Voltas Beko is launching a new influencer marketing campaign to showcase its HarvestFresh refrigerator technology, expanding on television and digital campaigns that began in October 2024. 

The appliance manufacturer has partnered with 20 content creators across lifestyle, nutrition, food, and parenting verticals to reach an estimated audience of 7.5 million followers.

Campaign Structure and Technology Focus

The campaign features established creators, including Kishwer Merchant, Ambika Dutt, Uma Raghuraman, Rashmi Rai, and Aarti Madan. These influencers will demonstrate the refrigerator’s key feature – a three-color light system that simulates the 24-hour sun cycle to preserve vitamins A and C in stored produce.

The technology is available in both FrostFree and Direct Cool refrigerator models. Content creators will direct their audiences to Voltas Beko retail locations and the company’s website for additional product information.

“Voltas Beko takes pride in leading the charge to redefine freshness and establish new benchmarks in food preservation,” Prasenjit Basu, Head of Marketing at Voltas Beko, said in a press release. “Our latest campaign unites a dynamic group of influencers renowned for their authentic and impactful content.”

The company selected influencers based on audience demographics and brand alignment. The campaign aims to drive retail traffic and demonstrate the HarvestFresh technology’s capabilities in preserving nutritional content in fruits and vegetables.

Influencer Marketing in India

According to a recent Kofluence report, India’s influencer marketing industry will continue to grow rapidly. By 2028, over 80% of brands are expected to spend up to 30% of their marketing budgets on influencer collaborations. Total industry spending is projected to reach $2.8-3.5 billion during this period.

Recent research from Meta and the Federation of Automobile Dealers Associations (FADA) revealed that 72% of new automotive buyers in India discover car brands and models through Meta’s platforms. The study showed that digital platforms are becoming central to the vehicle purchase process, with 84% of buyers using digital channels for evaluation compared to 29% using print media.