Influencer marketing is not going away, it’s evolving to become more responsible:Chtrbox

The influencer marketing landscape in India is undergoing a significant transformation, with the festive season emerging as a crucial time for brands to connect with consumers. Trends such as hyper-personalization, regional customization, and sustainability are becoming more prominent, while content formats like shoppable videos and long-form storytelling are reshaping the consumer journey. As regulations tighten and technology evolves, brands and influencers are adapting to deliver authentic and engaging experiences.

In this interaction with Adgully, Karan Pherwani, Vice President, Chtrbox, and Mrunali Dedhia, Vice President, Chtrbox, share their insights on leveraging influencer marketing for festive campaigns. They also discuss emerging trends, creative content formats, cultural alignment, and the impact of regulatory frameworks on influencer strategies, shedding light on how brands can navigate the evolving landscape to connect meaningfully with audiences.

What emerging trends in influencer marketing do you see shaping the landscape for festive campaigns this year?

Karan Pherwani: One trend that we have seen shaping the landscape during the festive season was hyper-personalization. Consumers today expect brands to deliver messages that resonate on a personal level, and influencers play a critical role in bridging that gap. We’re seeing a rise in micro and nano influencers who cater to niche audiences, making content more relatable. Additionally, the integration of AI-powered tools for insights and analytics is helping brands fine-tune their strategies, making campaigns more data-driven while still maintaining a personal touch. Sustainability is another key trend – festive campaigns with an eco-conscious angle are increasingly gaining traction, reflecting the changing values of modern consumers.

What content formats (video, live streaming, stories) are proving most effective for influencer marketing in the context of festive campaigns? And why?

Karan Pherwani: I’d highlight the growing impact of shoppable content, especially during festive sales. Short videos combined with integrated shopping links make the consumer journey seamless, from content discovery to purchase. Besides that, long-form video content – like festive prep series or behind-the-scenes – also works well. It humanizes the influencer-brand collaboration, making it feel more authentic. Stories are effective, especially for brands looking to build anticipation with teaser campaigns, limited offers, or countdowns to festive launches.

How can brands tailor their influencer marketing strategies to align with the unique cultural and regional nuances associated with different festivals?

Mrunali Dedhia: It is crucial for brands to recognize the diversity of India’s festive landscape. Instead of a one-size-fits-all approach, brands should leverage local influencers who have an innate understanding of cultural nuances. For example, a campaign for Diwali in the North can emphasize traditional attire, while a Pongal campaign in the South might focus on local delicacies. Collaborating with regional influencers ensures that the brand’s messaging is respectful, authentic, and resonates with local audiences. Additionally, using regional languages in content can significantly enhance relatability and impact.

In an era where consumers value authenticity, how can brands ensure their influencer partnerships feel genuine and relatable during festive promotions?

Mrunali Dedhia: Brands should focus on working with influencers who genuinely align with their values. Consumers today are quick to discern forced or scripted content. Instead, the focus should be on building a narrative that allows influencers to present the brand in an organic way. Storytelling is a powerful tool here. If an influencer can share a personal festive memory or tradition while seamlessly integrating the product into the narrative, the content feels more real, and consumers are more likely to engage with it.

What is the current regulatory framework for influencer marketing in India, and how do you see it evolving in the near future?

Mrunali Dedhia: Influencer marketing in India is currently guided by the Advertising Standards Council of India (ASCI), which makes sure things stay transparent. So, when you see tags like #ad or #sponsored, that’s ASCI keeping it real! Influencers must label paid content to make sure there’s no confusion about what’s organic and what’s paid.

As for the future? It’s getting even more exciting! Expect tighter rules around clear disclosures and data privacy. Plus, with AI stepping into the game, there could be guidelines on how AI-generated content is used. What’s next? More accountability, smarter brand-influencer partnerships, and most importantly, more trust between brands and their audiences. It’s a win-win!

How do you think existing regulations impact the creative freedom of influencers and brands during festive marketing campaigns?

Karan Pherwani: While regulations mandating disclosures and advertising standards may seem restrictive, they actually enhance the creativity of festive campaigns. At Chtrbox, we view these rules as opportunities to foster creativity and trust. Transparent influencers build strong connections with their audiences, which is beneficial for both brands and creators. Instead of seeing regulations as limitations, we consider them a framework that enriches our creativity. Genuine engagement, especially during festive campaigns, leads to meaningful connections, and we always find ways to incorporate festive elements within these guidelines.

What mechanisms are in place to monitor influencer marketing practices, and how is the enforcement of these regulations handled?

Karan Pherwani: With ASCI guidelines in place, influencers are expected to disclose promotions as a standard practice. A significant change on the horizon is the introduction of fines, potentially ranging from ₹10 lakh to ₹50 lakh for non-compliance. Enforcement is set to become more stringent, as new regulations from the Centre will allow for stricter monitoring and actual penalties. Influencers and brands will need to be more cautious in their partnerships, but rest assured, influencer marketing is not going away; it's evolving to become more responsible.

Looking ahead, what kind of legislation do you anticipate that could further shape influencer marketing in India, particularly regarding data privacy and advertising standards?

Mrunali Dedhia: In the near future, I anticipate new legislation that focuses on data privacy and advertising transparency within influencer marketing. As concerns over personal data rise, we may see regulations that align with global standards like GDPR, ensuring responsible handling of consumer data. Influencers and brands will need to be diligent about data collection and usage, emphasizing transparency. Additionally, we might see stricter rules around endorsements in sensitive sectors such as health, finance, and education. With the rise of AI and virtual influencers, new laws may be necessary to ensure authenticity and ethical advertising. Overall, the trend is moving toward clearer boundaries in influencer marketing, enhancing credibility and consumer trust.

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