Brands
Instagram most preferred platform for influencer marketing: Report
MUMBAI: Around 70 per cent of brands, which participated in a survey done by Buzzoka – influencer marketing company, have bet on Instagram, a Facebook-owned photo-sharing app, as the best platform for influencer marketing in 2019, followed by LinkedIn & Tik Tok at 8 per cent each.
In its third edition of Influencer Marketing Outlook, Buzzoka surveyed over 500 brand custodians and content creators in December. The brand custodians included agency and brand folks across the Indian eco-system.
While 50 per cent of surveyed brands see influencer marketing as an important tool, at least 52 per cent of them believes that it gives better reach and engagement with audiences.
According to the report, the majority of brands look for the quality of content, influencer produces before finalising; with a maximum spend of $50,000 for each campaign in a year of a brand.
Over 30 per cent of surveyed brands believe influencer marketing has been the fastest growing online customer acquisition method.
Meanwhile, around 60 per cent of the brands believe that Instagrammers are the most effective in the influencer marketing system compare to other social media platforms.
Over 45 per cent of brands are of opinion that around 5-7 per cent of the overall budget is spent on influencer marketing in 2018. However, over 70 per cent of the brands are ready to increase the percentage spends in the influencer marketing budget in 2019.
Out of the surveyed brands, 50 per cent of them are okay with influencers disclosing the content they are putting is sponsored, whereas 50 per cent are not comfortable with revealing it.
Over 75 per cent of brands see ‘determining the ROI (return on investment) of my influencer marketing programs’ as one of the major challenges for influencer marketing in 2019.
Brands
Akoirah rolls out Diamond Draw campaign across cities for Akshaya Tritiya
Festive offer blends discounts with prize draws to boost jewellery shopping buzz
MUMBAI: Akoirah has launched a festive ‘Diamond Draw’ campaign across Mumbai, Navi Mumbai and Pune, aiming to add a dash of excitement to jewellery shopping ahead of Akshaya Tritiya.
Running from April 6 to 19, the limited-period initiative offers customers a chance to win diamond jewellery worth Rs 1.5 lakh with every eligible purchase. Winners will be announced in-store, with one winner selected per outlet, turning a traditional shopping ritual into a more interactive experience.
Alongside the draw, the brand is also offering a flat 20 per cent discount on diamond value during the campaign period, positioning the offer as both celebratory and value-driven.
The move reflects a broader shift in festive retail strategies, where brands are looking beyond straightforward discounts to create more engaging, experience-led campaigns. By linking each purchase to a unique entry in a store-specific draw, the campaign aims to keep participation simple while ensuring fairness across locations.
Speaking on the initiative, Akoirah founder Namita Kothari said the idea was to make festive buying more meaningful and rewarding. She noted that while Akshaya Tritiya remains deeply rooted in tradition, customers today are increasingly seeking memorable shopping experiences alongside value.
The campaign also taps into evolving consumer preferences, with buyers leaning towards lighter, design-led jewellery rather than purely weight-based purchases. This shift has encouraged brands to combine product appeal with experiential elements to drive footfall and engagement.
Backed by digital promotions and in-store activations, the Diamond Draw campaign is expected to build momentum during the festive window. As competition intensifies around key buying occasions, initiatives like these underline how jewellery brands are reimagining the retail experience to keep customers coming back for more than just the sparkle.
