Entering the multibillion, youth-obsessed influencer marketing industry is a dark horse: senior citizens.
Dinesh Mohan, 63, from Delhi, became a model and actor at 55, and inspires his 305,000 Instagram followers with his posts. With his tattoos, ripped jeans and a toned physique, he is also a perfect model for a plethora of lifestyle brands queuing up to sign him up – though it wasn’t always so for him.
In the northern Indian state of Haryana, Yashpal Verma and his wife Shanta, at 82 and 76, have become an internet sensation, gaining about 58,000 followers who follow their entertaining stories about their fun daily lives. Assisted by their granddaughter Jonita, the couple had started posting videos of their dancing and dressing up sessions, which soon found a rapt audience.
Experts say much of this activity is dictated by changing market dynamics in the world’s second most populous nation, and accelerated by the Covid-19 pandemic.
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