It's time to say goodbye to celebrities and hello to influencers at Cannes

The Cannes Film Festival honors the art of filmmaking. Naturally, being invited to the festival is at the top of most makers' and artists' wish lists. The atmosphere around the festival this year was unprecedented, especially because numerous Indian influencers were spotted on the red carpet, prompting people to call them out. Even the normally reserved Nandita Das had to remind everyone that the Cannes Film Festival is a film festival, not a fashion show.  

For the uninitiated, this year's event featured Indian influencers and content makers such as Kusha Kapila, Dolly Singh, Maasoom Meenawala, Diipa Khosla, Ranveer Allahbadia, and Niharika NM, eliciting varied comments. 

Dr. Fetch (a dermatology consultation) was represented by Kapila, AJIO Life and Brut India were represented by Singh, and Allahbadia also represented Brut India. The unexpected inflow of Indian influencers has many in India wondering if influencers have become a more popular choice for companies than the normal Indian celeb contingent.

While some regarded it as the beginning of the Cannes influencers, others dismissed them. 

"The questions surrounding their presence are valid: What are they really doing at a movie festival?," explains Saima Iqbal, Head of Branded Content at Brut India. 

"But, let's face it, the lines between different platforms are becoming increasingly blurred." The creative community is compelled to collaborate, and Cannes fully embraces that spirit. "It serves as a platform where film meets fashion and beauty, resulting in new ideas," she says.

Why can't influencers harness Instagram and TikTok with huge movie stars to magnify their movies for a bigger audience?

"By appearing in films and showcasing their talents on OTTs, creators are breaking new ground." Creators are an essential component of this networked ecosystem, relying on one another more than ever before. "Cannes celebrates this synergy by bringing together diverse talents who rely on one another to thrive and shape the industry's future," adds Iqbal.

Indian influencers have a large following, which provides organizations with the desired reach while also increasing ROI, SEO, and bottom lines. Because a substantial portion of the marketing budget has recently been set aside for influencer marketing, corporations have seen perfect commercial sense in sending these content creators to Cannes, which is a worldwide stage for brands to advertise themselves.

"Influencers are public figures, just like actors and celebs," says Monk Entertainment CEO and co-founder Viraj Sheth. "They specialize in a variety of genres such as comedy, fashion, entertainment, music, and many others."

When it comes to approachable and relatable influencers, brands benefit from a captive audience in the millions, according to Sheth.  

"If Ruhee is displaying that she wears a boAt watch on a regular basis, she most likely does." Niharika genuinely utilizes Bblunt products to set her hair, which we highlighted in her Cannes brand collaborations," he says.

Dolly Singh, an influencer and content creator known for her funny material, also spoke with us on why influencers have become global phenomena. "Ten years ago, I would never have imagined seeing a question like this, but the creator industry is definitely booming," she remarked. People's interest and allegiance have shifted away from superstars and toward influencers because there still appears to be a lot of relatability and honesty there. Influencers are more approachable, and while you might not be able to ask SRK about a product he advertises, you can certainly ask me." 

Singh also mentions that one of the most popular comments she received while publishing Cannes content was "It feels like I'm there with you," which says volumes about the influencer's relatability.

"When I wore an AJIO saree in Cannes, people loved it and felt seen because they could actually get the same saree and do it too," she jokes.

She also mentions that there is a lot of direct interaction between an influencer and their audience. "With all of this in mind," she says, "it makes perfect sense for brands to use more and more influencers to represent them on big stages like Cannes."

This year, Aman Gupta, the creator of boAt Accessories, visited the festival as well, becoming the first Indian entrepreneur to do so. 

While discussing the big appeal for marketers at Cannes, Karan Pherwani, VP of Chtrbox, adds, "The film festival amplifies the value of celebrities, influencers, and brands to extraordinary heights." Being a part of Cannes is extremely important for Indian influencers since it provides worldwide exposure and the ideal platform for collaboration with businesses. These events have a huge impact, increasing visibility and opening doors to worldwide prospects."

The gamble appears to have paid off for Brut India, which sponsored some of the influencers this year. Iqbal feels the buzz on Twitter, Instagram, and Reddit is proof. "Creators at Cannes were trending everywhere, and that speaks volumes about its impact."

Numbers spoke for themselves, providing an appropriate response to detractors who mocked the presence of influencers. "Our Cannes coverage received a whopping 350 million global views, giving us 51% of the Indian market." Our goal as a platform aimed towards millennials and Generation Z was to capitalize on our young audience and establish Cannes as a pop cultural phenomenon. Over 75% of our views came from people under the age of 34, which is impressive," says Mehak Kasbekar, Editor-in-Chief and VP, Brut India.

According to Kasbekar, the eight Indian creators who walked the red carpet made a significant impression, demonstrating India's powerful creative economy and global presence. "For the first time, we partnered with leading Indian brands such as Ajio, Lakme, Titan, and Boat to give Indian brands the opportunity to showcase their brand on a global stage." Because of the discussion generated by these creators' presence at Cannes, our brand relationships resulted in significant earned coverage and virality."