Influencer marketing in India has grown exponentially beyond imagination, and without a shadow of doubt it will continue to do so. By any means, let us not be surprised with the phenomenal rise of content creation and consumption in a country as progressive, as creative, as prolific as India is. One of the most promising industries in India today, is by far one of the most unorganized and unstructured - INFLUENCER MARKETING.
With the quantum of content around us, we get lost in it with so much misleading and unauthentic content which cannot be vouched as responsible marketing making it so volatile. The need for a proper structure and regulation was never more urgent than NOW.
There remains a massive GAP in price determination, accountability, originality, fairness of work distribution and so on. Brands vs agencies = unfair victory of influencers; sad but real. If we are to witness a new realm of growth and sustainability in influencer marketing for the better of our advertising industry, we need regulation to aid this progression.
Suppose a classroom filled with students without a master is more chaotic than in order. The master ensures they learn right and go on to practice and preach thereafter. Therefore, to bring in a structure to this explosive progression of influencer marketing, the first ever governing body is established in India known as India Influencer Governing Council (IIGC).
IIGC aims to look at all the grey areas surrounding transparency, authenticity, fair compensation for creators, etc. on priority, because the governing body consists of top influencers, agencies, and the best marketers of the country who are expected to understand these things better than the rest.
While India scripted history with the establishment of IIGC (a first ever), Indians are expecting to experience a well ironed influencer marketing industry.