The influencer economy: Brands tap social media's vast reach for marketing

The first of a two-part series delves into the bigger picture of influencer economy

Mortal, GamerFleet, LolzZz, and Dobby — India’s largest gaming influencers challenged gamers to reach 125 finishes in 125 minutes while playing on Rooter, a gaming platform early this year. The three-hour event was live-streamed from Hero's Centre for Innovation and Technology in Jaipur.

 

The Rs 37,456 crore (revenues FY24) Hero MotoCorp is the world’s largest manufacturer of two-wheelers. The idea, executed by Publicis Play (a part of Publicis Groupe), was to gamify the launch of Hero Xtreme 125R by challenging players, who are also a large chunk of the bike’s target audience, to outperform its features.

 

“Influencer marketing is good