India finally has its first virtual influencer, 21-year-old Kayra. While blurring the lines between fantasy and reality, industry experts say, these digital avatars are popular among teens and as interest in the metaverse grows, it will provide increasing power. A virtual influencer can be termed as a fictional character with a social media account that is run by a content creation team. The idea is to collaborate with brands. Himanshu Goyal is the Business Head at Kaira Top Social India. He is an engineer with an MBA degree from Ahmedabad. In addition, he is responsible for leading the project since its consideration in 2020. Kaira had a soft launch in December 2021. His official date of birth is January 28, 2022. Speaking about her creation, Goel said in a Hindustan Times report, “We focused on this as a business as a whole. Eventually, Kayra would become independent and unrelated to an agency. Even now, our brand name is Not part of his profile.”
He further added that he was really unsure about how the audience would react. “But the engagement Kaira got was encouraging though there were some trolls too,” says Goel. The account is getting 1k new followers in a day.
Kyra is a great idea especially with brands following international trends in the field of technology, lifestyle and fashion. However, the team is cautious about partnerships and none have been announced yet.
Explaining the brand collaboration, Goyal said, “They get their first virtual ambassador. Plus, imagine this: There’s a brand that wants to do a travel campaign. Flying a real effector around the world would be much more expensive than a virtual effector, which could be placed in front of the Hawa Mahal, using a real picture or one built in 3D. Kaira has already done ‘shooting’ in front of Amer Fort etc. Plus, virtual influencers will never get old or get into controversy. If there is a dispute, you can turn to a copywriter or designer and end the dispute immediately. It helps that Kyra’s existence is a business or creative decision, not an emotional one. If the story is true, then there is no point in getting misled by money.”
Have a virtual influencer not only in India, but also in Bangkok. Bangkok Naughty Boo is one of the new generation of influencers in Asia, promising to always be young, on-trend and free of scams – as they are computer generated. “I’m 17 years old forever, non-binary, with dreams of becoming a pop star,” Bangkok Naughty Boo – who uses the his/them pronoun – said in an introductory video sent to AFP.
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