By Sourabh Kumar
In recent years, India’s entertainment landscape, including Bollywood, television, and OTT platforms, has undergone a seismic transformation. A new generation of stars has emerged, bypassing traditional audition routes to fame by harnessing the power of social media and online content creation. Once confined to platforms like Instagram and YouTube, influencers are now embraced as mainstream celebrities, captivating audiences, particularly the youth, in ways traditional stars often struggle to achieve.
These influencers not only hold entertainment value but also wield significant marketing influence. This marketing prowess has elevated them to celebrity status, making them highly sought-after partners for various creative ventures across the entertainment industry. This has significantly helped influencers gain popularity and has led to them charging more for their work. In return, brands have substantially increased their investments in this arena.
For example, influencers like Anubhav Singh Bhatti, Dolly Singh, Kusha Kapila, and Sahil Khattar, known for their social media content, secured landmark roles in star-studded films alongside some renowned actors like Ranbir Kapoor, Ranveer Singh, Deepika Padukone, Varun Dhawan, et al.
Similarly, Prajakta Koli transitioned from a radio jockey to a YouTube sensation, starring in Bollywood comedies like Jugjugg Jeeyo and Netflix series like Mismatched. These influencers not only bring large fan bases but also offer a unique style that resonates with modern audiences.
In television, influencers like Technical Guruji have found success, with his technology expertise landing him a show on NDTV.
Furthermore, global OTT giant Netflix has also recognised the allure of influencers, evident in their decision to launch a web series titled Social Currency, based on the lives of influencers. India’s biggest sports property, the Indian Premier League (IPL) streaming on Jio, has recognised the power of influencers in its marketing strategies by collaborating with influencers like Simaran Kaur, Saurabh Ghadge and Neil, Simran Bali, and Jhumroo for regional content.
Moreover, the trend of integrating influencers into television programming has spread to regional channels too.
These examples underscore the profound impact influencers have across various entertainment mediums, transcending linguistic and geographical boundaries. In this ecology, the symbiotic relationship between brands and influencers holds intriguing potential, both creatively and financially. With their national and global reach, influencers are poised to reshape India’s entertainment business.
The author is founder, VidUnit
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