MAM
GUEST COLUMN: How to leverage Influencer Marketing for better impact
New Delhi: One of the biggest advantages that influencer marketing enjoys is the level of relatability and relevance it brings forth across all categories. Whether we’re talking about a product and a service offering or messaging for a cause, influencer marketing is versatile, that way, to address all campaign objectives.
Not just that, influencer engagements wonderfully trigger real-time conversions and drive a clear-cut call to action that successfully fulfill the specific brand agendas. Influencer engagements, which serve as a product testimonial by a legitimate, credible source, are undoubtedly more effective and impactful as they involve a humanized, personalized approach that other fields of marketing may not provide.
Influencer marketing is not only hugely instrumental in championing brand-related criteria, but it has been shown to create a positive impact in the social, not-for-profit realms as well. With the second wave of COVID-19 that has gruesomely gripped the entire nation, influencers have actively taken the onus to utilise their mass reach and following to disseminate useful Covid- related information. They took on the responsibility to steer clear of misinformation and go ahead and validate appropriate, authentic sources.
Influencer marketing is quite malleable that way wherein they can address the need of the hour and adapt in accordance with it. For instance, now is the time when people are increasingly spending more time at their homes; influencers display the presence of mind to adjust their content in tandem with that—which increases the relatability quotient substantially.
The simple trick is: influencers act like brand ambassadors without really making it very obvious.
With their massive following and reach, they can command their influence over their audience—which is highly impressionable—in a very relatable fashion. They act as the perfect opinion leaders who are fondly loved and trusted by their audience by seamlessly shaping perspectives in favour of the brands.
Influencer marketing functions like word of mouth on a larger scale where the influencer gives out his friendly review of a product and recommends the audience to purchase it. A lot of times they make the journey of their audience more rewarding by offering different discount codes. At the end of the day, all the stakeholders are equally benefited.
(Ramya is the CEO & founder of Whoppl, Mumbai based influencer marketing agency. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
