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Godrej L’Affaire and Ranveer Allahbadia partners for L’Affaire Select
Mumbai: Godrej L’Affaire, a curated experiential luxury lifestyle platform by the Godrej Group, unveils the first edition of its influencer hunt program, ‘Godrej L’Affaire Select’. In association with India’s top content creator, Ranveer Allahbadia, Godrej L’Affaire Select’ is a first-of-its-kind hunt for content creators across India. Godrej L’Affaire Select’ aims to mentor and nurture India’s upcoming 25 influencers of tomorrow with its unique squad program.
The participants will be judged across three phases evaluated basis of the reels uploaded for the concept, relevance, interest factor and time efficiency of the video, quality of content and execution, use of hashtags, captions, cover images, the concept of brand integration, profile engagement and performance and relevancy as per influencer category.
Godrej L’Affaire Select gives content creators from across India a national platform to showcase their talent. The Godrej L’Affaire Select panel comprises of Godrej Industries Ltd. and Associate Companies executive director & chief brand officer Tanya Dubash, journalist and content creator Riaan George; Get, Set, Parent with Pallavi founder Dr Pallavi Rao Chaturvedi; model to YouTube sensation and lifestyle blogger Scherezade Shroff; travel photographer and content creator Isa Khan; and MissMalini.com & Good creator company and content creator Malini Agarwal. The shortlisted influencers will be trained and mentored to develop skills under the guidance of Allahbadia.
Dubash said, “Be it our daily life choices or brands we use, content creators are shaping our opinions. Today it is no longer an urban situation and we are seeing the emergence of good content creators from Tier II, III cities, towns, and villages. According to an influencer marketing firm Zefmo, India will have the largest base of social media content creators globally. The influencer marketing sector is set to reach Rs 3,000 crores in FY 24. Leveraging this insight, Godrej L’Affaire Select, part of Godrej L’Affaire, our owned media property aims to give a platform to budding authentic content creators from across urban and rural India to hone their talent. The initiative by Godrej L’Affaire along with Ranveer Allahbadia, and many more experts from allied fields related to the lifestyle space promises an exceptional opportunity for aspiring content creators to elevate their content creation journey and make a lasting impact in the industry.”
Allahbadia said, “Being a content creator has been fulfilling because it helps me reinvent and challenge my creativity. It has pushed me to step out of my comfort zone, explore new avenues, and build a successful brand. With Godrej L’Affaire Select, I am delighted to extend the baton of creativity and groom the next big influencer of India. I hope to guide the upcoming influencers on their path to a successful career as content creators.”
The 25 L’Affaire Select winners will be recognized as members of Godrej L’Affaire Squad, exclusive invites to events based in Mumbai, endorsements, and an opportunity to work with various Godrej group brands.
To become a part of the L’Affaire Select Squad, participants must be over 18 years of age, a citizen of India with 10k to 25k followers on Instagram with a public profile. The participant must also have uploaded more than 100 posts, a highlights section, and should have done a minimum of 5 brand collaborations.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
