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In the ever-evolving landscape of advertising and marketing, brands have innumerable avenues to get their message and narrative across to their target audience and to the population at large. One such avenue has been influencer marketing. The rise of content creators on social media platforms has been nothing short of revolutionary. These individuals, armed with creativity, wit, and authenticity, have transformed into influencers, shaping trends, opinions, and consumer behaviours. Brands, being quick to recognize the potential of these online influencers have successfully leveraged their reach, creating a mutually beneficial relationship and thus, redefining the way products and services are promoted. However, these strategies have more or less become a norm now. The social media content creators turned influencers have become marketing powerhouses.