Infloouhnser launches new age marketing, content distribution agency The Sway

Media entrepreneurs Shailendra Shetty, Rajneil R Kamath, and Karan Sahni- founded Infloouhnser has announced the launch of their multi-layered influencer advertising and marketing agency, The Sway.

A new age marketing and content distribution company, the Sway is the amalgamation of storytelling, data and technology. It will combine data and technology with creative strategy and organic distribution to give brands a compelling offering while prioritising integrity, accountability, and transparency.

The core focus, the company said, will be influencer marketing, meme marketing, and technology experiences.

The Sway has tied with the Israel-based LDRS group, one of the global pioneers in the Influencer marketing business, to use their AI & ML Tech Platform, enabling advertisers to discover Influencers and define the audience to make it more meaningful for a brand to collaborate.

The software also allows the client to identify & weed out fake followers and bots, help real-time engagement metrics tracking, ensure standardized metrics and pricing, selection, and matching of the influencer to deliver value over volumes.

“The recent case of fake followers’ scam that got busted makes service of our kind much needed,” said Shailendra Shetty, founder, The Sway. “ The authenticity of influencers and audience is crucial to any brand. We help our brand partners sift through influencers’ universe and connect them with content creators who share the same vValue and beliefs as the brand.”

Shetty added that those who can best drive audience engagement and help build a trust-based relationship for the brand, will last. “Combined with meme marketing, we are able to give advertisers a great way to reach out to Gen Z and millennial users.”

The Sway has also entered into an exclusive partnership with Memechat, which has a reach of over 300 million social media users. The deal will help brands to unlock the value of memes with organic distribution on social media, the company said.

This includes Augmented Reality (AR) effects and filters, brand bots, microsites, and games.

“At Memechat, we are constantly innovating to reach new audiences and are excited to work with The Sway to reach new advertisers who can use our app and network to reach the most engaged audience in India today,” said Kyle Fernandes, founder, Memechat.

The company also roped in Jyoti Bansal (EX CEO, PHD India) and Namrata Tata (Managing partner, House of Cheer) to help mentor and advise the company in its ambitious journey.

Influencer marketing is proving to be the fastest-growing method for brands to acquire high-quality customers. By industry estimates, brands are set to spend up to 10-15% of the overall Rs 14,000 crore of digital advertising revenue on influencer marketing.

Many sectors, including EdTech, FMCG, and Fintech, have seen a 20 to 30% rise in influencer marketing spends during the last six months.