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As the smog that has enveloped Delhi is on the verge of entering the ‘emergency’ zone from the ‘severe’ range, Havells India has taken to topical influencer marketing to promote its newly launched air purifiers.

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As the consumers want more real stories over idealistic dramatised perfect storyline of regular ads, brands these days are becoming as real as they can through their communication strategies. The only way to get around this is to create more content that tells true stories of people. What better than getting credible and authentic influencers whom the consumers trust, to talk about the brand and how they use it in their lives.

The brand invited influencers for a blogger’s meet at one of its showrooms where they created a lot of videos to be posted on their social media handles. Because pollution is at its highest in Delhi and the situation is more relatable for the Delhi audience as they are the ones grappling with the problem, it was specifically kept in mind that the videos that these influencers create are made in Delhi.

With an estimated media value between Rs 1.50-2 lakh, the campaign has been able to garner more than seven lakh views.

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An interesting fact one can notice here is that brands’ trust in influencer marketing is getting better day by day. It is seen that brands create a lot of pre and post buzz around products through social media content, partnering with content platforms and influencers marketing.

In the case of Havells as well, the brand did a major social media celebrity influencer-led campaign with its male-grooming products brand ambassador and actor Vicky Kaushal to promote patented BT 9000 series of Havells Trimmers in September earlier this year. Several other influencers were also roped in to promote the new range of trimmers launched with the hashtag #BeardKyuHoWeird. At that time the brand garnered almost 5.6 million reach on social media.

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Havells also did a major content partnership with publisher MensXP for the launch of trimmers. The publisher launched a full-fledged video and textual content campaign ‘Vickypedia’ on the platform where a lot of real stories and interesting content were shared around male grooming.