Storytelling Power of Influencers: A Panel Discussion at India Communication Summit 2024

Influencers are not just paid storytellers but are also adept at dynamic storytelling, as discussed in a panel at the India Communication Summit 2024. The panel, moderated by Prasad Sangameshwaran, editor of ET BrandEquity, delved into the role of influencers in content marketing.

Amit Nanchahal, head of corporate communications at PepsiCo India, emphasized the credibility of influencers as storytellers. He highlighted the authenticity and credibility they bring to brand narratives, making them valuable assets for communication professionals.

Aditya Gurwara, co-founder of brand alliances at Qoruz, echoed Nanchahal’s sentiments, praising the transformative impact of authentic creators in content consumption. However, Gurwara also raised concerns about creators resorting to buying bots and followers to inflate their reach.

The panel unanimously agreed that influencers cannot replace traditional media, as they serve different purposes. Juhie Gorwara, head of brand, communications, and digital at Philips Indian Subcontinent, emphasized the credibility of traditional media in delivering truthful and authentic stories.

Shree Das, head of social media and public relations at Britannia Industries, highlighted the importance of credibility in influencer marketing. She stressed the need for brand custodians to help influencers tell the full story without compromising authenticity.

The discussion also touched upon the emergence of influencer cartels, where groups of influencers collude to boost engagement artificially. Apeksha Mishra, head of corporate communications at Policybazaar, emphasized the importance of aligning influencer content with brand values and ensuring engagement metrics are prioritized.

Overall, the panel emphasized the need for transparency, authenticity, and credibility in influencer marketing. By fostering genuine partnerships and empowering influencers to tell compelling stories, brands can leverage the storytelling power of influencers to connect with audiences effectively.