Influencer Marketing in India with Yogi from Haris & Co

About this episode

In this episode of The eCom Show, host Shan A Salam interviews Yogi, Head of Influencer Marketing at Haris & Co. Yogi shares his career trajectory, starting from technical mould making and fixture design in Bengaluru to discovering community building and launching content initiatives. He discusses his experience co-founding Fabsquad, partnering directly with Meta during the rollout of Instagram Reels in South India, and executing large campaigns producing thousands of short-form videos. The conversation explores practical strategies for ecommerce brands entering influencer marketing, including categorising creators into nano, micro, and macro tiers, setting performance benchmarks, and securing commercial usage rights for influencer-generated content. Yogi explains the commercial differences between regional Malayalam creators and creators in metro hubs such as Bengaluru, detailing pricing structures, contract essentials, and performance-based hybrid payment models. Finally, he outlines the role of dedicated marketing agencies in managing creator talent, maintaining organic authenticity, and building proprietary communities using WhatsApp to scale brand campaigns smoothly.

Key takeaways

1. 1Brands should purchase commercial advertising rights alongside standard sponsorship fees to run paid performance ads with influencer-generated content.
2. 2Structuring agreements that combine a baseline fixed payment with performance-linked revenue incentives encourages content creators to produce higher-effort promotions.
3. 3For regional product launches, activating localised nano- and micro-influencers with engaged community ties often yields better returns than booking celebrity endorsements.
4. 4Subtle brand placements that align seamlessly with an influencer's usual storytelling resonate better with audiences than direct, overt product endorsements.
5. 5Managing multiple content creators directly creates operational strain, making specialised influencer agencies valuable for contracts, briefs, and production oversight.
6. 6Influencers must prioritise their community trust and audience relevance over quick commercial gains to ensure long-term career sustainability.

Chapters

1. 00:00Introduction
2. 09:48Movie Promotion
3. 12:52Working in Bengaluru
4. 14:07Joining Fabsquad
5. 15:08Fabsquad’s Collaboration with Meta
6. 17:165,000 Reels Generated
7. 18:36Entry into Haris & Co
8. 19:30Yogi Meets Haris at the Stories of Revolutionary Program
9. 25:45Approaching Influencer Marketing as a Brand
10. 27:22Influencer-Generated Content (IGC)
11. 28:25Agreements Between Influencers and Brands
12. 30:31Influencers and Brands
13. 37:15Layers of Influencers
14. 38:33Brand Budgets for Influencers
15. 43:18Measuring Impact
16. 45:52Exclusivity with Big Brands
17. 47:52Audience of Influencers
18. 50:02Emerging Platforms for Influencers
19. 51:19Yogi’s Recent Experiences
20. 56:56Working with Content Creators
21. 59:20Influencer Payments
22. 01:01:24Quantity vs. Quality
23. 01:02:44Agencies and Influencers
24. 01:07:03Building an Influencer Community
25. 01:09:32Influencer Marketing FAQs
26. 01:18:48Conclusion