It is not uncommon to see the faces of our favourite celebrities, holding out products and convincing us to buy it while making us believe this is what our hearts desire. But what if it was your mother or sister promoting your favourite restaurant or your wife and friend endorsing that gadget?
We no longer see the face of only celebrities or influencers promoting and speaking for big fashion houses and luxury brands, but real time women with no particular influential background, being recognised for their confidence, class and the way they present themselves to the world. Audiences, constantly being exposed to the various forms of mass media, are used to seeing different influential people flaunting different brands. So how are non-influential women fitting in?
Esha Nichani is one such woman: a homemaker who has been instrumental in bringing her brother's brand 'Rouge' to Chennai from Bangalore. Just another ordinary woman doing extraordinary things, Esha claims that brands today look for real women who consumers can relate to. Celebrities nowadays come with their own demands, restrictions and clauses.
"Female shoppers relate better to a fellow woman like them who runs a household and yet looks sassy and classy", says Esha. "When people saw that I was able to influence buyers, brands and friends started approaching me for their launches or inaugurations because they felt I left a mark on people. That’s what a product needs sometimes - a regular person who can wear their piece of jewellery with the same confidence and ease as a celebrity would," says Esha.
"I am basically a brand consultant who provides strategies and plans for making the brand successful by bringing the right audience to it. I also get invited to do certain luxury events and provide customers with a luxury experience," says Jyoti Agarwal, who, with a background in publishing, started getting roped in by brands for consulting because of her social and friends circle, purely because of the goodwill she held among them.
On the marketing shift from models and influencers to housewives and women of substance, Jyoti says," Each brand has their own needs - some brands need celebrity endorsements whereas others may require housewives, models or influencers to bring home the product. Or it can work as a combination too at times."
With the clichetic and conventional way of brand promotions changing, we might see advertising and event curation in a whole new perspective as the common woman takes the spotlight.
