Time to Scrutinize ‘Influencers’  – Kashmir Observer

Time to Scrutinize ‘Influencers’  – Kashmir Observer

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By Zia Darakshan

Promotion of merchandise, companies, occasions and types has undergone a sea change. This transformation has made the normal mode of promoting and promotion redundant and it’s the social media which has been driving this modification. The affect of social media doesn’t want any endorsement and there’s no soul which has not been influenced by this mass media. 

Over a time frame, social media proved an efficient platform for a breed of people that later got here to be often known as influencers. These are the individuals who create and share content material on this platform, typically specializing in particular genres or subjects about which they’ve information or experience. These influencers have been attracting sponsorships and collaborations from corporations in numerous sectors based mostly on their viewers and the content material they produce. We’ve been seeing corporations approaching influencers for partnerships relying on the influencer’s area of interest, attain, and the demographic make-up of their followers. This collaboration has been permitting corporations to leverage the influencer’s viewers for promotional functions.


Let’s journey again to the period of conventional promotion, devoid of the web and influencers. TV, cinema, newspapers, and hoardings have been the first channels for model promotion. Celebrities have been the trusted ambassadors, and their endorsement carried important weight. Customers, influenced by their favourite stars, would rush to buy merchandise with out hesitation, assured that celebrities wouldn’t endorse pretend or fraudulent gadgets.

In these days, the bond between customers and firms endured, formed by the genuine affiliation between celebrities and endorsed merchandise. As an illustration, the long-lasting Saritaji advert, that includes the famend actress from the favored DD serial ‘Udaan,’ portrayed her as an emblem of goodness. Surf Excel correctly capitalized on this connection, making her their model ambassador, and the mix of Saritaji and the whiteness of Surf Excel stays distinctive. 


Transfer on to the modern world,  the place clients stay loyal ,however expertise has undergone a changeover. TV gave strategy to the web, and the web steered  within the period of social media. The shift in affect moved from beloved TV and Bollywood personalities to social media influencers, with an added emphasis on regional influencers. Social media grew to become the brand new frontier because of its accessibility, obtainable on the faucet of a cellphone display anyplace on the planet.

On this evolving panorama, folks view product endorsements by influencers as private suggestions relatively than gross sales pitches. Belief has transitioned from TV and Bollywood personalities to social media influencers. Customers now place higher belief within the influencer, seeing them as relatable personalities relatively than distant company entities.

Exactly, the function of influencers has grow to be pivotal. With their energy to influence, influencers bear a heightened duty.


Within the period of social media dominance, Kashmiri influencers too have emerged as highly effective voices, whose digital charisma and on-line presence have afforded them appreciable sway over public opinion. They affect not solely of their area of interest but additionally branching out as authorities in various fields.

 Take the case of the latest monetary fraud in Kashmir that shook the arrogance of common plenty. Truly, a Chennai based mostly on-line funding agency, Healing Survey, working underneath the guise of launching magnificence merchandise, conned hundreds in Jammu and Kashmir. The agency had claimed doubling of cash in 15 days, however allegedly robbed folks of their hard-earned cash and vanished in skinny air in a single day leaving gullible folks in lurch. 

Native social media influencers performed a double function within the rip-off. Two influencers, one from Jammu and one other from Baramulla, reportedly performed a pivotal function in convincing folks to put money into the scheme. Their endorsement, focusing on primarily college students and homemakers, lured folks with guarantees of considerable returns.

Opposite to this, one other group of native influencers uncovered the uncertain operations of the corporate as a rip-off.

Right here, to achieve a clearer perception, it deserves excessive precedence to unknot the misleading intricacies of the corporate’s lure. Mainly, it operated as a Ponzi scheme.

What’s a Ponzi Scheme?

A Ponzi scheme, named after its originator Charles Ponzi in 1919, is a deceitful funding rip-off providing unrealistically excessive returns with little to no threat. The scheme depends on a steady inflow of recent buyers to pay returns to earlier ones, creating a series that inevitably collapses when new investments stop.

The modus operandi of Ponzi scheme

To understand the workings of a Ponzi Scheme, when somebody is providing you remarkably excessive returns on an funding exterior the formal monetary system? Be watchful you may be stepping right into a Ponzi lure. 

The ‘Healing Survey’ Case:

Within the ‘Healing Survey’ case, the Ponzi scheme preyed on folks’s greed and worry, drawing them into an internet of deceit. What makes this case notably appalling is the alleged involvement of native influencers who endorsed the scheme, main their followers right into a monetary abyss.

We generally discover folks falling prey to such  frauds both for being grasping or succumbing to the worry created by fraudsters. Regardless of excessive alerts towards cyber frauds, folks proceed to fall within the lure of fraudsters and are lured to take a position cash in monetary schemes they don’t perceive. In the end, they end-up shedding their hard-earned cash to a wide range of frauds.

On-line monetary frauds have grow to be an organized sector which is barely rising in measurement with its operators principally remaining untraced. If stories about lack of cash in such frauds are taken under consideration, billions of {dollars} throughout the globe are misplaced by the gullible buyers yearly.


J&Okay is witnessing a breed of influencers recently  who, past their authentic content material, delve into numerous domains, positioning themselves as modern-day polymaths. From life-style and trend to academia and entrepreneurship, these folks have grow to be go-to figures for recommendation and opinions.

Are these influencers genuinely specialists in each subject they contact, or does their affect generally blur the road between real experience and endorsements for private beneficial properties?

As influencers assume roles as authorities, their audiences are sometimes swayed by their opinions and suggestions. The belief bestowed upon these figures can lead followers to take a position not solely their time but additionally their sources in endeavors endorsed by influencers.

Many questions come up relating to the authority granted to influencers to endorse merchandise with out conducting correct reality checks. Furthermore, the credibility of influencers comes into query when contemplating their {qualifications} to endorse merchandise, particularly in essential areas like monetary investments.

The lack of know-how and experience amongst influencers raises issues about their suitability to vouch for sure merchandise or organizations. Why influencers select to endorse entities with out a complete understanding turns into a essential query, particularly in relation to services or products that will have far-reaching penalties.

The authenticity of influencers, basically, is introduced into doubt, prompting the necessity for governmental intervention.


Governments play an important function in safeguarding public pursuits, and there’s a urgent want for laws that curtail influencers from indiscriminately endorsing merchandise from unknown corporations. A blanket ban on such practices could possibly be a essential step to guard customers from potential hurt attributable to ill-informed endorsements.

Because the affect of social media personalities continues to develop, making certain accountable practices amongst influencers turns into foremost  for sustaining belief and stopping potential hurt to the general public. Authorities laws can play a pivotal function in shaping moral requirements throughout the influencer trade.

Monetary literacy marketing campaign may present a further layer of warning to safeguard gullible folks from being carried away by the profitable gives of these working inside our system.

To sum up , ‘You’ll be able to deliver egg out of hen not hen out of egg’,logic prevails and influencers should perceive it.

Views expressed within the article are the writer’s personal and don’t essentially symbolize the editorial stance of Kashmir Observer 

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