INFLUENCER COLLABORATIONS
Popular fashion influencer Farah El Kadhi with over 1 million followers dies at 36 while on a holiday
Popular Tunisian social media influencer Farah El Kadhi died in Malta, reportedly from a suspected heart attack. She passed away at Mater Dei Hospital after being rushed there following a cardiac arrest. Farah, 36, known for her architecture work, was in Malta on holiday and promoted companies through Instagram.
China competes for influence in the South Pacific
The South Pacific, dotted with small and vulnerable island states, has become a battleground for influence between China and the traditional benefactors of Australia, New Zealand, and the USA.
D2C brands reduce ads amid complaints about misleading claims
Honasa Consumer, owner of Mamaearth, has reduced influencer posts after being named the biggest violator of advertising content for FY24. Other D2C players like HealthKart, FirstCry, and Lenskart were also noted as violators. ASCI's report highlighted misleading claims and promotion of harmful products as common violations.
China's attempt to influence Bangladeshi youth: Center for China Studies
China has chosen a different path to establish its soft power dominance in Bangladesh by introducing an initiative called the 'Center for China Studies.' Collaborating with the 'Shanghai Institute of International Studies' and local intellectuals, China is trying to influence the youth of various universities in Bangladesh.
Mad Influence and Star Sports-backed competition gets its second edition winner
Mad Influence and Star Sports launched the Star Sports Dream Job contest, won by Soumi Dey Sarkar, a national-level athlete in powerlifting and running.
Beware! Misleading ad-game tricking Indians rather than offering ‘Umeedo Wali Dhoop’?
Advertisements have left a lasting impact over the years, from Amul's iconic "Utterly Butterly Delicious" to Cadbury's memorable ads. However, misleading claims in ads, especially in the digital space, are increasing. ASCI found that 81% of the 8,299 ads evaluated in 2023-24 were misleading. Social media influencers often promote products without proper regulation. Technological advancements and ethical guidelines are needed to ensure transparency and authenticity in advertising, to maintain consumer trust and loyalty.
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Culminating Earth Forward ESG Dialogues at Downtown Powai, Mumbai: Visionaries explore sustainable strategies for the future
Earth Forward: ESG Dialogues at Downtown Powai, Mumbai: Final episode focused on immediate ESG interventions. A world where businesses harmonise with the well-being of our communities and the planet we call home.
Can a collaborative approach break the credit rating impasse?
The GSDR report sheds light on ongoing discussions with Credit Rating Agencies (CRAs) regarding their approach to various debt restructuring options. It underscores the need to find ways to better integrate CRAs into the debt relief process paving the way for sustainable solutions for LMICs.
The YouTube Election: Social media emerges as key player in Indian polls
Dahiya can see people’s enthusiasm reflected in the sudden surge in subscribers over the past month, along with better likes-to-views ratio and a higher number of comments on videos even when the content is critical and not celebratory.
Paytm stock slides after COO exit; India’s first microcontroller chip
Shares of Paytm parent One 97 Communications fell 5% on Monday after its president and chief operating officer Bhavesh Gupta resigned. More on this in today’s ETtech Top 5.
Influencer marketing may have a gender mismatch
Cosmetics and beauty brands are reevaluating influencer marketing strategies due to a gender mismatch in followers, leading to budget wastage. Beauty and fashion attract numerous influencers, especially on Instagram and YouTube.
With content king, creators trying hard to be kingmakers this Lok Sabha elections
Over the last few months, YouTube has been populated with videos of creators such as Ranveer Allahbadia (more popularly, BeerBiceps) chatting with senior leaders including S Jaishankar and Nitin Gadkari of the BJP, in addition to opposition leaders like Atishi Marlena and Raghav Chadha of AAP, and Supriya Sule from NCP(SP), among others.
New research reveals genetic basis for blood pressure and hypertension tisk
A recent study delves into the genetic underpinnings of blood pressure regulation and the risk of developing hypertension. Researchers identified over 2,000 regions on the human genome, including more than 100 new ones, that influence blood pressure. Led by Queen Mary University of London, the international research analyzed data from over a million individuals.
France's YKONE buys marketing agency Barcode
YKONE has bought a 70% stake in the Mumbai-based Barcode for an estimated valuation of $18-20 million. The two companies refused to confirm the value of the transaction, which is one of the biggest in the fledgling influencer marketing industry, pegged at ₹1,200 crore.
Watch: Ed Sheeran goes Punjabi during Mumbai concert with Diljit Dosanjh
Ed Sheeran delighted fans in Mumbai by singing in Punjabi for the first time during his concert, where he collaborated with Indian singer Diljit Dosanjh. This unexpected crossover thrilled the audience and generated buzz on social media. The collaboration reflects a growing trend of promoting Punjabi music globally, showcasing the cultural exchange in the music industry. Fans praised Dosanjh for his efforts in bringing renowned artists to sing in Punjabi, highlighting the impact of such collaborations.
China's propaganda efforts & influence attempts in Italy
A conference was organised by the Italian Senate last week in the backdrop of the report. The conference focused on two major issues, China’s attempts at infiltrating Italian research and academia as well as China’s focus on Italian infrastructure, especially ports and other decentralized but key infrastructure assets.
Creators United 2024 to begin on March 15 in Mumbai
The event will convene over 1000 influencers, along with brands, agencies, and industry experts.
Fashion icon Iris Apfel passes away at 102, leaving behind a legacy of bold style
Fashion icon Iris Apfel, renowned for her eccentric style and fearless approach to fashion, has passed away at the age of 102. Known for her bold fashion choices and oversized accessories, Apfel's influence extended beyond the runway, making her a beloved figure in the fashion world. Her eclectic style and unique perspective on fashion earned her a dedicated following on social media and led to collaborations with renowned brands.
Indian passenger vehicle industry engages numerous social media influencers to accelerate sales
The strategy seems to be working just fine: most automakers have been able to sell cars to an increasingly informed set of buyers – who seemed to know pretty much everything about a vehicle before even stepping into a showroom.
Russia is rebuilding capacity to destabilise European countries, new UK report says
Russia is rebuilding its capacity to destabilise European countries and extend its influence in the Middle East and Africa, posing a strategic threat to NATO as its members focus on the war in Ukraine, a UK-based think tank said on Tuesday. In a sweeping report, researchers at the Royal United Services Institute argue that Western nations need to do more to counter Moscow's use of unconventional warfare if they are to succeed in turning back Russia's invasion of Ukraine.
Planning a career in social media influencing? Here’s a detailed guide to making it work
The rise of social media has turned influencers into a viable source of income for many, but becoming one requires skills and knowledge of the digital space. Courses in videography, digital marketing, and storytelling can help, while income varies based on follower count and engagement levels. AI and CGI influencers offer advantages but also pose challenges, and influencers must be prepared for the risks and downsides of a career in influencing.
Creator Festival's second edition to be held on 15 March
The event will be organised collaboratively by Mad Influence in association with the Government of Maharashtra.
vHub launches an AI driven digital matchmaker for brands and influencers
The AI powered SaaS platform provides features for influencer discovery, democratises influencer search and collaboration with its marketplace and provides detailed analytics for measurement of return on investment.
While Ayodhya trends, influencers take followers on virtual pilgrimage
Debajit Das is exploring the Rameshwaram temple and taking his followers on a tour to temples in Karnataka, Maharashtra, Madhya Pradesh, and the Ram Mandir in Ayodhya. Keerthika Govindhasamy plans to cover the event and the inauguration in her vlog. Naveen Singh is traveling from Bihar to Ayodhya, chanting slogans in Ram's praise. These content creators are part of a Ramotsav Yatra organized by BJP members. Popular audio clips like "Mere Ghar Ram Aaye Hain" and "Ram Aayenge" are being used in millions of reels. The creators have certain dos and don'ts, including avoiding chaos and collaborating with VIPs.
How short video apps are fuelling big ambitions for content creators from small towns
A BMW bike and a house in Mumbai, homegrown short video apps are fuelling big ambitions for content creators from small towns. Even as platforms are becoming a ladder to fame for these influencers, competition from their urban counterparts is not easy to navigate.
Multiverse of food-fluencers: Too many influencers mean the money pot is stirring only for some
In the throes of pandemic and amid extended lockdowns, even those less inclined towards cooking had started looking up food recipes online, widening the audience base of many culinary content creators. When Instagram launched Reels, it led to an unprecedented reach, paving the way for ‘foodfluencers’ to attain remarkable follower counts.
Influencers next door emerge as next SRK, Salman for brand endorsements
Creators, spanning a spectrum from YouTubers and Instagram influencers to podcast hosts and Twitch streamers, have amassed colossal followings through the creation of content that resonates with audiences on a profoundly personal level. Their appeal lies in authenticity and relatability, qualities that set them apart from the scripted personas of traditional celebrities. This organic rise to fame positions creators as authentic and relatable figures, establishing a connection with their followers that goes beyond the superficial.
Dubai’s shift in consumer behaviour fuels influencer marketing surge
Dubai's social media capital status fuels $1.3B influencer market growth.
New-age endorsement deals: Virtual influencers now making real money
According to industry experts, virtual influencers with a following of 200,000-400,000 can make Rs 5-10 lakh per campaign against Rs 40,000-1 lakh for an actual human.
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