Full transcript
0:02What about influence?
0:04I'm starting a brand.
0:07I have figured out maybe how to make a
0:10deal with salons if it's in hair. I
0:13figured out a old product I can bring
0:15back and sell nostalgia.
0:18I have added the Indian narrative to it.
0:22Patriotism. I found a emotion. I've
0:25doubled down on the emotion. I talk to
0:26the people who follow me. with a few
0:28people I listen and I speak to them on
0:31often
0:33and I have figured out that I have one
0:34hero product that I'm starting with that
0:36product is let's say a moisturizer okay
0:40for the lack of a better word
0:43omni channel I'm on tira I'm in some
0:45physical stores I'm selling online all
0:47of that now I have come to a point where
0:51I've realized that
0:54all of this is only taking it so far and
0:56I need to figure out my influencing and
0:59marketing piece. How do I do that?
1:00>> Are you sure the product works?
1:03>> The 100
1:04>> the hero product question like for
1:05>> the 100 people I'm speaking to right now
1:07are buying it.
1:08>> So your repeat rates are 70 80%.
1:11>> Then then I think my view is my my view
1:14has always been like that influencer the
1:17best influencers are your current
1:18customers
1:19>> and the best
1:20>> not celebrities who are
1:22>> not not not early on. You know my view
1:24is just take the product and start
1:25sending it to celebrities and see who
1:28starts liking.
1:28>> Can I do that? Just send it to them and
1:30they'll post it.
1:30>> Oh yeah yeah yeah.
1:32>> Has a celebrity posted for you just by
1:34sending it to them
1:35>> plenty of times.
1:35>> That's lovely.
1:36>> Who men my multiple? So we send it to
1:39Ranijuay. We send it to Ashwin. We send
1:42it to
1:43>> Who's Ashwin?
1:44>> The offspinner the Indian cricketer.
1:46>> If she's asking who there's a problem
1:48with the celebrator
1:50>> the cricket. It's a different different
1:52demograph.
1:54>> Uh when we launched the head shaver, we
1:57had sent it to Ragu and Rajie. Uh
2:00>> they post it.
2:01>> Uh-huh. Ragu Rajiv. In fact,
2:03>> just on their legends.
2:04>> Yeah. Handed a note on the founder.
2:06>> Wow.
2:07>> Handed a note on the founder. Someone
2:08from the team getting in touch. This
2:10like you'd have to make the effort to
2:12make the person feel special.
2:13>> Perhaps it was less um cluttered then.
2:16Were you the first one
2:19with Ash? It was with trimmers with
2:22Ranijay also. But
2:23>> when did you start the brand?
2:25>> 2016.
2:25>> Okay. So it was a less cluttered market.
2:28No.
2:28>> Which one? Trimmers
2:29>> in like men grooming, skincare in
2:32general.
2:32>> It was a smaller market but it was
2:34getting cluttered quickly. There were
2:35like some legacy similar legacy players.
2:38>> Some conversion rates. How many
2:39celebrities did you send it to and how
2:41many posted? What was the cost of that
2:43exercise?
2:44Uh
2:46till date we probably sent 10 to 12,000
2:51pre-samplers to micro influencers, macro
2:54influencers, creators and then
2:57cricketers, actors, television, etc.
3:00We've probably had 500 organic 500
3:02organic. Yeah. 5%.
3:04>> Is it more the product or your letter
3:06that is getting the trigger?
3:07>> It's a combination. I think as I have
3:10also built a person public profile
3:12people also know that okay this can be
3:15like a give and take thing and then the
3:17conversion has gone up as a brand
3:18>> they post and you repost and that get
3:20gets them distribution
3:21>> post repost come on
3:22>> but I don't have that as a new person I
3:24don't see any so I'm keeping quiet cuz I
3:27love influencer marketing and topic like
3:30we do it very well but
3:32>> indeed if you're telling me the person
3:34is starting with no following
3:37>> it it is harder game indeed a lot of
3:40people like our we send about per launch
3:43say 500 to 600 influencer boxes for any
3:46launch
3:4850% post us
3:50>> 50% because they're like Deepa will
3:51repost Deepa will look at it or um or I
3:55think that's a aspect and second aspect
3:57I think is Inde Wild is such a like
4:00loved brand that they look forward to
4:02the PR box because every time a PR box
4:04is an experience it's like and so for a
4:06young girl to get a amazing box where
4:09you open it and it looks super pretty
4:10and the product is there like they want
4:12to show the content to their following
4:14as well. So it becomes like a a content
4:17piece for them altogether. So we have a
4:20really high um organic like love and and
4:24kind of push for um packages and
4:27gifting. But if I didn't have a
4:28following
4:30I don't know it's a hard one. I would
4:32say indeed you start with micros then
4:34start with nanos and micros who even if
4:37they have 2,000 or 5,000 followers you
4:40start with them and start building them
4:41into a community that the word that we
4:44keep saying um and then start from there
4:47and then start leveling up slowly um and
4:50that's where I think that shared purpose
4:51or value comes right that you find those
4:54creators who align with your brand
4:56>> who are the frag heads or
4:58>> and they grow with you because I think
5:00that's the be beauty of it like you you
5:02have maybe if you don't have that much
5:05money right you will have about 20 of
5:07them versus and I I truly believe that
5:10the nanos and the micros get you a lot
5:12more traction organic reach and
5:14conversion versus uh you know using mega
5:18influencers you use mega influencers for
5:21the awareness
5:22>> the problem with mega is they're very
5:23used to getting paid
5:25>> exactly
5:25>> so because they're so used to getting
5:26paid and they get a thousand packages a
5:28month from all the different brands in
5:30the
5:31for a unknown small brand they're less
5:33likely to open it so it goes to waste
5:35and they charge a lot
5:36>> and they charge a lot it's not brand
5:38collab paid brand collaboration
5:40>> the meta so by the way meta Instagram is
5:43now bigger than WhatsApp in India on
5:44daily active it's a crazy number you
5:47guys know this
5:48>> no
5:48>> Instagram like two weeks back has gone
5:50ahead of WhatsApp on daily activives
5:52>> and creator partnerships are becoming
5:53big the thing with micro influencers is
5:55that a they'll do it for you even if
5:58you're a small brand with two
5:59expectations one that I might become a
6:03brand ambassador or I could get an
6:04influencer deal if I do a good piece of
6:05content to start with.
6:06>> Two is my friends will think that I'm
6:09now getting paid for content.
6:11>> You start signaling that you're an
6:13influencer also.
6:14>> That's what I said like indeed they feel
6:15like they can use this for content. Like
6:18it becomes like oh brands work with me
6:19now.
6:20>> Yeah. Yeah. Yeah.
6:21>> So if I'm trying to build influence or
6:24marketing I should definitely send it to
6:26celebrities bottom up. Start with micro
6:30with the gift box should have a
6:33heartfelt handwritten letter
6:35>> and I need to repost if they share.
6:37>> Yes.
6:37>> And if it can be unique cherry on top
6:40like not like every other box that
6:41they're getting but think of something
6:43outside the box. Can you give it to them
6:44in a
6:46>> in um I don't know a tin box? Can you
6:48give it to them in a with fresh flowers?
6:51Like is there something unique?
6:52>> I was going to say that if you have some
6:54element of storytelling
6:55>> Yeah. or surprise and delight
6:57>> that goes far enough and then you create
6:59that unboxing moment. So again, you're
7:02telling the consumers about the brand in
7:04that moment, right? So
7:06>> again, we were talking about that how
7:08how do brand how do consumers interact
7:10for the first time through influencers
7:12in that moment. So you kind of think of
7:15that entire piece together. Oh, they're
7:16unboxing the brand. They're seeing the
7:19brand for the first time. So that kind
7:21of is as much for the consumer as for
7:24the creator.
7:24>> Yeah. So you think of it that way as