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Overview:

A premium, community-led brand in the senior living and active ageing space is looking to partner with a specialist influencer marketing agency to drive narrative-led, event-based activations across India. The brand is planning around 20 experiential community events each in Mumbai and Bengaluru (2026) and is seeking an agency that can go beyond talent management to actively shape storytelling, campaign narratives, and cultural positioning around these experiences.

The brand has previously experimented with younger influencers to reach senior audiences, but results have not been effective. They are now specifically looking to work with creators from within the 55+ age group to ensure authenticity and resonance.

Brief Requirements:

• Scale: 20 events each in Mumbai and Bengaluru (2026)
• Focus: Offline, community-driven experiential activations
• Core objective: Build awareness, trust, and engagement through authentic storytelling
• Influencer profile: Age: 55+ | Affluent, polished, English-speaking | Credible, lifestyle-aligned, and socially engaging presence

Agency Requirements:

• Strong influencer marketing agency with access to a verified roster of 55+ age group creators/influencers
• Ability to design campaign narratives and not just execute influencer bookings
• Experience working on lifestyle, wellness, community, or premium audience-led brands
• Capability to manage large-scale offline activations across Mumbai & Bengaluru cities
• Strong content strategy + storytelling capability (especially for non-traditional influencer demographics
• Ability to deliver consistent reporting and campaign performance insights