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Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam

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In an exclusive chat with Advertising and Media Insider, digital Influencer Bhuvan Bam, who is known for his YouTube channel - BB Ki Vines, shares his thoughts on the state of advertising today and the advantages brands can draw from working with an influencer. </li><li>He further puts light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, favourite jingle growing up, and much more. </li><li>The YouTube influencer has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. </li></ul>Bhuvan Bam, who is known for his YouTube channel BB Ki Vines, is also a youth icon, an entertainer, content creator, an actor and also a singer. Bam’s YouTube Channel now has over 15 million subscribers and he’s coming up with yet another single called ‘Ajnabee.’He has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. In an exclusive chat with Advertising and Media Insider, Bam got candid about his experience of working with brands. ‘One out of 10 brands come and say ‘Hume kuch viral chahiye’, he says, breaking into a chuckle. “Creators cannot make your content go viral. He can give his best to the content he offers, but it is your job to make it viral,” he adds. Bam revisited his childhood days when he got really excited every time ‘Chubti galti garmi’, Dermi Cool’s jingle came on TV. He says he never skipped that advertisement and would love to record the jingle for the brand again. From the latest advertisements, he says Fevicol’s Sofa ad is a masterpiece. "Fevicol's latest ad is simply genius. If we start making ads like those, nothing like it! Although they don't need to advertise because the adhesive glue category is now synonymous with Fevicol, I think all brands should learn from them." Bam says he works for brands that he truly resonates with and enters into a partnership only if he would use the brand himself. That’s how he selected Mivi and Lenskart. Being a shoe-collector, he says he would love to work with a shoe brand next. Talking about the state of advertisements today, he says, ‘advertisements in today’s age are too in your face.’On the other hand, when a brand works with an influencer, the digital medium promises ‘conversion rate '. “Influencers have a really transparent relationship with their followers. It is all about tuning; if a person is attached to an influencer (is a keen follower), he/she would buy a coupon and take some action. As long as influencers are honest and not selling everything, it is better for the brand,” says Bam. Bam further put light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, his favourite jingle growing up, and much more. Catch the interview here: 
 
 
 
 
 
 













 
 
 <div type="Video" msid="71970891" hostid="261" title="Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=71970891"></div>

<ul><li><keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword> has 20 million subscribers on YouTube, 11.5 million followers on Instagram and over 3 billion collective views for his videos.</li><li>Business Insider caught up with Bhuvan Bam and his right hand man <keyword id="228356" type="PERSON" weightage="20" keywordseo="Rohit-Raj">Rohit Raj</keyword>, who looks after the business of content created by Bam.</li><li>Raj runs Artist Aadmi – a boutique talent management agency and is also the business partner for Bam’s famous Youthiapa Fashion, a merchandise line.</li></ul>Bhuvan Bam is a man with multiple talents – an actor, <keyword id="2255176" type="PERSON" weightage="20" keywordseo="content-creator">content creator</keyword> and a singer. One of the first Indians to have 20 million subscribers on YouTube, 11.5 million followers on Instagram and over 3 billion collective views for his videos across platforms. Behind the scenes of it all, Business Insider caught up with Bhuvan Bam and his right hand man – Rohit Raj, who looks after the business of content created by Bam. Raj runs Artist Aadmi – a boutique talent management agency and is also the business partner for Bam’s famous Youthiapa Fashion, a merchandise line. <cmsannotation type="cmsannotation" annotationid="Beyond being a YouTuber" comment="subhead" text="Beyond being a YouTuber">Beyond being a YouTuber</cmsannotation> Bam also hosts a digital series on YouTube called 'Titu Talks' in which actor Shah Rukh Khan was featured as the first guest. Bam’s selling point has been the multiple fictional characters he has built, which he calls his ‘little universe’. But he’s ready to expand this universe in different platforms and formats. “People are ready to watch anything today. There are so many genres for a content creator to experiment. Content consumption and people’s preferences will keep changing too,” said Bam. The duo, who started working together in 2016, have also turned producer and launched BBkiVines Production Ltd, through which they are working on Bam’s first long format project, Dhindora. “Bhuvan was always very clear that we have spent so much time creating these characters and their universe and there is a recall for these characters. So, two years ago, we ideated that we should come up with a long format production house and that’s how BBkiVines Productions came into being,” said Raj. The merchandise line Youthiapa is also built on Bam’s characters and their popular one-liners. “We only sell it through our own e-commerce platform, and we design, produce and market it ourselves,” said Raj. While they didn’t share details of how the e-commerce brand has grown and the number of orders, they claim that they have ‘a couple of lakh’ customers solely by using Bam’s social media presence as marketing. <cmsannotation type="cmsannotation" annotationid="How do they choose brands?" comment="subhead" text="How do they choose brands?">How do they choose brands?</cmsannotation> Both of them laughingly admit that they used to work in their pyjamas, even before the work-from-home life started. While Bam is the brain behind the content he produces, Raj is the man who gets the business going. And both of them admit that it’s important for a content creator or <keyword id="1864633" type="PERSON" weightage="20" keywordseo="Influencer">influencer</keyword> to also think about the financial aspects of their business. “A content creator must think about the financial aspect of his work, the brands that are coming in. It’s important you realise this early. Don’t fool yourself. But obviously don’t neglect the creative process. If I can create content, build a market for it and also look at the finances, then I’m an all-round artist. All three aspects are very important,” said Bam. But just making money wasn’t what they had in mind. Raj works on aligning Bam’s content and the brands that come their way. “In the first one year of us working together, we went for a lot of commercial meetings but we didn’t convert all of them into business. We were clear about the brands we want to associate with or the way we wish to integrate these brands with Bhuvan’s videos. We wanted to keep it organic, we don’t go and hunt for work” he said. <cmsannotation type="cmsannotation" annotationid="Working with new laws and taxes" comment="subhead" text="Working with new laws and taxes">Working with new laws and taxes</cmsannotation> YouTube had <a href="https://www.businessinsider.in/tech/news/youtube-will-begin-deducting-us-taxes-from-payments-to-creators-as-early-as-june-2021-for-creators-outside-of-the-us/articleshow/81443725.cms">recently said</a> that for its creators in India and outside of the US, its parent Google said that it would begin deducting US taxes from payments to creators as early as June 2021 from creators outside of the US. Earnings from viewers in the US through ad views, YouTube Premium, Super Chat, Super Stickers, and Channel Memberships will be taxable. However, while they await more clarity Raj said that the taxation won’t be on the entire YouTube revenue. “For an Indian creator whatever money they are making out of the US, there will be a 24% deduction on that amount. So for people creating content in Hindi the damage will be lesser,” he said. But that’s not it. The Advertising Standards Council of India (ASCI) has released draft guidelines for the influencer community, which requires them to demarcate sponsored content clearly. But Bam isn’t worried about it, in fact he encourages the new guidelines. “As long as creators don't mislead the audience it’s fine. Many times people have posted things just to get people to click on it or visit a website. But so many influencers are now clearly mentioning that it’s a sponsored post,” said Bam. And Raj, the man who will have to ensure brands still get their way in the partnerships, goes back to his point of ensuring that even a sponsored post is made in a creative manner. SEE ALSO: <a href="https://www.businessinsider.in/science/space/news/how-water-reached-the-earth-it-always-had-it/articleshow/81986838.cms">The Earth did not get its water from asteroids — it may have had it all along</a> <a href="https://www.businessinsider.in/thelife/personalities/news/nethra-kumanan-the-first-woman-sailor-from-india-to-qualify-for-the-olympics/articleshow/81984720.cms">Meet Nethra Kumanan — the first woman sailor from India to qualify for the Olympics with a love for Bharatnatyam</a>

Bhuvan Bam and his partner-in-crime Rohit Raj share how they have turned the YouTuber’s content into a business

<ul><li>Lenskart had much to cheer in 2019. It grew at 50% year-on-year, launched its 500th store and its total operating revenue grew by 24% in 2019 to Rs 474.31 crore. </li><li>Amit Chaudhary, Co-founder, Lenskart.com tells us how it plans to grow further in the country by increasing its retail presence, investing more in advertising, and lastly, experimenting with newer technologies.</li></ul>
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 It was after Peyush Bansal, the founder of Lenskart found a huge gap in the eyewear segment that he decided to start his own company in India. He realised that a third of India’s total population needs to wear spectacles and only 25% of them actually wear it; quality and affordability were the two critical barriers here. Amit Chaudhary and Sumeet Kapahi later joined Bansal and decided to change the perception of glasses from being ‘nerdy’ to a ‘cool-status’ symbol for millennials. Therefore, Lenskart started as a pure e-commerce company, with a promise of being ‘fashionable’ and to break through the existing clutter, it offered the lazy millennials an option of 3D try-on. To establish its unique proposition further, Lenskart recently on-boarded social media influencer Bhuvan Bam, and tried to destigmatise wearing spectacles. Lenskart’s mantra seems to have worked as it had much to cheer in 2019. It saw an almost 50% year-on-year growth, launched 500 stores in over 70 cities and ended the year on a perfect note by raising $275 million in a financing round from SoftBank Vision Fund. According to Ministry of Corporate Affairs (MCA), its total operating revenue grew by 24% in 2019 to Rs 474.31 crore. However, the Indian eyewear industry is a potential $10 billion market, which is growing more than 30% on a Y-o-Y basis, so there is a lot more ground that Lenskart is aiming to cover this year. Amit Chaudhary, Co-founder, Lenskart.com told us that it plans to grow in the country by increasing its retail presence, investing more in advertising, and lastly, experimenting with newer technologies. Expansion Plan After its latest investment round, Lenskart is planning to launch 500 stores by the end of this fiscal and another 5,000 stores over the next five years. “This year we want to open 500 stores across the country but we now want to focus on few cities first and capture them. While we continue to do what we are doing in the Tier III and Tier IV markets at the same pace, we will increase our pace in the top metros,” says Chaudhary. Growing on digital Lenskart took the bet to launch as an online-only platform and has grown exponentially. It would continue to invest 80% of its budget on digital media and being erstwhile computer engineers, Chaudhary says it comes naturally to them. Telling us why its budget is skewed towards digital, Chaudhary said, “If I want to reach somebody today, there is no better way to do that than through digital. Digital, as a medium, gives you a one-to-one access to the consumer, unlike a big board outside somewhere where you don't even know who is seeing it. So to bring focus to whom you want to show your product and get the access to them -- I think digital plays a very important role and you can measure that. So I think that is one of the reasons we will keep on continuing, embracing this way (virtual and digital way) of marketing and communication to consumers.” However, Lenskart also uses other platforms like TV and Outdoor just to encourage its audience to embrace digital mediums. Chaudhary explains, “We have only done digital marketing. We also do TV but it's not part of the significant budget. The idea of using TV is also to embrace digital. So all our TV ads also show that you should go digital and use our 3D try-on. We are also improving the technologies there to make those trials be as fast and accessible as possible. When you look at things like Facebook, Instagram and Snapchat filters, we are hoping to create a very real-time thing there. When you see how the glasses are looking on you in the social filters, you should be able to make a transaction right away.” When asked if Lenskart is planning to increase its marketing budget this year, Chaudhary said, “Yes. We also have some product brands, Aqua Lens and John Jacobs. So we'll try to grow those parallely and some of the extra money will go there.” A peek in Lenskart’s future Chaudhary says Lenskart’s prime objective in 2020 is to make eyewear more and more accessible. He indicated that Lenskart is working on a new technology mode that will help to do 1,00,000 eye check ups on a daily-basis. Sharing what else is on its agenda, Chaudhary added, “Lenskart of the future would be a global company where we serve consumers keeping India's manufacturing in focus -- make sure that India generates a lot of employment. Lenskart already helps generate a lot of employment in the country, both in terms of manufacturing and retail. We are a full stack business -- manufacturing to retailers, we will continue to embrace this and make it as big as possible.”

Lenskart to launch 500 stores in 2020 and increase its focus on AI and digital marketing, says Co-founder, Amit Chaudhary

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Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam

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Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam

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Bhuvan Bam and his partner-in-crime Rohit Raj share how they have turned the YouTuber’s content into a business

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Lenskart to launch 500 stores in 2020 and increase its focus on AI and digital marketing, says Co-founder, Amit Chaudhary

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