GroupM has announced the India launch of its influencer marketing solution, INCA. It looks to connects brands to a network of trusted publishers and influencers. It also aims to create and promote content across social channels.
INCA, which stands for 'Influence, Content Amplification', was launched in South East Asia last year and also operates across EMEA, North America and LATAM.
In India, Ratan Singh Rathore will lead it as business head.
Prasanth Kumar, CEO, GroupM South Asia, said, “Influencer marketing is now a key element of the marketing mix, and brands today need to take advantage of potential associations and collaborations. INCA is the ideal tool to facilitate safe brand engagement across platforms. We are confident that this tool is the most effective method for Indian brands to reach their audiences with the precise impact they demand.”
Rathore said, "The tastes and behaviours of Indian customers are changing rapidly as they consume content in a multi-platform, multi-device, data-cheap environment. In this fragmented media landscape, marketers are seeking innovative, relevant and brand-safe advertising solutions. The authenticity of influencer marketing makes it stand out as a highly effective brand solution. INCA’s AI driven content discovery technology, provides the quantitative intelligence to select and optimise influencers, predict outcomes and deliver efficient and effective workflow management. INCA helps clients develop user-generated or branded publisher content, which engages consumers and keeps them loyal to brands.”
Dafydd Woodward, global lead, INCA, added, “Considering the rapid evolution of social media platforms and the rise of the content and influencer-driven ecosystem, particularly in Asia Pacific, we are proud to bring a powerful solution to our clients in the market. Advertisers can now have peace of mind in knowing that they are working with the most trustworthy and relevant influencers and publishers, at a scale that can deliver the outcomes they need. With our transparent, data-validated process, we will help to shape the influencer marketing ecosystem for the better.”
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