Measuring the Influencer Effect

Influencer marketing has become a core part of every brand's marketing. But does it really benefit brands?

- Mannu Mathew

For Gurugram-based audibles and wearables brand Boat, choosing Bollywood actor Ranveer Singh as its brand ambassador was easy as the actor resonates with audiences across all age groups.

"Ranveer's portrayal in our campaign was unlike anything seen before, aligning with our vision of making Nirvana both approachable and premium," said Aman Gupta, Chief Marketing Officer (CMO), Boat.

The Trend

Today, influencer marketing has become necessary for brands as customers spend a lot of time on social media. By working with influencers, brands tend to reach new customers more effectively.

People trust recommendations from influencers more than traditional ads. Plus, influencers know the latest trends, helping brands stay current. Influencer marketing has become an important part of brand marketing and is the need of the hour, said different brand representatives.

Today, Vicky Kaushal, Ranveer Singh, Shilpa Shetty, and Soha Ali Khan along with a couple of Instagram influencers and YouTube celebrities are prominent names that retailers and D2C brands in India have tied up with to increase sales, and presence and capture more market share in their specific niches.

Representatives of different brands also added that Gen-Z and customers aged between 18-35 remain the target audience for these brands before investing in influencer marketing and celebrity collaboration.