KOLKATA: Infloouhnser Pvt Ltd has launched a trust-building and transparent multi-layered influencer advertising and marketing agency, The Sway.
The Sway combines data and technology with creative strategy and organic distribution to give brands a compelling offering while prioritizing integrity, accountability, and transparency. The core focus of the agency will be influencer marketing, meme marketing, and technology experiences.
The company, floated by Shailendra Shetty, Rajneil R Kamath, and Karan Sahni, has tied up with the Israel-based LDRS group, one of the global pioneers in the influencer marketing business, to use their AI and ML tech platform, enabling advertisers to discover influencers and define the audience to make it more meaningful for a brand to collaborate. The software also allows the client to identify and weed out fake followers and bots, help real-time engagement metrics tracking, ensure standardised metrics and pricing, selection, and matching of the influencer to deliver value over volumes.
The company has also got into an exclusive partnership with Meme Chat, pioneers of meme culture in India, reaching over 300 million social media users, thereby helping brands to unlock the value of memes with organic distribution on social media. This includes augmented reality (AR) effects and filters, brand bots, microsites, and games. Having built an in-house data science team to slice and dice data, The Sway has the advantage of creating the most optimal mix of creators and social media destinations for brands.
The company has roped in Jyoti Bansal (ex-CEO PHD India) and Namrata Tata (managing partner, House of Cheer) to help mentor and advise the company in its journey.
The Sway founder Shailendra Shetty said: "The recent case of fake followers' scam that got busted makes services of our kind much needed. The authenticity of influencers and audience is crucial to any brand. We help our brand partners sift through influencers' universe and connect them with content creators who share the same value and beliefs as the brand. Combined with meme marketing, we are able to give advertisers a great way to reach out to Gen Z and millennial users. "
LDRS group CEO Eran Nizri said: "We are excited to partner with Rajniel, Shailendra, Karan and the team at SWAY. Their decades of experience in media, technology, and marketing to blend content marketing with technology to create experiences that augment influencer and meme marketing makes them the perfect partner for us as we make an entry into the Indian marketplace.”
Influencer marketing is proving to be the fastest-growing method for brands to acquire high-quality customers. By industry estimates, brands are set to spend up to 10-15 per cent of the overall Rs 14,000 crore of digital advertising revenue on influencer marketing. Many sectors, including ed-tech, FMCGs, and fintech, have seen a 20 to 30 per cent rise in influencer marketing spends during the last six months and are expected to grow even more.
