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 photoshoot, I’d likely have asked to borrow her notes. Today, Nitibha Kaul is one of the many digital influencers in India who have made a career out of creating videos documenting their varied talents and monetising their brand associations.
For marketers, 2020 may very well have been the...