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  • Naina In The News

Who Killed The Influencer : Mint Lounge #Press

  • August 30, 2019
  • naina

Read the original article on the Mint website here : Who Killed The Influencer – by Sohini Dey. You can also click on any of the images in this blog post to see larger versions and read from there.

I was among a bunch of other folks from the industry, who were interviewed for this article.

It was published in Mint’s Lounge print edition in March 2019. I’ve gotten around to publishing it on my blog only now though. Don’t ask. This year has been a roller-coaster of amazing work AND anxiety.

It appears that nearly everyone is re-thinking Influencer Marketing. At the same time, I know that my typical influencer friends are continuing to get paid for a lot of the regular work that this article is pointing toward.

Whether something will change in the industry overall is yet to be seen. Influencer Marketing continues to be one of the cheapest ways for brands to reach their target market. The “spray and pray” method, however, is still a waste of money and time in the long run.

I genuinely believe that influencers are here to stay. In what form and what business models evolve from this, is something that no one can predict at this stage. The Indian Influencer market is a whole different animal to boot. It is running on momentum because there are too many of us in it. If I will say “no” to something, there will be hundreds ( maybe even thousands ) of others who will say “yes”. No one’s being able to sit back, collect their thoughts and look at the bigger picture and the long tail. Sitting back would involve hitting the PAUSE button on work and money and that’s not comfortable for everyone.

It is essential though. To re-group, re-look at what we are doing and think about #GoalKyaHai, especially in the long run.

Thanks for reading my blog and keeping track of all my shenanigans on social media!

For more updates and news in the Press on this blog.

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About Naina Redhu

Naina is a professional photographer specializing in Luxury, Fashion & Lifestyle. She is also a brand consultant and an artist.

With a career spanning more than two decades across several industries, after an MBA in IT & Systems, she worked as an Innovation Management Consultant, then moved to branding & graphic design work for Indian & international clients, to a full-time solo-entrepreneurship as a photographer & in 2019 she also launched her art label.

Naina started her blog 19 years ago in 2004 and it has evolved from writing about Creativity & Innovation, to sharing case studies about Branding & Graphic Design to a destination for some of the leading Luxury, Fashion & Lifestyle brands as Naina photographs features for these brands and publishes photo-stories for them.

Having traveled all over India as a child ( the advantage of having a father serving in the Indian Army ), which enriched her world-view, she is also well-traveled internationally.

Naina has a podcast called The Naina Redhu Experience, she conducts on-ground workshops called "The #GoalKyaHai Framework", and has also been a keynote speaker at photography, social media and online brand-building related conferences and events.

Find her on Twitter, Instagram, Facebook, YouTube, Pinterest, and LinkedIn.

For a brief stint from 2021 to 2023, Naina served as the Head of Guest Experiences at the Suryagarh hotel in Jaisalmer.

Blog Posts
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    • December 6, 2023
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    • November 25, 2023
  • Bibhu Mohapatra, Grand Finale at the Lakme Fashion Week with FDCI, Day Five
    • October 29, 2023
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