Retail brands seek help from social media influencers to connect better with local crowd

BENGALURU: When a Bengaluru-based heritage optical brand ropes in the lead singer of a rock band to endorse its products on his social media handle, the collaboration makes you take note. That is how 80-year-old eyewear distribution company SR Gopal Rao Opticians repositioned its brand with youngsters of Bengaluru. The ambassador was city-based musician Behram Siganporia.

“Traditional advertising platforms like hoardings and radio do not make the cut now. Digital association is important. A local social media influencer like a musician or a photographer is a trendy and relevant way to increase brand visibility,” said Meghana Manay, marketing manager of the eyewear company. Their next collaboration could be with the Maharaja of Mysuru, Yaduveer Krishnadatta Chamaraja Wadiyar, a young royal with an active Instagram account.

Retail brands, domestic and international, are increasingly collaborating with the city’s social media influencers to increase their reach locally.

Despite having cricketer Virat Kohli as its brand ambassador, sportswear brand Puma has collaborated with a wide spectrum of influencers like a tattoo artist, a fitness coach and sneakerheads. Debosmita Majumder, marketing head for India, said, “We have an active roster of micro-influencers for 2019 and we are looking forward to curating concepts and campaigns coming alive through their creative interpretation.”

Elixir Nahar, a former social media manager for a political party, was roped in by dating app Bumble to spread the word about its events. Nahar, who has 31,000 followers on her verified social media handle, said: “Unlike celebrities, there is a personal connect with influencers for tech-savvy Bengalureans.”

The influencers are happy to gain new followers. Siganporia said, “Today, I have followers for my music as well as my style sense. The collaborations have helped me earn an audience from different walks of life.”

The brands, too, are saving money as they do not have to pay hefty sums.

Lifestyle blogger Shivani Boruah, who has been signed on by many sportswear brands, said, “When brands ask influencers to review their products, it becomes our duty to do so honestly. The common man, thus, relates and trusts an influencer more than a celebrity.”

According to fitness blogger Chitra Balachandran, who has collaborated with brands like Google and Fitbit, “Bengaluru is booming because of the startup culture. It has prompted brands to take this city seriously. They are, thus, investing in influencer-driven activities here.”