Introduction
Who was to guess some decades ago that simply having an online presence was enough to be a celebrity? We are seeing times when your hobbies and habits too have net viewing worth. We have seen many ashes to palace stories but it wasn’t until social media proliferation that the “American Dream” was accessible from any corner of the world. Suddenly, the market was huge and the possibilities were endless. Arts and crafts were redefined. Economy of words was skills that had monetary value. Recognition for talent and due credit finally had a channel to be projected. Be it from their honest hard work or by a stroke of luck, the users turned influencers and celebrities. This star value had implications in the economy. The market never fails to notice an opportunity. Influencers became easy means and targets of the startups to pull them out of their incognito mode and share with them the limelight that the influencers possess. The influencer becomes the face and the intent of the target brand. By associating themselves with the brand, the influencers add to their stardom. They turn from mere names to concepts or ideas. Thus, by promoting a brand, an influencer is elevated from “who” to “what.”
So, let’s start from the very basics. Who is an influencer? No. Lets ask the right questions: What is an influencer? Influencers may be someone with a large social media following who has established a reputation for their skill or knowledge in a certain sector. Celebrities, bloggers, vloggers, and social media personalities are all examples of influencers. They often use social media sites such as Instagram, Twitter, Facebook, and YouTube, maybe in the beginning as a means to release pressure and relax or with the hope of keeping the real life connection alive virtually. Soon, this was also to turn into a pressure cooker! It has been demonstrated that by presenting items in a favorable light, they may inspire their followers to purchase them. As a result, an increasing number of businesses are collaborating with influencers to create content. With the increasing use of ad-blockers and declining effectiveness of traditional advertising, influencer marketing offers a more authentic and organic way to connect with consumers. I mean, it’s a win-win situation. The celebrities need to show their faces and receive checks and maybe free by-products and the businesses get to encash the aura that the star has created! I may go to the extent of describing it as a modern barter system! By collaborating with influencers, brands can tap into their loyal fan base and gain access to a wider audience, boosting brand visibility and credibility in the crowded online marketplace. Moreover, influencer marketing allows brands to target specific demographics and niche markets, ensuring that their message reaches the right audience at the right time.
A decade ago, celebrities and a few committed bloggers dominated the influencer marketing space. Social media influencers have now grown to prominence and dominated the industry. While their followings vary in size, these influencers carry a powerful impact. Their close-knit groups generate genuine connections, which leads to increased trust and participation. Working with digital artists and influencers, however, is a polished process that marketers must negotiate. As simple as it may appear, it needs some digging to uncover what really are the highways both parties took to ensure they grasp the consumers’ attention. We’re here to help you make sense of it all. Preview of Indian case studies to be discussed in the blog include the successful partnership between a popular fashion brand and a well-known fashion influencer, resulting in a significant increase in sales and brand awareness. Additionally, the blog will delve into how a tech company utilized influencer marketing to reach a niche audience interested in the latest gadgets, resulting in a surge of website traffic and product inquiries. These case studies highlight the effectiveness of influencer marketing in driving tangible results for brands in the Indian market. Keep reading, you may see a name dropping or passing reference of how your favorite idol became a marketing superstar too!
So, let’s start from the very basics. Who is an influencer? No. Lets ask the right questions: What is an influencer? Influencers may be someone with a large social media following who has established a reputation for their skill or knowledge in a certain sector. Celebrities, bloggers, vloggers, and social media personalities are all examples of influencers. They often use social media sites such as Instagram, Twitter, Facebook, and YouTube, maybe in the beginning as a means to release pressure and relax or with the hope of keeping the real life connection alive virtually. Soon, this was also to turn into a pressure cooker! It has been demonstrated that by presenting items in a favorable light, they may inspire their followers to purchase them. As a result, an increasing number of businesses are collaborating with influencers to create content. With the increasing use of ad-blockers and declining effectiveness of traditional advertising, influencer marketing offers a more authentic and organic way to connect with consumers. I mean, it’s a win-win situation. The celebrities need to show their faces and receive checks and maybe free by-products and the businesses get to encash the aura that the star has created! I may go to the extent of describing it as a modern barter system! By collaborating with influencers, brands can tap into their loyal fan base and gain access to a wider audience, boosting brand visibility and credibility in the crowded online marketplace. Moreover, influencer marketing allows brands to target specific demographics and niche markets, ensuring that their message reaches the right audience at the right time.
A decade ago, celebrities and a few committed bloggers dominated the influencer marketing space. Social media influencers have now grown to prominence and dominated the industry. While their followings vary in size, these influencers carry a powerful impact. Their close-knit groups generate genuine connections, which leads to increased trust and participation. Working with digital artists and influencers, however, is a polished process that marketers must negotiate. As simple as it may appear, it needs some digging to uncover what really are the highways both parties took to ensure they grasp the consumers’ attention. We’re here to help you make sense of it all. Preview of Indian case studies to be discussed in the blog include the successful partnership between a popular fashion brand and a well-known fashion influencer, resulting in a significant increase in sales and brand awareness. Additionally, the blog will delve into how a tech company utilized influencer marketing to reach a niche audience interested in the latest gadgets, resulting in a surge of website traffic and product inquiries. These case studies highlight the effectiveness of influencer marketing in driving tangible results for brands in the Indian market. Keep reading, you may see a name dropping or passing reference of how your favorite idol became a marketing superstar too!
Catching the Drift of the Kohli-Puma Paradigm
In our country if more than half of its population shares an interest, apart from our unstoppable food choices and flavors of course, it must be cricket. Whether you play or not, you sure couch potato the life out of that one rival cricket match, even if it means you lose a day’s attendance. Businessmen are sneaky and they see beyond the facts, if you make it to the end of this blog maybe you will too. They see every risen star as a potential canvasee and the messiah who could lead their brand.
One case study that exemplifies the power of influencer marketing is the partnership between Virat Kohli, the renowned Indian cricketer, and Puma India, a leading sportswear brand. Kohli inked an eight-year worldwide brand ambassador contract with the firm in early 2017. According to media sources, Kohli is the first Indian athlete to clinch a Rs100-crore endorsement agreement with a single business. Prior to Puma, he was the Adidas brand ambassador in India. This collaboration not only propelled Puma’s brand visibility but also helped them tap into Kohli’s massive fanbase and establish a strong connection with the younger generation of consumers. With his exceptional skills and dedication to the sport, Kohli has managed to capture the attention of Puma India, leading to a mutually beneficial collaboration.
The partnership between Kohli and Puma India goes beyond a mere endorsement deal. Puma recognizes Kohli’s ability to connect with the youth and his potential to inspire the next generation of athletes. Through this collaboration, Puma India aims to leverage Kohli’s influence and help promote a culture of fitness and sportsmanship in the country. The partnership also allows Kohli to contribute to the design and development of innovative cricketing gear, further enhancing his impact on the game. Furthermore, Kohli’s association with Puma has brought a fresh and vibrant energy to the brand, attracting a wider range of consumers beyond just the young and sporty demographic. His charismatic personality and strong presence on social media have allowed Puma to connect with a larger audience, including fashion enthusiasts and trendsetters. Puma positioned themselves as a brand that embodies the same values and qualities that Virat Kohli represents – determination, passion, and a drive for excellence. So, the takeaway is simple: while you’re being the best at what you do best, don’t forget to be the best of yourself too. Nobody likes a cranky superstar! That’s for your diary. For your business journal, read below:
One case study that exemplifies the power of influencer marketing is the partnership between Virat Kohli, the renowned Indian cricketer, and Puma India, a leading sportswear brand. Kohli inked an eight-year worldwide brand ambassador contract with the firm in early 2017. According to media sources, Kohli is the first Indian athlete to clinch a Rs100-crore endorsement agreement with a single business. Prior to Puma, he was the Adidas brand ambassador in India. This collaboration not only propelled Puma’s brand visibility but also helped them tap into Kohli’s massive fanbase and establish a strong connection with the younger generation of consumers. With his exceptional skills and dedication to the sport, Kohli has managed to capture the attention of Puma India, leading to a mutually beneficial collaboration.
The partnership between Kohli and Puma India goes beyond a mere endorsement deal. Puma recognizes Kohli’s ability to connect with the youth and his potential to inspire the next generation of athletes. Through this collaboration, Puma India aims to leverage Kohli’s influence and help promote a culture of fitness and sportsmanship in the country. The partnership also allows Kohli to contribute to the design and development of innovative cricketing gear, further enhancing his impact on the game. Furthermore, Kohli’s association with Puma has brought a fresh and vibrant energy to the brand, attracting a wider range of consumers beyond just the young and sporty demographic. His charismatic personality and strong presence on social media have allowed Puma to connect with a larger audience, including fashion enthusiasts and trendsetters. Puma positioned themselves as a brand that embodies the same values and qualities that Virat Kohli represents – determination, passion, and a drive for excellence. So, the takeaway is simple: while you’re being the best at what you do best, don’t forget to be the best of yourself too. Nobody likes a cranky superstar! That’s for your diary. For your business journal, read below:
Successful Factors in the Virat Kohli-Puma India Partnership
- Effective brand positioning and messaging
- Strong product development and innovation
- Strategic marketing and advertising campaigns
- Sponsorship and endorsement deals with other key influencers in the sports industry
- Consistent communication and engagement with fans and consumers
- Continuous evaluation and adaptation to market trends and consumer preferences
The Virat Kohli-Puma India partnership has not only benefited Puma’s brand visibility, but it has also had a significant impact on Kohli’s personal brand. As one of the most celebrated cricketers in the world, Kohli’s association with a global sportswear giant like Puma has elevated his status and enhanced his image as a trendsetter and style icon. The collaboration has allowed Kohli to extend his influence beyond the cricket field and establish himself as a prominent figure in the fashion and lifestyle industry. This has opened up new opportunities for him, including brand endorsements, fashion partnerships, and even his own clothing line. Following the successful deal with Virat Kohli, Puma secured a three-year contract with Captain of the Indian football team, Sunil Chhetri, joining the brand’s roster of worldwide players that includes Antoine Griezmann, Romelu Lukaku, Luis Suárez, and Sergio Aguero, among others. Puma has collaborated with some of the country’s best athletes, including boxing champion MC Mary Kom and sprinter Dutee Chand. In May 2019, the brand unveiled its biggest campaign of the year, ‘Sock Them,’ starring Kohli and hip-hop singer Divine. The commercial was inspired by the skipper’s historic moment at the Sydney Cricket Ground when he gestured that he “Lets his bat do the talking.” As part of the promotion, Puma released a music video with Divine and other Puma ambassadors.
It’s simple: if your brand mascot is a cheetah, get your brand a Chickoo.
The Curious Case of Cure.fit
Let’s summarize the first part: Kohli- Cricket- Couch potatoes. The increasingly inflexible and screen addicted population was a possibility for many health enthusiasts to sign up on social media and exhibit their lifestyle as well as their tips to educate an unfit cluster of viewers. Their flair and finesse in handling machines and diets were deeply observed by many health conscious brand owners and spared no time to lure them into their business plan!
One example of an Indian start-up that has successfully utilized influencer marketing is Cure.fit. Cure.fit is a health and wellness platform that offers various fitness classes, healthy meals, and mental wellness programs. By collaborating with fitness influencers on social media platforms like Instagram and YouTube, Cure.fit has been able to showcase their offerings to a larger audience and establish credibility in the health and wellness industry. This has resulted in increased brand awareness, customer acquisition, and ultimately, revenue growth for the start-up. When a health gadget becomes the indicator of a healthy lifestyle that gives out the impression that you have your life together, whether or not you actually are fit is the win of a wellness brand.
In addition to influencer collaborations, Cure.fit also employs other marketing strategies to reach its target audience. One of these strategies is digital advertising, which allows the company to target specific demographics and interests. By using platforms like Google Ads and Facebook Ads, Cure.fit can create targeted campaigns that reach potential customers who are already interested in health and wellness. This not only increases the chances of conversion but also helps to maximize the return on investment for the company’s advertising efforts. Furthermore, Cure.fit also utilizes content marketing to engage and educate its audience through blog posts, articles, and videos, the company shares valuable information and tips related to fitness, nutrition, and overall well-being. This not only positions Cure.fit as a trusted authority in the industry but also helps to build a loyal community of followers. Overall, Cure.fit’s strategic use of targeted advertising and content marketing has proven to be a successful approach in connecting with potential customers and fostering long-term relationships with its audience.
The goal is to position Cure.fit as a trusted authority in the industry and build a loyal community of followers. Initially, the company faced challenges in gaining traction and establishing its brand presence in a saturated market. However, by leveraging targeted advertising and compelling content, Cure.fit was able to overcome these obstacles and attract a growing customer base.
The ultimate goal of Cure.fit is to empower individuals to lead healthier lifestyles and make wellness accessible to all. With a wide range of offerings including fitness classes, healthy meals, and mental wellness programs, Cure.fit aims to cater to all aspects of a person’s well-being. By providing convenient and affordable solutions, the company has successfully positioned itself as a go-to platform for individuals seeking a holistic approach to their health. Through their interactive app and community events, Cure.fit fosters a sense of belonging and support among its followers, further solidifying its position as a trusted authority in the industry.
Health is never out of style and is always trending. It’s always about making your potential customers believe that health is the best fashion to carry. By staying true to its core values and continuously refining its offerings, Cure.fit continues to make strides towards its mission of making wellness accessible to all. Let’s connect the success of the brand to some underlying tactics, the hidden mantras that they don’t tell you on the face.
One example of an Indian start-up that has successfully utilized influencer marketing is Cure.fit. Cure.fit is a health and wellness platform that offers various fitness classes, healthy meals, and mental wellness programs. By collaborating with fitness influencers on social media platforms like Instagram and YouTube, Cure.fit has been able to showcase their offerings to a larger audience and establish credibility in the health and wellness industry. This has resulted in increased brand awareness, customer acquisition, and ultimately, revenue growth for the start-up. When a health gadget becomes the indicator of a healthy lifestyle that gives out the impression that you have your life together, whether or not you actually are fit is the win of a wellness brand.
In addition to influencer collaborations, Cure.fit also employs other marketing strategies to reach its target audience. One of these strategies is digital advertising, which allows the company to target specific demographics and interests. By using platforms like Google Ads and Facebook Ads, Cure.fit can create targeted campaigns that reach potential customers who are already interested in health and wellness. This not only increases the chances of conversion but also helps to maximize the return on investment for the company’s advertising efforts. Furthermore, Cure.fit also utilizes content marketing to engage and educate its audience through blog posts, articles, and videos, the company shares valuable information and tips related to fitness, nutrition, and overall well-being. This not only positions Cure.fit as a trusted authority in the industry but also helps to build a loyal community of followers. Overall, Cure.fit’s strategic use of targeted advertising and content marketing has proven to be a successful approach in connecting with potential customers and fostering long-term relationships with its audience.
The goal is to position Cure.fit as a trusted authority in the industry and build a loyal community of followers. Initially, the company faced challenges in gaining traction and establishing its brand presence in a saturated market. However, by leveraging targeted advertising and compelling content, Cure.fit was able to overcome these obstacles and attract a growing customer base.
The ultimate goal of Cure.fit is to empower individuals to lead healthier lifestyles and make wellness accessible to all. With a wide range of offerings including fitness classes, healthy meals, and mental wellness programs, Cure.fit aims to cater to all aspects of a person’s well-being. By providing convenient and affordable solutions, the company has successfully positioned itself as a go-to platform for individuals seeking a holistic approach to their health. Through their interactive app and community events, Cure.fit fosters a sense of belonging and support among its followers, further solidifying its position as a trusted authority in the industry.
Health is never out of style and is always trending. It’s always about making your potential customers believe that health is the best fashion to carry. By staying true to its core values and continuously refining its offerings, Cure.fit continues to make strides towards its mission of making wellness accessible to all. Let’s connect the success of the brand to some underlying tactics, the hidden mantras that they don’t tell you on the face.
Strategy Implementation:
Much like the Puma saga, Cure.fit too has successfully implemented various influencer marketing strategies to expand its reach and increase brand awareness. By partnering with popular fitness influencers and wellness experts, the start-up has been able to tap into their large and loyal following, effectively promoting its products and services. The passing reference of the fitness product shares the success of the fitness influencer, thus the goodfill overflows and the potential buys think, so will the product.
The start-up collaborated with relevant influencers from the industry by identifying individuals who had a strong following and were aligned with Cure.fit’s values and mission. Through personalized outreach, the company established partnerships with these influencers, allowing them to create sponsored content that promoted Cure.fit’s products and services. By leveraging the credibility and influence of these influencers, Cure.fit was able to reach a wider audience and tap into their followers’ trust and loyalty. This collaboration not only increased brand awareness but also positioned Cure.fit as a reliable and authoritative source in the industry. For example, Cure.fit partnered with a popular fitness influencer who had a large following on social media. The influencer created engaging posts and videos showcasing their experience with Cure.fit’s fitness programs and healthy meal plans. This content resonated with the influencer’s audience, leading to increased interest and engagement from potential customers. As a result of this collaboration, Cure.fit saw a significant boost in sales and memberships as more people trusted the brand based on the influencer’s endorsement. Cure.fit’s story is that of a bridge that was laid out to be crossed by both the islanders. The symbiotic relation that these partakers share is indeed the crux of any model business society.
The tagline of Cure.fit reads: “be better every day.” Since you’ve made it so far, maybe today is the day you become a better businessman!
The start-up collaborated with relevant influencers from the industry by identifying individuals who had a strong following and were aligned with Cure.fit’s values and mission. Through personalized outreach, the company established partnerships with these influencers, allowing them to create sponsored content that promoted Cure.fit’s products and services. By leveraging the credibility and influence of these influencers, Cure.fit was able to reach a wider audience and tap into their followers’ trust and loyalty. This collaboration not only increased brand awareness but also positioned Cure.fit as a reliable and authoritative source in the industry. For example, Cure.fit partnered with a popular fitness influencer who had a large following on social media. The influencer created engaging posts and videos showcasing their experience with Cure.fit’s fitness programs and healthy meal plans. This content resonated with the influencer’s audience, leading to increased interest and engagement from potential customers. As a result of this collaboration, Cure.fit saw a significant boost in sales and memberships as more people trusted the brand based on the influencer’s endorsement. Cure.fit’s story is that of a bridge that was laid out to be crossed by both the islanders. The symbiotic relation that these partakers share is indeed the crux of any model business society.
The tagline of Cure.fit reads: “be better every day.” Since you’ve made it so far, maybe today is the day you become a better businessman!
Conclusion
It’s time to wrap things up. Both the business experiences narrate the success stemmed from the same idea of influencer marketing. When one asks you to hit long, the other asks you to run long. As businesspersons, you just have to run along.
In the case of Kohli’s association with Puma has not only boosted his personal brand but has also brought him closer to his fans and followers who now aspire to emulate his fashion choices. The collaboration has not only added a lucrative dimension to Kohli’s career but has also solidified his position as a multifaceted personality, admired not only for his cricketing skills but also for his sense of style and fashion.
From sponsored content on social media platforms to collaborative campaigns and ambassador programs, Cure.fit has leveraged the credibility and influence of these influencers to reinforce its position as a trusted authority in the industry. This targeted approach has not only helped the start-up gain new customers but also fostered a sense of trust and authenticity among its existing followers. By consistently providing valuable content, Cure.fit is able to keep its audience engaged and interested, ultimately leading to higher brand awareness and customer retention.
Let’s scrutinize what the companies did right and what we can carry forward from them.
Best Practises
In the case of Kohli’s association with Puma has not only boosted his personal brand but has also brought him closer to his fans and followers who now aspire to emulate his fashion choices. The collaboration has not only added a lucrative dimension to Kohli’s career but has also solidified his position as a multifaceted personality, admired not only for his cricketing skills but also for his sense of style and fashion.
From sponsored content on social media platforms to collaborative campaigns and ambassador programs, Cure.fit has leveraged the credibility and influence of these influencers to reinforce its position as a trusted authority in the industry. This targeted approach has not only helped the start-up gain new customers but also fostered a sense of trust and authenticity among its existing followers. By consistently providing valuable content, Cure.fit is able to keep its audience engaged and interested, ultimately leading to higher brand awareness and customer retention.
Let’s scrutinize what the companies did right and what we can carry forward from them.
Best Practises
- Choosing your influencer wisely and recognising the potential of their representation.
- Be sure to confirm that your interests align with that of your chosen influencer.
- In every step, it is crucial that you have sound communication with the influencers in ensuring that they are working towards your goals.
- Keep your options diversified and open to more than one influencer. In terms of business prospects, it’s imperative that you don’t put all the eggs in one basket.
- Keep track of the authenticity of the content and message your selected celebrity is putting across. Sincerity and creativity should go hand in hand in marketing your business.
- Ensure that you give space to influencers to practise their creative freedom, as their signature style and originality only comes out if they have flexibility.
- SWOT analysis of your existing marketing schemes can help in the collaboration, to rectify and get past the mistakes, along with mending new measures to flaunt your business.
Your business should be like a sailing ship amidst the strong currents and stronger storms and you, the businessperson, the captain of the ship. You should know where to navigate, how to control the mast and when to anchor the ship. Tycoons surface only when they beat the cyclones.
