'Creative is the new targeting': Insights from the Ecommerce Conclave 2025

The HiveMinds Ecommerce Conclave 2025 brought together some of the brightest minds in the industry for a thought-provoking panel discussion on the rising Social commerce and associated popularity of influencers in digital marketing. As the industry continues to evolve, brands are increasingly realizing the importance of connecting with consumers on an emotional level, while leveraging the influence of creators and niche communities.

The panel, which featured leaders like Vikram Sakhuja, Group CEO, Madison Media & OOH, Nawal Ahuja,Co-founder Exchange4Media Group, Gaurav Jeet Singh,Director Agencies & VC Partnerships, Amogh Dusad, Head- content , and Amazon MX Player,  provided a deep dive into the changing landscape of content creation, influencer marketing, and the blending of brand stories with consumer emotions.  

The Rise of Emotional Commerce: A Shift Towards Mid-Funnel Engagement

Vikram Sakhuja kicked off the discussion by highlighting the power of emotional commerce, stressing that for too long, performance marketing and bottom-funnel strategies had dominated the industry. “There has been some work at the rarest level of mid-funnel,” he noted, “but it hasn't received its moment in the sun as it probably should.” As brands push to create emotional connections, emotional commerce represents a shift in how brands engage with consumers, moving beyond just transactional interactions to fostering deeper relationships.

For brands looking to create content that resonates emotionally, Amogh Dusad emphasized the importance of aligning content with consumer stories. “Whenever in doubt about changing landscapes in content creation, it’s always good to go back to customers and really understand what is happening in their lives. That sort of unlocks a lot of answers,” he explained. This insight underscores the need for brands to understand the context of their audience's everyday experiences to make content more relatable and impactful.

Influencers as Brand Ambassadors: Moving Beyond Traditional Celebrity Endorsements

The panelists also explored how influencers have become integral to brand storytelling. While celebrity endorsements have long been a staple of marketing, influencer marketing offers a more authentic and relatable touch. As Gaurav Jeet Singh put it, “Creative is the new targeting.” This perspective highlights the importance of crafting content that not only resonates with the right audience but also empowers creators to bring their unique perspectives to the table.

Amogh Dusad expanded on this idea by pointing out that influencers can seamlessly integrate a brand into their narrative. “If you have the right blend of an influencer’s content, it connects with the audience without explicitly talking about the product,” he said. This subtle yet effective method of brand integration ensures that the product feels like a natural part of the influencer's story, rather than a forced advertisement.

Niche Influencers and the Power of Hyperlocal Engagement

A key takeaway from the panel was the growing importance of niche and hyperlocal influencers. Nawal Ahuja noted the unique cultural and regional nuances of India, explaining, “Culturally, we are a very different country, and the depth of content and the influencer space is different here compared to other markets.” As influencer marketing continues to evolve, brands are focusing on reaching specific communities through localized content that resonates on a deeper level.

Amogh Dusad also shared insights into how influencers in tier 2 and tier 3 cities are gaining traction. “Influencers in these regions enjoy consumer trust and can be highly effective in driving engagement,” he shared. This shift towards hyperlocal content presents a huge opportunity for brands to connect with audiences in a more personalized way, tapping into diverse consumer bases across the country.

The Future of Influencer Marketing: Balancing Reach and Relevance

As the discussion progressed, the panelists agreed that balancing the scale of influencer marketing with the relevance of the content is essential. “You need a national media plan with a niche creative approach,” Gaurav Jeet Singh advised, emphasizing that large brands need to support their influencer efforts with a broad strategy that complements niche, creative storytelling. While organic reach from influencers may be limited, a comprehensive approach that integrates national reach with localized content is the way forward.

The conversation concluded with a shared vision for the future of influencer-driven content. As brands continue to navigate the ever-evolving landscape, the key to success lies in creating authentic, emotionally resonant content that aligns with consumer interests, while leveraging influencers to make those connections more meaningful and impactful.

The panel at the HiveMinds Ecommerce Conclave 2025 reaffirmed the importance of emotional commerce, niche influencers, and a more integrated approach to content creation. As brands embrace these strategies, they are better positioned to build stronger relationships with their audiences, ensuring long-term growth and success in an increasingly competitive market.