Confluencr - Global Influencer Marketing Agency

Yes. There are stupid questions. If there is one thing that influencer marketers hate, it's the nonchalant and dismissive questions that some brands ask in regards to influencer marketing. The approach is: "Sab kar rahe hain, toh hum bhi karenge" (trans: Since everyone is doing it, so should we.) Influencer marketing is subjected to relentless skepticism. It's viewed as a "black box" – no one seems to understand what goes on internally, so every failed campaign is seen as a direct hit on the foundation of influencer marketing, while every successful campaign is simply 'luck' and somehow 'it worked out'. Well, we hate that narrative. Here are some other assumptions that show us that you're not ready for Influencer Marketing just yet: 🚫 More Followers = Better Results Bigger isn't always better. This assumption ignores the importance of engagement and authenticity – micro-influencers often drive more genuine engagement.     🚫 We Can Get Immediate Results Influencer Content and Paid Ads are different. They both work, but are extremely unique in the way they bring in results. Content and influencers build authentic relationships and trust, and this takes time, consistent effort, and long-term collaboration with brand-relevant influencers. 🚫 Any Influencers Can Get The Job Done Partnering with influencers who don't align with your brand values harms your brand. It's vital to choose influencers whose values and style match your brand. 🚫 Influencers Can Work For Free While some might, most professional influencers expect fair compensation for their work, reflecting the effort and reach they bring to the campaign. 🚫 You Can't Track ROI With the right tools and metrics, it's entirely feasible to track the ROI of influencer marketing through engagement rates, conversion tracking, and sales attribution. Influencer marketing is strategic and methodical, like any other form of marketing. #mythbusting #influencermarketing #agency #confluencr #socialmedia

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This company has taught me marketing lessons that will last for decades. Zomato turned 16 this July and as usual, they surprised us with one of their bold, risky, and entertaining campaigns.  Instead of the usual self-congratulatory ads, they decided to roast themselves. They invited popular comedians to take jabs at the company. 95% of the companies won't even dream of doing this. And that's what makes Zomato. Here's why I think this was brilliant: ✅ Risk-taking at its finest: The marketers went way beyond the usual playbook. Letting others mock you on your big day? That takes guts. ✅ Comic choices were on point: With comedians like Gaurav Kapoor and Samay Raina on board, you knew the roast would be on fire. ✅ Competitor inclusion: One comedian even wore a Swiggy uniform! Featuring your competitor in your campaign is taboo in marketing, but Zomato pulled it off with style. This is what good branding looks like. When people think of your brand and can't help but smile. And relate to you like a person, not just another corporate entity. Zomato has nailed this human connection. I'm definitely stealing a few points from their playbook. There are so many learnings here for budding marketers: ~ Don't be afraid to laugh at yourself ~ Take calculated risks ~ Break conventions if it serves your brand story ~ Create emotional connections, not just transactions Back in college, everyone aspired to work at Coca-Cola. My dream, if I were a student right now, would be to be part of the marketing team at Zomato.

☝ If you think you're competitive, you need to come to the Confluencr terrace on Fridays 😎 We're a bunch of ambitious go-getters; whether it's driving award-winning marketing campaigns or a Walnut Folks Group edition Master Chef competition, we're in it to win it. Here's the catch - for this edition, we had a 'no-cook' challenge! Many thanks to our brave judges - Rishabh Asrani, Puja Mandal, and Sahiba Dhandhania, (honorary mention: Hitesh Lalwani) - who tasted over 11 borderline edible dishes and tried their best to not make faces - yes, we saw that 👀 A special thanks to Rohit Jahgirdar, who kept us on our toes through out the competition. And last but not the least - Our wonderful HR Team - Ana Bardhan, Prajwal Shettigar, Rajesh Srinivas, Vyshnavi C, Ameera Aman. Without further ado, the winners for this year's WFG MasterChef are: 🎖Best Dish - Devanti Birla, Ishika Parasramka, Natarajan Chidambaram, Omkar Juvatkar, Puneeth Rao S, Subham Jena 🎖 Best Teamwork - Jithin Chandra, Vyshnavi C, Anirudh Bhaskar, Annapurna Gupta, Varun R Menon 🎖 Most Creative - Adyasha Mishra, Mayuri Samad, priyank Gupta, Anurag Kanboina 🏆 Masterchef Winners 🏆- Swetha Ganesan, Kavya Burra, Reegun Rufus, Rajesh Srinivas, Kamalesh k #influencermarketing #HRactivities #fridays #confluencr #agency #team #teambonding #masterchef

⭐ Keep up! New trend in the house: EGC ⭐ Employee Generated Content (EGC) has been here for a while, but in the recent times, it has blown up and is used in multiple ways to showcase the day-to-day life in a company, i.e Hiring and Recruiting, Relatable Manager-Subordinate Dynamic, Monday Blues, etc. It goes beyond the brand and its culture, and focuses on the workforce itself – encouraging implicit endorsement from the participating employees. Whether it is a #corporatehumor reel, or an hour-long podcast, brands are opting for their "in-house influencers" to position themselves as thought leaders, increase engagement on their social media, and drive consideration for the brand. What are some examples of EGC that stuck out to you recently? #influencermarketing #agency #confluencr #corporatelife #EGC #instagram

I noticed the growth of athleisure fashion in India when I saw women on our team adopting it during meetings, and frequently even in the office. Well, Covid changed everything: → Remote work went from "maybe" to "must-have"  → We ditched formal wear for comfort  → Our fitness routines came home with us It explains why brands like Decathlon, Skechers, Asics, and Adidas have seen up to 35-60% year-on-year growth in the Indian market. And now, conglomerate Reliance has set its sights on the athleisure space to beat the competition. What makes this space so lucrative is that: [1] With more professionals opting for hybrid or remote work, the demand for smart casual is at its peak. For Gen Z's, formals are just a formality. [2] Athleisure has moved beyond the gym, tennis, or any other sportswear. It is not about playing the sport but being part of it as a relaxed spectator. [3] Athleisure offers comfort and fashion, so changing your yoga pants for a regular casual outfit is becoming orthodox. If you're an athleisure brand, you can look at the playbook of up-and-coming innovative brand Blissclub. Bliss Club never body-shamed its audience to be more athletic. And, that's an example of marketing driven by consumer insight. ↳ Instead with campaigns like "Everyday Asanas with Aditi" they made people aware of the exercises they do in their daily lives. ↳ The next smart move was to work with micro-influencers featuring women of different body shapes and sizes, which embodied their commitment to inclusivity. They have the most successful social media strategy that revolves around storytelling and influencer marketing - and using it the right away. Ditching 'reels --> views' for 'stories --> clicks' 👏 I'm excited to see what's next in the athleisure space. And, especially what brands unfold by harnessing the power of authentic storytelling.

You can always have bad campaigns but this ad is a blunder by Flipkart. Flipkart recently launched an ad for their "GOAT" (Greatest of All Time) sale, playing on the words "Shop on Flipkart, Save the Amazon." At first glance, it seems like clever wordplay. But let's dive a bit deeper. Beyond this initial chuckle, the ad falls flat on multiple levels. Here's why I think so: [1] They could've gone for the usual happy, instant gratification angle that resonates with shoppers. The "Shop now, feel great!" vibe. Or, they could've dug hard into the fear factor, really hammering the environmental urgency. When you look at the ad, neither emotion comes through clearly. It feels half-baked, like something you'd expect to see as an April Fool's joke rather than a serious marketing campaign. [2] If you're calling something the GOAT, show us why! ^ Where are the mind-blowing price comparisons?  ^ The unbeatable deals that make this sale truly the greatest?  ^ There's no substance behind the wordplay. It's all sizzle, no steak. [3] Relevance. Most Indians can’t point to the Amazon forest on a map, let alone feel a deep connection to saving it. We've got our own environmental crises like temperatures hitting 50°C in parts of India. They could have tied the purchase to planting trees here, where we can see the impact. The ad tries too hard to be clever and global, reaching for that "viral moment," that 2 seconds of fame on social media. But for a sale that's supposed to drive actual purchases, it doesn't communicate the value. And, most importantly, through this move, Flipkart gave Amazon tons of free PR. Every time someone saw this ad, they remembered Flipkart as much as they did Amazon. So in the time when everyone is trying to snatch seconds of mindshare, you just invested crores in your competitor's PR. I have loved some of Flipkart's marketing moves in the past, and hence just expect so much better from one of my favourite brands. #flipkartad What do you think? Is this the ad that would make you want to shop, or does it leave you scratching your head?

If there's one piece of advice I'd give to a student, it's this: pack your bags and get out of your hometown! "Ghar ki murgi dal barabar" isn't just a saying—it's a mindset that limits your growth. Leaving Calcutta, I shed the label of someone's daughter or a product of family expectations. ~ Bangalore, during my college years, taught me survival. ~ Mumbai, with my first venture, revealed the true value of building relationships ~ Working at Dubai, New York, Boston, San Francisco, showed me a global perspective, and how there are more than one right ways to approach a problem These experiences have shaped me into a leader who understands and values diversity. Leading 1000+ people over the years, from different backgrounds and cultures requires empathy, adaptability, and the ability to see through various lenses. I would not have developed any of this if I had never pushed myself to get out of my room. Things you learn when you move to new places: 1/ Developing adaptability: Every new city throws curveballs. You learn to hit them out of the park. 2/ Broadening your worldview: You'll meet people who couldn't care less about your "Sharma ji ka beta" status. They'll challenge you, push you, and blow your mind with new ideas. 3/ Building resilience: Overcoming homesickness and cultural barriers strengthens your problem-solving skills. 4/ Enhancing communication: Interacting with people from different backgrounds hones your ability to connect across cultures. To grow in your career, push for that chance to spread your wings. Your comfort zone might feel safe, but true growth—and leadership skills—are forged in new experiences.

🎯 Regional marketing isn't just a trend; it's revolutionizing the influencer marketing landscape. With the increased digital penetration in Tier 2, Tier 3 cities, and rural areas, brands are ditching conventional marketing methods and shifting focus towards contextual and vernacular content marketing. Here are 5 reasons why Regional Marketing is a “must” for your next influencer marketing campaign: ➡ Localization Demand 73% of consumers in India prefer content in their local language for better understanding and engagement (Source: KPMG India). ➡ Digital Expansion Rural India's internet user base is growing at a rate of 35% annually, reaching over 300 million users by 2023 (Source: IAMAI-IMRB). ➡ Cost Efficiency Regional advertising costs in India can be up to 50% lower than national campaigns, while delivering targeted reach and impact (Source: Nielsen India). ➡ Authenticity Appeal Consumers are increasingly seeking authenticity and relevance in branded content. Regional marketing allows brands to create content that resonates on a local level, building stronger emotional connections with consumers. ➡ Market Diversification With urban markets becoming saturated and competitive, brands are exploring untapped potential in smaller cities and rural areas through regional marketing strategies. #influencermarketing #regionalmarketing #agency #confluencr #vernacular #bangalore  

🌟 Exciting news 🌟 We are now a member of the Internet and Mobile Association of India community! Extremely honored to be a part of this prestigious institution, and we are eager to continue contributing to the Digital Landscape in India. #confluencr #IAMAI #influencermarketing #agency #socialmedia #digitaltransformation #newmember