Between The Blurred Lines Of Brandfluencers: Navigating The Evolving Landscape Of Fashion & Lifestyle Marketing

Zeroing in on the perfect brand ambassador used to be a lot different. 

Agency meets brand. 

Brand says things like ‘credibility, values, aspirational, long-term partnership…’

Agency whips out a ready reckoner of cricketers and Bollywood stars.

Everybody has a drink.

It hasn’t been this easy for a while now. Conference rooms are a lot noisier now. The ready reckoner of ‘celebs’ still exists but can it really go up against Eshna who hula hoops in saris? Or Krutika who fuses her love for make-up, anime, awkwardness and k-drama into 15 second nuggets of fun? Or for that matter ‘village fashion influencer’ Neel who recreates celebrity looks using leaves, flowers, sticks, and stones – a statement in sustainability and a gentle rap on the knuckles of hotshot stylists.

And just when we thought we were getting the hang of people being famous for being relatable, along comes Orry. Famous for being famous.

So, what now? How does one decide on the perfect fit for a brand? Brand ambassadors or influencers? Put all your eggs into one big ambassador or scramble them amongst the Eshnas, Krutikas, Neels and Orrys and hope for the best?

The answer, we believe, lies in a magnificent omelette. Because for people who are buying into advertising promises, brand ambassadors are influencers and influencers are brand ambassadors. Same difference. The perceived distinction exists only in the minds and Excel sheets of agencies and brand marketers. With stars bending over backwards to become more relatable and ‘influencers’ stretching themselves to become more aspirational, the lines are not just blurred but practically invisible to fans and followers.

Yes, the allure of the red carpet still holds sway, but the journey now extends to the intimate spaces of a star’s online presence. So, we want to see Ranveer and Virat on billboards but also shaking a leg to trending reels. We are as obsessed with Deepika and Alia’s #OOTD as we are with their wedding wardrobes. Meanwhile, influencers make skits on their terraces yet bag luxury campaigns and sip coffee while making small talk with the gatekeeper of Bollywood exclusivity, the veritable Mr. Johar. 

So really the conversation should focus less on whether to choose celebrities or influencers and more on who truly represents the brand. In the eyes of the audience, the impact of a brand ambassador lies not in their celebrity status or follower count but in the genuine engagement and shared values. As we navigate the era of social influence, it becomes increasingly evident that, from the perspective of the audience, the essence of a successful brand ambassadorship transcends labels, embracing a shared journey where authenticity and connection reign supreme. 

The way we consume content has changed. Irrevocably. And who knows what delightful lunacy awaits us. All we know is that as the landscape of fashion and lifestyle marketing continues to evolve, embracing ‘The now’ is imperative for those seeking to not only capture attention but also to foster lasting connections. 

So, for now we embrace the Orryfication, keep scrolling and pause only when we see something that’s so beautiful, so elegant, just looking like your next campaign! Hit us up with a brief through the button below.