The Fame Equation

Can influencers outshine traditional celebrities in brand marketing?

- GEETIKA SRIVASTAVA

Estée Lauder India recently unveiled a campaign featuring Bollywood actor Karisma Kapoor and influencer Masoom Minawala, apart from Princess Gauravi Kumari. While Kapoor represented timeless elegance, the 30-something Minawala would seamlessly blend beauty with dynamic lifestyle, said the company.

Wearable devices maker boAt's latest campaign features Shilpa Rao and fusion band Indian Ocean. Its earlier campaigns have featured influencers RJ Kisna and Divija Bhasin, who have shared content showcasing how boAt products complement their lifestyle.

Myntra recently launched its 'Fashion with Caution' campaign, with its new ambassador, actor Triptii Dimri, alongside Ranbir Kapoor and Sushant Singh. Myntra partners with a number of popular influencers to promote its clothing line. Started in 2018, its Myntra Studio connects fashion aficionados with fashion influencers.

According to the "Influencer Marketing Report" by Influencer.in, the Indian influencer marketing industry is estimated to reach a value of ₹5,500 crore in 2024, representing around 11% of the overall digital media industry, with a projected growth rate of 20% in 2024 and 25% annually until 2026.

The rise of influencer marketing has reshaped brand strategies, but does it overshadow the traditional star power of celebrity endorsements? Industry experts argue that the answer isn't straightforward—it depends on where the brand is in its journey and what it hopes to achieve.