Brands bow to influencer marketing power, but look for tangible returns

Across categories, influencers wield more clout, draw bigger fees. But there is a growing clamour among marketers, to track the fakes on the list

During a recent media preview of a Marvel superhero movie in an upscale neighbourhood in Mumbai, the lobby of a multiplex was stacked to the brim with media persons, actors, celebrities and such others on one side of a cordoned ring and a horde of screaming teens on the other. The crowd was restless, pointing out and waving to their favourite stars as they walked in; but then, in walked an unassuming young girl and within a moment, she had sucked all the air out of the room. Many (ignorant of the ways of new media) struggled to figure out