MAM
Zefmo releases its sixth India influencer marketing report 2023-24
Mumbai: Zefmo Media has released the sixth edition of the India influencer marketing report 2023-24, providing insights into the evolving influencer marketing landscape in India. The report, based on data from over 200 brands and 2,500 influencers, highlights the increasing importance of influencers in business strategies, digital marketing, and consumer engagement.
Key findings include:
. 76 per cent of marketers view influencer marketing as essential for brand building, emphasizing its role in consumer trust and brand authenticity.
. 54 per cent have shifted ad spending from traditional media to influencer marketing, with 37 per cent of influencers now working with non-commercial government initiatives to promote public awareness.
. 88 per cent of marketers note the convergence of influencer marketing and e-commerce, with 64 per cent integrating influencer-driven content to boost sales.
. 45 per cent express confidence in measuring the impact of influencer marketing, aided by new AI tools that provide real-time analytics and targeting.
. A rise in B2B influencer marketing is noted, with 55 per cent of B2B companies using influencers on LinkedIn for business engagement and thought leadership.
. 62 per cent of respondents show increasing acceptance of CGI and digital avatars in influencer marketing, indicating a growing openness to technological advancements.
. 78 per cent of marketers recognize influencers as key players in political awareness campaigns, underscoring their role in shaping public discourse and civic participation.
“Influencer marketing in India has matured into a critical element of digital strategy,” said Zefmo Media co-founder and CEO Shudeep Majumdar. “With 88 per cent of marketers now acknowledging its influence in merging social media with entertainment, and 64 per cent reporting increased ROI through e-commerce, this report highlights the tangible results brands are seeing through influencer partnerships.”
The report highlights technological advancements in the sector, with AI and machine learning increasingly integrated into campaign targeting and optimization. The Advertising Standards Council of India (ASCI) has strengthened regulatory frameworks, and 93 per cent of influencers comply with updated guidelines, ensuring transparency in brand-influencer collaborations. Additionally, 37 per cent of influencers report growing non-commercial government collaborations, reflecting their evolving role in public communication and advocacy.
Zefmo’s influencer marketing report 2023-24 emphasizes adapting to trends, particularly the shift toward local content, the rise of vernacular influencers, and the impact of short-form video content on platforms like Instagram Reels and YouTube Shorts.
MAM
BLR Airport Launches ‘Connections’ Service to Ease Transit Travel
New initiative targets smoother transfers as Bengaluru hub traffic rises 30 per cent.
MUMBAI: Missed connections may be a traveller’s nightmare but Bengaluru is trying to make them a thing of the past. Kempegowda International Airport Bengaluru (BLR Airport) has rolled out ‘Connections by BLR’, a new transfer programme designed to take the friction out of connecting journeys. Built around three pillars ease, efficiency and experience,the initiative aims to simplify what is often the most stressful leg of air travel.
The move comes as transfer traffic at BLR Airport climbs sharply, up more than 30 per cent year-on-year. Transfers currently account for around 15 per cent of total passenger traffic and are projected to touch 20 per cent by 2026, signalling a clear shift in how the airport is positioning itself within airline networks.
At its core, the programme focuses on making navigation intuitive and downtime more comfortable. Dedicated transfer desks have been set up across terminals, supported by colour-coded wayfinding blue and yellow signage designed for quick recognition. Inter-terminal movement is being streamlined through complimentary shuttle services with predictable wait times, while designated transfer zones aim to reduce passenger confusion.
Beyond logistics, the airport is leaning into experience. Travellers in transit now have access to a wider choice of lounges, curated retail and food and beverage options, as well as sleeping pods for short stays. For longer layovers, transit hotels in both Terminal 1 and Terminal 2 offer boutique in-terminal accommodation, an increasingly sought-after feature as global travel patterns evolve.
The timing is strategic. BLR Airport now connects to 114 passenger destinations 80 domestic and 34 international with key routes spanning Delhi, Mumbai, Kolkata, Hyderabad and Pune domestically, and Singapore, London Heathrow, Dubai, Abu Dhabi and Kuala Lumpur internationally. Recent additions such as Hindon, Bidar and Silchar within India, alongside Dammam, Hanoi and Riyadh overseas, are further expanding its reach.
Infrastructure is also catching up with ambition. Developments including the West Cross Taxiway, Terminal 1 refurbishment and Terminal 2 expansion are laying the groundwork for higher capacity and smoother operations critical for any airport aiming to become a serious transfer hub.
Bangalore International Airport Limited chief operating officer Girish Nair framed the initiative as both a response to demand and a forward-looking play. He pointed to the growing depth of the airport’s network and the opportunity to build a more reliable transfer ecosystem that benefits both passengers and airline partners.
In an era where travel is as much about transitions as destinations, BLR Airport is betting that a seamless connection might just be the journey’s most important upgrade.
