Brands Embrace Borderless Content In Global Marketing Shift

Content is seamlessly crossing borders and Indian creators and brands are at the forefront of this global exchange. In times where digital content knows no boundaries, brands are reimagining their approach to marketing and collaborations.

Raj Rishi Singh, Chief Marketing & Business Officer at MakeMyTrip, emphasised the growing trend of Indians exploring international destinations. "30 per cent of people who travel outside India now, they travel to the country for the first time," Singh noted. The surge in cross-border travel is largely attributed to the influx of global content inspiring Indians to explore new cultures.

He highlighted the changing dynamics of brand collaborations in this globalised content ecosystem. 

"What people notice is that can brands organically sit with some content and make it more powerful and be a part of that larger story," he explained. The shift requires brands to integrate into content that consumers already love, rather than forcing their message.

The premium audience's migration behind paywalls has further necessitated this organic approach. Singh stated, “You can't force us or even the consumer needs to love and see. Love would love the content. You'll be part of the content, the consumer love. That's a big change and at least we're trying to do it.”

This sentiment was echoed by singer Anuv Jain, who pointed out the vast potential of the global Indian diaspora. "There are roughly around 30 million Indians outside India. 30 million is the size of the population of Germany," Jain remarked, underlining the meaningful audience for Indian content creators worldwide.

Actor Sonam Bajwa emphasised the importance of authenticity in connecting with global fans. "I've just understood a very basic fact that the fans and the audience will always relate and always appreciate authenticity," Bajwa shared. She stressed the value of staying true to one's roots while engaging with a diverse audience.

In conclusion, the future of brand marketing in a world of borderless content lies in authentic collaborations and organic integration. As Singh concludes, "The landscape is changing and you have to ensure that the content, the content creator takes and you sit in the story and not become the same." 

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.