Influencer marketing: Looking beyond the metros

While brands focus on big influencers operating in urban spaces, there is a big ecosystem of new influencers growing in smaller towns and villages across India that presents opportunities, says VMLY&R’s Amandeep Singh.

This article is part of a Spotlight series on how marketers can optimise influencer marketing strategies in India. Read more

In the small city of Sriganganagar, which sits on the border of Pakistan in the state of Rajasthan, India, there is a signboard that reads “Instagram School”. The area has become a hub for language courses that provide coaching to thousands of students coming from smaller villages.

In recent years, it has become more and more commonplace for young people in India to emigrate to countries like Canada, Australia and the United Kingdom, as...

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