Mad Influence is a social media influential marketing platform where Brands connect brands with influencers across India and outside India. They also help companies with their digital marketing, social media handling, content writing and other consultancy services.
A start-up started which was launched on January 2018, with one lakh rupees and now getting revenue more than 2 crores a month. In the year 2019-2020 the revenues was touching 10 Cr. It is now a platform for MCN partners with YouTube,TikTok and Instagram. The company has served over 500 influencer marketing campaigns in 2019. Furthermore being the exclusive influencer marketing agency for T-Series and helps them promote their movies and songs in the Indian market. Mad Influence has over 400+ exclusive influencers under the entity which are signed with them and they manage them.
Gautam Madhavan, Founder & CEO, MAD Influence, talks to us about the launch of Mad Influence, and how they have grown in the past two years both in terms of revenue and growth……
Tell us about Mad Influence
Mad Influence is a complete 360 degree influencer marketing company. So, we have over 10,000+ registered influencers Pan India from various categories like food, travel, tech, automobiles, fashion etc. in our network. We help the brands in selecting the right influencers, design the marketing campaign and execute them using influencers.
What has been the state of Influencer Marketing during the lockdown?
Lockdown has definitely impacted the majority of businesses in a negative way and with uncertainty that looms over us with respect to the treatment and prevention from this virus, brands have reduced their marketing spends and are taking every step very carefully. With the onset of COVID-19, the marketing strategies of brands have taken a hit and they have reworked their approach to reach their TG.
The unprecedented time demanded most of the brands to focus on changing their communication in support of the current situation and creating awareness about the same among their customers. People are looking for trust and reassurance. Influencer marketing has always aimed to provide a personal touch to the campaign/work. Considering the situation and crisis, it seems to be the best way forward.
The platforms you are associated with and how does Influencer marketing work on the platforms?
MAD Influence is now a platform for MCN partners with YouTube, Instagram& various other short video platforms. We have served over 500 influencer marketing campaigns in 2019. Furthermore they have been the exclusive influencer marketing agency for T-Series helping them promote their movies and songs in the Indian market. Besides this they have served brands like Dharma Production, TikTok, Alt Balaji, T-series, Vivo, Pen, Hotstar, Dettol , Parle, Emami and many more.
MAD Influence helps build the brand through influencers. From the amplification of content to the creation of content – Mad Influence does it all for the brands. It brings together talents, content creators and influencers to create amazing influencer marketing campaigns for brands. Mad Influence provides the brands with a dedicated dashboard, and with the help of an integrated Artificial Intelligence tool built-in on their platform, Mad Influence helps brands get real time analytics of their influencer campaigns and track performance. Our platform also helps brands to access between thousands of influencers with just one click.
You are also associated with TikTok, now that they are banned are you planning to work with any of the Indian platforms?
The ban on TikTok has not really lost anything for us and our influencers. Because most of them have a follower base on their other channels i.e Instagram and YouTube. We are committed to working a way out on Instagram and YouTube as well, because at the end of the day every brand has to promote itself irrespective of the platform.
Now with the festive season on, how are brands going to use Influencer Marketing as a tool to increase footfall to their brands?
Influencer marketing is a tool that helps a brand build trust among its consumers. As India is no more under lockdown and festive season is around the corner, influencers can help in bringing back the footfall to the brands. Brands have evolved themselves in these pandemic-stricken times and utilising influencers to build trust and a sense of security among potential consumers is a great way to bring business back on track.
Some of your known influencers and their work?
We are working with almost all top influencers of the industry including YoYo Honey Singh, Sukhe, Bhuvan Bam, Guru Randhawa, Hardy Sandhu, Badshah, Jannat Zubair, Siddharth Nigam, and many others. We exclusively manage great talents like Samriddhi and Surabhi Mehra, Shivani Kapila, Yashi Tank and others.
Youtube collaborations have happened lately with Aadil Khan, a celebrity choreographer & social media influencer along with Divya Kumar Khosla for Tseries song ‘Teri aankhon mein’, and with Guru Randhawa along with Nora Fatehi for the Tseries song ‘Naachmeri rani by MAD Influence.
Your revenue for the fiscal year 2019 -20 was 10cr, what is your expectation now?
We are looking forward to a positive growth for MAD Influence for the next financial year.
The crisis/lockdown has seen a surge on digital platforms, your thoughts?
Definitely, during this lockdown we have seen new trends on social media on a daily basis. Creators were/are producing their content more regularly and are diversifying the same. Lockdown really hasn’t stopped creators from collaborating either. In fact, we often saw content creators collaborate with each other whether it’s on Instagram, Youtube or TikTok (till it got banned).
Where do you see yourself in the next 3 years?
We are already building various internet products to support our business including AR, VR and Artificial Intelligence.
A dedicated dashboard is being built out for influencers and brands which completely is automated and makes the process smoother and reliable and gives real time analytics too. We are working on developing a few products that can help influencer marketing experience in the visual world through VR and AR technology in the coming time.