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Advocate Varsha Bhogle, partner, Deshmukh Bhogle Legal Associates, linked the rise of legal influencers during the Covid-19-pandemic triggered lockdown restrictions phase, when incidents of marital rape, domestic violence, adultery, and other social ills had become rampant.

The pandemic had also triggered another legal debate amid widespread joblessness and a sudden fall in household incomes due to lack of economic activities. The debate centred on whether tenants should pay their entire monthly rent, deduct a portion or get a blanket waiver during the viral outbreak. However, the decision on this contentious issue boiled down to individual tenancy contracts. So, any form of blanket waiver on monthly rent was found to be infructuous. “All these new aspects of legalities had risen because of the pandemic,” Bhogle said.


Law colleges, like other educational institutions, had remained shut because of the lockdown restrictions. The law students had a lot of time at their disposal and many of them indulged in making reels and videos while attending online classes. 


Rise in misinformation and repercussions


The advent of social media and digital platforms, which have democratised dissemination of information, allows legal influencers to share their knowledge with a broader audience. The trend has also resulted in the spread of misinformation, said Amrita S Nair, Advocate, Bombay High Court (HC). She attributed the ill-effects to a lack of expertise or an indulgence in sensationalism to attract more followers on social media.


<img src="https://images.storyboard18.com/storyboard18/2024/12/Rahul-35-2024-12-00b6e48cc98d08482473b2ffd1d3b17d.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-49296" />


Matrimonial law expert Nitish Banka’s LinkedIn bio is a case in point. The profile claims, “I can help you to get out of Matrimonial cases Fast.” On this, Siddharth Chandrashekhar, advocate & counsel, Bombay HC, stated, “In the case of matrimonial disputes, the minimum amount of time taken is between two and four years. However, I've come across cases, which have been going on for over 10 years.”


Akshat Pande, founder and managing partner, Alpha Partners, too, is seized of the matter. He came across a content by a legal influencer that spoke about the process of getting a patent for a product. Pande countered such a claim. “You get a trademark for a brand. However, a patent can only be obtained for an invention,” he said.


According to Nair, when the government implemented the Citizenship Amendment Act (CAA) in 2019, several legal influencers jumped on the bandwagon and put out incorrect interpretations of the Act. Some claimed that the CAA would strip Muslims of their citizenship, causing widespread panic and unrest.


“In reality, the Act offered citizenship to persecuted minorities from neighbouring countries. It did not revoke citizenship of any Indian nationals,” she said.


Nair cites another example of legal misrepresentation such as the Supreme Court’s judgment on the Right to Privacy in the Justice K.S. Puttaswamy (Retd.) v. Union of India case. Some influencers erroneously suggested that this ruling made all forms of surveillance and data collection by the government illegal. The judgement had affirmed the Right to Privacy as a fundamental right but allowed for reasonable restrictions under certain circumstances.


Nair also highlighted the confusion which centred on the Goods and Services Tax (GST) when it was first introduced on July 1, 2017. Some legal influencers incorrectly stated that certain small businesses were exempt from GST, leading those businesses to neglect registration and compliance. These businesses faced legal hassles and attracted penalties when the authorities enforced the regulations.


When misinformation is identified, taking legal action is cumbersome due to jurisdictional issues, especially when content crosses state or national boundaries, Nair cited. She also pointed out influencers, at times, operate under aliases, making it difficult to trace and hold them accountable for spreading misinformation.


Another major cause of concern: social media platforms may lack stringent policies for vetting legal content, and their algorithms might inadvertently promote sensational or misleading information over accurate but less engaging content.


Perhaps, these influencers are taking advantage of a legal loophole. “The line is blurred between what is legal advice and what is general information,” Bhogle said.


How can the BCI curb these malpractices? The jury is still out on this raging debate on social media and beyond.


(Watch this space for more on 'The Rise of Legal Influencers in India')

Rise of legal influencers and misinformation

The Advertising Standards Council of India (ASCI) has taken a strong stance to curb the menace of social media influencers rampantly violating its guidelines. The self-regulatory body will now focus heavily on influencer activities for the next two quarters. 

Storyboard18 had reported about social media influencers blatantly disregarding strict ASCI guidelines by pushing crypto advertisements without disclaimers. 

Manisha Kapoor, Secretary General and CEO of ASCI said, “We have not received complaints against ads of influencers promoting crypto products in the recent past. Influencer activities will be in in focus for our next two quarters for suo motu surveillance.” 

Kapoor further said, “To ensure a safe digital environment for consumers, it is important for influencers to be aware of their responsibilities and ensure they adhere to the requirements mandated by ASCI and the government.”

According to ASCI guidelines, all virtual digital asset-related advertisements released on or after April 1, 2022, must include the disclaimer, "Crypto products and NFTs are unregulated and can be highly risky. There may be no regulatory recourse for any loss from such transactions." This disclaimer must appear in promotional content across print, video, and audio mediums.

Despite these regulations, ASCI reported that over 400 cryptocurrency advertisements featuring influencers violated their guidelines in 2022.

Storyboard18 spoke to a renowned social media finfluencer with a follower base of over 1 million, he said, “The top influencers follow all guidelines which are laid by government including SEBI and ASCI. However, the micro influencers who often struggle to monetize their content fall into the trap of notorious companies indulging in betting and gambling.” 

The finfluencer said, “Often such influencers end up promoting fly-by-night crypto companies in lure of money. This is basically a quick earning formula for an influencer which often can land them in huge legal trouble.” 

The Central government in January 2023 made it mandatory for social media influencers to disclose all "material" interest such as gifts, hotel accommodation, equity, discounts and awards when endorsing any products, services or scheme, failing which strict legal action, including ban on endorsements can be taken.

In case of violation, the penalty prescribed for misleading advertisement under the Consumer Protection Act 2019 will be applicable. The Central Consumer Protection Authority (CCPA) can impose penalty of up to ₹ 10 lakh on manufacturers, advertisers and endorsers. For subsequent offences, penalty of up to ₹ 50 lakh can be imposed.

The CCPA can prohibit endorser of a misleading ad from making any endorsement for up to 1 year and for subsequent contravention, prohibition can extend up to 3 years.

<a href="https://www.storyboard18.com/brand-marketing/influencers-push-crypto-ads-in-rampant-violation-of-asci-guidelines-49176.htm">Read more: Influencers push crypto ads in rampant violation of ASCI guidelines</a>

Social media influencers under ASCI's radar for next two quarters

Donald Trump's victory in the U.S. Presidential election has had a ripple effect on the cryptocurrency boom in India. Cryptocurrency companies have increased their advertising budgets by 20% and are actively collaborating with social media influencers. However, these influencers are blatantly disregarding strict guidelines established by the Advertising Standards Council of India (ASCI).

According to ASCI guidelines, all virtual digital asset-related advertisements released on or after April 1, 2022, must include the disclaimer, "Crypto products and NFTs are unregulated and can be highly risky. There may be no regulatory recourse for any loss from such transactions." This disclaimer must appear in promotional content across print, video, and audio mediums.

Despite these regulations, ASCI reported that over 400 cryptocurrency advertisements featuring influencers violated their guidelines in 2022. 

Storyboard18 discovered numerous promotional posts on platforms like YouTube and Instagram that lacked the required disclaimers. For example: Lakshay Chaudhary, a leading YouTuber with 3.05 million subscribers, promoted CoinSwitch in a video on November 20, 2024, without any disclaimers.

TheFinancialYogi, an Instagram account with 41.8k followers, shared a video endorsing iForex Crypto, again without disclaimers.

Money Tech, a YouTube channel with 153k subscribers, posted a Shorts video promoting Binance, urging users to download the app and earn money, with no mention of the associated risks.

Why Influencers Omit Disclaimers

Rohit Aggarwal, Co-founder and CEO, Alpha Zegus said, “There are two reasons behind influencers not including disclaimers in their promotional videos and posts. The primary being that the brand and agencies discourage influencers to add disclaimers as that reduces engagement and people skip the commercial portion of the video.” 

Aggarwal further said, “Cryptocurrency is a sensitive topic in Indian ecosystem and when such disclaimers are added by influencers, this leads to government scrutiny when keywords are searched on social media platforms, this also leads influencers to refrain from adding disclaimers on promotional posts for crypto companies.” 

Aggarwal noted, “Crypto brands target influencers on the basis of cult following of an influencer rather than the quality. Such influencers make their followers download the crypto apps and invest money. Certain ‘army’ of followers blindly follow influencers and brands are banking on such cult followings.” 

Lured by monetary gains 

Influencers with 10,000 to 50,000 followers charge ₹20,000–₹50,000 per promotion, while mid-tier influencers with 50,000 to 500,000 followers charge ₹50,000–₹200,000. Top-tier influencers command between ₹2 lakh and ₹1 million. Celebrity influencers charge Rs 1.5 million and upwards. 

Shudeep Majumdar, CEO and Co-founder of Zefmo Media, an influencer marketing firm said, “Today many influencers are lured by the monetary benefits that cryptocurrency companies and startups offer leading to ignoring strict regulations set by ASCI for financial endorsements. Lure of money lead these influencers to indulge in such malpractices.” 

Majumdar noted, “Minimal enforcement to curb such incidents is another reason that influencers violate ASCI norms and endorse cryptocurrency brands without any disclaimers. We have seen a steady rise in influencer marketing campaigns of crypto brands post Donald Trump’s victory in US Presidential elections.” 

Majumdar further explained the reason behind sudden boom in crypto brands indulging in influencer marketing campaigns, “There are always market speculations post certain milestones in the global markets and both marketers and influencers try to leverage the situation and clearly indicating the rise of crypto advertisements. We keep a distance from working with such brands to ensure that we abide by the law of land.”

Will ASCI take a tough stance? 

Experts estimate that crypto exchanges contributed over ₹200 crore to advertising expenses in 2021, with over ₹90 crore spent during the IPL. However, in 2022, government-imposed regulations—such as a 30% tax on crypto investments and a 1% TDS on transactions—led most crypto companies to shy away from high-profile marketing.

A Digital marketing agency founder with a clientele of two cryptocurrency brands on condition of anonymity said, “Lately we have seen our clients in the cryptocurrency space seeking influencer led campaigns. Digital marketing spends have increased by 20-30 percent. Social media influencers inorder to increase engagement refuse to add disclaimers in the video. We always suggest influencers to use legitimate ways to fulfill their reach and engagement targets.” 

With influencers blatantly violating ASCI norms and promoting cryptocurrency brands, it is time that the self regulatory body takes tough measures to curb such violations. Storyboard18 reached out to ASCI for a comment but did not receive any official response.

Influencers push crypto ads in rampant violation of ASCI guidelines

Black Friday, traditionally an American shopping event, is quickly becoming one of the most anticipated sales seasons in India as well, with e-commerce platforms witnessing a surge in traffic and purchases. While the day is known for steep discounts in the West, Indian retailers and online marketplaces are now jumping on the bandwagon, offering major price cuts on a wide range of products, from electronics to fashion. "The Black Friday sale is important and useful in the Indian context, as manufacturers build up huge inventories for Diwali. If Diwali sales are dampened, as they were this past Diwali, Black Friday becomes a rescue festival of its own. It helps clear inventories at a deeper discount," Harish Bijoor, Business & Brand Strategy Specialist and Founder of Harish Bijoor Consults Inc., told Storyboard18.

The global Black Friday market is set to reach $278.6 billion in 2024, as per marketing intelligence platform, Future Market Insights. In India, the trend is rapidly gaining traction, with retailers forecasting sales growth ranging wildly from 10 to 200 per cent this year. Reports indicate that Black Friday sales in India are expected to grow at a compound annual growth rate (CAGR) of 37.4 per cent by 2032.

According to Smytten, an online shopping platform, Black Friday has evolved from being a niche, Western-inspired event to a marquee campaign with broad consumer appeal. Over the past 4-5 years, its popularity has risen due to the localization of the event, innovation in discovery-based shopping, increased digital adoption, and value-conscious consumers. These factors, combined with a strategic focus on moment marketing and innovative features, have made Black Friday a highly anticipated event in the Indian retail calendar.

This year, Black Friday sales in India have expanded beyond the usual electronics and gadget categories, with discounts also extended to home appliances, fashion, beauty products, and groceries. Leading e-commerce giants like Amazon India, Flipkart, and Snapdeal have hosted week-long sales, attracting millions of shoppers looking to cash in on the best deals. "The most significant growth is seen in active skincare and dermatologically recommended skincare products, largely driven by the winter season, especially in northern regions. Traditionally, gifting and lifestyle products dominated the event, but the demand has now shifted toward essential and premium skincare," Swagat Sarangi, Co-founder of Smytten, explained.

Amazon India’s 'Black Friday Week' and Flipkart’s 'Big Savings Days' were some of the most prominent sales events this week. Discounts on smartphones, laptops, and consumer electronics have been particularly popular, with products from brands like Apple, Samsung, and Xiaomi flying off virtual shelves. In addition to massive price reductions, retailers are offering exciting bundled deals, no-cost EMI options, and exchange offers, making it easier for Indian shoppers to make big-ticket purchases. 

Is the concept ‘Indianized’?

In India, Black Friday marks the start of the holiday shopping season, falling just ahead of the festive season of Christmas and New Year. Over the years, Indian consumers have embraced the idea of major discounts and flash sales, with Black Friday becoming a critical retail event for many brands. This year, reports indicate that e-commerce platforms experienced an uptick in demand, with some companies reporting up to a 30 percent increase in traffic compared to last year.

"To make Black Friday resonate even more with Indian consumers, the concept can certainly be ‘Indianized’ by leveraging local festivals or themes and collaborating with influencers who explain the relevance of these deals. Influencers play a pivotal role in bridging the gap between the global concept and Indian audiences by contextualizing deals, recommending products, and creating aspirational content. Retailers need to understand that Black Friday in India isn’t just about discounts; it’s about creating an experience. By combining strategic storytelling, local flavors, and the influencer ecosystem, brands can convert curiosity into conversions and establish Black Friday as a key shopping period in the Indian calendar," Maddie Amrutkar, Founder & CEO of Glad U Came, said.

Industry experts believe that Indian shoppers, especially urban millennials and Gen Z, have become increasingly aware of this global shopping event. While Diwali sales remain a cornerstone for festive shopping, Black Friday sales cater to a different mindset – one driven by global trends, FOMO (fear of missing out), and year-end deals. Furthermore, the highest spending during Black Friday sales is being driven by millennials and Gen Z consumers, particularly those aged between 18 and 35 years.

One of the major shifts this year has been the increased participation of tier 2 and tier 3 cities in Black Friday sales. Ravi Goel, Chief Business Officer of RapidShyp, claimed that the platform has seen a surge in shipping demand of 60 percent from tier 2 and tier 3 cities, as mobile shopping and early promotions continue to drive Black Friday engagement across India.

"Black Friday Sales seem to be emerging as the latest heightened point in attempting to amp up consumer spending. Expect Thanksgiving shopping and holidays to trend in a year or two until they become a fixture in the FY forecasts of companies. While local brands try and build on existing culture, global brands set off new trends that eventually become an emerging cultural strain," M.V.S. Murthy, Chief Marketing Officer of Federal Bank, shared on social media.

Analysts predict that Black Friday sales in India will only grow in size and scope in the coming years, making it a key event for both online and offline retailers. The growing popularity of online Black Friday sales has led to a decline in foot traffic to physical stores. Retailers who traditionally relied on in-store promotions are now having to pivot, adopting more digital-centric strategies. Several brick-and-mortar stores have also joined the Black Friday frenzy, offering special discounts both online and in their physical outlets.

From gadgets to skincare! India embraces Black Friday Sales as ecomm sees surge in sales

Since the ban of TikTok in 2020, Short Form Video (SFV) platforms have seen a 3.6x increase in daily active users, establishing themselves as a mainstream entertainment format, revealed Redseer's 'India SFV in 2024: From ‘Likes’ to Monetizing Millions' report. As per the report, the SFV market engages close to 250 million monthly users with over 63% of SFV engagement coming from tier-2+ regions. “India's digital advertising market is set for exponential growth, projected to nearly double by FY2029 to reach $16–17 billion, with video advertising leading the way as the fastest-growing ad format. SFV platforms, with a massive pool of monetizable users play a critical role in reshaping digital engagement and monetization across the country, offering brands a new channel to reach India’s diverse audiences,” said Mukesh Kumar, Associate Partner at Redseer Strategy Consultants. 

The report unveils that platforms like Josh and Moj have spearheaded this trend by tailoring content for local languages and preferences, positioning SFVs as preferred platforms for regional audiences. On average users now spend approximately 30 minutes per day on India SFVs platforms, a shift driven by high-quality, personalised content and user-friendly interfaces that cater to both metro and non-metro audiences. 

"Brands have come out of experimental phase and started advertising on SFV platform with most of spendings on branding focused activity. However, the ad products of these platforms still needs some improvement when compared to platforms such as Meta or YouTube. When it comes to branding spends, these platforms are becoming more and more mainstream. Sectors like FMCG, Automobile, Fashion are increasingly use these platforms," Kumar explained. 

More than 50% of SFV users are monetizable, and their discretionary spending is often directed toward e-commerce, OTT, in-app purchases, and paid gaming services. In addition to advertising, the study also highlights potential for new revenue streams like virtual tipping and video commerce. With roughly 30% of monthly income earmarked for discretionary spending, SFV users are well-positioned to support these monetization models. The report identifies four main user archetypes driving SFV engagement: Value Seekers, Digital Innovators, Household Stewards, and Career Mavens.

When it comes to advertising, the SFV market has generated $95–100 million in FY24, ad revenue currently represents 1-2% of India’s digital ad spend, which is expected to further expand. For Influencer Marketing, it is set to reach $3-4 billion by FY29 and estimated to grow at 40–45%. Meanwhile, virtual tipping is expected to reach $700-800 million by FY29, which is currently at $80-100 millions. The report suggests that tipping has gained traction in the last 12 months, especially among audiences engaging in live streaming. With Indian users spending roughly Rs 100 monthly on tips, this avenue provides accessible support for creators and influencers. However, video commerce is at nascent stage but high potential for e-commerce integration as it is expected to hit $5 billion by FY29.

"When compared to global platforms, these platforms have content creators with regional appeal. The reason behind this being the kind of follower that these content creators are getting here is more than compared to global platform, where the pull of celebrity is lot more higher," Kumar pointed. 

Furthermore, with over 99% original content, Indian SFV platforms offer a rich array of genres that cater to varied user preferences, which has resulted in rising base of micro-influencers and significant algorithmic advancements, which reduce content repetition and enhance relevance, thereby distinguishing Indian platforms from global peers. According to the report, the quality of content on Indian SFV platforms remains exceptionally high, with an inflammatory content rate below 0.6% while around 70% of SFV users report rarely or never encountering inflammatory content on these platforms.

Digital advertising market to double by FY29 to $17 billion, reveals Redseer's report

The state government of Goa has implemented its Social Media Influencer Policy, under which content creators can earn approximately Rs 50,000 for producing a single audiovisual piece for the government. However, the policy is being criticized for the government’s failure to conduct stakeholder consultations prior to its implementation.

In response to a Right to Information (RTI) query submitted by a member of the Internet Freedom Foundation, the Department of Information & Publicity disclosed that the Goa government allocated Rs 20,85,237 for developing empanelment software and Rs 1,41,35,000 for project execution. A copy of the response is with Storyboard18.

Actual expenses for the development and implementation of the empanelment software totaled ₹11,21,000, while the project’s execution costs amounted to Rs 3,56,000.

The RTI response further revealed that no consultations were held with stakeholders, other ministries, or departments during the drafting or finalization of the policy.

The Entertainment Society of Goa (ESG), the nodal agency responsible for hosting the International Film Festival of India (IFFI), will utilize the services of social media influencers to promote government schemes, policies, and programs. The ESG will heavily utilize social media influencers to promote IFFI on multiple platforms. 

Contracts with social media influencers will initially last for one year and may be extended for up to two additional years based on satisfactory performance. Influencers' performance will be reviewed every six months.

The remuneration for influencers is divided into four categories based on their follower count:

Grade A: 100,000+ followers/subscribers
Grade B: 50,000–99,999 followers/subscribers
Grade C: 25,000–49,999 followers/subscribers
Grade D: 10,000–24,999 followers/subscribers

Influencers must maintain an active presence on platforms such as Facebook, Instagram, YouTube, or X (formerly Twitter) for at least one year. According to the RTI, applicants must also have at least 60 posts in the past six months and be residents of Goa. Additionally, all content must be approved by the nodal agency before publication, and the government will retain ownership of the content.

Remuneration for influencers varies as follows:

Posting graphics provided by the nodal agency: Rs2,000 to Rs500 (Grades A to D)
Posting audiovisuals provided by the nodal agency: Rs4,000 to Rs1,500 (Grades A to D)
Creating and posting audiovisuals: Rs50,000 to Rs10,000

The Uttar Pradesh government was the first to introduce a Social Media Policy, followed by the Karnataka government’s Digital Advertising Guidelines 2024. Both policies offer similar benefits to influencers. Consequently, influencer marketing agencies and content creators are advocating for comparable pay models in other states, including Maharashtra.

Under Uttar Pradesh’s Social Media Policy 2024, the government has appointed a digital agency, V-Form, to manage advertisements, including videos, tweets, posts, and reels. The policy sets the following maximum monthly payment limits for influencers on various platforms:

X (formerly Twitter): Rs5 lakh
Facebook: Rs4 lakh
Instagram: Rs3 lakh
YouTube: Rs8 lakh for videos, Rs7 lakh for shorts, Rs6 lakh for podcasts, and Rs4 lakh for other content.

The IEC (information, education, and communication) cell of the state department of health, medical education, and family welfare of Jharkhand government roped in influencers to spread awareness on Health schemes such as ‘Ayushman Bharat’ and ‘Mukhyamantri Gambhir Bimari Upchar Yojana’. 

With multiple state government implementing Social Media Influencer policies, experts believe that striking a balance between leveraging influencers for outreach and maintaining ethical standards is crucial. While these policies offer lucrative opportunities for content creators, they also raise concerns about transparency, stakeholder involvement, and content ownership.

Goa implements Social Media Influencer Policy; more posts, more paisa

YouTube sensations MrBeast, Logan Paul, and KSI arrived in Mumbai recently. MrBeast is set to introduce his chocolate brand, Feastables, to the Indian market, while Logan Paul and KSI is launching their hydration drink, Prime. This move capitalizes on India's growing consumer market for confectionery and energy drinks.

India's burgeoning digital landscape — coupled with rising disposable incomes and its vibrant culture — is making it the new playground for international influencers. As global creators and Indian brands forge strategic partnerships, a new era of cross-cultural content is emerging.

Shudeep Majumdar, Chief Executive Officer (CEO) & Co-Founder, Zefmo, put the trend in perspective. "We predicted this [trend] earlier. Globally speaking, these mega-influencers have hit a saturation point. India has emerged as the largest influencer universe in the world. No wonder, they have started to look at India to expand their base."

Rohit Agarwal, Founder and Director, AlphaZegus, agreed with Majumdar. “Similar to how several international brands are vying for the Indian market, international influencers, too, are following suit. For brands, this is primarily driven by India's huge population, which translates to a significant potential consumer base. As India's disposable income rises, the country has become a one-stop destination for premium products and services,” he said.

"International influencers, too, are being drawn to India's massive audience. Global content creators such as MrBeast, Logan Paul, and KSI have a massive Indian following, as revealed by YouTube analytics. Earlier, they may have underestimated the Indian market's spending power, but now they recognise the potential. Besides, the vast pool of Indian content creators offer numerous collaboration opportunities, which can significantly expand their global counterparts’ reach and impact," Agarwal added.

Majumdar weighed in on influencer partnerships. “Across the globe, brands are also looking at continental influencer partnerships. We have seen many tech influencers in India becoming popular. They create content in English on the lines of Marcus Stanley. They are trying to make the most of these with Indian fan bases. When a domestic influencer ties up with an international influencer, both their growths are joined at the hip. It’s a win-win situation for both,” he said.

“International influencers have started creating content. which can be translated into multiple Indian languages. The time is right for both economic and cultural exchanges between India and the rest of the world. In the case of international influencers, the return on investment [RoI] happens between nine and 12 months. Significantly, the brand awareness and brand building in collaboration with these international influencers have a much longer shelf life," he added.

Shrenik Gandhi, Co-Founder and CEO, White Rivers Media, said, “The convergence of global creator influence and India's digital acceleration presents an extraordinary market opportunity. Our portfolio of global creator campaigns — from The Quick Style to Abdurozik, Khaby Lame to Noel Robinson — have helped us develop a framework that unlocks the Indian market for international talent.”

WhiteRiver Media’s business strategy centres on strategic creator partnerships. “When iShowSpeed attended the ICC World Cup match last year between India and Pakistan, it wasn't just content creation. It was cultural integration at scale. The Quick Style's collaborations with Diljit Dosanjh and major brands such as H&M, Crocs, and boAt showcased how understanding market dynamics creates exceptional commercial success. Similarly, making Khaby Lame's iconic gestures relevant for Indian audiences through Dream11 demonstrated our ability to localise global phenomena," Gandhi said.

Key strategies in the works 

Most international creators don't abruptly dive into the Indian market. Instead, they strategise with their managers and agencies, often initiating engagement with their Indian audience six months prior to their visit. This involves Indianizing their content, referencing global icons such as Shah Rukh Khan, Virat Kohli, Narendra Modi, and Amitabh Bachchan. Once they have built the anticipation, they plan their visit to India to connect with the local audience, according to Agarwal.

Agarwal also emphasised on keyword, or Search Engine Optimisation (SEO), and strategic hype-building as crucial elements of their entry strategy. Language barriers are typically not a major hurdle, as many international creators enjoy exploring Indian culture, participating in festivities such as weddings, and embracing Indian attire. For Indian brands collaborating with international influencers, the primary goal isn't necessarily direct sales but rather gaining credibility and advocacy. The association with a renowned international figure can significantly boost brand visibility and momentum.

What are the major challenges ahead?

The road to a pitch-perfect collaboration is strewn with some major challenges. Production holds the key. Indian and international creators have varying approaches to content production. Indian creators often prioritise quantity over quality, as they want to go big on the volume game. On the contrary, international creators focus on producing fewer, but high-quality pieces of content. The other challenge is to strike a balanced collaboration. Typically, a content creator may have a larger following than the other. But both may need to be accommodated through harmonious coexistence.

Rosy outlook

Influencer marketing requires a fresh perspective. The rise of content creators and the proliferation of paid collaborations have diluted the authenticity of influencer endorsements. Going ahead, creators must focus on producing engaging content that seamlessly integrates brand messaging, albeit subtly, and without sounding overly promotional.

The convergence of Indian and international influencers offers exciting opportunities for innovation and learning. By combining their strengths and understanding their respective markets, they can create impactful content that resonates with a global audience.

We are tracking significant shifts in India's creator landscape. The growing emergence of versatile creators who successfully transcend traditional content categories and create new opportunities for brand integration will be the discerning feature. We are witnessing the power of micro-cultural collaborations, where international creators connect with specific regional audiences, delivering engagement levels that surpass conventional approaches. 

Majumdar explained the trend. “The commercials tend to be higher for international influencers, there are also brands questioning RoI. Brands need to show more patience. Cultural nuances are also a challenge. A lot of content creation in India happens with influencers who understand their audience inside and out. That is where desi collabs, hand-holding by Indian influencers will go a long way in helping in sensitising them [international influencers] with content which will work or not work,” he said.

Gandhi zeroed in another challenge. It primarily stemmed from generic and surface-level content, which risks appearing disconnected from audiences and may not foster lasting engagement. “Generating initial buzz is one thing; maintaining consistent interest and engagement over time is another. Balancing quick wins with long-term strategies that deliver sustained value and keep audiences invested is crucial,” he said. 

“India’s digital ecosystem is diverse, with platforms like YouTube, Instagram, Josh, and regional apps each having distinct user bases and engagement norms. Adapting content strategies to maximise impact across multiple platforms without diluting the message adds further complexity.” he added.

From MrBeast to Khaby Lame: how international influencers are taking to India

By Pawas Jain

Imagine a merry-go-round at a carnival. One push sets it in motion, and soon it's spinning effortlessly, powered by its own momentum. Now, picture your content strategy working the same way – a self-sustaining engine of growth. Welcome to the world of the Content Flywheel.

What is a Content Flywheel?

A content flywheel is a strategic approach that creates a self-reinforcing cycle of growth. It's simple in principle:

1. Create valuable content
2. Distribute it effectively
3. Engage users
4. Learn and optimize
5. Repeat (with more power each time)

Let's break it down:

1. Create Valuable Content

Valuable content solves problems, answers questions, or entertains your audience. Take Spotify's personalized playlists – they solve the real problem of discovering new music, making them inherently valuable and shareable.

Pro Tip: Create content that makes users say, "This is exactly what I needed at this point of time"

2. Distribute Effectively

Get your content in front of the right eyes, at the right time, in the right place. Netflix masters this with its recommendation algorithm, ensuring each user sees content they're likely to enjoy.

3. Engage Users

Encourage interaction, not just passive consumption. TikTok's platform is built around engagement, with features like duets and challenges that turn viewers into participants. Have people become a part of your content experience and not just readers or viewers. Incite your audience to take action. 

Pro Tip: Create experiences, not just content. 

4. Learn and Optimize

Every interaction is a data point. Buzzfeed used to excel at this, analyzing everything from completion rates to how changing a single word in a headline affects performance. The time for data-oriented approach is gone, now is the time for a data-obsessed approach. 

Pro Tip: Be a content scientist. Hypothesize, experiment, analyze, repeat.

5. Repeat and Amplify

Pour your learnings back into step one. Each cycle should make your content better, your distribution more targeted, and your engagement more effective.

Real-World Example: The Hustle

The Hustle, a business newsletter, grew from zero to over 1 million subscribers in just three years by mastering the content flywheel:

1. They created punchy, informative newsletters.
2. They distributed effectively across email and social media.
3. They engaged users through replies, contests, and events.
4. They meticulously tracked and optimized performance.
5. They repeated the process, growing with each cycle.

The result? A content flywheel so powerful it led to their acquisition by HubSpot.

Key Takeaway

Building a content flywheel isn't easy, but it's the key to sustainable, scalable growth. It's not about creating more content; it's about creating a system where each piece of content, each interaction, and each data point fuels your overall growth.

Remember, even the most impressive flywheels start with a single push. So start creating, distributing, engaging, and learning. Before you know it, you'll have built a growth engine that powers itself.

The Content Flywheel: Your Key to Sustainable Growth

Adivasi hair oil is the latest sensation on social media, with influencers of considerable followings lining up to promote the brand.


Alongside, social media is full of reels featuring men and women flaunting their long tresses and information on the ingredients used in the hair oil.


A well known post is of a man—who appears on most product labels—holding the product in one hand and his long tresses in the other.


Further, there are some posts highlighting evidence of hair growth after usage. Such posts serve as a treat to the eyes on the Instagram handle ‘adiwasihairoil’, out of many of their other handles, raising questions on their exact official advertising space.


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Recently, Faisal Shaikh, a famed TikTok influencer and internet personality, popularly known as Mr. Faisu, visited the tribal belt where the oil was prepared and he spread positive word of mouth on his YouTube channel Mr. Faisu.


<iframe width="560" height="315" src="https://www.youtube.com/embed/ssOFkg1RVn8?si=0WNeKl6op71p-oT0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


Other personalities like YouTube influencer Elvish Yadav, actor Sonu Sood and comedian Bharti Singh also heaped praises on the brand on their YT handles.


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Two months ago, Bollywood choreographer, film director and writer Farah Khan promoted Neelambari Adivasi hair oil on her YT channel where she visited the tribal belt. Towards the end of the video, she was heard saying, “Dekh mera baal kitna acha ho gaya (Look, how my hair has improved).”


As per a data sheet shared by KlugKlug with Storyboard18, around 238 influencers, which includes 209 nano influencers, 23 micro influencers, five macro influencers and one mega influencer promoted the brand.


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T070155.043-2024-09-928bf5cf7cf8f7688cc67c61e16fe5d1.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41517" />


<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-06T065925.337-2024-09-ccb27d799a2b3e6d21f3010e48b18e0f.jpg" alt="" width="1280" height="720" class="aligncenter size-full wp-image-41516" />


But, the reality is far from what has been projected.


“It had an unpleasant smell and did not improve my hair condition,”, “The worst oil ever used...my hair fall increased because of this”.


These are some of the reviews that pop up on Amazon when one wants to confirm the authenticity of the hair oil brand.


Amazon is not the only destination. Even YouTube is flooded with videos of people sharing their opinions on the hair oil brand which is not in a very positive light.


Though the brand is also available on Flipkart, its own official website carries reviews that greatly differ from the negative reviews on the e-commerce and social media platforms.


With the majority rating it a five, some of the reviews compliment the hair oil for reducing hair fall, dandruff, and showcasing significant improvement in the bald area. 


What is so special about this brand?


Sandeep Raj, who is the owner of the Adivasi hair oil, along with his wife Sudha, prepare the oil with 108 herbal ingredients. Raj is a part of the Hakki Pikki tribal community, one of the major tribal communities in Karnataka which are predominantly bird catchers and hunters. 


But how credible are endorsements by famed personalities of a brand that is not approved by FSSAI or FDA?


Endorsements: How credible are they?


Amyn Ghadiali, country head-India, GZ Creative Digital, said, “With great power comes great responsibility—especially for influencers, who wield word-of-mouth on steroids. They can make anything look legit, but without proper approvals like FSSAI or FDA, we're navigating ethically murky waters.”


He is also of the opinion that an influencer or a celebrity has more to lose in terms of credibility compared to the brand as there are a few identical Adivasi hair oils and they are interchangeable.


Let us look at 2023’s Noida startup scam. World Startup Convention depended on reliable voices like Ankur Warikoo (content creator), Chetan Bhagat (author and columnist), and Prafull Billore (founder, MBA Chai Wala) to spread word of mouth that personalities like X’s Elon Musk, Prince of Dubai, etc, were arriving. 


Attendees shelled Rs 6,000 to Rs 8,000 for the pass, and the sponsors spent around Rs 50 lakh. However, all of that turned out to be a scam, and influencers were equally blamed for their unverified endorsements.


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However, Jagdeep Kapoor, founder, chairman and managing director, Samsika Marketing Consultants is of the opinion that influencer marketing about something new isn’t a bad strategy. However, factual information should be disseminated based on scientific evidence to inform consumers of the risks and benefits. 


<iframe width="560" height="315" src="https://www.youtube.com/embed/rQtUoSfdsD8?si=LpoAfCD2sfOQ3Hzl" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


According to Ashita Aggarwal, professor, marketing, SPJIMR, for Indian consumers, more than the certifications, the benefit stands important. Hence, word of mouth through celebs and real consumers appears more legitimate than any other kind of advertising and promotions. 


She gives an example of the Prime range of beverages in the UK, which was built on the power of influencers. They strategically used influencers and social media to build virality. The brand tasted success across the world, but slowly.


Packaging: As per the industry standards?


Speaking of the packaging design, according to Samsika's Kapoor, though the packaging design is not as per the design standards of modern brands, as long as it contains true claims and is recognisable, that’s its primary purpose. 


[caption id="attachment_41495" align="aligncenter" width="450"]<img src="https://images.storyboard18.com/storyboard18/2024/09/neela-2024-09-0e41f2ac7fc8bd47aa15fe56aa7fc195.jpg" alt="(Image source: Official website)" width="450" height="450" class="size-full wp-image-41495" /> (Image source: Official website)[/caption]


Anand Narasimha, professor - brand marketing, JAGSOM, said that if they are making a claim that it aids in the good health of the hair, then it is very crucial to have scientific packing. 


Gozoop’s Ghadiali highlights the hair oil’s packaging is similar to their marketing—raw, unpolished which is exactly why it grabs attention.


“It’s not the usual sleek-haired model; it is real men and women of the community with oily hair. It’s not selling style; it’s selling 'effectiveness’,” he said.


[caption id="attachment_41496" align="aligncenter" width="500"]<img src="https://images.storyboard18.com/storyboard18/2024/09/Untitled-design-2024-09-05T193110.643-2024-09-8fbf65a92aa47a1d6d889ff5e9c0b185.jpg" alt="(Image source: Official website)" width="500" height="500" class="size-full wp-image-41496" /> (Image source: Official website)[/caption]


Ghadiali added that packaging needed clear labels, proper instructions, and safety info. And without regulatory approvals, the packaging would be authentic but the claims wouldn’t be genuine.


SPJIMR’s Aggarwal has a contrasting point. “If it’s sophisticated and elegant, probably people won’t trust the brand or buy it. The brand doesn’t want to and should not compare with industry products as then it will lose its ‘authentic’ imagery.”


Influencers: Earnings and parameters to endorse


Sooraj Pillai, group creative director, DDB Mudra Group, who hails from Chikmagalur, which is the central hub of Adivasi hair oil, calls the brand concept a ‘lie’. 


He said, “Apart from monetary gains, I don’t see any other reason for anyone to endorse this product. Because there is no way to prove the product's effectiveness unless used for a long duration. And no influencer would have used it long enough to see any significant difference.”


JAGSOM’s Narasimha, Gozoop’s Ghadiali and Kalyan Kumar, co-founder and chief executive officer, KlugKlug concur. 


However, SPJIMR’s Aggarwal is of the opinion that promoting brands like Adivasi hair oil signals inclusivity from the part of celebrities, as they want to be associated with new ‘authentic’ products. 


Speaking of pay, KlugKlug's Kumar highlighted that in any normal environment, Yadav would charge upwards of Rs 20 to 30 lakh per post. “These things really sell well in the unorganised market. With the power of influencers, one gets into the visibility zone with powerful, semi-authentic tribal background conversations saying centuries of traditional research, etc,” he said.


Rohit Agarwal, founder and director, AlphaZegus Marketing, reveals that such personalities aren’t mainstream and need to find different ways of getting a paycheck. 


Brands like Adivasi Hair Oil play it very safe and smart where they don’t rope in A-list of celebrities lest they come under the scanner. 


They go for a B list or C list of celebrities so that their word is spread. It's also important to understand that there is this advocacy factor that exists, Agarwal said.


The other option that can be considered by a brand is looking out for creators that have a cult following where they can demand any kind of money.


In the case of real money gaming or betting categories, where they are bound by certain platform rules or government laws, they approach surrogate marketing or influencer marketing.


That's when they would put in a monthly budget of Rs three to four crore per month purely towards influencer marketing, Agarwal said.


According to Sharad Gupta, founder and chief executive officer, WNN-WhyNotNow Brand Consultancy, category-based online influencers can charge anything from Rs 10 lakh onwards for one exposure depending on the subscriber and follower base.


The majority of oil, fast food, cosmetics and lifestyle products indulge in such associations as they offer lucrative and long-term monetary benefits to the influencers and celebrities, Gupta revealed. 


He also mentioned that the influencers or personalities also negotiate an equity or stake in the business, which is like an investment of growth as an alternate investment. As the brand or the product grows big, their equity brings a larger value to them, which is way larger than one-time brand ambassador fee.



Certified versus non-certified products: Endorsements, facts and difficulties



AlphaZegus’ Agarwal said that FSSAI products have more options to market in terms of platforms as compared to non-FSSAI products, which then resort to surrogate or influencer marketing. 


Since the Adivasi hair oil brand is not certified, it will be unable to run TV commercials or digital ads or any forms of direct marketing. Otherwise, it will come under the platform, publisher, or government’s scanner.


WNN's Gupta said that non-certified product associations garner higher endorsement fees, depending on the platforms of visibility, online and offline mode and the duration or the frequency of exposure. 


Be it certified or non-certified, in the end, trust plays a big factor. 


One such example is Sanfe, a woman's body care brand, where actor Radhika Apte (onboarded in 2021) promoted the brand, which claimed that it was FDA approved, and was sent a show-cause notice in 2019.


As per Ghadiali, millions of women were convinced that their intimate whitening creams and bum-and-back lightening serums were the answer to their prayers. But they weren’t. “It’s a classic case of marketing magic tricking us into believing the unbelievable,” he said.


JAGSOM's Narasimha said, “As consumers, we should do research about the things that we are using that involve our health and not get carried away. Hence, all stakeholders need to become more conscious.”


In the case of e-commerce platforms, they should also do due diligence and be responsible with respect to the kind of products they are willing to sell on their platforms, he said. 


Read More: <a href="https://www.storyboard18.com/quantum-brief/what-makes-deepika-padukone-a-brand-19704.htm">What makes Deepika Padukone a brand?</a>

Adivasi hair oil: Are the influencer endorsements and product packaging credible?

French advertising giant Publicis Groupe has announced its plans to acquire Influential, one of the largest influencer agencies, in a $500 million deal. This acquisition aims to enhance Publicis' ability to connect brands with their target audiences through strategic influencer campaigns. Las Vegas-based Influential was co-founded in 2013 by Ryan Detert, who will continue as Influential's CEO at Publicis.

Influential operates a proprietary AI-driven platform powered by over 100 billion data points. The company has a vast network of more than 3.5 million creators, encompassing 90% of global influencers with over one million followers. Influential’s roster of 300 clients includes Google, AB InBev, Amazon, McDonald’s, and General Mills.

Arthur Sadoun, CEO of Publicis Groupe, said, “Beyond its proprietary AI-powered platform, 100 billion data points, unrivaled network of over 3 million creators, and access to 90% of influencers with over one million followers, Influential is, above all, an outstanding team of talent at the cutting edge of their sector.”

Sadoun further added, “With the new creator economy set to exceed linear TV in ad spend next year, thanks to Influential, we are able to fully embrace its outsized influence and put it at the service of all of our clients.”

According to a report from Citigroup, the creator economy was estimated to be worth $66.2 billion in 2023, a number projected to hit $74 billion this year. Meanwhile, ad spend on social media is expected to outpace broadcast and cable TV ad spend by next year.

According to the company’s financial reports, Influential generated an estimated $150 million in revenue last year, up from $100 million in 2022. In recent years, it has devised influencer-marketing campaigns for advertisers including Hilton, Walt Disney Co.’s Hulu, and McDonald’s.

Influential CEO Ryan Detert expressed his enthusiasm about the acquisition, saying, “I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”

Publicis Groupe to acquire Influential for $500 million

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