posts they cannot reuse as ads. Whitelisting is the overlap: your ad, run through the creator's handle. Both are priced as content, not as reach.
- People audiences already trust, telling your story. Also the best-performing ad creative money can buy right now.
- SEO and AEO AEO, answer engine optimisation SEO gets you ranked on a page of links. AEO gets you quoted inside the answer itself, when someone asks ChatGPT, Gemini or Perplexity instead of searching. Different work, and almost nobody in India reports on it yet.
- Being found without paying. Ranked on Google, quoted by AI. Compounds for years. Real, but not where growth starts.
- Digital marketing
- The umbrella word for all of the above. Which is exactly why it means nothing on its own.
The Cited system
Three moves. Run on repeat.
02Build the engine
One narrative wired across every platform. Creators briefed and contracted, content produced, campaigns built inside your own accounts. You own everything we set up.
03Run it hot
Experiments running on your brand every month. Creatives, creators, formats, audiences, offers. Whatever wins on one brand moves to all of them within a week.
The five verticals
Run all five. Or start with one.
What you get
Creator shortlist with written reasoning, rate negotiation, contracting and usage rights, briefs, concept and content review, live tracking, performance reporting connected to business outcomes, and payouts made on time with correct GST and TDS.
Why ours is different
- Real rate data for Malayalam and GCC creators, built from every negotiation we run. No public rate card exists for this market, so most brands overpay and never find out.
- Creators get paid on time with clean paperwork, which is rare enough that good creators start prioritising our briefs.
- One creator fee, three uses: the post, the ad creative, the site content.
- Campaign volume runs on a partner platform, so a small team holds what would normally need four extra coordinators.
What you get
Account and campaign structure built properly once, a creative testing calendar with a stated hypothesis per test, weekly optimisation, monthly review against business numbers rather than platform numbers, and creator whitelisting so ads run from the creator's own handle.
Why ours is different
- Performance agencies are starved of creative and optimise the same three assets forever. We put twenty variants into a test because the studio feeds the machine.
- Ads from a creator's handle consistently beat the same ad from a brand page, and we do it at volume because the relationships and usage rights already exist.
- We never hold client media on our books. You own the account, the data and the history.
What you get
Citation share tracked across ChatGPT, Gemini, Perplexity and Google AI Overviews against named competitors, site work (structured data, entities, answer-first content), off-site presence on reviews, forums and comparison content, and competitor benchmarking.
Why ours is different
- We report whether AI engines recommend your brand. Almost nobody in India shows clients this number.
- Roughly 85% of brand mentions inside AI answers come from third-party sites, so the real work is PR work. Xpresso already has that muscle.
- The same team earns press coverage and AI citations. One budget, two outcomes.
What you get
Social, brand content, PR, community management, review platform response, and the reporting layer that ties everything together.
Why ours is different
- It is the layer that makes everything else look like it came from one company instead of four.
- Press coverage built here is the same work that earns AI citations.
What you get
Creator-shot content, studio-shot product and brand work on Xpresso's production capability, short-form edits in the volume paid media consumes, and AI-assisted variants where appropriate, with disclosure.
Why ours is different
- Content shops cannot make the brand film. Production houses cannot make the forty variants. We do both from one brief.
- Content is briefed against what search and paid need next, not against a calendar written in January.
- AI is used for product demos, offers and motion. Never for faces, testimonials or regulated categories. Human creator content still performs and we do not pretend otherwise to save money.
The package builder
Start with the goal. We wire the rest.
The inheritance
New company. Nine years of proof.
Cited starts with Xpresso Global's nine years of brand work behind it. The accounts, the production floor and the relationships transfer on day one.
0+Brands
0+Ad films
0+Events
0+Brand identities
0Years
Technology partner
Campaign operations and creator payouts run on Scoop.
Campaign operations and creator payouts run on Scoop.
Starbucks*
Aster*
Nesto*
Mathrubhumi*
Apollo*
Lulu*
Royal Drive*
Lakshya*
Trinity*
Force*
Grillax*
Straight answers
Ask us anything. We answer in plain words.
Cited takes over a brand's online growth and runs it as one engine. Creators, paid advertising, search, AI visibility and content, planned and reported as one programme with one number.
Most brands buy those from four vendors and stitch the results together themselves. We run them as one loop, where the content that wins becomes the advertising, and the advertising teaches the next brief.
Xpresso builds brands. Positioning, identity, film, events. Cited grows them online. Different work, different people, run as a separate company.
Xpresso holds the majority of Cited, and its production capability sits behind our content studio. When a Cited client needs brand work, Xpresso is next door.
Yours. Always. Every campaign is built inside your own ad accounts, and you own the account, the data and the history. If we part ways, you keep everything.
Plenty of agencies run spend through their own accounts because the markup is invisible. Refusing that costs us revenue. It also means you never have to wonder.
Then buy the creator side. Every vertical is sold on its own, and creator and UGC marketing is the one brands most often start with.
The fee is a percentage of creator spend, so it scales with the programme. Most clients add a second vertical once the first one reports its numbers.
Creator and UGC work is priced as a percentage of creator budget, and the rate drops as the account grows. Performance advertising is a percentage of ad spend. Search, AI visibility and digital marketing run on a monthly fee, and studio content is priced per asset or bundled into the monthly programme.
Every number is agreed before work starts, and the monthly review shows what each rupee did. Tell us the goal in the package builder and we come back with scope and a number.
Creator campaigns and paid media report within the first month. That is where growth starts, and it is why we lead with them.
Search and AI visibility is the slow one. Three to six months before it moves, and it compounds after that. We never sell it alone to a brand that needs customers now.
A veteran-led team that has run this playbook across a thousand brands, executed by young specialists who live inside these platforms every day. Film and studio production runs on Xpresso's capability.
Campaign operations run on a partner platform, which is how a small team holds the creator volume that would normally need four extra coordinators.