India's burgeoning digital landscape — coupled with rising disposable incomes and its vibrant culture — is making it the new playground for international influencers. “Similar to how several international brands are vying for the Indian market, international influencers, too, are following suit. In the case of international influencers, the return on investment [RoI] happens between nine and 12 months. Significantly, the brand awareness and brand building in collaboration with these international influencers have a much longer shelf life," he added. For Indian brands collaborating with international influencers, the primary goal isn't necessarily direct sales but rather gaining credibility and advocacy.

Source: International New York Times November 13, 2024 15:08 UTC