Why Bhuvan Bam is an apt fit as an endorser for Beardo
Social media influencers and content creators tend to engage more with their audience while bringing credibility to the table. Bhuvan Bam has been endorsing Beardo's product range since last year and has fetched massive reach and engagement through various content formats, at times, more than TV or Bollywood celebrities
The winds of change are here to influence the world of brand endorsements. Why would brands shy away from utilising digital world influencers as full-time brand ambassadors? These influencers have a huge impact and reach out to their own loyal set of audience. And brands, especially the new-age ones, are realising this.
In fact, one of the early realisers is Ahmedabad-based men’s grooming brand Beardo. It brought on board one of India’s quirkiest content creator and social media macro-influencer Bhuvan Bam on board to promote the brand last year. The brand is fetching no less reach, garnering equal engagement on a par with celebrity brand endorsements.
Previously, like most brands, Beardo had celebrities like Suniel Shetty, Shahid Kapoor and KGF actor Yash on board to endorse the brand.
A few days ago, Beardo promoted its perfume Dark Side from Bam’s social media handle while getting more than five lakh likes on Instagram for the campaign. Bam is an actual fit for the brand as he is a man with good looking hair and is a favourite among men according to social media data.
Bam is popularly known for his YouTube channel ‘BB Ki Vines’, which has more than 15.4 million subscribers. He was the first Indian YouTuber to reach 10 million subscribers with over 1.2 billion views. His Instagram page has 7.6 million followers. His content revolves around several different but relatable middle-class characters. Currently, Bam is associated with six brands: Artic Fox, Lenskart, Tissot, Mivi and Tasty Treat and including Beardo.
Since the time Bam came on board with Beardo, he has been creating content consistently for the brand’s different product ranges. A content creator fetches maximum results in terms of quality of content when given full freedom over the creatives. Bam has created content in multiple formats like photos, sketches, Instagram posts, YouTube video integration for the various product lines of Beardo.
Even if one looks at Beardo’s Brandscore graph over the past few months, it is seen that whenever Bam has posted something about the brand, it has fetched more than 20 million eyeballs for sure. Along with that, slight conversations have always been on.
While digital marketing has always been the major pillar to build its brand, Beardo is a hit amongst the youth and uses quirky and humorous ways to impress its target audience.
After the success of the ‘Such a Beardo’ anthem in 2017, the brand launched another anthem ‘WhyFEARDOTheresBEARDO? featuring music artist and actor, Rinosh George.
Beardo was founded in 2015 by Ashutosh Valani and Priyank Shah. The Beardo range of products includes Beardo oil, Beardo wash, Beardo beard and hair growth oil, Beardo moustache wax, Beardo ultra glow and Beardo brick soap.
FMCG giant Marico acquired around 45% stake in Zed Lifestyle, which owns Beardo, in 2017. There are also talks in the town that Marico might complete 100% acquisition by the end of the next fiscal. After acquisition, Beardo will be a wholly-owned subsidiary of Marico.
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