Ad:tech Forum 2024: Unpacking influencer marketing in an ever-evolving landscape | Advertising

Day two of Ad:tech 2024 saw an engaging session around the burgeoning creator-led economy and the influencer marketing which is increasingly marking its space in brand’s media mix today. You can read all about day one here.


The panelists included marketers from diverse product categories and industries such as FMCG, Finance and AlcoBev and comprised Ankit Desai, head of media, digital marketing and brand PR, Marico, Vishal Gaba, former associate director for marketing, Bira and Megha Manchanda, senior vice president and head of marketing at DBS Bank. 


Hari Krishnan, managing director, content & groupé marcomm, Publicis Groupé India moderated the session.


The discussion centred around ‘secrets of successful brand and creator economy collaborations’,  and spotlighted the evolution of the influencer space, with brands now collaborating with different cohorts of macro and micro influencers simultaneously. The panel endeavoured to uncover strategies for driving efficiency in this ever-evolving landscape, even as it redefines the way brands influence and sell.


The evolution 


Krishnan highlighted how the influencer space has grown dramatically in the last only three to five years, to the extent that the Prime Minister himself  has recognised and felicitated influencers in the country (and some outside) through the recently held national creators economy. He underlined how this was a clear indicator of the potency of the medium, and a reason enough as to why the cohort must not be taken lightly, especially in the wake of the upcoming general elections in the country.


Krishnan kicked off the session by asking the marketers to share their experiences with the influencer medium in the past four years—from when it began exerting its influence on the markets to its evolution today as part of several brands’ marketing media mix. 


Gaba admitted that initially at Bira they started off with skepticism regarding the emerging creator

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