By Manjul Wadhwa
Everywhere you look, cultural trends are shifting. There are many variables at play here. We’re currently focusing on just one, Content creators. Look a bit deeper, and you’ll notice how our perspectives on fashion, travel, food choices, and more have evolved over the past decade.
If we had to focus on something that we can analyze right about now. It’s officially ‘Wedding Da Season’ in India. And, weddings aren’t just about the traditional Band, Baaja, Baarat anymore; they’re becoming a blend of designer lehengas, destination venues, and curated experiences, all of which are heavily influenced by the digital world.
Creators are reshaping our choices and behaviors, and much of this change is fueled by their ability to connect ideas, spark trends, and redefine what’s in and what’s out in the digital age. As platforms like Instagram and YouTube continue to thrive, and OTT raids our screens; influencers have become more than just content creators; they are shaping the very culture we live in.
These are just the smaller examples of how vastly content creators and influencers in shaping societal and cultural conduct.
Recognising the Power of influencers
As influencers continue to shape cultural trends, their impact has not gone unnoticed. With their ability to mold public opinion and consumer behavior, these creators have grown from niche figures to mainstream powerhouses.
Recognizing this shift, the Government of India stepped forward to formally acknowledge the contribution of content creators and launched the ‘National Creator Awards 2024.’ We can deduce that influencers are no longer just digital entertainers, but influential forces redefining cultural narratives and driving societal change.
Recognition at this scale holds the mirror to the contributions of content creators in redefining ‘culture’ as we know it. Their innovations and efforts are adding new dimensions to the core of the Indian population, consequentially molding the preferences of the audience \ consuming their content.
They are largely impacting the diaspora with their stories and educating them on matters from a pin to plane, with the digital platforms at their disposal. We are witnessing the widespread significance of creators and the subsequent effects on the economy in India, destined to alter the way current and future generations act, buy and sell.
Influencers Driving Consumption Changes
The impact of influencers is not just theoretical—it’s tangible. One clear example is Revant Himatsingka, known as ‘FoodPharmer.’ Food is essential to our daily lives, but how much do we really know about what goes into our meals? Revant set out to educate consumers on food choices, advocating for more mindful decisions when it comes to ingredients and labels.
Formerly a management consultant at McKinsey & Company, Revant used his expertise to challenge misleading marketing tactics in the grocery industry. His viral video exposing the high sugar content in Bournvita sparked widespread awareness. Although he received a legal notice from Mondelez India and had to take down the video, his campaign led to significant changes. The National Commission for Protection of Child Rights intervened, urging Bournvita to adjust its advertising, and the company eventually launched a new product line with 15% less sugar.
Revant’s efforts show how one influencer can create real societal change, even influencing entire sectors. Similar stories exist across the influencer community. For instance, Nancy Tyagi, who faced criticism early in her career, now designs outfits for celebrities. Dhruv Rathee, another prominent influencer, plays a crucial role in shaping public opinion and societal mindsets. While some may critique influencers, their influence on society and culture is undeniable. They expose us to diverse perspectives and challenge outdated norms, shaping the world in ways we cannot ignore.
The above article is written by Manjul Wadhwa, Founder and CEO, Anagram Media Labs and Inflyx – Influencer Marketing Platform. Views Are personal
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