Influence today is not about being the loudest voice or having the most followers. It is about being real, relatable, and culturally connected. That was precisely the prime discussion in one of the panel sessions at the second edition of the IWMBuzz Media Summit, Kolkata. The session was headed by Rana Basu Thakur (Chief Mentor Marketing | PR | Actor | Producer Just Lateral ThinkInk Solutions), joined by Preeti Sarkar (Creator, Actor & Designer), L Muralikrishnan (CMO & Co-Founder, Wow! Momo), Subhro Sarkar (Head of Brand & Communications, Ambuja Neotia Group), Promita Saha (VP, Karukrit Advertising Pvt Ltd), and Adolina Ganguly (Founder, Institute of Personality & Image Management (IPIM)).
The process of content creation has gone through drastic changes. For many, it was an activity they could engage in for its own sake—now, it has become a bona fide professional field. The creators have seen the upside of producing videos and posts, mainly their influence on public opinion, as well as regulators that have led the market to that conclusion. Viewers fluctuate between creators they trust and those with the largest audience. People even prefer to watch those few whose honesty and emotional awareness win their hearts rather than just entertaining them for the sake of likes or views.
A major change has taken place recently—the rise of smaller influencers and close-knit communities that are truly powerful. People with fewer followers are actually bonding better with their audience. Their views come across as intimate, and consequently, people are inclined to trust them.
Culture’s a huge piece too. Brands that get local habits, traditions, and tastes do better, plain and simple. The ones that listen and adjust to fit local lifestyles? People notice. It makes them feel like the brand actually sees them, not just their wallets.
Let’s face it—emotions are the main factor that dictates our decisions in almost every aspect of life. The whole process from taking a snack, selecting a place to live and everything in between is just a matter of feelings. Therefore, it is makers and companies that must comprehend emotions as the main factor in their success. This is not only about appearance but also about gaining trust through quality, being nice, and really communicating with people in a way that feels true.
Nonetheless, because everything is online, real-life experiences are still considered. The outdoor advertisements and on-ground events are very noticeable since you can’t just scroll past them. Now, when you combine these with digital stuff, you get a very long-lasting trust and also very memorable experiences.
And then, the storytelling comes. It has taken over the traditional advertisements. Consumers want short series, continuous stories, and meaningful stuff. That’s what keeps them hooked. The future? It’s a scenario where everyone—people, brands, and communities—works together, and real influence is born from honesty, culture, and shared values.
Note: The transcription and summarisation above have been partially generated with the help of AI.
Watch the session here to experience a full-fledged, insightful session:
The second edition of IWMBuzz Media Summit in Kolkata was presented by Swastik Stories, powered by Dangal TV, Workmates and OTT Play. Associate partners Havas Play, Nett Value Media and Tribes. Partners—White Apple, Just Lateral Think Ink, Decalogue and The Heritage Academy. An initiative by IWMBuzz Live.
