Dawn of a new 'I' age: Why brands need influencers today

Influencer marketing becomes mainstream with incumbents such as HUL and Marico using them, and not only for brand awareness

Do not believe those who say age is just a number.
 

For people of a certain age, Vaseline would be a familiar name. The skincare brand may have been a fixture in their households. But those of a more recent age profile might relate to it, if they relate to it, in a different way.
 

To address this, Hindustan Unilever Ltd (HUL), which owns the Vaseline brand, engaged Shreemayi Reddy, who has 155,000 followers on Instagram, and Aashi Adani, a Mumbai-based blogger with 219,000 Instagram followers, this year.
 

“For me, Vaseline has always come across as a brand trusted for