New Delhi, Feb. 24 -- Digital content creators such as Viraj Ghelani and Larissa D'sa are among an intrepid bunch of influencers that seeks to venture beyond the comfort zone of mobile screens to take their wares to live audiences. In a way, the pattern is a familiar one, when online-only e-commerce firms had started setting up offline stores to attract more customers and generate greater brand recall a few years ago.

With competition for eyeballs getting increasingly fierce on social media, digital influencers are testing out physical events to increase their chances of getting noticed and take in valuable feedback. Such events also provide brands a new opportunity to propagate their messages and improve returns on their investment on s...