A Study On Influencer Collaboration For Brand Awareness Of Indigo Paints Ltd

Abstract

In The Evolving Landscape Of Digital Marketing, Influencer Collaborations Have Emerged As A Powerful Strategy For Enhancing Brand Visibility And Consumer Engagement. This Study Examines The Role Of Influencer Marketing In Boosting Brand Awareness For Indigo Paints, A Prominent Player In The Indian Paint Industry. Known For Its Innovative Product Offerings And Progressive Branding, Indigo Paints Strategically Engages With Influencers Across Platforms Such As Instagram, YouTube, And TikTok To Appeal To Urban And Millennial Audiences. By Partnering With Influencers In Niches Like Home Décor, Lifestyle, And Interior Design, The Brand Aims To Move Beyond Traditional Advertising And Foster Authentic Connections With Consumers. The Research Investigates How These Collaborations Impact Consumer Perception, Brand Recognition, And Purchasing Behaviour. Quantitative Analysis Reveals That Gender Does Not Significantly Influence Trust In Influencers, Indicating That Marketing Strategies Should Prioritize Content Authenticity, Relevance, And Audience Engagement Over Demographic Segmentation. The Study Also Emphasizes The Importance Of Selecting Appropriate Influencer Types—micro, Macro, Or Celebrity—based On Campaign Objectives And Audience Dynamics. These Insights Underscore The Growing Need For Brands To Develop Data-driven, Psychologically Informed Influencer Strategies That Align With Consumer Expectations In A Digital-first Era.

Keywords