From football fields to viral feats: Humaira Mahat’s influencer marketing playbook

Humaira Mahat knows how to pivot with purpose. Once a footballer who spent her days chasing goals on the field, an injury redirected her energy toward building meaningful connections off it. Now, as an influencer marketing manager at Madison World, she’s crafting campaigns that resonate deeply with audiences, blending creativity, strategy, and a flair for the unconventional.

Humaira’s journey into the world of influencer marketing wasn’t a straight shot. After starting her career in sales with companies like 99Acres.com, she found the work monotonous. “I wanted to embrace new challenges,” she tells Campaign. That curiosity led her to digital marketing and an internship with Madison World in 2022, where she discovered her niche in influencer marketing.

Her work philosophy? Influencing is more than selling; it’s about sparking action and creating lasting impressions. This ethos shines through in her collaborations.

For McDonald’s McSaver Combo Pack campaign, she enlisted comedian Samay Raina, aligning the campaign with his show India’s Got Latent. The quirky, maths-inspired enactment video hit over 12 million views, proving to be one of McDonald’s most successful partnerships.

Timing, as Humaira stresses, is pivotal. “Collaborating with influencers during significant moments amplifies a campaign’s impact,” she explains. For Barbeque Nation’s Mood-E-Monsoon festival, she worked with food creator Farah Khan during her 500K milestone. The resulting video garnered 2 million views and boosted footfalls across outlets.

Her creative reach extends beyond food and fast food, with campaigns for NMIMS, Asian Paints, Godrej Properties, and Jyothy Labs. Each industry demands a tailored approach. “Every brand has unique requirements,” she notes. “Our job is to create solutions that connect contextually with their audiences.”

A fan of unconventional nano-influencers, Humaira appreciates their ability to evoke laughter or nostalgia. But she warns, “It’s about balance. Forced awkwardness can backfire, but genuine content always connects.”

Humaira’s secret sauce is her ability to turn ordinary moments into extraordinary campaigns. Whether finding the right voice or choosing the perfect moment, her focus on fostering genuine relationships sets her apart.

“Connecting brands with influencers who share their values, and connecting audiences with meaningful stories—that’s what drives me,” she says.

In a world of fleeting trends, Humaira’s thoughtful, purpose-driven approach ensures her campaigns leave a lasting impression. For her, influencer marketing isn’t just a job; it’s a way to create connections that matter.