Winter blues for influencers

Winter blues for influencers

November, the onset of winter in India, was not a good month for most of the 20 high-profile leaders tracked by the Mint Influencers Index. Not only did 10 and 15 of them see their influence wane in the month across Indian and global media, respectively, the entire group of influencers was cited only 2.17% more than it was in October in Indian media and was actually cited 36% less in global media.

Thus, compared to September and October, when India was the flavour of the month in foreign print media, November was a dry month for Indian policymakers and chief executives.

The exception, in the case of foreign media, was Rahul Bajaj, chairman, Bajaj Auto, who saw a 180% increase. However, this could be because of the base effect—Bajaj was cited only four times in October and this rose to 18 in November. The big gainers across both Indian and foreign media were Reliance-Anil Dhirubhai Ambani Group head Anil Ambani and Ratan Tata, head of the Tata group. In Ambani’s case, it was the group’s full-fledged entry into mobile telephony using the GSM technology platform that was responsible for this, while in Tata’s case, it was the increasing interest in the company’s Rs1 lakh car project.

The index is a monthly, objective measure, based on media analysis by Factiva, which tracks these leaders, looking at the volume of media citations for each of them as a proxy for their rising or waning influence. The assumption is that visibility and share of voice is good for them and their companies, and, in the case of global media, collectively the index is a good surrogate for the growing or waning attention that Indian business and economy generate outside the country.

See Graphic: Mint Influencers Index

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