MAM
GUEST COLUMN: Influencer marketing in ‘new normal’ digital domain
Mumbai: Influencer marketing (IM) has made a big mark in the social media space. It has become a serious business and reached the multi-billion-dollar mark like any other industry and is estimated to surpass $37 billion by 2027, according to Statista report.
IM platforms track these numbers with the help of analytical and influencer relationship management tools.
Influencer marketing on the rise
At the nascent stage about a decade ago, influencer marketing was all about celebrity names. Fast forward to today, influencers are not limited to only celebrities; they have become brands themselves with their appealing content. The authenticity and uniqueness of the content make influencers stand out among the crowd. The influencer marketing space has become competitive like never before, with brands’ adopting IM as an integral part of their digital marketing strategies.
Brands calculated metrics like Return on Investment (ROI) in traditional marketing. When it comes to influencer marketing, the most effective way is to understand the influencer’s role on the conversion path, which goes way beyond the number of ‘Likes’ and ‘Shares.’
Introducers introduce the brand in the consumers’ mind space
Contributors ensure to create an impressive brand recall and are at the top-of-the consumer’s mind while they contemplate a purchase decision. Closers are the real deal closers and persuaders who drive the purchase decision.
Influencers are often introducers and contributors, so evaluating their contribution is critical during the complete attribution plan. They are media partners who help the brand spread the message aloud.
Creativity and social media are becoming one collaboration
Creativity is prized above all, and influencers combining their creativity with social media reach is an incredible amalgamation. Collaborating with an influencer who is a celebrity with a massive following to create brand awareness or a micro-influencer targeting a specific audience depends on the brand’s ultimate goal.
The lifestyle and fashion industry are at the forefront leveraging the benefits of influencer marketing. MAC Cosmetics India’s makeup tutorials, live sessions, and stories on social media platforms were instant hits among millennials.
Daniel Wellington, the luxury watch brand, roped in influencers from all tiers to spread its brand awareness. The brand has successfully implemented this strategy for new product launches and upcoming sale seasons.
The creative collaborations have helped brands monetise their marketing strategies and are gaining momentum in other sectors as well.
Meta influencer – the new age influencers
Creativity is set to reach another level with meta influencers in action. There were over 150 virtual influencers identified in 2021. The war between real and virtual influencers will be a tough one to watch out for in the future.
Meta influencers have the might to identify the latest trends and share quantifiable results with Artificial Intelligence (AI) and Machine Learning (ML) techniques. Every part of the world is creating its meta influencers army.
The first Indian meta influencer – ‘Kyra’ engages customers with her virtual avatar. She is an intelligent meta influencer who can create and publish her content. Kyra can be integrated with metaverses, music videos, 3D films, and so on.
The real influencers are giving a tough fight with their digital doubles – a replica of real influencers to promote specific events and spur the excitement level. Amazon sponsored Justin Bieber’s virtual avatar to release a music album in November 2020.
With the meta fever catching up, it will be fun to watch bespoke content in the metaverse.
Inclusive marketing strategy
An inclusive marketing strategy can create a 360-degree impact. Ethically it helps to imbibe inclusivity in the brands’ culture as the new normal, and strategically, it builds sustainable long-term growth. Brands must choose influencers that relate to the audience and a marketing plan reflecting their ideology. Influencer integration for inclusive marketing is the road ahead, whether in the real or the metaverse world.
(About Author: Shuchi Sethi is an influencer marketing expert with over six years of experience in influencer marketing. She currently leads Anymind Group’s AnyTag’s influencer programme in India)
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
