COVER STORY
As people next door become influencers on the power of their stories and brands bank on their relatability to influence our consumption behaviour, will this influence ‘heal the world and make it a better place’?
November 01, 2021
november-01-2021
Outlook Business Magazine - November 01, 2021
As people next door become influencers on the power of their stories and brands bank on their relatability to influence our consumption behaviour, will this influence ‘heal the world and make it a better place’?
A new crop of relatable, quirky and creative content creators or 'influencers', as they are called, have become the faces of multiple brand campaigns today. Armed with smartphones, social media apps and an online community, these new ‘accessible’ stars are redefining the game of marketing
Influencer marketing has caught the fancy of brands in such a way that even the traditional ones are diving in. But are they getting the desired returns? Are the influencers bankable enough? Is it here to stay or is it a bubble ready to burst?
A fashionista, a digital content creator, a comedian and now, an actor—that is Dolly Singh for you. But she doesn’t shy away from admitting that digital content creators are under constant performance pressure
Hebbar’s Kitchen, one of the most sought-after channels for vegetarian recipes on social media, is a testament to Archana and Sudarshan Hebbar’s hard work and passion for food
“With great power comes great responsibility,” says Sushant Divgikar, a social media star who embodies empowerment for the transgender community. While he dismisses the influencer tag, he knows the potential of his celebrity status to empower his community
Bhuvan Bam is one of India’s most popular content creators on social media. But it’s his ‘regular boy from Delhi’ image that makes audiences and brands swoon over him
Rishabh Shah and Nirali Shah, or the Gypsycouple, are far from being alike. But their love for travel is what has catapulted them to be one of the most-loved social media influencers
From walking out of a failed marriage with a young child to becoming a social media star, Anupriya Kapur has come a long way. All along, she has ensured that she never compromised on her ethics and content
Sandeep Bhushan, Director and Head of India GMS, Facebook speaks to Pallavi Chakravorty at length about the rise of influencers, role of platforms such as Facebook & Instagram and why brands are making a beeline to launch campaigns with social media influencers
Until a few years ago, influencer marketing— a type of social media marketing using endorsements and product mentions from influencers — was confined to celebrities and a set of bloggers.
Satya Raghavan, Director, YouTube Partnerships, India talks to Pallavi Chakravorty about YouTube creators being the true advocates of a product, brands embracing branded content and the platform’s evolution in the past few years
The country’s first influencer ranking brought to you by Outlook Business in association with Grapes Digital.
With spotlight on Diversity, Equity, and Inclusion (DEI), are Indian workplaces taking adequate measures to keep up with evolved working environments?
As per the Great Place to Work® India’s 2021 study of India’s Best Workplaces in terms of Diversity, Equity & Inclusion, the following organisations have hit the right notes, paving the way for the others
No one anticipated a fresh animal protein startup to become a unicorn. But Licious did. Sticking by the principle of providing quality meat to its customers and a seamless experience to go with it, the startup has managed to disrupt one of India’s most unorganised sectors. With plans to set up experiential stores offline and a ready-to-eat range based on plant protein, Licious seems unstoppable. Vivek Gupta, Co-Founder & CEO, Licious spills more beans about the start-up’s journey and future plans to Pallavi Chakravorty
From the Bombay Oil Industries to Marico, Harsh Mariwala speaks about his life, which is full of bold moves, tough choices, and his love for consumers and what they want
On one hand the world is swarming in debt, on the other hand the interest rates are now at its lowest ever. Why are loan takers being incentivised for going into debt?
Ballooning fuel prices, low oil & gas production, GST woes and over estimation of green power. Result: India’s energy security remains a distant dream. Is anyone listening?
As people next door become influencers on the power of their stories and brands bank on their relatability to influence our consumption behaviour, will this influence ‘heal the world and make it a better place’?
A new crop of relatable, quirky and creative content creators or 'influencers', as they are called, have become the faces of multiple brand campaigns today. Armed with smartphones, social media apps and an online community, these new ‘accessible’ stars are redefining the game of marketing
Influencer marketing has caught the fancy of brands in such a way that even the traditional ones are diving in. But are they getting the desired returns? Are the influencers bankable enough? Is it here to stay or is it a bubble ready to burst?
A fashionista, a digital content creator, a comedian and now, an actor—that is Dolly Singh for you. But she doesn’t shy away from admitting that digital content creators are under constant performance pressure
Hebbar’s Kitchen, one of the most sought-after channels for vegetarian recipes on social media, is a testament to Archana and Sudarshan Hebbar’s hard work and passion for food
“With great power comes great responsibility,” says Sushant Divgikar, a social media star who embodies empowerment for the transgender community. While he dismisses the influencer tag, he knows the potential of his celebrity status to empower his community
Bhuvan Bam is one of India’s most popular content creators on social media. But it’s his ‘regular boy from Delhi’ image that makes audiences and brands swoon over him
Rishabh Shah and Nirali Shah, or the Gypsycouple, are far from being alike. But their love for travel is what has catapulted them to be one of the most-loved social media influencers
From walking out of a failed marriage with a young child to becoming a social media star, Anupriya Kapur has come a long way. All along, she has ensured that she never compromised on her ethics and content
Sandeep Bhushan, Director and Head of India GMS, Facebook speaks to Pallavi Chakravorty at length about the rise of influencers, role of platforms such as Facebook & Instagram and why brands are making a beeline to launch campaigns with social media influencers
Until a few years ago, influencer marketing— a type of social media marketing using endorsements and product mentions from influencers — was confined to celebrities and a set of bloggers.
Satya Raghavan, Director, YouTube Partnerships, India talks to Pallavi Chakravorty about YouTube creators being the true advocates of a product, brands embracing branded content and the platform’s evolution in the past few years
The country’s first influencer ranking brought to you by Outlook Business in association with Grapes Digital.
With spotlight on Diversity, Equity, and Inclusion (DEI), are Indian workplaces taking adequate measures to keep up with evolved working environments?
As per the Great Place to Work® India’s 2021 study of India’s Best Workplaces in terms of Diversity, Equity & Inclusion, the following organisations have hit the right notes, paving the way for the others
No one anticipated a fresh animal protein startup to become a unicorn. But Licious did. Sticking by the principle of providing quality meat to its customers and a seamless experience to go with it, the startup has managed to disrupt one of India’s most unorganised sectors. With plans to set up experiential stores offline and a ready-to-eat range based on plant protein, Licious seems unstoppable. Vivek Gupta, Co-Founder & CEO, Licious spills more beans about the start-up’s journey and future plans to Pallavi Chakravorty
From the Bombay Oil Industries to Marico, Harsh Mariwala speaks about his life, which is full of bold moves, tough choices, and his love for consumers and what they want
On one hand the world is swarming in debt, on the other hand the interest rates are now at its lowest ever. Why are loan takers being incentivised for going into debt?
Ballooning fuel prices, low oil & gas production, GST woes and over estimation of green power. Result: India’s energy security remains a distant dream. Is anyone listening?