Marketing Opinion
Yagini Jain
Mar 03, 2025

Influencer marketing: From endorsements to authenticity and live experiences

As brands navigate the evolving influencer partnership landscape, Quantum Consumer Solutions' associate urges them to consider fundamental shifts in nature of influence, technology's role, and consumer preferences.

Today’s influencers aren’t just selling lifestyles; they are weaving products into the experiences through localised storytelling and authenticity, making aspirations feel within reach for their followers. | Image credit: diana.grytsku/freepik.com

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 022 69047500

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Only 100 million of India's 547 million OTT users are paying subscribers: Ormax report

1 Only 100 million of India's 547 million OTT users are paying subscribers: Ormax report

JioStar unveils JioHotstar, merging JioCinema and Disney+ Hotstar

2 JioStar unveils JioHotstar, merging JioCinema and Disney+ Hotstar

India 2030: Middle class majority to fuel shift to experience-led spending

3 India 2030: Middle class majority to fuel shift to experience-led spending

Googlies on Google: A curiosity-driven game for search

4 Googlies on Google: A curiosity-driven game for search

Kia's Sonet embarks on a journey of uncharted thrill

5 Kia's Sonet embarks on a journey of uncharted thrill

FCB India goes solo in WARC’s Global Good parade

6 FCB India goes solo in WARC’s Global Good parade

Shaadi, skins and synergy: BGMI’s campaign ups the game

7 Shaadi, skins and synergy: BGMI’s campaign ups the game

Omnicom CEO John Wren dismisses speculation about Omnicom-IPG deal leading to client attrition

8 Omnicom CEO John Wren dismisses speculation about Omnicom-IPG deal leading to client attrition

Cadbury 5 Star gives the AI revolution a humorous pushback

9 Cadbury 5 Star gives the AI revolution a humorous pushback

Weekend Fun: The Blue Film Festival

10 Weekend Fun: The Blue Film Festival

Related Articles

Social Panga launches The Viral Union to ace influencer marketing’s next big test
Media
Feb 26, 2025
Vinita Bhatia

Social Panga launches The Viral Union to ace ...

Qoruz unveils influencer marketing performance measurement index
Marketing
Dec 04, 2024
Campaign India Team

Qoruz unveils influencer marketing performance ...

Branding Edge to buy 51% stake in lifestyle and influencer marketing firm
Marketing
Dec 16, 2024
Campaign India Team

Branding Edge to buy 51% stake in lifestyle and ...

Turning your heritage brand into a dividend-yielding asset
Marketing
Oct 11, 2024
Shaunak Mukherjee

Turning your heritage brand into a dividend-yielding...

Just Published

Havas invests in Ostro's AI platform
Advertising
9 hours ago
Campaign India Team

Havas invests in Ostro's AI platform

This investment in the AI-led platform will support Havas Health Network, boost Havas Creative and Media Networks, and refine the agency's media precision.

Old souls, smart tech—the consumer paradox brands can no longer ignore
Advertising
10 hours ago
Noor Samra

Old souls, smart tech—the consumer paradox brands ...

As technology races ahead, a new kind of consumer is emerging—one who wants smart solutions powered by AI, but also the grounding comfort of rituals, nostalgia and analogue charm, observes FCB Interface's Noor Samra.

Global ad spend surpasses $1 trillion, APAC to play key role
Advertising
10 hours ago
Staff Reporters

Global ad spend surpasses $1 trillion, APAC to play ...

The performance of the region will be driven by China and India, even as Southeast Asia lags behind, according to a new report by Emarketer.

Why reframing the ad agency-client relationship can help creativity
Advertising
10 hours ago
Rob McQueen

Why reframing the ad agency-client relationship can ...

The evolution of ‘the client’ from a straightforward descriptor — someone receiving services — to a phrase laced with frustration or negativity is easy to understand.