MAM
Let’s Influence: Transforming brands with innovative campaigns and proven results
Mumbai: In the era of digital connectivity, influencer marketing has emerged as a dynamic and influential force, transforming the landscape of advertising and brand promotion. Influencer marketing leverages the popularity and credibility of individuals, known as influencers, who have cultivated a dedicated following on social media platforms.
Let’s Influence shines as a trailblazer, setting itself apart with a holistic and strategic approach. Prioritising transparency, affordability, and enduring influencer relationships Let’s Influence boasts remarkable success stories, such as orchestrating a groundbreaking campaign for BharatPe’s Money Club and a captivating Flipkart Smartphone Love Story. As the platform actively embraces emerging trends, collaborates with nano and micro-influencers, and upholds authenticity, it continues to lead the way in an ever-evolving landscape.
Let’s Influence founder Bhawna Sethi
On Let’s Influence differentiating itself from other influencer marketing platforms in terms of strategy and execution
At Let’s Influence, our differentiation lies in a holistic approach that integrates creativity, innovation, and strategic acumen. We prioritise transparency, affordability, and inclusivity for brands of all sizes. What sets us apart is our commitment to understanding brand goals, employing a unique execution process, and fostering enduring relationships with influencers.
Share specific success stories or notable campaigns executed by Let’s Influence for its clients
So, Let me break down two of the success stories of our Clientele.
Campaign 1: BharatPe’s Money Club Show
Our aim at Let’s Influence was to spread the word about BharatPe’s fantastic Money Club, designed to assist everyday individuals with their saving and borrowing needs. Collaborating with financial experts on Instagram and YouTube, individuals well-versed in financial matters, our primary objective was to spark conversations and engagement. Through 6 engaging posts, we reached an impressive 3 million people, accumulating a remarkable 5 million impressions for BharatPe’s Money Club campaign. The positive response on Instagram was heartening, and our YouTube content was so compelling that a significant 10-15% of viewers were motivated to explore BharatPe’s Money Club. This translated into a substantial 5 crores in revenue, showcasing the impactful results born from our strategic collaboration.
Campaign 2: Flipkart’s Smartphone Love Story
We wanted to show that after the pandemic, we’re all glued to our smartphones. Flipkart wanted to say, “Your smartphone is like a partner to you.” So We started the #FindYourMatch campaign with Sima Aunty from the Netflix show. She’s now not just matching people in love but also matching people with their perfect smartphones. By featuring lots of cool stuff with 40 posts, we garnered attention from 120 million viewers, accumulating a remarkable 180 million impressions for Flipkart’s Smartphone Love Story campaign. People loved the idea of Sima Aunty playing matchmaker for smartphones. Everyone got excited, and our campaign reached a whopping 180 million times! People were so into it, just like watching a suspenseful show.
In both stories, Let’s Influence showed that we know how to pick the right influencers, make content that people love, and get the word out there. We’re great at this influencer stuff, and these stories show how good we are at making brands shine.
On Let’s Influence planning to stay ahead in the rapidly evolving landscape of influencer marketing
To stay ahead, we actively collaborate with emerging brands, leverage nano and micro-influencers, and maintain strong influencer relationships. Our continuous evolution involves aligning strategies with industry trends, and we are excited to launch a post-campaign dashboard and creator-centric tools. Data-driven strategies remain at the forefront, ensuring optimal influencer marketing and maximum ROI for our clients.
On Let’s Influence ensures the authenticity and credibility of the influencers it collaborates with
Ensuring authenticity is paramount to us. We have an extensive influencer vetting process, build long-term relationships, and possess a deep understanding of vernacular creators. Additionally, we are developing in-house tools to detect fake followers, providing our clients with trustworthy insights into the influencers they choose to collaborate with.
On Let’s Influence addressing concerns about transparency in its operations
Transparency is a core value at Let’s Influence. Our one-stop solution offers end-to-end influencer marketing, from strategy development to real-time reporting. We invest time in understanding client goals, and our transparent fee model is justified by the thorough planning, execution, and ongoing support we provide throughout the campaign lifecycle.
On Let’s Influence justifying its fee, and on the value it brings to clients
We justify our fee by providing an in-depth understanding of client goals, creative strategy development, and end-to-end campaign execution. Our unique approach aims to deliver high-quality content, conversions, and unprecedented ROI. The constant support we offer throughout the campaign lifecycle adds substantial value for our clients.
On Let’s Influence planning to navigate potential challenges in influencer-brand partnerships
We navigate challenges by building lasting relationships with influencers, understanding brand values, and continuously evolving our strategies. Our commitment to transparency, authenticity, and the development of tools to detect fake followers reflects our proactive approach to addressing potential challenges in influencer-brand partnerships.
On Let’s Influence evaluating the success of a campaign beyond likes and engagement
At Let’s Influence, our evaluation of campaign success goes far beyond mere likes and engagement. We believe in a holistic approach, employing various key performance indicators (KPIs) tailored to specific objectives. From calculating impressions and engagement to assessing the quality of comments and sentiments, and building YouTube SEO keywords, we ensure a comprehensive analysis. Our focus extends to user-generated content (UGC), website traffic generated, and the growth in social media followers.
For me, success is measured through a data-driven lens, emphasizing return on investment (ROI) and heightened brand awareness. Real-time reporting and insightful metrics allow us to align our strategies with client goals, providing a thorough evaluation that goes beyond the surface metrics of social media interactions. We take pride in delivering meaningful results that resonate with the unique objectives set by our clients, emphasizing the impact and value derived from each campaign.
MAM
India’s financial sector spent less on TV ads in 2025 but flooded the internet
Banks, insurers and lenders cut tv ads as digital jumps, LIC and Muthoot lead tv and Axis Bank tops online
MUMBAI: India’s banking, financial services and insurance sector, one of the most prolific advertisers in the country, delivered a split verdict on media in 2025. It spent less on television, held its nerve in print, turned up the volume on radio and deluged the internet with a ferocity that left every other medium looking pedestrian. The picture that emerges from TAM AdEx’s cross-media report for the BFSI sector is of an industry in transition, still wedded to the news bulletin but increasingly seduced by the algorithm.
Television: a retreat with caveats
TV ad volumes for the BFSI sector fell 16 per cent in 2025 compared with 2024, a sharp reversal after two years of consistent growth that had pushed volumes 16 per cent above 2021 levels by 2023 and a further 7 per cent higher by 2024. Within 2025 itself, the drop was concentrated in the middle of the year: the second and third quarters saw ad volumes slide 35 per cent each against the first quarter, with a partial recovery of 13 per cent in the fourth.
The retreat did not reshuffle the deck. Life insurance retained first place among TV categories with 19 per cent of ad volumes, mortgage loans held second with 16 per cent, and the top ten categories together accounted for 82 per cent of all BFSI television advertising. The dominance of news channels was equally pronounced: news claimed 68 per cent of ad volumes, general entertainment channels a distant 14 per cent and movies 12 per cent. Together, news and GEC captured 82 per cent of the sector’s television spend. News bulletins alone took 48 per cent of programme-genre volumes, with feature films second at 12 per cent. Prime time, between 6pm and 11pm, drew 34 per cent of ad volumes, followed by afternoon at 22 per cent and morning at 20 per cent. A full 82 per cent of all ads ran between 20 and 40 seconds.
Life Insurance Corporation of India was the sector’s biggest TV spender with 11 per cent of ad volumes. Muthoot Financial Enterprises came second with 9 per cent, followed by National Payments Corporation of India at 6 per cent, Tata AIG General Insurance at 5 per cent and State Bank of India at 5 per cent. The top ten advertisers together accounted for 51 per cent of total TV volumes. Three names were new to the top ten in 2025: Tata AIG General Insurance, IIFL Finance and Tata Capital. At brand level, Muthoot Finance Loan Against Gold led with 9 per cent share, Tata AIG Health Insurance entered the top ten for the first time, and the top ten brands together contributed 35 per cent of ad volumes.
Print: the long climb continues
Print told a different story. Ad space for the BFSI sector has grown every year since 2021, rising 16 per cent in 2022, 30 per cent in 2023, 51 per cent in 2024 and 64 per cent in 2025, all measured against a 2021 baseline. Within 2025, ad space was flat in the second quarter but surged 46 per cent in the third and 33 per cent in the fourth compared with the first. Life insurance led print categories with 21 per cent of ad space, followed by mutual funds and banking services and products at 13 per cent each, and corporate financial institutes at 11 per cent. The top ten categories together took 82 per cent of print ad space. LIC led print advertisers with 6 per cent share, and the top ten together covered just 19 per cent of ad space, a reflection of how fragmented print spending remains. Three new entrants joined the top ten in 2025, with Billion Brains Garage Ventures the only exclusive presence not seen in 2024’s list. In the top ten brands, LIC dominated with a 2 per cent share, while Nippon India Mutual Fund rose to third position from fourth in 2024. English accounted for 62 per cent of print ad space, Hindi for 20 per cent. Business and finance publications took 59 per cent of the genre split. The south zone led regional spending with 33 per cent of print ad space, Bangalore topping that zone, while New Delhi and Mumbai were the leading cities nationally.
Radio: louder than ever
Radio ad volumes for the BFSI sector have climbed steadily, rising 12 per cent above 2021 levels in 2023, 36 per cent in 2024 and 45 per cent in 2025. The quarterly pattern within 2025 was volatile: a sharp drop of 43 per cent in the second quarter and 42 per cent in the third, followed by a near-full recovery in the fourth. Life insurance led radio categories with 22 per cent of volumes, banking services and products second at 14 per cent and corporate NBFCs third at 11 per cent. LIC of India held its position as the leading radio advertiser with 20 per cent of ad volumes; the top ten radio advertisers together covered 69 per cent. Muthoot Financial Enterprises led radio brands with 10 per cent share, five of the top ten brands belonged to LIC alone, and SBI Mutual Fund made a remarkable leap to fifth position from 272nd in 2024. Evening and morning time-bands together captured 84 per cent of radio ad volumes, with evenings at 44 per cent and mornings at 40 per cent. Maharashtra was the leading state for radio BFSI advertising with 18 per cent share; Maharashtra, Gujarat and Uttar Pradesh together accounted for 43 per cent.
Digital: the five-times surge
If one number defines the 2025 BFSI advertising story, it is five. Digital ad impressions for the sector multiplied fivefold between 2021 and 2025, having already doubled in 2023 and doubled again in 2024 before the 2025 leap. Within the year, impressions dipped 19 per cent in the second quarter and 12 per cent in the third before recovering 8 per cent above the first quarter by the fourth. Banking services and products led digital categories with 27 per cent of impressions, life insurance and credit cards tied at 19 per cent each, and securities and sharebroking organisations fell from first place in 2024 to fourth in 2025. Axis Bank was the runaway leader among digital advertisers with 12 per cent of impressions, followed by ICICI Bank at 9 per cent, IDFC First Bank at 7 per cent and Kotak Mahindra Bank at 6 per cent. The top ten digital advertisers covered 59 per cent of impressions, and seven of them were new entrants compared with 2024, signalling rapid churn in the digital spending hierarchy. At brand level, Axis Bank led with 9 per cent, ICICI HPCL Super Saver Credit Card vaulted to third place from 921st in 2024, and six of the top ten digital brands were new to the list. Programmatic buying accounted for 91 per cent of all digital BFSI transactions; combined with ad networks, it captured 96 per cent.
The data from TAM AdEx paints the portrait of a sector that still believes in the power of the television news bulletin to sell insurance to the masses, but increasingly knows that the next generation of borrowers, investors and cardholders is scrolling, not watching. The race is now on to reach them before the algorithm serves up someone else’s loan offer first.
