At a time when a big brand such as Bournvita has cornered an influencer for calling out the high sugar content in the product, the responsibility of an influencer and how they forge brand collaborations has assumed greater importance. Something that Bharatanatyam dancer, actor and influencer Rukmini Vijayakumar recognises. With over 1.5 million followers across Instagram, Facebook and YouTube, Vijayakumar leverages her solid social media following to primarily highlight her work in the field of classical dance and The Raadha Kalpa Method, a pedagogical system for the practice of Bharatanatyam that she has founded.
Her social media feed also reflects her unique lifestyle choices, be it practicing yoga or clean eating. Her engagement and unique content have also attracted a slew of brands that work with her both on a short- and long-term basis. Vijayakumar has worked with ethnic wear brand Taneira, jewellery brand Tanishq, luggage brand Samsonite, personal care brands L’Oreal Paris and Pond’s, luxury haircare brand Kérastase India, cosmetics brand Maybelline India, confectionary brand Hershey’s India, homegrown personal care brands Vilvah, Lakme, Indulekha Hair Oil, and e-commerce platform Tata Cliq Luxury, among others.
Talking exclusively to Storyboard18, Vijayakumar says that any brand collaboration that comes to her has to work organically with the lifestyle that she leads.
“So, I won’t advertise KFC chicken or McDonald’s, for example. They can’t pay me enough to advertise them simply because I lead a healthy lifestyle. I believe that some foods are helpful for one’s body and some are not. Another parameter is that a brand partnership needs to work with what I do. If a brand’s expectation completely contradicts what I believe in, then I won’t do it,” she emphasises.
Vijayakumar shares that her philosophy on brand partnerships is simple—if she personally uses the product or brand, only then will she endorse it. Brands often like to creatively collaborate with her.
“Most brands allow me to have the liberty to work with the script. I give them feedback on what works and what doesn’t, and then they can change it as well,” she adds.
According to estimates by media buying giant GroupM, the influencer marketing segment in India is currently valued at Rs 1,275 crore and will grow at a compound annual growth rate of 25 percent in the next five years. As more consumers rely on influencers to make purchase decisions, the authenticity and transparency of influencers become even more critical.
Authenticity matters
Vijayakumar’s authenticity and lifestyle choices are what makes her desirable for brands. She has a long-term partnership with Taneira, the ethnic wear brand from the Tata Group and has done multiple videos where she is seen performing dances wearing different kinds of handloom sarees sourced from the brand. Taneira Sarees effortlessly blends into the content she creates on a regular basis.
Shalini Gupta, general manager, Taneira, tells Storyboard18 that as a brand that is passionate about endorsing the legacy of Indian sarees, Taneira saw an inherent connection in collaborating with Rukmini.
“With her exceptional talent and extensive knowledge of Indian culture and traditions, Rukmini was a perfect fit for Taneira. We are proud of our partnership with her, and we are confident that our joint efforts will play a significant role in restoring the culture of saree-wearing and promoting the splendour of traditional Indian textiles,” she explains.
Vijayakumar has recently appeared in a campaign for VIP Industries-owned luggage brand Samsonite where she is seen performing a Bharatanatyam dance on a Samsonite suitcase.
While the TV campaign of the brand featured Amitabh Bachchan, Yuvraj Singh and Mithali Raj, for the digital promotions the brand reached out to Vijayakumar. The Instagram video was a part of the ‘Tested like Samsonite’ campaign that showcased the durability of its bags.
Creating personal brands online
Rukmini Vijayakumar is the artistic director of her classical dance company, Raadha Kalpa, and the director of her art space, LshVa. Her social media presence has also helped amplify her craft to millions of followers, familiarising them with the traditional arts of India.
“People have an insight into my work at my studio, my process, how I perceive and create dance. It’s really worked well for me because I think I’ve met a lot of people because of my social media presence and a lot of people know about my work who wouldn’t have known otherwise,” she notes.
Jag Chima, co-founder, IPLIX Media, an influencer marketing and talent management agency, states that social media has become a gateway for traditional artists to build their personal brands and showcase their work to a global audience, breaking down barriers of language, geography and stereotypes.
“(Thanks to) an increased interest in learning about the cultural diversity of the country coupled with the penetration of the internet to the nook and corner of the country, traditional art forms like Bharatanatyam that were once limited to certain regions of the country are now gaining traction,” he says.
Chima further explains that the internet is also empowering traditional artists as never before in terms of opportunities like collaborating with other artists and brands, curating new and exciting pieces, etc.
“This has unlocked a new genre in the influencer marketing space, making us realise the immense untapped potential our domain has to offer,” he concludes.