Rohit Raj has come a long way from being a Delhi-based event organizer to overseeing the business for BB Ki Vines, one of India’s most popular YouTube channels.
In Delhi-NCR, Raj used to organize college events and weddings. He collaborated with YouTuber Bhuvan Bam for the first time six years ago. Following that, Raj and Bam began traveling together to college events and speaker engagements.
Raj afterward became Bam’s representative. Bhuvan wanted someone who could do more than just material, and he wanted someone who could focus on the artistic side of things.
Their partnership began with advertising and event appearances. They eventually made music videos, a short film, and now Dhindora, a web show. Dhindora is Bam’s first long-form production that was released on YouTube earlier this year. It includes ten characters from the BB Ki Vines universe, all of whom are played by Bam. The show was well-liked by viewers.
Dhindora’s marketing mix is extremely unusual. Bam’s programming is primarily aimed at teenagers. For marketing, they relied on both digital and print media. They did this to draw people who were not yet subscribers.
The advertisements may be spotted on Mumbai buses and bus stops, Delhi metro hoardings, etc. Raj explains that they intended to grab people’s attention while traveling and waiting to get to their destination. That is when the majority of people are most likely to watch the show on YouTube.
They also launched a cool activity with Swiggy (a food delivery app), where one can engage with the content after one has made an order. Appearing on big-ticket reality series like Bigg Boss and having the show’s creatives showcased in New York’s famed Times Square were also part of the marketing campaign.
Social media influencers have become an important aspect of a brand’s marketing strategy in recent years. Because they already have an audience, influencers are the ideal venues for increasing brand exposure.
They also used some other marketing principles regarding brand relationships. These include the need for the product to be relatable and the price point to be affordable to the general public.
They attempt to remain with a single brand in a category for around a year and select collaborating brands. For example, Bhuvan was cast as ‘Titu Mama‘ (one of his characters) in a commercial made by Myntra.
With so many collaborations out there, there’s always the question of legitimacy and whether the influencer is simply functioning as the brand’s spokesperson. This depends on how creators interact with their viewers. To maintain credibility, one should limit exposure.
However, this is dependent on the content strategy employed by the developer.
He emphasizes that content creators do not begin developing material with the expectation of eventually having to do brand deals.
It is not encouraged for influencers to accept brand deals early in their careers because building a reputable fan base is required before monetizing it.
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