Content Jam: Influencer marketing is here to stay: Experts
In a panel discussion moderated by Gaurav Dagaonkar, Songfest India; Debosmita Majumder, Puma; Lakshmi Balasubramanian, Greenroom and Ajay Mehta, Mindshare discuss what influencers can do for a brand
Even after the heavy downpour in Mumbai, exchange4media’s Content Jam 2019, held on September 4 in Mumbai, was a jam-packed affair. The panel discussion titled ‘Content & Advocacy: Age Of Influencers/ Communities’ was moderated by Gaurav Dagaonkar, Founder, Songfest India. The panellists included Debosmita Majumder, Head Marketing, Puma India; Lakshmi Balasubramanian, Director, Greenroom and Ajay Mehta, VP Content +, Mindshare India.
Dagaonkar started the discussion by asking Majumder about Puma’s collaboration with rapper and social media influencer, Divine in 2017. How challenging was it to find influencers in that space two years back?
Majumder replied, “It was a global campaign that we wanted to adapt to the Indian market, which spoke about the street, the legends of street. We wanted to understand what do Indian streets stand for? And that's when we started doing a little bit of deep diving, thinking. We realized hip hop really is representative of streets. And this is not English hip hop, but regional hip hop that is out there. People are consuming it, living it.”
Going forward in the conversation, Dagaonkar asked Mehta about how do they use their influencers, is there some kind of a discussion that the brand wants to start off with the audience or is there a community that they want to build?
Mehta replied, “We look at the philosophy of the brand. There is an understanding of what can be done for your brand and category. But at times, you'll be surprised that it is not necessarily the beauty models will talk about a Vaseline, it could be a biker community because they are mostly out on the roads or a sports persons. I think there is science behind it.”
When asked about what an influencer marketing agency brings to the table, Balasubramanian said, “It's largely about content creation. It's a little bit of quantitative as well as qualitative. So, the quantitative bit is the following, the reach; the engagement will largely depend on the kind of goals that a brand is looking for.”
On the authenticity of influencers, Balasubramanian said, “All of these platforms also keep regulating their rules to make it more difficult. From all points of view, people are kind of fixing this problem of fake followers, imports and all of that.”
The discussion also saw panellists sharing anecdotes about influencer marketing. While concluding the session, Dagaonkar asked the panellists about the future of influencer marketing, to which they echoed the same thought that influencer marketing is here to stay.
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