New Delhi, April 21 -- With social media catching on in rural India, consumer brands have started investing 30-35% of their influencer marketing budgets beyond metro cities. However, the cultural disconnect between the marketers from urban centres and rural consumers is challenging the maximization of returns.

To bridge the divide, companies are experimenting with strategies such as turning viral moments into campaigns and partnering with smaller, regional influencers. This trial-and-error approach aims to crack the code for effective influencer marketing that will appeal to rural consumers.

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