Creators get on Bollywood celebs’ wagons in 2023 to endorse brands
digital era, a seismic shift has occurred in the realm of celebrity endorsements. The traditional luminaries of Bollywood industry are now sharing the limelight with a new breed of influencers — the creators.
These individuals, rising from the depths of social media and content creation platforms, have become the coveted faces for brand endorsements, signaling a transformative era in the dynamics of celebrity partnerships.
Creators, spanning a spectrum from YouTubers and Instagram influencers to podcast hosts and Twitch streamers, have amassed colossal followings through the creation of content that resonates with audiences on a profoundly personal level. Their appeal lies in authenticity and relatability, qualities that set them apart from the scripted personas of traditional celebrities.
This organic rise to fame positions creators as authentic and relatable figures, establishing a connection with their followers that goes beyond the superficial.
One of the driving forces behind the surge in creator endorsements is the power of authenticity. Audiences, inundated with traditional advertising, gravitate towards influencers who offer a more genuine and unfiltered connection.
Brands keen on harnessing the influence of authenticity recognize that creators, with their organic growth and unscripted content, can forge a deeper and more meaningful connection with consumers.
According to Devdatta Potnis, CEO of Animeta, an AI-powered creator tech company, influencers offer a more relatable and authentic connection compared to aspirational Bollywood celebrities. They are in a different league.
