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Tag: Indian influencer marketing

  • Boat-Blinkit call out Insta-fame fakery with savage PSA for Mother’s Day gifting

    Boat-Blinkit call out Insta-fame fakery with savage PSA for Mother’s Day gifting

    MUMBAI: This Mother’s Day, Boat and Blinkit dropped a digital truth bomb dressed as a PSA—and it stings in the best way. The campaign, launched on 8 May 2025, takes a jab at the superficiality of social media tributes with a sharp, satirical video that’s already making the rounds.

    Featuring the ever-deadpan Satish Ray, the film skewers the gen z habit of throwing up old selfies and half-hearted captions as a substitute for real gratitude. The verdict? Your mum deserves more than recycled memories and emoji-drenched ‘appreciation.’

    “Happy Mother’s Day isn’t a vibe, it’s a responsibility”, Ray says in the video, taking aim at performative affection. The PSA-style clip urges young folks to back up their love with action—and a proper gift.

    Enter the Boat Enigma smartwatch and Blinkit’s turbo-speed delivery.

    The collaboration is clever in its execution. Boat delivers the gift idea, Blinkit promises last-minute redemption, and Ray delivers the message with comedic flair that leaves no ego unbruised. As one Boat spokesperson put it, “This campaign is our way of nudging young people to go beyond the ‘social’ and make Mother’s Day truly special”.

    The takeaway? This year, skip the clout chase. Your mum wants something more meaningful—and she wants it now. The campaign is live across Youtube and Instagram, with shopping available via Blinkit.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Satish Ray (@satishray_)

     

  • Icubeswire launches hyperlocal influencer feature to map India’s 19,000 pin codes

    Icubeswire launches hyperlocal influencer feature to map India’s 19,000 pin codes

    MUMBAI: If the future of marketing is personal, Icubeswire just took it hyperlocal. The Global Martech firm has unveiled a first-of-its-kind pin code–level targeting feature on its influencer marketing platform, opening up precision mapping across 19,000 Indian zip codes.

    The launch marks a major leap in influencer engagement, enabling brands to locate and partner with digital creators based on granular geography—from Mumbai’s buzzing streets to Tamil Nadu’s quiet towns. Armed with over one million influencers mapped across the country, Icubeswire aims to redefine how brands speak to India’s cultural and regional diversity.

    Co-founder & CEO Sahil Chopra said, “Just like Unilever’s CEO Fernando Fernandez highlighted, there is now a strong push to collaborate with influencers across all of India’s 19,000 zip codes. That level of precision demands tools that are not only intelligent but deeply local. And that’s exactly what our team here at Icubeswire is delivering.”

    The company’s consumer insights back the move—65 per cent of Indians prefer influencers who speak their language. With regional creators rising and demand for cultural authenticity growing, Icubeswire’s tool offers a strategic edge in content localisation.

    This tech update not only empowers brands to go hyper-personal with campaigns, it also amplifies the visibility and monetisation potential for micro and nano influencers—those who know their communities best.

    The platform already offers campaign tracking, analytics, and influencer management. The new localisation layer adds teeth to its ecosystem, letting marketers build community-driven narratives rather than one-size-fits-all posts.

    As India’s influencer economy continues to swell, this feature could shift the narrative from mass appeal to micro-impact—one pin code at a time.