MAM
The shift from celebrity endorsements to influencer marketing
In the cut-throat digital marketing terrain, brands are always searching for novel ways to get people excited about their products and ultimately drive sales. However, there has been a seismic shift in this realm, as now Bollywood luminaries are sharing the spotlight with influencers. These individuals have emerged from the depths of social media and content creation platforms and become the coveted faces for brand endorsements, signifying a dynamic shift in celebrity partnerships with brands.
Influencers, spanning a wide spectrum of social media platforms such as Instagram and YouTube, have accumulated massive following across social channels through their content. One of the reasons influencers enjoy fame is due to their relatable content which is of top-notch quality, and authenticity. As a result, they have now become a go-to choice for brands and have established themselves as prominent figures in the consumer industry and the customer’s decision-making process.
Influencer marketing: An overview
According to Statista, the influencer global market is exponentially growing and is valued at 21.1 billion dollars as of 2023. Another interesting fact is that 75 per cent of brands are now considering influencer marketing as part of their marketing strategy.
Influencer marketing refers to collaborating with individuals who have a substantial audience base. These individuals create authentic content to promote a specific product or brand and leverage their credibility and profound connection with the audience. Influencer collaboration has become one of the most popular and effective forms of marketing nowadays. With millions of social media users, it is no wonder that marketers are harnessing their full potential to entertain, inspire, and recommend products to buy.
The rise of social media influencers
In the old days, influencer marketing only revolved around celebrity endorsements. The big names in the entertainment industry were to promote products and services. However, the increasing demand for authenticity, and more people becoming aware of the products that they purchase: these two reasons have given birth to social media influencers. These individuals look relatable and more trustworthy, as they promote products and brands in a more personalised way, unlike celebrities.
Key effectiveness metrics
● Engagement: Influencer marketing generates high social awareness and engagement with the audience, as they tend to interact with audiences more regularly. This gives birth to a more dynamic and engaging promotional environment. On the other hand, celebrity endorsements primarily rely on their existing fan base.
● Increased conversion rates: Influencers with a niche audience have the ability to drive higher conversion rates owing to their authentic connection with followers. Alternatively, celebrity endorsements may not convert as effectively, depending on the level of relevance between the product and the celebrity.
● Return on investment (ROI): Influencer marketing offers a more measurable return on investment, allowing the marketer to track engagement, click-through rates, and conversions. Conversely, celebrity endorsements demand a more comprehensive analysis of the brand’s overall performance, impact, and visibility.
Transcending boundaries
The influence of creators is moving beyond boundaries, permitting brands to cultivate diversity across a spectrum of industries. Whether it is beauty, technology, or lifestyle, creators seamlessly include products in their content, making the endorsement appear as an extension of their personal brand. This unique approach allows companies to target specific audiences from specific regions with precision and capitalize on the distinct appeal of each influencer.
A peek into the future
The cultural shift from celebrity endorsements to influencer marketing presents a deeper view of how people in the digital age perceive influence. Brands that aim to embrace this change stand to gain from the authenticity and credibility of social media content creators. The symbiotic relationship between the two, based on their shared virtues of commitment to authenticity, paints a vivid picture of the future, where conventional notions of celebrity endorsements are displaced by a more engaging and entrusting form of brand promotion. The new era offers countless opportunities for influencers and brands to mutually benefit from innovative and impactful collaborations.
The article has been authored by Logicloop co-founder Nirav Gosalia.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
