Tapping the power of influencer marketing: How Indian brands can get it right

Influencers may not be experts or celebrities, says Scatter Content’s Shrutika Nagpal, but their value lies in the helpful, credible and authentic information they are able to provide to consumers, thus aiding marketers in their quest to build loyalty.

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

If someone had told me a few years ago that my classmate from business school would have 7.9 million views on her 15-second impromptu...