Bhuvan Bam talks to the cast of Money Heist, Prajakta Koli interviews Ed Sheeran… Influencers are redefining the marketing game

Sheetal

Influencers, YouTubers and TikTokers have become the big names insofar as floating a brand, content or bigger artistes are concerned. And foreign content producers realising the reach of Indian video and reel-makers is the icing on the cake.

Earlier a Hollywood project promotion in India was a rare sight, but the digital wave has changed the marketing game and so come in talented mini-format content creators or ‘influencers’. We talk to a few Tricity-based influencers to know the latest!

Heist went right

Popular YouTuber, actor and singer Bhuvan Bam went to Spain and talked to the cast of Money Heist. Arranged by OTT platform Netflix, the event ignited the fire in many other YouTubers’ hearts. In other words, if a successful show, which doesn’t even need promotion to sell, is talking to an Indian YouTuber, it sure is a great achievement!

Says Chandigarh-based fashion influencer and blogger Naaz Arora, “Bhuvan Bam and Money Heist collaboration is no less than a heist gone right. In fact, it’s like Bhuvan Bam has raised the bar for every content creator out there. And the platform doesn’t matter, be it YouTube, Instagram or TikTok, if you are doing the right kind of work, work will follow. Myntra had come up with a show called Myntra Fashion Superstar, which airs on Voot, and it gives opportunity to fashion influencers to win Rs 50-lakh contract. So, things like this are reassuring for a comparatively new influencer.”

Social media presence

YouTuber Prajakta Koli, better known as Mostly Sane on social media platforms, has grown over the years – from making videos to getting herself a digital debut with Mismatched to interviewing her favourite English songwriter-singer Ed Sheeran. Chandigarh boy Chirag Sethi, who is an actor by profession and is from a theatre background , explains, “I had realised this back in 2019, much before the pandemic, that casting rules had changed for many auditions and these were not just about acting. It had become more about your social media presence and how many followers you bring on board.”

Subtle way

Govind Kaushal is a full-time marketing and social media content creator in Zomato and a part-time meme-maker. He says, “I feel the influencers’ marketing is very organic and doesn’t seem too pushy.” Govind believes the quality of the content is what matters. After all, it won’t matter if you are interviewing Tom Cruise when you are forgetful of your own established brand as Carry Minati on YouTube. Ajey Nagar who goes by the name Carry Minati had interviewed Tom Cruise in Paris when he was promoting Mission: Impossible-Fallout. The same goes for stand-up comedian Kenny Sebastian when he did a chit-chat video with Will Smith and Joel Edgerton to promote their action crime film Bright.