- Challenge: Kalyan Silks (KS) has been perceived to be a ‘brand from Kerala’, despite it having a store for 15+ years in Bengaluru. Was this a reason kannadigas were a small part of its clientele? Kalyan needed to get a ‘personal recommendation at scale’ among Bengaluru’s kannadigas, especially the fashion/ apparel conscious among them.
- Solution: Social media builds engagement, but bigger an influencer, lower their personal touch. Nano Influencers (NI) can help build a personal touch as their followers are friends/ family and friend-of-friends. Featuring on FM Radio and becoming a brand ambassador of Kalyan Silks is aspirational to them. We broadcast a contest on FM Radio to find the next face of Kalyan Silks from among kannada Nano Influencers.
- Results: 60 nano influencers entered the contest and 30 were shortlisted to represent Kalyan Silks. Each NI visited the Bengaluru KS store to shoot and publish a reel for their social media handle. More kannadigas visit the Bengaluru KS outlet now.