From MrBeast to Khaby Lame: how international influencers are taking to India

YouTube sensations MrBeast, Logan Paul, and KSI arrived in Mumbai recently. MrBeast is set to introduce his chocolate brand, Feastables, to the Indian market, while Logan Paul and KSI is launching their hydration drink, Prime. This move capitalizes on India's growing consumer market for confectionery and energy drinks.

India's burgeoning digital landscape — coupled with rising disposable incomes and its vibrant culture — is making it the new playground for international influencers. As global creators and Indian brands forge strategic partnerships, a new era of cross-cultural content is emerging.

Shudeep Majumdar, Chief Executive Officer (CEO) & Co-Founder, Zefmo, put the trend in perspective. "We predicted this [trend] earlier. Globally speaking, these mega-influencers have hit a saturation point. India has emerged as the largest influencer universe in the world. No wonder, they have started to look at India to expand their base."

Rohit Agarwal, Founder and Director, AlphaZegus, agreed with Majumdar. “Similar to how several international brands are vying for the Indian market, international influencers, too, are following suit. For brands, this is primarily driven by India's huge population, which translates to a significant potential consumer base. As India's disposable income rises, the country has become a one-stop destination for premium products and services,” he said.

"International influencers, too, are being drawn to India's massive audience. Global content creators such as MrBeast, Logan Paul, and KSI have a massive Indian following, as revealed by YouTube analytics. Earlier, they may have underestimated the Indian market's spending power, but now they recognise the potential. Besides, the vast pool of Indian content creators offer numerous collaboration opportunities, which can significantly expand their global counterparts’ reach and impact," Agarwal added.

Majumdar weighed in on influencer partnerships. “Across the globe, brands are also looking at continental influencer partnerships. We have seen many tech influencers in India becoming popular. They create content in English on the lines of Marcus Stanley. They are trying to make the most of these with Indian fan bases. When a domestic influencer ties up with an international influencer, both their growths are joined at the hip. It’s a win-win situation for both,” he said.

“International influencers have started creating content. which can be translated into multiple Indian languages. The time is right for both economic and cultural exchanges between India and the rest of the world. In the case of international influencers, the return on investment [RoI] happens between nine and 12 months. Significantly, the brand awareness and brand building in collaboration with these international influencers have a much longer shelf life," he added.

Shrenik Gandhi, Co-Founder and CEO, White Rivers Media, said, “The convergence of global creator influence and India's digital acceleration presents an extraordinary market opportunity. Our portfolio of global creator campaigns — from The Quick Style to Abdurozik, Khaby Lame to Noel Robinson — have helped us develop a framework that unlocks the Indian market for international talent.”

WhiteRiver Media’s business strategy centres on strategic creator partnerships. “When iShowSpeed attended the ICC World Cup match last year between India and Pakistan, it wasn't just content creation. It was cultural integration at scale. The Quick Style's collaborations with Diljit Dosanjh and major brands such as H&M, Crocs, and boAt showcased how understanding market dynamics creates exceptional commercial success. Similarly, making Khaby Lame's iconic gestures relevant for Indian audiences through Dream11 demonstrated our ability to localise global phenomena," Gandhi said.

Key strategies in the works

Most international creators don't abruptly dive into the Indian market. Instead, they strategise with their managers and agencies, often initiating engagement with their Indian audience six months prior to their visit. This involves Indianizing their content, referencing global icons such as Shah Rukh Khan, Virat Kohli, Narendra Modi, and Amitabh Bachchan. Once they have built the anticipation, they plan their visit to India to connect with the local audience, according to Agarwal.

Agarwal also emphasised on keyword, or Search Engine Optimisation (SEO), and strategic hype-building as crucial elements of their entry strategy. Language barriers are typically not a major hurdle, as many international creators enjoy exploring Indian culture, participating in festivities such as weddings, and embracing Indian attire. For Indian brands collaborating with international influencers, the primary goal isn't necessarily direct sales but rather gaining credibility and advocacy. The association with a renowned international figure can significantly boost brand visibility and momentum.

What are the major challenges ahead?

The road to a pitch-perfect collaboration is strewn with some major challenges. Production holds the key. Indian and international creators have varying approaches to content production. Indian creators often prioritise quantity over quality, as they want to go big on the volume game. On the contrary, international creators focus on producing fewer, but high-quality pieces of content. The other challenge is to strike a balanced collaboration. Typically, a content creator may have a larger following than the other. But both may need to be accommodated through harmonious coexistence.

Rosy outlook

Influencer marketing requires a fresh perspective. The rise of content creators and the proliferation of paid collaborations have diluted the authenticity of influencer endorsements. Going ahead, creators must focus on producing engaging content that seamlessly integrates brand messaging, albeit subtly, and without sounding overly promotional.

The convergence of Indian and international influencers offers exciting opportunities for innovation and learning. By combining their strengths and understanding their respective markets, they can create impactful content that resonates with a global audience.

We are tracking significant shifts in India's creator landscape. The growing emergence of versatile creators who successfully transcend traditional content categories and create new opportunities for brand integration will be the discerning feature. We are witnessing the power of micro-cultural collaborations, where international creators connect with specific regional audiences, delivering engagement levels that surpass conventional approaches.

Majumdar explained the trend. “The commercials tend to be higher for international influencers, there are also brands questioning RoI. Brands need to show more patience. Cultural nuances are also a challenge. A lot of content creation in India happens with influencers who understand their audience inside and out. That is where desi collabs, hand-holding by Indian influencers will go a long way in helping in sensitising them [international influencers] with content which will work or not work,” he said.

Gandhi zeroed in another challenge. It primarily stemmed from generic and surface-level content, which risks appearing disconnected from audiences and may not foster lasting engagement. “Generating initial buzz is one thing; maintaining consistent interest and engagement over time is another. Balancing quick wins with long-term strategies that deliver sustained value and keep audiences invested is crucial,” he said.

“India’s digital ecosystem is diverse, with platforms like YouTube, Instagram, Josh, and regional apps each having distinct user bases and engagement norms. Adapting content strategies to maximise impact across multiple platforms without diluting the message adds further complexity.” he added.