Brand news

Dentsu Webchutney announces 'Webchutney Influence'

31 May 2017

Mumbai: Today, a social media user’s newsfeed comprises of brands,  influencers &publishers, all battling to create what marketers hope are  ‘like-worthy’ pieces of content. And to stand out, several brands have recently  taken the influencer-marketing route, but Dentsu Webchutney is of the opinion that  even this is slowly hitting a saturation point. Influencer marketing itself is  riddled with disorganized logistics, confusing operations,lack of clarity about  success metrics amongst other issues. Webchutney Influence aims to solve these  problems for both brands and content creators.

 “Over the last year or so, we’ve  noticed a pattern of brands across categories working with an extremely limited  circle of content-creators: mostly the top tier publishers and creators. Unless  these circles expand, the nature of content created, will not either.  Webchutney Influence has been making inroads into doing just that… by working  with Instagram creators who are known more for the quality of their work, with  a smaller but focused loyal fan base, and other smaller publishers on Facebook  to co-create and distribute content effectively. And we aim to economize this  model to scale”, says PG Aditya, Creative Director, Dentsu Webchutney.

 “We realized that while brands had  warmed up to collaborating with these ‘micro-influencers’ in spirit, it was  usually way more convenient for them to partner with larger names,  unfortunately at the content’s expense. Which is why the team at Webchutney  Influence also works as a quasi-talent management hub. It is important for  influencers to not feel that their content quality was being compromised, while  you, the brand can reap the benefits of a user’s undivided attention,” says  Sidharth Rao, CEO, Dentsu Webchutney.

But how does a brand ensure that the influencers and publishers  recommended is the right fit for them? Gautam Rehunath, Senior Vice President,  Dentsu Webchutney clarifies: “Webchutney Influence has spent quality time  handpicking publishers & content creators who command a high resonance with  their audiences, and mapping their audience demographics to that of our brands  before we actually recommenda collaboration. Plus, we’re a creative agency at  heart. Understanding a ‘brand fit’ is something built into the team’s DNA.”

 Reghunath also touches upon the  changing culture of the agency itself. “It is the new normal at Dentsu  Webchutney to see a social influencer and our own creative& influence teams  brainstorming on how the next series of brand creatives should be. To be honest,  we’re just keeping up with the way social media is evolving – right from  tweaking the way we brief our creative partners to re-imagining who these  creative partners are. Webchutney Influence is as much about reach as it is  about creativity,” he adds.

Webchutney Influence has already executed campaigns with brands such as  Flipkart, Mach City, Quikr, Canon India, Rentomojo and Reliance AJIO across  Instagram, Facebook and Twitter.