Strategies for Modern Consumer Engagement in Marketing

In the rapidly evolving landscape of Indian consumerism, brands are adapting to the digital age with agility and proactivity. This shift is evident in various innovative marketing tactics that are reshaping the market and forging deeper connections with modern audiences.

Dabur, a renowned name in the Indian FMCG sector, recently launched the #DaburBadalKeTohDekho campaign. This initiative encourages User-Generated Content (UGC) for authentic brand advocacy, demonstrating a commitment to engaging with consumers in a meaningful way.

Another significant trend in the Indian market is the growing influence of digital creators. For brand-relevant collaborations with modern consumers, influencers such as Komal Pandey (1.91M followers), Kritika Khurana (1.87M followers), and Nancy Tyagi, who topped Forbes India's Top 100 Digital Stars list in 2024, are key players. Other notable creators include Ashish Chanchlani, Bhuvan Bam, and Apoorva Mukhija (The Rebel Kid), all active in fashion, lifestyle, and digital content, making them highly influential for brands targeting contemporary Indian audiences.

Lenskart, a leading online eyewear retailer, has introduced an AR-based virtual try-on feature on its website and mobile app. This innovation enhances the online shopping experience, driving conversions and setting a new standard for e-commerce in India.

Amul, a household name in India, continues to stand out with its topical ad campaigns. By integrating current events and popular culture, Amul's campaigns drive brand visibility and engagement, demonstrating the power of relevant and timely marketing.

In conclusion, innovative marketing tactics, such as leveraging interactive content, collaborating with influencers, and embracing AR technology, can help brands stay ahead in India's competitive landscape. By adopting such approaches, brands can forge deeper connections with modern audiences, drive engagement and loyalty, and achieve sustainable growth in the dynamic Indian market.