Revant Himatsingka’s collaboration with Urban Company makes total sense! Here’s why!

Influencer Revant Himatsingka's collaboration with Urban Company is a case study on how brands and creators can focus on truthful endorsements rather than blind sales!

“Influencing” has been used time and again in the digital space with some negative connotation attached to it. People find influencers' opinions less reliable when branded content is involved; the ‘paid partnership’ tag puts them off and makes them wonder if the creator's recommendation is biased! Meanwhile, Revant Himatsingka goes against the whole idea of what influencers are. His content focuses on de-influencing people about blindly buying products. 

Via his content, he shines light on how people consume products that have become integral. He's been urging people to understand how it impacts their lives and health. Over the years, Revant has managed to earn his audiences’ confidence, and hence they listen to what he has to say! With zero brand collaborations and shedding light on everything that the brands’ choose to hide from their consumers, he's become the unsaid messiah who stays away from sales pitches and consumerism. But his recent collaboration with Urban Company makes total sense and we can explain why!

Also Read: The journey of Revant Himatsingka’s ‘Label Padhega India’ campaign

In this first-ever brand collaboration with Urban Company, Revant talks about the brand’s water purifier in a standard Revant style. Instead of blindly endorsing the product, he talks about the ways the company is trying to market its product while also highlighting why he would suggest that people invest in the same. With this collaboration, Revant shows us how monetising from content creation is possible without compromising on your ideologies or the audience's faith in you.

While sharing the posts, Revant wrote about how he has rejected multiple brand deals in the past because they never aligned with his philosophy.  He mentioned how he went ahead with this collab with Urban Company only after the brand agreed to his terms of being honest with his followers by discussing what he likes and dislikes about the same. He also wanted to use the product himself for a few months before recommending it. He wrote, "I told them that I will only make a video after I strongly believe that the future of advertisements is going to be honest, and not about 'selling'."

Check out the video here!

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A post shared by Revant Himatsingka (@foodpharmer)

Brand deals are a major source of income for content creators. Endorsing products is how creators can keep entertaining their audience. But Revant, known for calling out brands, has hardly endorsed one in his content creation journey. Breaking this streak to talk about a product, without drifting from his own content, makes this collaboration an ideal example of how collaborations can work in the digital setup.

One reason people get drawn to influencers is because we find them to be an extension of what we believe in. Hence influencers become a living example of the values we want reflected in our lives. And that's why we need to make sure to carefully follow their content and decide what we want to get influenced by. In this clutter of brand deals and partnerships, we need influencers like Revant who remain true to themselves and to their audience. 

What do you think of this collaboration? Let us know in the comments below.