Base rate × usage type × territory × duration × exclusivity. Your audience size sets the tier base rate. What the brand buys (a social post vs a TV commercial vs an AI avatar) applies a usage multiplier. Rights for South Asia or worldwide cost more than India-only. Longer durations multiply along a curve — 24 months is 4.5× the 3-month price, because you're giving up two years of resale. Exclusivity adds 60%, because locking out competing brands has a price.
All multipliers are published openly in our rate benchmarks for India (CC BY 4.0). For why pricing the licence beats pricing the deliverable, read how likeness licensing works in India — and when a brand's offer lands below the fair line, that's your negotiation anchor, not your cue to accept.