This article is part of a Spotlight series on how marketers can optimise influencer marketing strategies in India. Read more
Before influencer marketing, there were celebrity endorsements. At a time when print, television and radio were at the core of advertising, there was no easier way to weave the narrative of a product being the supposed “Chemical X” to success.
Take Michael Jordan’s partnership with Nike for instance. The halo effect of Jordan’s absolute dominance in the NBA was critical to Nike’s perception/myth/legend as high-performance shoes. In India, when Kapil Dev and Sachin Tendulkar...