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Lights, camera, pose: Rising trends of influencer marketing in India’s digital landscape

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A decade ago, influencer marketing was a playground for celebrities and a handful of dedicated influencers who shared their unique experiences and insights with no particular intention of gaining fame or commercial benefits.

Fast-forward to today, and the landscape has undergone a dynamic shift. Social media influencers, ranging from micro to macro levels, are now everywhere across all networks, reshaping the marketing world.

This transformation is driven by the explosive growth of social media platforms and increased internet penetration in both urban and rural areas. There has also been a steep rise in kidfluencers, finfluencers, mommy influencers, and other niche-specific influencers which have revolutioniszed the digital space. Today, these influencers have successfully carved out their territories, creating vibrant communities around diverse interests and lifestyles.

This burgeoning trend offers advertisers fresh, dynamic ways to connect with their target audiences. Brands can now tap into the authentic voices of influencers to gain greater visibility and credibility among consumers. Among other things, the key reason for their popularity is that they bring a personal touch that traditional advertising often lacks, making them invaluable partners in building trust and engagement with audiences. 

In today’s digital age, businesses are increasingly leveraging influencers to humanize their brands, boost engagement, and drive sales. Partnering with multiple influencers allows companies to tap into diverse segments of their target market effectively. 

According to EY’s latest report titled ‘The State Of Influencer Marketing in India,’ the influencer marketing landscape in India is rapidly evolving. The report forecasts a 25% surge in influencer marketing by 2024, with the market value expected to reach Rs 2,344 crore and further expand to Rs 3,375 crore by 2026. 

These projections highlight the industry’s immense potential, presenting significant opportunities for brands, marketers, and influencers alike. As digital affluence continues to rise, influencer marketing is poised for even greater growth.

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A recent trend has also emerged as several popular brands have intentionally shifted away from conventional advertising, opting instead to engage with influencers who can act as authentic brand advocates and build trust with consumers. 

A compelling example of this shift is Filip Tysander, the founder of Daniel Wellington. In 2011, Tysander chose to bypass traditional celebrity endorsements for his Swedish luxury watch brand. Instead, he crafted a strategy centred around Instagram influencers. He identified relevant influencers, gifted them DW watches, and encouraged them to post pictures with the branded hashtag #DanielWellington. 

This approach targeted young, creative individuals on a platform they frequented, prioritising engagement over mere reach. Tysander’s strategy not only amplified word-of-mouth marketing but also generated a wealth of high-quality user-generated content, serving as authentic testimonials from real-life users.

Similarly, beauty and cosmetics companies like Nykaa, Lotus Herbals, Sugar Cosmetics, Lakme Lever, L’Oreal, and Mamaearth have successfully harnessed the power of influencer marketing. 

Influencers bring a personal touch that resonates with their followers, fostering authentic connections and influencing purchase behaviours. These genuine endorsements serve as powerful social proof, enhancing brand credibility and driving consumer engagement.

As influencer marketing continues to evolve, brands that embrace this dynamic strategy and invest in meaningful partnerships with influencers will be well-positioned to thrive in the ever-changing digital economy.

Influencer marketing works because social influencers have built high levels of trust with their followers over time. Their tight-knit communities foster authentic connections and influence purchase behaviours. Recommendations from these influencers serve as a form of social proof to your brand’s potential customers.

These recommendations feel more genuine and relatable than traditional advertising, as they come from individuals who are seen as peers rather than corporate entities. 

Additionally, influencers often provide valuable content and insights, further enhancing their credibility and the impact of their endorsements. This combination of trust, authenticity, and valuable content makes influencer marketing a powerful tool for driving consumer behaviour and achieving marketing goals.

Considering the rapid shift, the future of influencer marketing in India looks promising, with several trends expected to shape its trajectory. As audiences become more discerning, authenticity and transparency will be crucial in influencer marketing. Influencers who maintain genuine connections with their followers and are transparent about their brand collaborations will be more successful in driving engagement and trust.

The advent of AI introduces a new chapter in how creators and influencers engage with their audiences. While social media influencers are leveraging artificial intelligence to enhance their content, they are also contending with growing competition from AI-generated Instagrammers, TikTokers, and YouTubers. 

Artificial intelligence and data analytics will become more integral to influencer marketing, helping brands identify the right influencers, predict campaign outcomes, and measure the effectiveness of their marketing efforts with greater accuracy. Technology, indeed, stands to be the most significant game-changer in the world of influencers, playing a pivotal role in shaping the future of influencer marketing.

In India, influencer marketing is on a robust upward trajectory, fueled by the power of social media and the authentic connections influencers forge with their audiences. As the industry continues to evolve, brands that embrace the latest trends and invest in meaningful influencer partnerships will be well-positioned to thrive in the dynamic digital economy.

(Mansi Gupta is the Chief Business Officer at Opraahfx.)





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Flipkart’s delivery arm Instakart reports widening losses, lower revenue in FY24

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Flipkart’s delivery service arm Instakart’s FY24 losses increased multifold to Rs 1718.4 crore, from Rs 324.6 crore in the previous year, hurt by higher expenses and marginally lower revenues. 

The company, which is in the logistics, warehouse, courier and allied services business, clocked an operating revenue of Rs 12,115.3 crore in FY24, 5% lower than Rs 12,787.4 crore it posted a year ago, according to filings made with Toefler. 

During the period, the company’s total expenses increased 6% to Rs 14,149.4 crore, mainly driven by employee benefit and other expenses. 

Logistics services accounted for the majority (about 78%) of Instakart’s total operating revenues, with Rs 9,429.8 crore, marginally lower than what it collected in the previous year.

Warehousing services, which accounted for about 10% of total operating revenues, witnessed a 28.4% drop in revenue, while collection services, which accounted for 12%, remained stable. 

Just a week ago, Flipkart Internet reported a 21% rise in FY24 revenue at Rs 17,907.3 crore helped by rising income from its advertising services.

Flipkart India Ltd, which is Flipkart’s business-to-business (B2B) arm, reported a 26.4% rise in revenue from operations at Rs 70,541.9 crore in FY24. 





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Google Cloud to boost support for early-stage AI startups with new programmes, partnerships

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Google has rolled out a range of programmes and partnerships to accelerate the growth of AI startups In India. The initiatives, announced at an AI Startups Summit in Bengaluru, will support early-stage AI founders in building, scaling, and expanding their customer base through the utilisation of Google Cloud services.

 

The tech giant recently introduced Emerging ISV Partner Springboard—a 12-week programme designed to fuel growth for AI startups. Participants will benefit from hands-on support in creating go-to-market assets, consultations with Google AI experts for product refinement, guidance on technical architecture best practices, and streamlined onboarding to Google Cloud Marketplace. 

“Google is committed to empowering AI startups to drive innovation and growth. These initiatives demonstrate our dedication to providing critical support and resources to early-stage founders, helping them build and scale successful AI-powered businesses,” said Manish Gupta, Senior Director, Research, Google DeepMind. 

During a fireside chat at the Global Google Cloud Summit, Google Cloud CEO Thomas Kurian applauded startups leveraging AI and cloud technology

“At Google Cloud, our mission is to support these pioneers by providing the essential tools, resources, and mentorship they need to thrive. Through strategic partnerships, tailored programs, and advanced infrastructure, we are committed to enabling businesses to scale their impact and drive the next wave of digital transformation,” said Kurian. 

Early-stage founders will receive enhanced support through the Google for Startups Cloud Program, which will offer $200,000 in Google Cloud credits over two years. AI-based startups will receive even greater support, receiving $350,000 in credits to address the demanding computational needs of advanced AI development, the company said in a statement. 

In addition, Google has collaborated with Y Combinator to provide exclusive access to NVIDIA H100 GPUs and Google Cloud TPUs, along with cloud credits, support, and mentorship for its Summer 2024 group of AI-focused startups.

Furthermore, the tech giant is also joining forces with early-stage accelerators and incubators such as 500, StartX, and Berkeley Skydeck to provide early-stage founders with a special package, including Google Cloud credits, expert advice, and technical workshops

Earlier, the California-headquartered firm also announced the launch of Startup School: GenAI, a four-week training programme designed to help startups leverage AI.





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Future in the Making: Top 10 Mega Projects Shaping Our World Beyond 2030

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Mega projects represent the pinnacle of human ambition and engineering prowess, often involving colossal investments and extensive timelines. As we look beyond 2030, several monumental undertakings are set to reshape our world. Here’s an in-depth exploration of the top 10 most expensive megaprojects slated for completion after 2030.

10. Microsoft and OpenAI Data Center and Supercomputer – $100 Billion

In a bold move to advance artificial intelligence, Microsoft and OpenAI are collaborating on a data center project estimated at $100 billion. Dubbed “Stargate,” this U.S.-based facility aims to house an AI supercomputer equipped with millions of specialized chips, pushing the boundaries of AI capabilities. The project is currently in the planning stages, with operations expected to commence by 2028.

9. Forest City in Malaysia – $100 Billion

Forest City, a visionary urban development in Johor, Malaysia, encompasses four man-made islands spanning 30 square kilometers. Designed as a smart and green city, it integrates vertical greenery and cutting-edge technology to create an idyllic living environment. Despite initial challenges, including low occupancy rates, recent initiatives such as the establishment of a duty-free zone aim to revitalize the project and attract both residents and investors.

8. California High-Speed Railway – $100 Billion

The California High-Speed Rail project seeks to connect major cities across the state with a fast, efficient transportation system. With an estimated cost of $100 billion, the project has faced delays and budget overruns. However, construction is progressing, with segments in the Central Valley under development. Completion is anticipated in the 2030s, promising to transform travel within California.

7. Delhi-Mumbai Industrial Corridor – $100 Billion

The Delhi-Mumbai Industrial Corridor (DMIC) is an ambitious infrastructure project aimed at developing industrial zones between India’s capital, Delhi, and its financial hub, Mumbai. Spanning 1,500 kilometers, the corridor includes smart cities, industrial clusters, and high-speed freight lines. With an investment of $100 billion, the project is set to boost economic growth and is expected to be completed in phases, extending beyond 2030.

6. King Abdullah Economic City – $100 Billion

Located along Saudi Arabia’s Red Sea coast, King Abdullah Economic City (KAEC) is a massive development project covering 173 square kilometers. With an investment of $100 billion, KAEC aims to diversify the nation’s economy by attracting global businesses and tourists. The city features residential areas, industrial zones, and a major port. While parts of the city are operational, full completion is projected for the 2030s.

5. Silk City in Kuwait – $132 Billion

Kuwait’s Silk City, or Madinat al-Hareer, is a planned urban area intended to transform the nation’s economy. With an estimated cost of $132 billion, the project includes the construction of the world’s tallest tower, residential areas, and a free trade zone. The development aims to position Kuwait as a regional hub for commerce and tourism, with completion expected after 2030.

4. New International Space Station – $230 Billion

As the current International Space Station (ISS) approaches the end of its operational life, plans are underway for a new space station. With an estimated budget of $230 billion, this next-generation orbital platform will support scientific research, commercial activities, and international collaboration. Construction is expected to begin in the late 2020s, with full operations commencing in the 2030s.

3. Gulf Railway – $250 Billion

The Gulf Railway project aims to connect the six Gulf Cooperation Council (GCC) countries—Saudi Arabia, Kuwait, Bahrain, Qatar, the United Arab Emirates, and Oman—through a 2,177-kilometer rail network. With an estimated cost of $250 billion, the railway will facilitate trade and travel across the region. While progress has been slow, recent commitments suggest completion is targeted for the early 2030s.

2. Neom City – $500 Billion

Neom is Saudi Arabia’s flagship mega-project, envisioned as a futuristic city powered entirely by renewable energy. With a staggering budget of $500 billion, Neom aims to incorporate smart city technologies, sustainable living, and advanced robotics. The project includes The Line, a 170-kilometer linear city designed to house 9 million residents. Construction is underway, with significant milestones expected in the 2030s.

1. Trans-European Transport Network (TEN-T) – $600 Billion

The Trans-European Transport Network (TEN-T) is an ambitious initiative by the European Union to enhance connectivity across the continent. With an estimated investment of $600 billion, the project encompasses roads, railways, airports, and waterways, aiming to facilitate the seamless movement of goods and people. The comprehensive network is slated for completion by 2050, with significant progress expected post-2030.

These mega projects exemplify human ingenuity and the relentless pursuit of progress. As they come to fruition in the coming decades, they promise to reshape economies, enhance connectivity, and pave the way for a more interconnected world.





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