end brands wanting to infuse his trademark whimsy into their product and accentuate the brands ability to laugh at itself sample this when a makeup brand wanted a boost from sul he dabbed some foundation and eye shadow on his belly and gifted himself abs while its easy to get distracted by the siren call of influencer culture with multiple revenue streams social media influencers are a passionate bunch that sees value in their own identity it is what eventually earns us a large trusted audience says youtube star sahil khattar in a nutshell money cannot buy viral happiness and marketers too recognise that its not about flashing the product into peoples faces and pushing for sales brands look at influencers from a lens of authenticity their appeal lies in keeping things real and naturally integrating something into their own environment and into a viewers life cycle says vatsala mahendra senior marketing executive at viacom 18unlike in the traditional media there is no one to moderate the views nor is there a rulebook to follow what fans get to read or see are unfiltered content that are edgy politically incorrect and often missing in mainstream media and those fed on conventional ideas find that refreshingits what drives jitendra sharma better known as ted the stoner a chartered accountant by day and a meme generator by night whose brand of cheeky humour has earned him more than 482000 followers and a fair number of trolls too who often threaten to blow his brains out despite garnering the power to shape opinions on matters of public importance with amusingly captioned pictures and videos he continues to turn down brands trying to rope him in the internet has levelled the playing field for all of us irrespective of what age or income group we belong to and the fact that youre in a position to impact people makes it my moral obligation to do so positively says the 24yearold