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Virat Kohli has 271M followers but promotes Noise, while Roger Federer has 13M followers but does Rolex ads.

Because smart brands don't choose celebrities based on follower count or net worth. They choose based on WHERE THEIR CUSTOMERS ARE. → Noise and boAt target mass-market Indian consumers.

They need visibility among 18-35 year olds who follow cricket religiously. Kohli and Pandya fit perfectly. → Rolex targets ultra-HNIs globally. They don't need 271M followers. They need the RIGHT 13M who can actually afford a ₹10L+ watch.
Federer's audience?

Exactly that. Your pricing and partnerships should depend on NICHE, not numbers. In India, only 1-2% of people earn ₹10L+ annually.

Marketing isn't about reaching everyone. It's about reaching the RIGHT ones. Choose influence based on customer perspective,