afaqs! news bureau

Rebuilding trust with transparency

The core focus of 'The Sway' will be Influencer Marketing, Meme Marketing, and Technology Experiences.

Infloouhnser, a company set up by three enterprising entrepreneurs Shailendra Shetty, Rajneil R Kamath, and Karan Sahni, announced the launch of their cutting edge Trust building & transparent multi-layered Influencer Advertising & Marketing Agency 'The SWAY.'

The Sway is an agency of the future that excels in combining data and technology with creative strategy and organic distribution to give brands a compelling offering while prioritizing integrity, accountability, and transparency. The core focus of 'The Sway' will be Influencer Marketing, Meme Marketing, and Technology Experiences.

The company has tied with the Israel-based LDRS group, one of the global pioneers in the Influencer marketing business, to use their AI & ML Tech Platform, enabling advertisers to discover Influencers and define the audience to make it more meaningful for a brand to collaborate. The software also allows the client to identify & weed out fake followers and bots, help real-time engagement metrics tracking, ensure standardized metrics and pricing, selection, and matching of the influencer to deliver Value over volumes.

The company has also got into an exclusive partnership with MEMECHAT, pioneers of meme culture in India, reaching over 300million social media users, thereby helping brands to unlock the Value of memes with organic distribution on social media. This includes Augmented Reality (AR) effects and filters, brand bots, microsites, and games. Having built an in-house data science team to slice and dice data, The Sway has the advantage of creating the most optimal mix of creators and social media destinations for brands.

Influencer marketing is proving to be the fastest-growing method for brands to acquire high-quality customers. By industry estimates, brands are set to spend up to 10-15% of the overall Rs 14,000 Crore of digital advertising revenue on influencer marketing. Many sectors, including EdTech, FMCG, and Fintech, have seen a 20 to 30% rise in influencer marketing spends during the last 6 months and are expected to grow even more.

Shailendra Shetty, Founder, The Sway said "The recent case of fake followers' scam that got busted makes service our kind much needed. The authenticity of influencers and audience is crucial to any brand. We help our brand partners sift through influencers' universe and connect them with content creators who share the same Value and beliefs as the brand. Those who can best drive audience engagement and help build a trust-based relationship for the brand that will last. Combined with meme marketing, we are able to give advertisers a great way to reach out to Gen Z and Millennial users."

Kyle Fernandes, Founder, Memechat said “After the US elections and Mike Bloomberg’s candidature, memes have come to the forefront not just in the US but also in India as well. At Memechat, we are constantly innovating to reach new audiences and are excited to work with The Sway to reach new advertisers who can use our app and network to reach the most engaged audience in India today”

Speaking On their partnership, Eran Nizri, CEO OF LDRS group, said, "We are excited to partner with Rajniel, Shailendra, Karan & the team at SWAY. Their decades of experience in media, technology, and marketing to blend content marketing with technology to create experiences that augment influencer and meme marketing makes them the perfect partner for us as we make an entry into the Indian Marketplace.”

The company has roped in Jyoti Bansal (EX CEO PHD India) & Namrata Tata (Managing partner, House of Cheer) to help mentor and advise the company in its ambitious journey.