India’s influencer ecosystem – how brands can succeed

India’s marketers are looking toward influencer marketing, but with the scene still being somewhat of a ‘Wild West’, how can they succeed?

With more than 450 million users, India ranks second behind China in internet usage. In India, internet is blurring the boundaries between metros and small towns. Markets are expanding and empowering the consumers who, while sitting in the remotest corners, can buy or sell stuff online.

This transitional phase in marketing and advertising has given companies a wide sphere to compete in. Marketers are bending rules and pushing boundaries with new and creative ways to connect with their audience. It is much more than just an ad today. Huge amounts are spent on reaching people on various mediums to appeal...

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