Other key talents<\/strong><\/p>\nThese are the up-and-comers who weren\u2019t yet logged in Launchmetrics\u2019s system (they\u2019ve since been added), but are key for brands to keep an eye on as their stars continue to rise.<\/p>\n
Anuv Jain<\/strong> is an Indian singer, songwriter and composer, well known and loved on the indie music scene. He\u2019s currently on a world tour.<\/p>\nSmriti Mandhana<\/strong> is a 29-year-old cricketer and vice-captain of the Indian women\u2019s national team. She recently featured on the cover of Vogue<\/em> India.<\/p>\nKrishna Jayasankar<\/strong> is a track and field athlete who was the first Indian woman to surpass 16 meters in indoor shot-put.<\/p>\nJyothi Yarraji<\/strong> is also a track and field athlete, who specializes in 100-meter hurdles. She recently received the Gen Z Icon Sports Award at the Cosmopolitan<\/em> India Blogger and Creator Awards \u2014\u00a0the same month she won a Women of Impact Award.<\/p>\nSheetal Devi<\/strong> is a paralympic archer, who won a bronze medal in the mixed team compound event at the 2024 Paris Olympics.<\/p>\nSara Arjun<\/strong> is an Indian actor who appears in primarily Tamil and Hindi films, and recently featured on Elle<\/em> India\u2019s digital cover.<\/p>\nReble<\/strong> is an Indian rapper and songwriter from Meghalaya. She released her first single in 2019, and has recently contributed to film soundtracks for a host of Indian productions. (Reble is working on a new project that\u2019s currently under wraps.)<\/p>\nA note on our methodology<\/strong><\/p>\nWhile influencer marketing once stopped at deliverables \u2014\u00a0how many posts or stories the talent would share, media impact value (MIV) now goes far beyond those static posts. \u201cThese ambassadors are gateways to PR coverage [and brands] need to 360-degree measure the direct and the indirect impact,\u201d says Launchmetrics CMO Alison Bring\u00e9. \u201cAdditionally, there\u2019s that layer of their own social media channels and how these campaigns are being engaged with by their own community.\u201d<\/p>\n
On average, when looking at celebrity-driven campaigns, 77% of MIV came from the indirect category, Bring\u00e9 says. \u201cIt\u2019s insane because there are still some very unsavvy brands that are just thinking about the deliverables and \u2018how many posts can I get from you?\u2019\u201d she says. \u201cThey need to be thinking about how they can create virality instead.\u201d Data gathered by Launchmetrics includes average MIV generated by placements with talent, including voice echo numbers for brands that the company tracks.<\/p>\n<\/div>\n