India’s hundreds of millions of social media users represent a huge number of influencers and creators that marketers and brands can tap to reach dedicated audiences.

Why it matters

The rise of the short-format video, spurred by lower attention spans and the growth of digital content, has created a need for personalised messaging in consumers’ native language, as well as tailored to their culture and social status. 

Takeaways

• Working with creators lets marketers leverage their brands or products while consumers make better purchasing decisions too.
• Marketers can offer customisation for different audience cohorts with micro-influencers who tell the brand story...