Every business enterprise indulges in marketing activity at least once for a better reach of the product or service. For the same concern, businesses used a strategy of using Bollywood personalities. However, these celebrities are no more capable of doing their jobs in the advertising industry. Once considered models for increasing revenues, are now contributing to the recurrent depletion of business sales. Thus, the enterprises are going for regional influencers in order to maintain their existence in the advertisement industry.
Brands kicking Bollywood celebs out of their brand advertising
Currently, social media influencers are being prioritised by most businesses to promote their product in every nook and corner of the country. Brands are now preferring content creators in regional languages to make their businesses a talk of the town.
Brands like Hindustan Unilever, Emami, PepsiCo, ITC, Flipkart, Mahindra & Mahindra, Maruti Suzuki, and Byju’s among others, are looking to tap social media influencers who have a specific genre of content with loyal followers. This strategic tactic will help brands connect with audiences of remote areas or villages.
The new marketing strategy of businesses can be witnessed in the aftermath of increasing short video content across the country. This has made the brands realize the effectiveness of such platforms in turning the targeted eyeballs.
Read more: Boycott Bollywood actually works. Here is how?
Regional influencers as brand ambassadors
Influencer marketing is changing the rules of brand outreach as social media is emerging as one of the primary influences for people in metro and non-metro regions to make buying decisions. Thus, penetrating the brands to opt for regional social media influencers as brand ambassadors, rather than Bollywood celebrities.
In this context, the development can be witnessed with Shubham Mapralkar, a Marathi content creator from Narayangaon near Pune. He is popular for his videos, sharing facts on a variety of subjects. He has recently been chosen to promote “Wild Stone”, a perfume owned by McNROE Consumer Products, on a social media platform called Moj.
Another example can be Jasmine Mishra, an Odia content creator known for her dance videos on regional songs. She has worked with brands like Pepsi and BYJU to promote their campaigns on Moj.
With this, it clears the fog around brands prioritizing social media influencers, to maintain their popular existence in the advertisement industry. Apparently, the businesses will be able to connect more to people, directly from the ground level, leading to the brands’ expanding popularity.
Content creators are becoming a priority over film stars
Considering that the Indian population is majorly comprised of youngsters. And apparently, most businesses today include youngsters as their target audience, who are busy following online content creators. It is important for businesses to surge their presence online with familiar faces for the audience, in order to achieve a good market reach.
Moreover, often Bollywood personalities keep themselves in the limelight, sometimes with their personal controversies or through some public statements. Further, this eventually becomes problematic for the brands to continue their advertisements with controversial faces. Its recent instance can be evident in BYJU’s backstepping of its advertisement with Shahrukh Khan after the latter came under the loop of controversies surrounding his son in a drug-related case.
In addition, various Bollywood films are getting flopped, leading to the failure of actors and actresses. Further, the brands don’t want to get associated with these celebs now. For instance, Salman Khan recently promoted something related to cryptocurrency, whose stocks fell nearly 90 percent, from $0.75 to $0.1.
To sum it up, it can be evident that brands are now preferring regional influencers with their additional advantage of less fund spending. Keeping that in mind, regional influencers are preferred ambassadors for businesses. They are gradually demolishing the already established hold of Bollywood celebrities from the advertisement industry.
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