Mumbai: A special breakout session titled “Best Practices for Social Media Advertising for Influencers” took center stage on Day 4 of the World Audio Visual and Entertainment Summit (WAVES) 2025 at the Jio World Convention Centre in Mumbai, shedding light on the evolving digital advertising landscape and the critical role influencers play in shaping public discourse and consumer behavior.
The panel featured Saheli Sinha, Director, ASCII; Shibani Akhtar, Film Actor and Influencer; Mayank Shekhar, Entertainment Journalist; and Vinay Pillai, Chief Business Officer, Pocket Aces. The session was moderated by Tanu Banerjee, Partner, Khaitan & Co.
Deliberations focused on building a robust and ethical influencer advertising ecosystem amid the rapidly expanding creator economy. Key themes included authenticity, platform-specific content strategies, legal compliance, and transparency in brand collaborations.
Shibani Akhtar underscored the importance of staying true to one’s creative voice. “Campaigns must reflect personal belief and purpose. Authenticity should be the foundation of all influencer partnerships,” she said, calling on creators to be active participants in both content and branding processes.
Vinay Pillai emphasized the need for influencers to avoid generic approaches. “Each digital platform has a unique user base and content rhythm. Influencers must tailor their messaging accordingly and use data to guide storytelling,” he said. He also stressed the value of conscious brand-building and credibility.
Speaking on the evolution of digital influence, Mayank Shekhar noted, “Today, the lines between celebrity and creator have blurred. Influence is no longer defined by mainstream media alone—it’s platform-led and niche-driven.” He urged influencers to uphold integrity, avoid misinformation, and prioritize fact-checking in sponsored posts.
Saheli Sinha advocated for clear disclosures in influencer content, especially for paid partnerships. “Transparency builds trust. ASCII is actively educating emerging creators on advertising norms, legal obligations, and ethical content practices,” she said.
The panelists unanimously agreed that long-term success in influencer marketing depends on honesty, professionalism, and responsible engagement with followers. They recommended that content creators define boundaries, align with advertising guidelines, and engage audiences with honesty and value-driven messaging.
The session concluded with a call to formalize industry-wide best practices, foster ongoing education, and uphold the credibility of influencer-led advertising as a key pillar of India’s digital economy.
